| 摘要: | 隨著近年來網路的發展，線上遊戲的商機與族群也不斷的擴大，人們透過線上遊戲平台，使得虛擬社群的互動更為精采且頻繁，線上遊戲也不斷推陳出新，業者莫不希望能夠取得更高的市場佔有率，然而，能夠驅使玩家持續使用一款線上遊戲，就必須仰賴線上遊戲能夠帶給玩家多少樂趣。因此，若能瞭解如何讓玩家在遊戲中享受到更多的樂趣，將可影響玩家願意再度回到遊戲中之意願，在激烈的市場中勝出。 本研究參照Wu et al.（2008）透過理性行為理論所發展出對於線上遊戲之樂趣研究模型，探討影響玩家在遊戲過程中形成樂趣之因素，並瞭解其對理性行為理論中之態度，以及行為意圖的影響。同時，本研究亦欲探討Lu & Wang（2008）研究架構中之描述性規範構面對於樂趣是否有顯著的影響，並整合上述學者所提出之模型加以驗證。 本研究針對曾經使用過線上遊戲的玩家做研究，透過網路問卷的方式來蒐集資料，有效問卷共回610份。使用SPSS與AMOS等軟體進行相關統計分析及結構方程模型驗證，得到的實證結果如下： 一、線上遊戲之要素：故事、影像、音效、長度及操控對於玩家「樂趣」之形成皆有正向且顯著的影響。 二、玩家感受之描述性規範對於玩家「樂趣」之形成也有正向且顯著的影響。 三、玩家感受之樂趣對於玩家對線上遊戲之「態度」及玩家未來繼續參與線上遊戲之「意圖」有正向且顯著的影響。 四、玩家對線上遊戲之「態度」對於玩家未來繼續參與線上遊戲之「意圖」也有正向且顯著的影響。 As a result of the continuous development of Internet in recent years, business opportunities and consumer groups of online games becomes increasingly larger. Through the online interfaces, consumers are able to interact more frequently and vigorously in the imaginary community. As new online games continue to evolve and grow, it is a common goal that all vendors would like to obtain a higher market share. However, the driving force for the players to continue playing certain games depends entirely on the satisfaction and enjoyment the players gain from the games themselves. Therefore, the understanding of the factors that control the joy level of the players would lead to an increase of returning players, and eventually, a larger market share amongst the competitive market. Referring to the models presented by Wu et al. (2008) which augmented the theory of reasoned action (TRA) with the enjoyment, this study investigates the key elements to determining factors that control the return of players and the joy experience. This study also investigates the impact of enjoyment on behavioral attitude and behavioral intention. Meanwhile, the study also aims to investigate the applicability of the models presented by Lu and Wang (2008), which investigate the descriptive norms influence, to online gaming enjoyment. This study has selected people who have been involved in online games as research subjects. A total of 610 questionnaires were obtained through internet. The empirical results were validated by using SPSS and AMOS, which conducts a structural estimation model. The findings are as follow: 1.The key elements to online games, which are story, graphics, sounds, length and control, all have positive and direct effects on online gaming enjoyment. 2.The results indicate that perceived descriptive norm has positive and direct effects on online gaming enjoyment. 3.The enjoyment the players perceived in the online games has a positive and significant impact on attitude toward the online game, and the intention to playing the online game continuously. 4.The attitude of the players toward the online game has positive and significant impact on intention to continue playing the online game. |
