為了擴展使用線上遊戲的人口，許多遊戲公司紛紛推出免費線上遊戲，希望可以吸引更多使用者接觸線上遊戲。遊戲廠商之獲利模式也從收取月費的方式轉為販賣遊戲中虛擬道具或寶物之方式賺取利潤。根據台灣網路資訊中心的調查顯示，截至2012年3月止，在線上遊戲使用者中，便有69%之使用者是接觸免費線上遊戲。因此本研究探討這些使用者既然選擇使用免費線上遊戲，為何還有意願花錢購買虛擬道具與寶物。本研究之架構納入使用者動機與消費價值對使用者購買虛擬道具的意圖之影響。 本研究回收之有效樣本數共276份，並以SPSS和Amos作為統計分析工具，來檢驗本研究之模型與研究假說。研究結果發現：(1) 在免費線上遊戲的情境中，相較於使用者動機，虛擬道具的社會性與情感性價值對購買意圖之影響較顯著；(2) 不同的使用者動機對虛擬道具之消費價值的選擇具有顯著正向影響。 To attract more players, many game companies have published the free-to-play online games. Their profit model has changed over from collecting monthly/hourly fees to selling virtual items in the game world. The report of TWNIC (March 2012) illustrated that about 69% players of online games chose to play free-to-play online games and some of them might buy the virtual items in the game world. Accordingly, this study attempted to explore why players are willing to buy virtual items while choosing to play free-to-play online games. This study developed and tested a research model which focused on understanding how user’s motivations and consumption values affect free-to-play online games players’ intentions to purchase virtual items. Results showed that: (1) Compared to the user’s motivations, the social value and emotional value are statistically significant and positive affecting users’ intention to purchase virtual items in the free-to-play online games and (2) Different users’ motivations are statistically significant and positive affecting users’ choice of consumption values.
