以沉浸理論探討臉書遊戲商品購買意願

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姓名

黃昆山(Kun-Shan Huang) 查詢紙本館藏

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資訊管理學系

論文名稱

以沉浸理論探討臉書遊戲商品購買意願
(Use Flow Theory to discuss buying intention in facebook game goods)

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摘要(中)

透過社群的力量，臉書的普及率越來越高，越來越多人接觸臉書，隨著使用者的增加，接觸臉書遊戲的人也隨之提升，臉書遊戲普及率的上升，探索臉書遊戲有極大的重要性。本研究針對臉書遊戲的玩家，探討使用者對於臉書遊戲商品的購買意願與原因，主要研究目的：
1. 以文獻探討臉書遊戲的特性，研究特性所帶來的沉浸現象。
2. 探索使用者對於商城商品認知影響購買意願的因素。
3. 利用「沉浸理論」檢驗玩家購買臉書遊戲商品的意願。
4. 區別臉書遊戲與線上遊戲特性的不同，臉書遊戲的特性有社交與認同、互動性、挑戰與成就、新奇感，檢視兩者之間的差異。
本研究利用線上問卷與紙本問卷的方式，回收 194 份問卷後利用統計分析軟體進行資料分析，研究發現到臉書遊戲與線上遊戲之特性有極大的差異，一般特性與臉書遊戲特性影響玩家沉浸於遊戲中的特性也不相同，並發現玩家在臉書遊戲中的沉浸體驗，對於玩家商品購買意願的影響程度，以及遊戲商城的商品吸引玩家購買的商品認知因素。
藉由臉書遊戲與線上遊戲差異性特徵，不同遊戲類型使玩家沉浸於遊戲的特性也不相同，未來遊戲廠商設計遊戲時，可針對不同特性進行設計與開發，加強臉書遊戲之特殊性，如互動性的直覺性遊戲設計、遊戲操作容易、介面帶給我快樂、系統送禮，與照相功能，與新奇感的商品時常更新、時節性商品、個人化配置、其他遊戲廣告，與其他遊戲獎勵，並避免偏向線上遊戲的特性，如挑戰與成就的耗時通關等特性，進而吸引更多臉書遊戲玩家。並提供廠商設計臉書遊戲商
城商品的方向，提高玩家購買臉書遊戲商品的意願，對於廠商獲利有所助益。

摘要(英)

Through the power of community, the penetration rate of facebook is getting higher and higher, more and more people contact with the facebook. As the users increasing, the contaction with facebook games are increasing, and with the penetration of facebook game rising, exploring the facebook
game becomes very important. In this study, we try to explore the purchase intention and reason in the facebook game. So the main purposes are:
1. Use research review to explore the characteristics of the facebook game to study the immersion phenomenon.
2. With the cognitive factors of users, find out factors affect users to buy goods in the Mall of facebook game.
3. Use "Flow Theory" to test the buying intension of players to buy facebook game goods.
4. Differenciate the characteristics between facebook game and online game. There are four factors in facebook games like social and identity, interaction, challenges and achievements, and novelty. Use these to view the differences between the games.
The online questionnaire and paper questionnaire were used, and recieved 194 questionnaires which were analyzed by statistical analysis software. the research found there are a lot of differences between facebook games and online games, the factors in facebook games which affect people
to play are not the same. And the cognitive factors like the immersion experience of the players in the game of facebook, the degree of influence for the players to the buying intention, and the factor of game store goods attracting players purchased were found. By differences in characteristics of facebook games and online games,
the reasons that different game types make the player immerse in the game are not the same, game manufacturers can design the game with the different characteristics developed, strengthen the special nature of face book game,
such as intuitive game design,easy game playing, the interface bringimg happiness, gift-giving system, and the camera of interaction.frequently updated, merchandise, season goods, personal configuration, other games,
advertising, and other game rewards of novelty.Try to avoid the bias of the characteristics of the online game,for example time-consuming games, and other features such as the challenges and achievements, and thus attract more Facebook gamers. Support manufacturers the way to design the facebook
game and store, provide direction to improve the intersion for players to buy facebook game goods. This will be helpful for vendors’ profit.

關鍵字(中)

★ 購買意願
★ 商城商品
★ 沉浸理論
★ 臉書遊戲

關鍵字(英)

★ goods of mall
★ facebook game
★ flow theory
★ buying intension

論文目次

誌謝
摘要
ABSTRACT
目錄
表目錄
圖目錄
第壹章緒論 1
第一節研究背景與動機 1
第二節研究目的 2
第三節論文架構及研究流程 3
第貳章文獻探討 4
第一節沉浸理論 4
第二節臉書遊戲特性 5
第三節遊戲商城商品特性 7
第四節意願與購買意願 8
第參章研究方法 9
第一節研究架構 9
第二節研究假說 10
第三節研究變數定義與操作化方法 12
一、臉書遊戲的特性 12
二、臉書遊戲的沉浸 16
三、臉書遊戲商城商品的特性 17
四、臉書遊戲商城商品的購買意願 19
五、小結 20
第四節研究設計 21
一、問卷設計 21
二、研究樣本 22
三、資料分析方法 22
第肆章研究結果 23
第一節樣本基本資料分析與描述 23
一、基本資料 23
二、臉書遊戲特性分類 26
第二節原始模型 36
一、問卷量表之信效度檢驗 36
二、假說檢定 39
第三節修正模型適配度檢定 41
一、問卷量表之信效度檢驗 42
二、假說檢定 44
第伍章研究結論 46
第一節研究結果之意涵 46
一、臉書遊戲特性與玩家沉浸臉書遊戲 47
二、臉書遊戲商城商品特性與購買意願 47
三、玩家沉浸臉書遊戲與購買意願 47
四、臉書遊戲與線上遊戲特性之差異 48
第二節重要發現與貢獻 50
第三節管理意涵 51
第四節研究限制 52
參考文獻 53

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指導教授

薛義誠(Yih-Chearng Shiue)

審核日期

2012-7-23

推文