臺灣博碩士論文加值系統

娛樂活動是人們紓解壓力、調劑身心的方式，而遊戲就是消費者經常從事的休閒活動之一，雖然目前遊戲市場的主力仍為電玩主機，但隨著行動裝置的普及與社群網路的發達，手機遊戲拓展到生活的每個角落，並朝向更多元的應用方式發展，使行動遊戲產業有著相當大的發展潛力，預估至2018年市場規模將達75億美元。
然而，台灣行動遊戲市場至今仍發展有限，市場規模僅數億元，其原因在於長久以來行動遊戲的種類與款數雖然眾多，但遊戲類型大多類似，對玩家的吸引力因而降低。除遊戲品質和內容無法有效吸引多數玩家消費外，習慣透過網路免費下載、遊戲價格對學生玩家不具吸引力等，再再均造成了玩行動遊戲的人多，市場規模卻極為限縮的狀況。因此，增加行動遊戲付費金額與比例，可使台灣行動遊戲市場呈現大幅度的成長，是拓展行動遊戲產業的當務之急。
過往探討遊戲使用者購買意願的研究有相當多，從過去對遊戲的相關研究中就可得知，沉浸體驗對玩家有很大影響，本研究透過網路問卷調查，以暴雪娛樂出品的《爐石戰記》為例，來探討影響沉浸的前因，以成就目標理論觀點切入，檢視不同成就目標消費者對於遊戲沉浸的影響，並加入玩家對遊戲內容認識度，探討遊戲背景的建構是否影響沉浸經驗的形成，最後探討沉浸體驗與購買意願的關係。
研究結果發現有三：（一）除逃避表現目標外，精熟目標與趨向表現目標皆能影響沉浸體驗，且趨向表現目標的玩家甚至能跳過沉浸，直接影響購買意願；（二）遊戲內容認識度能雖然無法直接影響沉浸程度，但能透過遊戲建構使玩家產生購買意願；（三）一旦使玩家能夠沉浸在遊戲世界中，玩家通常會付出時間或金錢，延續沉浸的感覺，即高度的沉浸經驗能使玩家有更高的購買意願。

Having entertainment activities is the way people relieve their stress and mitigate their mind. And playing game is one of the leisure activities selected by consumers most often. Nowadays, although the video games still occupy high ratio of the game market, but with the development of mobile devices and growth of social networks, mobile games have become more and more popular and also been developed for varied applications. This tendency brings high potential to mobile game industry and its output value is forecasted to reach 7.5 billion US dollars in 2018.
However, in Taiwan, the development of mobile game industry is still restricted, only hundreds of million US dollars per year. The main reason is because despite there are many types of games, the contents are too similar to attract consumers difficultly. In addition, except non-attractive quality and content to most consumers, free download habit and high game price reduce the interest on the student consumption group. Many reasons cause the phenomenon that lots of people are playing mobile games, but the mobile game market is extremely limited. Therefore, increasing the amount and proportion of mobile games paid, it can make mobile game market grows significantly. And it’s the top priority step for this industry.
In the past, there are many researches talk about game player’s purchase intention. From relative studies, we could understand that the Flow Experience is the main factor which could influences consumer. The study adopts questionnaire survey and purposive sampling, based on Hearthstone produced by Blizzard Entertainment, to discuss the reasons affect flow experience and according to the point of achieve-
ment goal theory to view different consumer’s achievement goal causes different levels Flow Experience. Also, adding in player’s knowledge of game content, to study if the structure of game background will influence the establishment of flow experi-
ence. At last, to discuss the relation between flow experience and purchase intention.
From research we have three discoveries: (1) Except performance-avoidance goal, Mastery goal & performance-approach goal both could influence flow experience. And performance-approach goal even could skip flow and influence purchase intention directly. (2) The knowledge of game content although could not affect the degree of flow experience, it could makes player increase purchase intention via Game construction. (3) Once the players get flow experience by the game, they would love to pay more time or money to extend their sense of flow. It means high flow experience could make players have higher purchase intention.

目錄
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 3
第三節 研究範圍與問題 5
第二章 文獻探討 7
第一節 沉浸理論 7
第二節 成就目標理論 13
第三節 遊戲 17
第四節 購買意願與沉浸 20
第五節 爐石戰記概述 22
第三章 研究方法 23
第一節 研究架構 23
第二節 問卷設計與衡量 24
第三節 資料收集與前測 30
第四節 研究樣本特徵描述 32
第五節 沉浸感知因素之因素分析 35
第六節 相關分析 38
第七節 資料分析與統計方法 41
第四章 資料分析 43
第一節 沉浸感知因素與沉浸程度 43
第二節 不同成就目標的沉浸程度分佈 44
第三節 成就目標與沉浸體驗 45
第四節 遊戲內容認識度對沉浸體驗 46
第五節 沉浸結果自我評估與購買意願 47
第六節 沉浸感知因素在成就目標與沉浸程度間的中介 47
第七節 沉浸程度在沉浸感知因素與購買意願間的中介 49
第八節 沉浸體驗在成就目標與購買意願間的中介 51
第九節 沉浸因素在遊戲內容認識度與購買意願間的中介 52
第五章 研究結論與建議 55
第一節 研究發現與結論 55
第二節 研究限制 59
第三節 未來研究建議 60
參考文獻 61
附錄A 正式問卷 66

表目錄
表1：成就目標理論問卷題項 26
表2：沉浸感知因素問卷題項 27
表3：沉浸結果自我評估問卷題項 28
表4：購買意願問卷題項 29
表5：遊戲內容認識度問卷題項 29
表6：各構面信度分析表 32
表7：人口變項次數分配表 33
表8：玩家遊戲概述次數分配表 34
表10：各因子之相關分析表 40
表11：挑戰對沉浸結果自我評估之迴歸分析 43
表12：挑戰及技巧與控制對沉浸結果自我評估之迴歸分析 44
表13：挑戰、技巧與控制與遊戲建構對沉浸程度之迴歸分析 44
表14：不同成就目標的沉浸程度分佈 45
表15：成就目標對挑戰之迴歸分析 45
表16：成就目標對沉浸結果自我評估之迴歸分析 46
表17：遊戲內容認識度對遊戲建構之迴歸分析 46
表18：遊戲內容認識度對沉浸結果自我評估之迴歸分析 46
表19：沉浸結果自我評估對購買意願之迴歸分析 47
表20：精熟目標對沉浸結果自我評估之迴歸分析 48
表21：精熟目標與挑戰對沉浸結果自我評估之迴歸分析 48
表22：趨向表現目標對沉浸結果自我評估之迴歸分析 48
表23：趨向表現目標與挑戰對沉浸結果自我評估之迴歸分析 48
表24：沉浸感知因素對購買意願之迴歸分析 49
表25：技巧與控制及遊戲建構對購買意願之迴歸分析 49
表26：技巧與控制、遊戲建構及沉浸自評對購買意願之迴歸分析 50
表27：精熟目標與趨向表現目標對購買意願之迴歸分析 51
表28：遊戲內容認識度對購買意願之迴歸分析 52
表29：遊戲內容認識度對購買意願之迴歸分析 52
表30：遊戲內容認識度與遊戲建構對購買意願之迴歸分析 53
表31：各假設之驗證結果 54

圖目錄
圖1：Csikszentmihalyi (1985)的沉浸模型 10
圖2：Massimini and Carli(1988)的沉浸模型 10
圖3：研究架構圖 23

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