臺灣博碩士論文加值系統

智慧型手機漸漸在手機市場中崛起，從最原先的商務功能轉成兼具通訊以及影音休閒娛樂於一身的新商機。也由於智慧型手機的定位改變，於是在行動遊戲的潛力搭配上智慧型手機的高成長率，可以預見的將成為新一波的商機，但目前大部分的研究仍侷限在傳統的功能性手機的行動遊戲之上及探討掌上型電玩裝置的行動遊戲兩者，而對於智慧型手機的研究也較少人去討論行動遊戲，多是以商用程式或者智慧型手機本身使用動機為主，為了解釋使用者挑選行動遊戲的因素，本研究回顧了科技接受模式、互動性、認知關鍵多數及社會逃避等相關文獻，並以焦點群體訪談的方式試圖找出之前未考量到的可能影響因素，即打發時間以及成本考量兩者。
研究發現，八個因素在實施四組焦點群體，每組六位參與者的訪談後，知覺易用性、知覺有趣性、認知關鍵多數、打發時間、成本考量是使用者在挑選下載行動遊戲時的影響因素，本研究根據成果概括性探討發展初步模型提供智慧型手機行動遊戲的開發業者及後續研究者作為實證研究的參考。

Smartphone is gradually increasing in the market share of mobile phone, changing from the initial business function to a new business opportunity integrated with communication, video playing, leisure and fun. Also due to the position changing of the Smartphone, the potential of mobile games together with the high growth rate of the Smartphone will definitely become a new wave of business opportunity. However, most current studies still focus on the discussion of the mobile games of the conventional cell phone and the handheld game player. As for the studies related to the Smartphone, they mostly focus on the apps or the mobile phone itself, but rarely conduct a research on the mobile games. In order to explain the factors affecting the users to choose the mobile games, this study makes a review of the literatures related to the TAM, interactivity, cognitive key majority and social avoidance, and adopts the focus group interview to find out the factors that possibly show influences but are ignored in the past, namely, time-killing and cost consideration.
After conducting interviews on the four focus groups that consist of six participants respectively, the research finds out that among the eight factors, the factors of perceived ease of use, perceived enjoyment, cognitive key majority, time killing and cost consideration show their influences on the users to choose to download the mobile games. Through generalized discussion of the research achievements, this study develops the preliminary model and provides references for the engineers in developing the mobile games of the Smartphone and the follow-up researches related to empirical studies.

目 錄
目 錄 I
表 目 錄 V
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機、目的及問題 3
第三節 研究流程 7
第二章 文獻探討 8
第一節 智慧型手機 8
一、 定義 8
二、 智慧型手機市場概況 10
三、 智慧型手機作業系統 12
四、 手機作業系統使用現況 20
第二節 行動遊戲 (Mobile Game；Wireless Game) 21
一、 定義 21
二、 行動遊戲市場概況 22
三、 行動遊戲的類型 25
第三節 使用與滿足理論） 27
第四節 科技準備度（Technology Readiness Index, TRI） 29
第五節 科技接受模式(Technology Acceptance Model, TAM) 30
第六節 知覺有趣性(Perceived Playfulness) 35
第七節 互動性(Interactivity) 39
第八節 認知關鍵多數(Perceived Critical Mass) 42
第九節 社會逃避(Social Escapism) 43
第三章 研究方法 46
第一節 研究設計 46
一、 焦點團體 46
二、 訪談大綱與預試 48
第二節 研究樣本 50
第三節 資料蒐集 53
一、 分組說明 53
二、 資料蒐集程序 54
第四章 研究結果分析 56
第一節 會後問卷結果分析 56
第三節 訪談結果分析 58
一、 遊戲性 60
二、 認知關鍵多數 64
三、 社會逃避 65
四、 打發時間 65
五、 成本考量 66
第四節 初步研究模型 69
第五章 結論與建議 72
第一節 結論 72
第二節 管理意涵 75
第三節 研究限制 77
第四節 後續研究建議 77
參考文獻 79
一. 中文部分 79
二. 英文部分 80
三. 網路資源 89
附錄一 參加通知與同意書 91
附錄二 訪談大綱 92
附錄三 會後問卷 93

圖 目 錄
圖1-2-1 2011年6月份最常使用的App類型 3
圖1-3-1 本研究流程圖 7
圖2-1-1 智慧型手機作業系統市佔比例圖 21
圖2-2-1 影響推薦行為的遊戲特徵 25
圖2-5-1 理性行為架構 31
圖2-5-2 科技接收模式 32
圖2-6-1 延伸科技接收模式 38
圖3-3-1 資料蒐集流程圖 55
圖4-4-1 前測初步研究模型 69
圖4-4-2 前測修改後初步模型 70

表 目 錄
表1-1-1 智慧型手機市場佔有率預測 (單位：千支) .......................... 2
表1-2-1 2010年至2015年遊戲市場支出總和.................................... 5
表2-1-1 資策會對智慧型手機之定義 ................................................... 9
表2-2-1 2011年Q3全球智慧型手機出貨量 ..................................... 12
表2-5-1 TAM相關文獻 ....................................................................... 33
表3-1-1 焦點團體預試參與者簡介 ..................................................... 49
表3-2-1 受訪者分組說明 ..................................................................... 51
表3-2-2 受訪者簡介 ............................................................................. 52
表4-1-1 重要程度認知因素平均值 ..................................................... 57
表4-3-1 焦點團體中每項因素被提及的頻率 ..................................... 59
表4-3-2 遊戲性的子構面因素被提及的頻率 ..................................... 60

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