臺灣博碩士論文加值系統

社群網絡、智慧型手機及平板的發展改變了人們的習慣，融合移動、社交及在短時間便可滿足使用者達到娛樂、打發時間、紓壓的手機社交遊戲也因此迅速竄紅，其魅力造就許多手機不離手的潛在玩家們被開發出來，尤其女性。同時，遊戲數量隨著潮流發展而爆炸式的增長，也因複製容易因此同質性的遊戲相當多，導致手機社交遊戲業者處於競爭激烈的戰場中。另一方面受限於硬體系統設備及網路流量，造成遊戲精緻度或系統穩定度的不足，讓玩家對遊戲之投入感不高，亦不想對其付出太多金錢跟時間。再者，多數業者採免費下載經由販賣遊戲中的道具及虛擬貨幣的微交易獲利模式，更提供玩家有利於隨意轉換新遊戲之契機，此乃所有手機App遊戲業者的最痛處。
許多學者皆探討正向誘因以留住玩家，紛紛提出加強社交互動連結性、玩家與業者間之良好互動、內容保持新鮮及創新等建議，而對於在遊戲過程中容易使玩家不想繼續玩的因素卻鮮少被重視到。因此本研究以反向觀點試著探究當玩家在享受遊戲帶來的利益時，同時會產生哪些犧牲感而讓玩家產生不想繼續玩的念頭。經由觀察及問卷收集資料，並利用PLS分析方法進行模型驗證，研究結果顯示大多數手機社交遊戲玩家重視的利益為「功利性利益」、「享樂性利益」及「自尊性利益」，同時「時間犧牲」及「隱私犧牲」會影響並降低玩家的「知覺價值」，增長「不持續使用意願」，且「時間犧牲」是直接影響玩家產生「不持續使用意願」的關鍵因素。而由仍在使用玩家組中得到「隱私犧牲」會直接正向影響「不持續使用意願」的結果。同時亦發現，在已停止使用玩家的認知中，利益構面僅有「享樂性利益」具有影響「知覺價值」之作用。期望此研究結果能給各手機App遊戲業者做營運策略之參考。

The development of social network, smartphone, and tablet computer has changed people’s habits. Mobile social games, which converged mobile and social abilities and satisficing users’ needs for entertainment, time killing, and pressure released, have gained popularity dramatically. The attraction makes many potential players to be developed, especially female users who have phones in their hands all the time. At the same time, the industry of mobile social games is very competing since the quantity of games grows as the trend is developing. There are a lot of similar games have been created due to easy replication. On the other hand, players’ interest level varies because the hardware system equipment and network traffic is limited, which resulting in lack of delicacy of the game or the system stability. Not willing to pay too much money and time is another reason. In addition, most operators provide free download for the game but make profits through selling the items that players might use for the game. It offers players an opportunity to favor free conversion of new games, which hurts the most of all mobile phone game operators.
Many researchers discussed how to use positive incentives to keep players playing the game, and they suggested strengthening the link between social interaction, good interaction between the player and the Operators, to keep the content fresh and innovative. However, factors for players’ intention of discontinuing usage are rarely mentioned. Therefore, this study worked backwards trying to explore which sacrifices might affect players to discontinue playing the game while they are enjoying the benefits from it. Data collected through observation and questionnaire and PLS analysis is used to verify my models. Research finding shows that most mobile social game players value “Utilitarian benefit,” “Hedonic benefit,” and “Self-esteem benefit” while “time sacrificing” and “privacy sacrificing” affects and lowers their “perceived value,” which increases their “discontinuing usage intention.” “Time sacrificing” is the key factor that directly affects players to generate the “discontinuing usage intention.” Outcome from current players indicate that “privacy sacrificing” directly affects their results of “discontinuing usage intention.” It was also found that only “Hedonic benefit” affects their “perceived value” for not-playing-anymore players. I expected results of this study will give the mobile phone game operators as a reference for their operational strategy.

摘要 i
Abstract ii
目錄 iii
表目錄 v
圖目錄 vi
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 3
1.3 研究目的 5
1.4 研究流程 7
第二章 文獻探討 8
2.1 手機社交遊戲 9
2.2 知覺利益 14
2.3 知覺價值 16
2.4 知覺犧牲 19
2.5 不持續使用意圖 21
第三章 研究方法 22
3.1 研究架構 23
3.2 研究假設 24
3.3 研究變數定義與衡量 25
3.4 研究設計與研究工具 28
3.5 資料分析方法 32
第四章 研究結果 34
4.1 敘述統計分析 35
4.2 問卷信度及效度分析 38
4.2.1 信度分析 38
4.2.2 效度分析 38
4.3 模型結構分析與假說檢定 44
4.4 討論 50
第五章 結論與建議 55
5.1 研究結論 56
5.2 研究貢獻 62
5.2.1 學術貢獻 62
5.2.2 實務貢獻 63
5.3 研究限制與後續研究發展 64
參考文獻 65
中文部分 65
英文部分 66
附錄：正式問卷 72

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