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研究生:丁志成
研究生(外文):Chih-Chen Ting
論文名稱:線上和電腦遊戲玩家參與行為之探討
論文名稱(外文):A Study on Participation Behavior of On-line Game and PC Game Players
指導教授:周庭銳周庭銳引用關係
指導教授(外文):Ting-Jui Chou
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:132
中文關鍵詞:樂趣價值心流理論成癮行為目標設定回饋社會互動
外文關鍵詞:goal setting and feedbacksocial interactionaddictive behaviorflow theoryplay value
相關次數:
  • 被引用被引用:32
  • 點閱點閱:2653
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:7
本篇以線上和電腦遊戲玩家為研究對象,旨在探討玩家之遊戲參與行為,包括成癮現象、所經歷之心流經驗結果及相關心流影響因素。本研究採開放式之網路問卷蒐集資料,共得到有效問卷計751份。
  本篇使用變異數分析、路徑分析和相關分析等統計分析方法進行資料分析,並對提出之研究假設進行驗證,結果顯示玩家之遊戲成癮行為隨個人特質之不同而有著顯著差異,且心流結果顯著影響成癮行為之形成,而心流因素亦顯著影響心流結果之形成。
此外,線上和電腦兩類型遊戲玩家參與遊戲獲得之樂趣價值無顯著差異,但其樂趣價值之來源有所不同,而玩家參與兩類型遊戲所經歷之探索性行為和時間感扭曲有著顯著差異,此外,若比較線上和電腦遊戲玩家所顯現之心流因素,線上遊戲提供玩家較多之人際互動與合作,而電腦遊戲提供玩家較多競爭。
於行銷意涵而言,若心流因素正向影響心流結果則應將此心流因素加入遊戲元素中,反之,則減少之。而心流因素於不同心流結果有相反效果時,則應比較其於最後成癮行為之效果大小,尋求遊戲玩家最大之成癮行為。
The purpose of this study is to understand behaviors of the on-line and
the PC game players, with a focal interest investigating their addictive behavior, the flow consequences they experienced, and related flow factors that emerged from the game fun. With a web-based questionnaire design, this study collects data from game players through the Internet, and the final useful questionnaires reached 751.

This article applies one-way ANOVA, path analysis, correlation analysis, etc., to analyze data and test the proposed research hypotheses. Results show that addictive behavior of game players differ from flow consequences, and flow consequences vary from incumbent flow factors.

Additionally, play value gained by both types of players is identical, except the sources of play are diverse. Exploratory behavior and a sense of time distortion experienced by two types game players are different. Besides, while comparing with flow factors those two types of game players have encountered, there are more components of personal interaction and cooperation provided for the on-line game, and on the other hand, the competition components for PC games.

As for marketing implications, if flow factors affect flow consequences positively, we should add this flow factor to game design, if negatively, we should diminish it. As the same flow factor has reverse effects on different flow consequences, we should compare the effects on the final addictive behavior to achieve game players’ most addictive behavior.
中文提要i
英文提要ii
誌 謝iv
目 錄vi
表目錄viii
圖目錄x
第一章 緒論1
第一節 研究背景與動機1
第二節 研究目的4
第三節 研究流程5
第四節 線上遊戲簡介7
第二章 文獻探討11
第一節 成癮行為(Addictive Behavior)11
第二節 樂趣與樂趣價值13
第三節 心流理論22
第四節 社會互動37
第五節 目標回饋42
第六節 研究架構與研究假說44
第三章 研究方法51
第一節 研究對象與抽樣方式51
第二節 研究工具設計51
第三節 資料蒐集方法54
第四節 資料分析方法55
第四章 資料分析─線上遊戲玩家及電腦遊戲玩家58
第一節 樣本結構58
第二節 研究問卷之信效度分析61
第三節 個人基本資料於成癮之差異檢定67
第四節 遊戲類型於心流因素、心流結果與成癮之差異檢定72
第五節 心流因素、心流結果及成癮行為之因果關係模式75
第五章 資料分析─線上和電腦遊戲玩家88
第一節 樣本結構88
第二節 研究問卷之信效度分析─線上遊戲90
第三節 研究問卷之信效度分析─電腦遊戲95
第四節 兩類型遊戲同構面所得因素之相關性分析100
第五節 各遊戲分群構面因素間之相關性分析103
第六節 小結108
第六章 結論與建議109
第一節 研究結果彙整109
第二節 行銷意涵113
第三節 後續研究建議115
第四節 研究限制116
參考文獻117
附錄123
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