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研究生:郭怡君
論文名稱:線上遊戲玩家參與公開測試因素之探討
論文名稱(外文):Investigating the Players Participate in Open Beta Testing of Online Game
指導教授:徐淑如徐淑如引用關係
指導教授(外文):Shu-Lu Hsu
學位類別:碩士
校院名稱:國立嘉義大學
系所名稱:行銷與運籌研究所
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:2011
畢業學年度:99
語文別:中文
中文關鍵詞:遊戲公測代言人廣告情感訴求動機試玩除錯
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在軟體開發過程中,測試具有整合設計和商業化的功能,一方面測試系統錯誤,進行遊戲發行前作最後的修正,另一方面藉由玩家的參與,達成促銷遊戲的目的。綜觀目前國內遊戲市場,經常可見業者投入高額的廣告費用,聘請代言人大舉宣傳,招攬玩家參與遊戲測試。針對上述遊戲公測廣告之目的,本研究探討廣告代言人吸引力、廣告情感訴求及個人遊戲動機,對玩家參與線上遊戲公開測試意圖之影響。
研究中採實驗調查法,限定具有線上遊戲經驗者為實驗對象,以一真實遊戲公測廣告為工具,模擬電視廣告播放情境進行實驗,共回收236份有效問卷。研究結果顯示,線上遊戲公測廣告代言人之吸引力與情感訴求正向的影響玩家對於該遊戲公測的態度,玩家對遊戲公測的態度進而促使其參與試玩意圖與除錯意圖,而個人遊戲動機對玩家的遊戲試玩與除錯意圖無直接的影響。
In the software development process, the testing have integrated the design and commercial functions. The testing system is to find the error and the amendment before the game issue. On the other hand, it is to promote the new game by the players participation. In the domestic game market, the online game industry often spend a lot of money on the advertising budget and invest the spokesperson heavily. The purpose of game testing commercial is that the study will be conducted spokesperson attraction, emotional message appeals and players motivation which affect the players participate in open beta testing intentions.
Experiment survey is adopted in this research. The research subject is limited online game players and analog TV show with a real online game commercial as tool. 236 valid questionnaires are collected after the research. Based on the result of the study, we can find the online game commercial spokesperson attraction and emotional message appeal the players positively and affect the attitude of open beta players significantly. Furthermore, the attitude of open beta players’ stimulate the tries intention positively and debugging intention of the players. In addition, the players’ motivate are not significantly influence the tries intention and debug intention of the game players.
第壹章 緒論………………………………………………………………………1
第貳章 文獻探討…………………………………………………………………3
第一節 整合資訊回應模型理論………………………………………………3
第二節 廣告效果………………………………………………………………6
第三節 參與動機……………………………………………………………10
第四節 廣告回憶…………………………………………………………..18
第五節 態度………………………………………………………………..19
第參章 研究方法…………..……………………………..………………21
第一節 研究模型……………………………………………………………21
第二節 假說推論……………………………………………………………22
第三節 操作型定義…………………………………………………………26
第四節 研究設計……………………………………………………………30
第肆章 資料分析………………………………………………………………35
第一節 樣本資料分析…………………………………………………………35
第二節 各變項之平均數與標準數……………………………………………36
第三節 PLS分析….………………………………………………………...38
第伍章 結論與建議……………………………………………………………48
第一節 討論與結論……………………………………………………………48
第二節 研究貢獻………………………………………………………………49
第三節 研究限制與建議………………………………………………………50
參考文獻…………………………………………………………………………51
附錄一 實驗問卷………………………………………………………………62
附錄二 實驗影片………………………………………...……………………67
附錄三 各構面因素量…………………………………………………………69
附錄四 動機構面因素負荷量…………………………………………………70
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