臺灣博碩士論文加值系統

傳統軟體測試的目的是藉由使用者的參與，藉以發現系統的錯誤或問題，然而目前遊戲業者以多樣的行銷手法發展出各式的測試活動，顯然遊戲測試不僅關注於系統是否仍存在問題，亦是將遊戲公測活動包裝成「試用品」的型態，透過試用體驗的過程，達到行銷遊戲的目的。因此，有別於過去軟體測試多著眼於技術面的探討，本研究以體驗行銷的觀點，探討影響玩家公測遊戲態度與後續參與遊戲除錯意圖及購買意圖之因素。
本研究採問卷調查法，以參與「霸世王朝Online」遊戲公測的玩家為調查對象，共回收234份有效問卷。研究結果顯示玩家在遊戲公測中的感官體驗、情感體驗與關聯體驗正向地影響其公測遊戲態度，進而促進其參與遊戲除錯意圖；另一方面，玩家對公測遊戲態度顯著影響其遊戲購買意圖，此態度則取決於玩家在公測時的感官、情感與關聯體驗。

In the past, the purpose of software testing is to find errors or bugs in the tested system by the users’ participation. Nowadays, online game vendors have developed various ways to test and promote their games. Obviously, Game testing itself is not only used for finding errors or bugs in the tested games, but used as an important type of promotion. By this way, online game vendors can serve the launches open beta testing as product trial, and reach their purpose of promoting the games with the trial experience process. The study will be conducted in terms of experiential marketing. Key factors which affect the attitude of open beta game players with the debugging intention and purchase intentions will be probed accordingly.
Questionnaire survey is adopted in this research. The research subject is the beta game players of "Pa World Dynasty Online". 234 valid questionnaires are collected after the research. Based on the result of the study, we can find the open beta testing of online game, sense experience, feel experience and relate experience of the involving players positively and significantly affect the attitude of open beta players. Furthermore, the factors positively stimulate the debugging intention of the players. In addition, the attitude of open beta players’ affected by sense, feel and relate experiential will significantly influence the purchase intention of game players.

目錄
第壹章　緒論...............................................1
第貳章　文獻探討...........................................5
第一節　線上遊戲和測試......................................5
第二節　體驗行銷...........................................9
第三節　行銷與試用品.......................................13
第四節　態度..............................................18
第參章　研究方法..........................................19
第一節　研究架構..........................................19
第二節　假說推論..........................................22
第三節　操作型義..........................................27
第肆章　資料分析..........................................32
第一節　樣本資料分析......................................32
第二節　信度、因素分析與效度分析............................34
第三節　複迴歸析..........................................40
第伍章　結論與議 ...........................................47
第一節　研究結果與結論.....................................47
第二節　研究貢獻..........................................51
第三節　研究限制和未來研究建議..............................53
參考文獻.................................................54
附錄－問卷................................................67

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