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研究生:胡書瑋
研究生(外文):Shu-Wei Hu
論文名稱:行動遊戲之行銷策略探討
論文名稱(外文):The Marketing Strategy of Mobile Game
指導教授:施翠倚施翠倚引用關係
指導教授(外文):Tsui-Yii Shih
學位類別:碩士
校院名稱:國立臺北商業技術學院
系所名稱:國際商務系碩士班
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:106
中文關鍵詞:行動遊戲感知娛樂性感知共存性感知易用性心流理論使用意圖
外文關鍵詞:Mobile gamePerceived corpresensePerceived enjoymentPerceived ease of useFlow theoryIntention
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近年來,行動遊戲越來越受玩家歡迎,加上手機全球廣大的用戶數基礎,將使行動遊戲用戶數比遊戲機、掌上型遊戲成長更快,也讓手機未來將成為第二大遊戲平台,用戶數僅次於線上遊戲。
本研究根據研究背景和動機,藉由對遊戲市場及行動通訊加值服務的發展分析,並透過心流理論,來作為未來採用行動電玩服務意願之推論。分為三個層面,最上層為使用意圖,中間層為心理感知層面分別為感知有用性、感知共存性,感知娛樂性,最底層為行動遊戲特性層面,本研究分類為圖形特性、溝通特性、吸引特性及設計特性。
本研究探討目前玩家對於行動遊戲的使用意願之影響因子為那些。依據本研究回歸分析結果發現,遊戲特性對心理感知層面之構面皆具正向顯著的影響,而心理感知層面之構面和使用意願也具正向顯著影響。最後,本研究的研究結果可提供相關產業及相關學者參考。

As the mobile game industry enjoys continual and rapid growth in the market and becomes a major sector of the service industry, it is of great interest to examine the very features that make mobile games so fascinating and keep its players coming for more. Pinpointing more precisely the very factors that increase the attraction of games will help game makers allocate corporate resources more effciently. In addition, a more in depth analysis of the appealing characteristics enable game producers to establish an organized strategy in developing more advanced find technologically sophisticated mobile games, and to enhance their competitive advantage. In order to find these factors, we proposed a model, analyzed empirical data, and then interpreted the results.
In this study, we examined the mobile game to end and compare factors that cause intent to play. The suggested model has four layers. The top layer is the intent to play mobile games. The second layer, the psychological perception layer, consists of three perceptive factors: perceived enjoyment, perceived ease of use and perceived copresence. The third layer is a technological layer, used to classify the characteristics of the mobile games content into image, communication, attractive and design characteristics, all of which have relationships with perceptive factors. The study shows some interesting results and we believe the conclusion and implications of this research will be useful for mobile game scholars and industry participants.

目錄
摘要 I
ABSTRACT II
致謝 III
第壹章 緒論 2
第一節 研究背景與動機 2
第二節 研究目的 3
第三節 研究流程 5
第貳章 文獻探討 6
第一節 遊戲特性 6
第二節 行動遊戲之定義 9
第三節 案例分析 12
第三節 心流理論 (FLOW THEORY) 16
第參章 研究方法 20
第一節 研究架構 20
第二節 研究假說推論 22
第三節 研究範圍與對象 30
第四節 變數衡量與問卷設計 30
第五節 分析方法 40
第肆章 研究資料分析 41
第一節 問卷資料分析 41
第二節 使用行動遊戲玩家之背景分析 45
第三節 使用行動遊戲玩家之信度分析 48
第四節 使用行動遊戲玩家之因素分析 51
第五節 使用行動遊戲玩家之相關分析 56
第五節 使用行動遊戲玩家之迴歸分析 59
第伍章 結論與建議 89
第一節 研究發現與結論 89
第二節 管理實務意涵 93
第三節 研究限制與後續研究建議 96
參考文獻 97
【附錄 正式問卷】 104

一、 書籍
﹝中文部分﹞
﹝1﹞ 葉思義、宋昀璐,2004,數位遊戲設計:遊戲設計知識全領域,臺北市:碁峰資訊。

﹝英文部分﹞
﹝1﹞ Choi D, Kim J., Reasons to enjoy online games, Game Ind J 1, 2002: 15–26.
﹝2﹞ Crawford, C., Art of computer game design, McGraw-Hill, Berkeley, CA, 1984.
﹝3﹞ Cross, R., Smith, J., Consumer-focused strategies and tactics, In E. Forrest & R. Mizerski (Eds.), Interactive marketing: The future present, NTC: Business Book, IL., 1996: 5–27.
﹝4﹞ Csikszentmihalyi M., Flow: the psychology of optimal experience, Harper and Row, New York, 1990.
﹝5﹞ Csikszentmihalyi, M., Csikszentmihalyi, I., Introduction to part IV, In M, Csikszentmihalyi, & I. S. Csikszentmihalyi (Eds.), Optimal experience:Psychological studies of flow in consciousness, New York: Cambridge University Press, 1988.
﹝6﹞ Dyck, J., Pinelle, D., Brown, B., AND Gutwin, C., Learning from games: Human Computer Interaction design innovations in entertainment software, In Proceedings of the Conference on GraphicsInterface (GI’03), 2003.
﹝7﹞ Federoff, M., User testing for games:, Game Devel, Mag. (June), 2002.
﹝8﹞ Johnson D, Wiles J., The essential element in game design—flow, In: Proceedings of Australian game developers conference, 2001.
﹝9﹞ Karlsen, F., Emergence game rules and players, Nordisk medieforskerkonference, Helsinki, Finland, 2007.
﹝10﹞ Massimini, Fausto & Massimo Carli, The Systematic Assessment of Flow in Daily Experience, In M. Csikszentmihalyi and I. Csikszentmihalyi (Eds.), Optimal Experience: Psychological Studies of Flow in Consciousness, New York: Cambridge University Press, 1988: 288-306.
﹝11﹞ Mulligan, J. & Patrovsky, B., Developing Online Games: an Insider’s Guide. Boston:New Riders Games, 2003.
﹝12﹞ Preece, J., Human computer interaction, Addison-Wesley, Wokingham, UK, 1994.
﹝13﹞ Prensky, M., Digital Game-Based Learning, New York: McGraw-Hill., 2001.
﹝14﹞ Salen, K., Zimmerman, E., Rules of Play, Game Design Fundamentals, Cambridge, Massachusetts and London, England: The Massachusetts Institute of Technology Press, 2004.

二、期刊論文
﹝15﹞ Balog, A., Pribeanu, C. Developing a Measurement Scale for the Evaluation of AR-based Educational Systems. Studies in Informatics and Control, 18 (2), 2009, pp. 137-148.
﹝16﹞ Chang, H.H., Wang, I.C., “An investigation of user communication behavior in computer mediated environments”, Computers in Human Behavior, 2008, 24(5): 2336-2356.
﹝17﹞ Chiu, C. M., Hsu, M. H., Sun, S. Y., Lin, T. C., AND Sun, P. C., “Usability, quality, value and e-learning continuance decisions”, Computers & Education, 2005, 45(4): 399–416.
﹝18﹞ Choi, D., Kim, J., “Reasons to enjoy online games”, Game Ind J, 2002, vol 1: 15–26.
﹝19﹞ Choi, D., Kim, J., “Why people continue to play online games: in search of critical design factors to increase customer loyalty to online contents”, Cyberpsychology, Behavior, and Social Networking, 2004, 7(1):11–24.
﹝20﹞ Chung, D., “Something for nothing: understanding purchasing behaviors in social virtual environment”, Cyberpsychology, Behavior, and Social Networking, 2005, 8(6):538–554.
﹝21﹞ Clanton, C., An interpreted demonstration computer game design, In: Proceedings of the 1998 Chicago conference, Los Angeles, CA, 1998.
﹝22﹞ Csikszentmihalyi, M., “Play and intrinsic rewards”, Humanistic Psychology, 1975, 15(2), 41–63.
﹝23﹞ Csikszentmihalyi, M., LeFevre, J., “Optimal experience in work and leisure”, Journal of Personality and Social Psychology, 1989, 56(5): 815–822.
﹝24﹞ Davis, F.D., “Perceived usefulness, perceived ease of use and user acceptance of information technology”, 1989, Management Information Systems Quarterly. 13, 319–340.
﹝25﹞ Davis, F.D., Bagozzi, R.P., Warshaw, P. R., “User acceptance of computer technology: Comparison of two theoretical models”, Management Science, 1989, 35(8): 982–1003.
﹝26﹞ Durlach, N., Slater, M., “Presence in shared virtual environments and virtual togetherness”, Presence: Teleoperators and Virtual Environments, 2009, 9(1):214–217.
﹝27﹞ Ellis, G. D., Voelkl, J.E., & Morris, C., “Measurement and Analysis Issues with Explanation of Variance in Daily Experience Using the Flow Model”, Journal of Leisure Research, 1994, 26(4), 337-356.
﹝28﹞ Gardenfors, D., “Designing sound-based computer games”, Digital Creativity, 2003, 14(2):111–114.
﹝29﹞ Hoffman, D. L., Novak, T. P., “Marketing in hypermedia computer-mediated environments: Conceptual foundations”, Journal of Marketing, 1996, 60(3), 50–69.
﹝30﹞ Hsu, C., Wu, I.C., “An event-driven framework for inter-user communication applications”, Information and Software Technology, 2006, 48(7):471–483.
﹝31﹞ Hsu, S.H., Lee, H., Wu, M., “Designing action games for appealing to buyers”, Cyberpsychology, Behavior, and Social Networking, 2005, 8(6): 585–591.
﹝32﹞ Johnson, D., Wiles, J., “Effective affective user interface design in games”, Ergonomics, 2003, 46(13): 1332–1345.
﹝33﹞ Kim, C. S., Oh, E. H., Yang, K. H., & Kim, J. K., “The appealing characteristics of download type mobile games”, Service Business, 2010,4(3-4), 253-269.
﹝34﹞ Koufaris, M., “Applying the technology acceptance model and flow theory to online consumer behavior”,Information Systems Research, 2002, 13(3):205–223.
﹝35﹞ Lexhagen, M., Nysveen, H., Hem, L.E., “Festival coordination: an exploratory study on intention to use mobile devices for coordination of a festival”, Event Management, 2005, 9(3):133–146.
﹝36﹞ Mathieson, K., “Predicting user intentions: comparing the technology acceptance model with the theory of planned behavior”, Information Systems Research, 1991, 2(3):173–191.
﹝37﹞ Nguyen, C.D., Safaei, F., Boustead, P., “Optimal assignment of distributed servers to virtual partitions for the provision of immersive voice communication in massively multiplayer games”, Computer Communications, 2006, 29(99): 1260–1270.
﹝38﹞ Novak, T.P., Hoffman, D.L., Yung, Y., “Measuring the customer experience in online environment: a structural modeling approach”, Journal of The Academy of Marketing Science, 2000, 19(1):22–42.
﹝39﹞ Nysveen, H., Pedersen, P. E., & Thorbjornsen, H., “Intentions to use mobile services: Antecedents and cross-service comparisons”, Journal of the Academy of Marketing Science, 2005, 33(3), 330–346.
﹝40﹞ Parthasarathy, M., Bhattacherjee, A., “Understanding post-adoption behavior in the context of online services”,Information Systems Research, 1998, 9(4): 362–379.
﹝41﹞ Privette, G., Charles, M.B., “Measurement of Experience: Construct and Content Validity of the Experience Questionnaire”, Perceptual and Motor Skills, 1987, vol 65: 315-332.
﹝42﹞ Rhyne, T.M., “Computer games and scientific visualization” , Communications of the Association for Computing Machinery, 2002, 45(7): 41–44.
﹝43﹞ Rice, R.E., “Task analyzability, use of new media and effectiveness: a multi-site exploration of media richness”, Organization Science, 1992, 3(4): 475–500.
﹝44﹞ Sinha, A., Mitchell, K., Medhi, D., “Network game traffic: a broadband access perspective”, Computer Networks, 2005, 49(1):71–83.
﹝45﹞ Slater, M., Sadagic, A., Schroeder, R., “ Small-group behavior in a virtual and real environment: a comparative study”, Presence: Teleoperators and Virtual Environments, 2000, 9(1): 37–51.
﹝46﹞ Sweetser, P., Wyeth, P., “GameFlow: a model for evaluating player enjoyment in games”, ASSOCIATION FOR COMPUTING MACHINERY Computers in Entertainment, 2005, 3(3):1–24.
﹝47﹞ Taylor, S., Todd, P.A., “Understanding information technology usage: A test of competing models”, Information Systems Research, 1995, 6(2): 144–178.
﹝48﹞ Theng, Y. L., Wanzhen, L., Zhiqiang, L., Robert, C., & Pallavi, R., “Investigation of the antecedents and consequences of gamer satisfaction: An individual perspective”, Computers in Entertainment (CIE), 2011, 9(3): 15.
﹝49﹞ Trevino, L. K., Webster, J., “Flow in Computer-Mediated Communication: Electronic Mail and Voice Mail, Evaluation and Impacts”, Communication Research, 1992, 19(5): 539-573.
﹝50﹞ van der Heijden, H., “Factors influencing the usage of websites: The case of a generic portal in The Netherlands”, Information & Management, 2003,40(6), 541–550.
﹝51﹞ Venkatesh, V., “Determinants of perceived ease of use: Integrating control, intrinsic motivation and emotion into the technology acceptance model”, Information Systems Research, 2000, 11(4): 342–365.
﹝52﹞ Webster, J., Trevino, L. K., Ryan, L., “The Dimensionality and Correlates of flow in Human-Computer Interactions”, Computers in Human Behavior, 1993, vol 9: 411-426.
﹝53﹞ Yee, N., “Motivations for play in online games”, Cyberpsychology, Behavior, and Social Networking, 2006, 9(6):772–775.
﹝54﹞ Zhao, S., “Toward a taxonomy of copresence”, Presence: Teleoperators and Virtual Environments, 2003, 12(5):445–455.

三、學位論文
﹝1﹞ 王正傑,大學生採用行動遊戲服務影響因素之研究,銘傳大學傳播管理研究所碩士論文,2004。
﹝2﹞ 王宗立,個人沉浸體驗、任務╱科技配適度及科技接受之實徵研究-以電子郵件使用為例,樹德科技大學資訊管理研所碩士論文,2002。
﹝3﹞ 張武成,線上遊戲軟體設計因素與使用者滿意度關聯之研究,淡江大學資訊管理學研究所碩士論文,2002。
﹝4﹞ 陳怡安,線上遊戲的魅力:以重度玩家為例,南華大學社會所碩士論文,2003。
﹝5﹞ 陳慶峰,從心流 (flow) 理論探討線上遊戲參與者之網路使用行為,南華大學資訊管理學研究所碩士論文,2001。
﹝6﹞ 黃瓊慧,從沈浸(flow)理論探討台灣大專學生之網路使用行為,國立交通大學傳播研究所碩士論文,2000。
﹝7﹞ 楊銓興,數位遊戲互動劇本之研究-以「六王」遊戲為例,嶺東科技大學數位媒體設計研究所碩士論文,2009。
﹝8﹞ 溫明輝,電腦遊戲設計對使用者遊玩經驗與行為的影響,國立交通大學工業工程與管理學系博士論文,2009。
﹝9﹞ 蔡清暉,多人線上角色扮演遊戲之角色設計探討,私立崑山科技大學視覺傳達設計研究所碩士論文,2006。
﹝10﹞ 鄭景仁,大台北地區青少年線上遊戲購買涉入之研究,輔仁大學應用統計學研究所碩士論文,2002。
四、網路資料
﹝1﹞ Baron, J., Glory and shame: powerful psychology in multiplayer online games, Gamasutra, Avialable at http://www.gamasutra.com/view/feature/131802/glory_and_shame_powerful_.php?print=1, 1999.
﹝2﹞ Prensky,M., Fun, play and games:What makes games engaging,http://www.marcprensky.com/writing/Prensky%20-%20Digital%20Game-Based%20Learning-Ch5.pdf, 2001.
﹝3﹞ Kyle科技產業資訊室:預估2013年美國行動遊戲營收達17.8億美元http://cdnet.stpi.narl.org.tw/techroom/market/eetelecomm_mobile/2013/eetelecomm_mobile_13_037.htm 2013/06/03
﹝4﹞ 陳品先Business Next 數位時代: Android用戶2天內下載200萬次Angry Birds遊戲的5點觀察http://www.bnext.com.tw/article/view/cid/0/id/16349, 2010
﹝5﹞ 不可說教主Business Next 數位時代: Candy Crush Saga爆紅揭密:會是下一個Draw Something嗎?http://www.bnext.com.tw/article/view/cid/0/id/27028 2013
﹝6﹞ 丁鴻裕 MIC研究報告:全球手機遊戲市場發展現況與趨勢http://mic.iii.org.tw/aisp/reports/reportdetail_register.asp?docid=2991&rtype=freereport 2012
﹝7﹞ 許凱玲Business Next 數位時代: NDS、PSP再見?智慧手機遊戲營收首超掌上遊樂器http://www.bnext.com.tw/article/view/cid/103/id/20804 2011
﹝8﹞ Eugene Inside: Angry Birds為何能如此成功? http://www.inside.com.tw/2011/03/20/why-angry-birds-is-so-successed 2011
﹝9﹞ APPGAME iapp:深度解析《Candy Crush Saga》成功的七大要素http://iapp.com.tw/2013/04/candy-crush-saga/ 2013

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