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研究生:李建宏
研究生(外文):Lee Chien-Hung
論文名稱:影響行動遊戲持續使用意圖之因素
論文名稱(外文):Understanding Mobile Games Continuance
指導教授:張俊陽張俊陽引用關係
指導教授(外文):Chang Chun-Yang
口試委員:許孟祥郭英峰
口試委員(外文):Hsu Meng-HsiangKuo Ying-Feng
口試日期:2014-07-17
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:資訊管理研究所碩士班
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:70
中文關鍵詞:期望確認模型行動特性流暢經驗社會影響認知有趣性認知易用性
外文關鍵詞:Expectation Confirmation TheoryMobilityFlowSocial InfluencePerceived PlayfulnessPerceived Ease of Use
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本研究以「期望確認理論」為基礎,整合行動特性、流暢經驗、認知有趣性、認知易用性以及社會影響,用以探討行動遊戲玩家持續使用之因素。
本研究之對象為台灣地區的行動遊戲玩家,總共回收595份有效問卷,使用Smart PLS進行結構方程式分析資料,研究結果顯示:(1) 行動遊戲玩家之期望確認程度對認知有趣性、認知易用性、滿意度呈顯著影響;(2) 行動遊戲玩家之認知有趣性、認知易用性、流暢經驗、主觀規範、形象對滿意度呈顯著影響;(3) 行動遊戲玩家之行動特性、流暢經驗、主觀規範、群聚效應、形象、滿意度對持續使用呈顯著影響。
本研究結果,在學術上,延伸持續使用意圖議題到行動遊戲領域,以彌補過去此領域研究不足之處。在實務上,可作為開發商於規劃或維護遊戲時之參考,藉以提昇使用者持續使用意願及改善營運績效。行動遊戲玩家可透過觀察其他玩家之評價與試用行動遊戲來確定所挑選的是否符合自己。若對遊戲有意見或想法,透過系統提供之回饋機制,將可讓遊戲開發者針對有問題之處進行修正與改善。

This research aims to study what factors result in the continual use of mobile games. The study is based on expectation-confirmation model of IS continuance, mobile Value, flow experience and social influence.
The survey, which was conducted through snowballing and random sampling on mobile gamers, received 595 valid questionnaires from paper sources.After PLS analysis, this study concludes 4 main results. (1) Mobile gamers’ perceived playfulness, perceived ease of use and satisfaction was significantly affected by confirm. (2) Mobile gamers’ satisfaction was significantly affected by perceived playfulness, perceived ease of use, flow experience, subject norm and image. (3) Mobile gamers’ continuance was significantly affected by mobile value, perceived playfulness, perceived ease of use, flow experience, subject norm, critical mass and image.
The Results could facilitate the service improvements of mobile games companies, and expanded the expectation-confirmation model and mobile value, flow experience and social influence for future studies on mobile games. Mobile gamers can observe the other players’ comments and try the game by themselves to see if the game is suitable for them. If gamers have any opinions or ideas they can feedback by using the system to let the companies improve.


摘要 I
ABSTRACT II
誌謝 III
目錄 IV
一、緒論 1
1.1 研究背景 1
1.2 研究動機與目的 2
1.3 論文架構 3
二、文獻探討 6
2.1 行動遊戲相關研究回顧 7
2.2 線上遊戲相關研究回顧 7
2.3 資訊系統持續使用相關研究回顧 8
2.4 期望確認模型 9
2.4.1期望確認理論 10
2.4.2期望確認模型 10
2.5 認知有趣性、認知易用性 13
2.6 行動特性 15
2.7 流暢經驗 18
2.8 社會影響 20
2.8.1主觀規範 20
2.8.2群聚效應 21
2.8.3形象 22
三、研究方法 23
3.1 研究模型 23
3.2 研究假說 24
3.2.1確認程度對認知有趣性、認知易用性、滿意度之影響 24
3.2.2認知有趣性對滿意度之影響 25
3.2.3認知易用性對滿意度之影響 25
3.2.4行動特性對滿意度、持續使用之影響 26
3.2.5流暢經驗對滿意度、持續使用之影響 26
3.2.6社會影響對滿意度之影響 27
3.2.7社會影響對持續使用之影響 28
3.2.8滿意度對持續使用之影響 28
3.3 變數操作型定義 30
3.4 問卷設計與發放方法 31
3.4.1問卷設計 31
3.4.2問卷發放方式 33
3.5 資料分析方法 34
四、研究結果 34
4.1 問卷前測與試測 34
4.2 正式問卷收集過程與結果 37
4.2.1正式問卷收集過程 37
4.2.2敘述統計結果 38
4.3 測量模型之信效度檢定 39
4.3.1測量模型之信度檢定 39
4.3.2測量模型之效度檢定 41
4.4 研究假說暨整體結構模型分析 43
五、結論與建議 46
5.1 研究結論 46
5.2 管理意涵 47
5.2.1針對行動遊戲供應商/行動遊戲開發者 47
5.2.2針對行動遊戲玩家 48
5.3 研究貢獻 48
5.4 研究限制與未來研究建議 49
參考文獻 51
附錄一、問卷初稿 56
附錄二、問卷前測專家名單 61
附錄三、專家問卷審查建議與處理結果 61
附錄四、前測問卷 62
附錄五、正式問卷 67

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