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研究生:林振祥
研究生(外文):Chen-hsiang Lin
論文名稱:從虛擬走向現實?線上領導至線下領導之中介機制探討-以玩家互動做調節
指導教授:李憶萱李憶萱引用關係
指導教授(外文):Yi-hsuan Lee
學位類別:碩士
校院名稱:國立中央大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:65
中文關鍵詞:線上領導線下領導遊戲成就角色認同感玩家互動社會臨場感理論
外文關鍵詞:Online leadershipOffline leadershipGame achievementCharacter identificationInteractivitySocial presence theory
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拜科技進步之賜,電腦建構出的線上虛擬環境已經越來越貼近我們的真實生活。多人線上角色扮演遊戲(Massively multiplayer online roleplaying game, MMORPG)提供廣大的虛擬世界讓眾多玩家一同享受遊戲的樂趣,其遊戲內容包含豐富的社會活動行為。過去研究指出玩家的線上領導會連結到現實生活中的領導能力,本研究希望進一步探討:「線上遊戲玩家的線上領導能力是否會透過中介機制影響其線下生活的領導能力?」本研究歸納過去文獻,根據社會臨場感理論推論線上領導至線下領導的中介模型,並檢驗遊戲中的玩家互動是否對路徑具有調節效果。
本研究透過網路問卷方式收集資料,以台灣知名學術論壇的遊戲玩家作為研究對象,受訪者必須年滿18歲,且曾經玩過大型多人線上角色扮演遊戲。問卷共發放1204份,有效問卷共912份,有效問券回收率為75.75%。回收問卷後利用統計軟體SPSS 21與AMOS 21協助執行資料分析,以檢驗本研究模型與相關假說。研究發現可分為三個部分:一、線上領導會影響線下領導;二、遊戲成就與角色認同感在模型中具有部分中介效果;三、玩家互動在模型中具有調節效果;藉由本研究結果,將能提供往後線上領導訓練之成效、訓練準則、遊戲設計和選擇等參考依據。

Due to the evolution of technology, virtual environment constructed by computer has become closer to our real life. Massively multiplayer online roleplaying games (MMORPGs) provide enormous virtual world to gameplayers so that they can enjoy the online game together. The content of MMORPGs includes rich social activity. Previous studies indicate gameplayer’s online leadership could map to their offline leadership. This study will further explore whether players’ online leadership will affect offline leadership through mediation mechanism or not. Reviewing the past literature, According to social presence theory inference the mediation model of online leadership to offline leadership, and examine the moderating effect of interactivity.
In this study, data were collected through the internet questionnaire, with gamers in Taiwan’s leading forum as research subjects. Respondents must be over 18 years old, and have played any massively multiplayer online role-playing game. Questionnaires were distributed 1204 copies, a total of 912 valid questionnaires; the effective recovery is 75.75%. After receiving the questionnaires using statistical software SPSS 21 and AMOS 21 assist in implementing data analysis to test model and our hypothesis. The study result can be divided into three parts. First, online leadership will affect offline leadership. Second, game achievements and character identification has partial mediated effects in this model. Third, interactivity has a moderating effect in this model. These finding will provide future leader of leadership training effectiveness, training guidelines, game design and selection of reference.

摘要 i
Abstract ii
目錄 iii
圖目錄 v
表目錄 vi
一、 緒論 1
1-1  研究介紹 1
二、 文獻探討與研究假設 6
2-1  社會臨場感理論 6
2-2  線上領導與線下領導 6
2-3  遊戲成就 8
2-4  角色認同感 9
2-5  玩家互動 10
三、 研究方法 13
3-1  研究對象與樣本發放 13
3-2  問卷設計 13
3-3  變項衡量方式 14
3-3-1 線上領導 14
3-3-2 遊戲成就 15
3-3-3 角色認同感 16
3-3-4 玩家互動 17
3-3-5 線下領導 17
3-4  控制變數 20
3-5  分析方法 20
3-5-1 敘述性統計與相關分析 20
3-5-2 因素分析 21
3-5-3 信度分析 21
3-5-4 效度分析 22
3-5-5 共同方法變異控制 22
3-5-6 結構方程模型分析 23
四、 資料分析 24
4-1  敘述性統計分析 24
4-2  相關分析 25
4-3  信度分析 26
4-4  建構效度分析 28
4-4-1 收斂效度 28
4-4-2 區別效度 29
4-5  共同方法變異分析 30
4-6  結構方程式分析 31
4-6-1 結構模式適配度 32
4-6-2 路徑係數分析 34
4-6-3 中介效果驗證 35
4-6-4 玩家互動調節效果評估 37
4-6-5 交叉效果檢定 38
五、 結論與建議 39
5-1  研究假設驗證結論 39
5-2  實務建議 44
5-3  研究限制與後續研究建議 45
參考文獻 47
附錄一 研究問卷 52

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