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研究生:葉家豪
論文名稱:線上遊戲玩家的公會投入及認知價值對其持續採用意圖的影響:以魔獸世界為例
論文名稱(外文):The Influence of MMORPG Gamers’ Guild Engagement and Perceived Value on the Continuous Use Intention: Illustrated by the Example of World of Warcraft
指導教授:戴基峯戴基峯引用關係
學位類別:碩士
校院名稱:國立嘉義大學
系所名稱:資訊管理學系研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
畢業學年度:103
語文別:中文
中文關鍵詞:投入認知價值MMORPG
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遊戲產業隨著硬體與網路技術持續進步,在近年來得以蓬勃發展。然而在資訊領域過去的相關研究,對於遊戲產業卻甚少著墨。本研究將以MMORPG為研究主題,檢視玩家投入在遊戲中的公會系統中所產生的認知價值是否會影響到玩家的持續遊玩意圖。本研究的投入行為定義為活力、奉獻和專注;在公會系統中所產生出的認知價值則定義為社交價值、享樂性價值和功利性價值。本研究主張玩家在MMORPG中與其他玩家一同使用公會系統互動的投入程度,會對正向影響其對MMORPG遊戲的認知價值與滿意度,進而影響到其持續使用意圖。本研究透過網路問卷方式進行實徵研究,以SmartPLS 3.2.1版針對181項樣本進行分析。研究結果顯示,玩家對於遊戲的投入程度越高,會對社交性、享樂性和功利性價值產生正向影響,而社交性和功利性價值又會對整體遊戲的滿意度及持續遊玩意圖產生正向影響。研究結果可以提供遊戲開發者釐清MMORPG遊戲開發中該針對那些功能項進行開發,以促使玩家可以更投入於遊戲並增進其遊玩後所產生的價值感受,進而提升其持續遊玩的意圖。
目錄 II
圖目錄 IV
表目錄 V
第一章、 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 2
第二章、 文獻探討 4
第一節 MMO RPG的社群活動 4
一、MMO RPG介紹 4
二、MMORPG的公會系統 4
第二節 認知價值(PERCEIVED VALUE) 7
一、認知價值 7
二、在公會系統中產生的認知價值 8
第三節 投入(ENGAGEMENT) 10
一、何謂投入? 10
二、在公會系統中的投入 13
第三章、 研究模型與假說 14
第一節 研究模型 14
第二節 研究假說 15
一、持續使用意圖 15
二、MMORPG中的認知價值 16
三、投入 17
第四章、 研究方法 20
第一節 研究設計 20
第二節 問卷設計 21
一、問卷設計程序 21
二、研究構念操作化 21
第三節 分析方法 24
第五章、 資料分析 25
第一節 資料蒐集 25
第二節 樣本敘述分析 25
第三節 信度與效度檢定 28
第四節 研究假說檢定 32
第六章、結論 34
第一節 結論 34
第二節 研究貢獻 34
第三節 研究意涵 35
第四節 實務意涵 35
第五節 研究限制 36
參考文獻 38
附錄 45
問卷 45


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