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研究生:蔡育政
研究生(外文):Yu-Cheng Tsai
論文名稱:虛擬世界的角色扮演與現實衝擊之研究
論文名稱(外文):Role-Playing and Reality Shock in the Virtual World.
指導教授:江志卿江志卿引用關係
指導教授(外文):Chih-Ching Chiang
學位類別:碩士
校院名稱:國立東華大學
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
論文頁數:89
中文關鍵詞:實用性娛樂性挑戰性沉浸主觀幸福感疏離感
外文關鍵詞:Utilitarian ValueHedonic ValueChallengeFlowSubjective Well-BeingAlienation
相關次數:
  • 被引用被引用:2
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隨著電腦與網際網路的發達與普及,人們接觸網路與數位化科技的機會大幅增加,而受惠於寬頻網路的發展與完備,網路遊戲的臨場感、即時性及互動性,擄獲了不少學子與社會工作者的青睞,而成為時下最流行的休閒活動。在網路遊戲中,玩家透過電腦及網路世界創造代表自己的角色,滿足了在現實社會中不可能完成的事,然而玩家從虛擬的環境中回到現實社會,對整體環境的感受究竟是正向的幸福感抑或負向的疏離,則是值得探討的問題。
本研究以動機理論探討玩家實用性、娛樂性、挑戰性三種個人層次需求、社會呈現感說明社交需求、科技呈現感說明玩家追求科技效果的呈現;綜合三方面的說明,研究玩家為何沉浸於遊戲世界中。最後以主觀幸福感及疏離感,探討玩家回到現實社會中會產生的正向情緒或負向情緒。研究採網路問卷的蒐集,有效樣本共計297份來進行調查,並以偏最小平方法 (Partial Least Squares, PLS) 與階層迴歸分析 (Hierarchical Regression Analysis) 驗證各種假說。分析結果發現玩家容易沉浸於遊戲中的主要前置因素有娛樂性、挑戰性、遊戲的科技呈現感與社會呈現感,遊戲的實用性功能則較不易使玩家沉浸於遊戲中。多數玩家沉浸於遊戲之後,回到現實生活中多存有幸福的感受,僅少數玩家對社會產生疏離的感受。研究結果建議遊戲設計上應朝向社交層面上的多媒體呈現,遊戲內容更應負上社會責任,增加具鼓勵性質的正向情緒之遊戲內容,以填補現在社會普遍的冷漠現象。

With the popularity and advancement of the Internet and Communication Technologies (ICTs), individuals' opportunities for the use of digital technology increase extensively. Moreover, due to the integrated aspects of the ICTs and online game which attract people of all ages, including presence, immediacy and interactivity, online game has gradually become one of the most popular leisure activity. However, in online games, although players are able to create their own role in virtual world via ICTs, interacting with others and achieving the work or mission which they cannot accomplish in reality, their perceptions after back to reality still become a critical issue, especially in the controversy of how it affects their subjective well-being and alienation.
The purpose of this study is to explore the flow of players in online games based on a novel and comprehensive research model considering from individual, social, and technological perspectives. More specifically, this study tries to explore individual needs in utilitarian value, hedonic value, and challenge based on motivation theory; social needs presented by social presence; and technological needs demonstrate d by telepresence. In addition, we also eager to explore players' emotional impact on subjective well-being and the sense of alienation after they return to reality. Data from 297 valid respondents were collected by online survey, and partial least squares (PLS) and hierarchical regression analysis were employed to validate hypotheses. The findings indicate that hedonic value, challenge, social presence, and telepresence are primary antecedents of the flow of online games. However, the impact of utilitarian value on flow is insignificant. Subsequently, when back to reality, most players obtain a sense of well-being, only the rare enlarge a sense of alienation to society. The results suggest that the design of online games should focus on social multimedia display. Ultimately, online games should contain more inspired and positive content, and also considers more about social responsibility in order to diminish the effects of social indifference.

謝誌 i
摘要 ii
英文摘要 iii
目錄 v
表目錄 vii
圖目錄 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的與問題 6
第四節 研究範圍與對象 7
第五節 研究流程 8
第二章 文獻探討 9
第一節 線上遊戲 9
第二節 動機理論 11
第三節 社會呈現感 18
第四節 科技呈現感 19
第五節 沉浸理論 23
第六節 主觀幸福感 28
第七節 疏離感 30
第三章 研究方法 34
第一節 研究模式 34
第二節 研究假說 35
第三節 變項操作型定義與衡量 39
第四節 問卷設計與資料蒐集 43
第五節 資料分析方法與工具 43
第四章 資料分析 46
第一節 資料蒐集程序 46
第二節 樣本穩定性分析 47
第三節 敘述性統計分析 48
第四節 共同方法變異檢測 52
第五節 效度與信度分析 53
第六節 結構模式與假說檢定 62
第五章 研究結論與建議 67
第一節 研究結果 67
第二節 研究貢獻 69
第三節 研究限制 70
第四節 未來研究方向 71
參考文獻 72
附錄 82

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