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研究生:洪國建
研究生(外文):Hung,Kuo-Chien
論文名稱:行動遊戲內購買意圖因素探討—以神魔之塔與傳說對決為例
論文名稱(外文):What Drives In-game Purchase Intention for Mobile Games: Taking Tower of Savior and Realm of Valor as Examples
指導教授:蘇宏仁蘇宏仁引用關係
指導教授(外文):Su,Hung-Jen
口試委員:洪清德李佩璇
口試委員(外文):Horng, Ching-DeLee, Pei-Hsuan
口試日期:2017-06-26
學位類別:碩士
校院名稱:國立中正大學
系所名稱:企業管理系研究所
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:2017
畢業學年度:105
語文別:中文
論文頁數:50
中文關鍵詞:行動遊戲娛樂性連結性取用彈性獎賞合理價格行動遊戲忠誠度遊戲內購買意圖
外文關鍵詞:mobile games , andplayfulnessconnectednessaccess flexibilityrewardgood pricemobile game loyaltyin-app purchase
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全球遊戲市場商機不斷的擴大,產值穩定成長,於2015年達915億美元,而到了2018預計可達1135億美元,在2015年,電腦遊戲337億美元為產業最大比例,但行動遊戲急起直追 (手機遊戲206億美元、平板遊戲94億美元),並預期在2018年可以超越桌機成為遊戲市場占比最大項目,正因行動遊戲的蓬勃發展,海內外有許多的學者爭相研究這個市場、這個領域內的議題,許多先進針對行動遊戲的研究多可分為兩大類,第一種大分類是探討遊戲設計層面的議題,這方面的研究也可以分為兩類,分別是科學研究以及關鍵因素探討,第二種則是探討消費者行為層面的議題,行為方面議題過往學者研究多鎖定於以單一遊戲作為研究背景,同時對多款遊戲的研究也限於做行動遊戲產業的概觀,不同遊戲間的相同關鍵因素比較的研究甚少,究竟什麼樣的因素會影響消費者在遊戲內的購買意圖並沒有充分地被研究,期以本研究來補足先前學者們研究較為不足之處。
本研究係採敘述性統計說明整體資料樣廓,而資料統計分析部份採相關性分析,檢定各變數之間相互影響的程度如何,並以迴歸分析檢定各變數(娛樂性、連結性、取用彈性、獎賞、合理價格、行動遊戲忠誠度、遊戲內購買意圖)之間的因果關係,研究結果發現,娛樂性、連結性、獎賞與合理價格,這四項在神魔之塔與傳說對決兩種風格如此迥異的遊戲皆有助於提升行動遊戲忠誠度,而行動遊戲忠誠度兩份問卷的結果皆為成立,會正面地影響遊戲內購買意圖。

According to the popularity of mobile games, many scholars investigate the mobile game market. Nowadays, studies of mobile games can be divided into two main categories. The first main kind of studies researches in mobile game design. This type of studies also can be divided in two parts, and the first type uses technical way to reveal what is mobile game players really care about. The other type of studies focuses on what factors can catch players’ eyes and then makes a game be successful. The next main kind of studies researches about the part of consumer behavior, and studies in this area usually use one game as research background. The factors that really important aren’t still studied fully, so we wish this master’s thesis can find out some key elements that were omitted by studies before.
This master thesis uses descriptive statistics to narrate the whole samples and then uses analysis of correlation to see their relationship. After analysis of correlation part, this research use regression analysis to analyze these factors including playfulness, connectedness, access flexibility, reward, mobile game loyalty, and in-app purchase. The result of this master thesis is even Tower of Saviors and Realm of Valor are totally different kind of mobile games, playfulness, connectedness, reward, and good price still affect significantly mobile game loyalty positively, and mobile game loyalty is the key factor to make players conduct the behavior of in-app purchase. Just as what we propose, mobile games loyalty affects in-app purchase positively after analyzing our two parts of on-line questionnaires.

摘要 i
Abstract ii
第一章 緒論 1
第二章 文獻探討 4
第一節 行動遊戲 (Mobile Games) 4
第二節 知覺價值 (Perceived Value) 8
第三節 情感價值 (Emotional Value) 9
第四節 社會價值 (Social Value) 10
第五節 效用/品質價值 (Performance/Quality Value) 11
第六節 獎賞 (Reward) 11
第七節 價格 (Price) 12
第八節 使用者行動遊戲忠誠度 (User loyalty to mobile game) 13
第三章 研究架構 14
第四章 資料分析與結果 16
第一節 資料收集 16
第二節 研究結果 17
第五章 結論 25
第一節 研究結果與討論 25
第二節 研究貢獻 27
第三節 研究限制與未來研究建議 28
第六章 參考資料 30
中文文獻 30
英文文獻 31
第七章 附錄 37
附錄一 問卷 37
附錄二 前測結果 42
附錄三 相關係數表格 49
附錄四 問卷敘述性資料整理 50




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