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研究生:郭卜元
研究生(外文):KUO,PU,YUAN
論文名稱:手機遊戲玩家持續使用與付費意願分析
論文名稱(外文):A Study on Continuance Usage and Willingness to Pay for Mobile Games Players
指導教授:謝明宗謝明宗引用關係
指導教授(外文):HSIEH,MING,TZUNG
口試委員:梁佳玲謝明宗蕭志清陳月香
口試委員(外文):LIANG,JIA-LINGHSIEH,MING-ZONGXie Ming-ZongCHEN,YUE-XIANG
口試日期:2017-06-21
學位類別:碩士
校院名稱:高苑科技大學
系所名稱:資訊科技應用研究所
學門:電算機學門
學類:電算機應用學類
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:74
中文關鍵詞:持續使用付費意願消費因素遊戲忠誠度手機遊戲異業結盟社群互動
外文關鍵詞:Continuous usagewillingness to payconsumption factorcustomer loyaltymobile gamecross-industry alliancecommunity interaction
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本研究以手機遊戲的持續使用和付費意願作為研究標的,從中探討社群(異業結盟、社群互動),持續使用(影響持續使用的因素、遊戲忠誠度),消費行為(消費因素、遊戲商城商品、消費者滿意度)等,對手機遊戲玩家進行研究分析。
本次研究回收了250份有效問卷,並使用SPSS統計軟體進行統計分析,問卷統計分析結果顯示,(1)「社群」中的「異業結盟」對提高手機遊戲持續使用有正向之影響;(2)「社群」中的「社群互動」對提高手機遊戲持續使用有正向之影響;(3)「持續使用」中的「遊戲的內涵」持續對提高手機遊戲持續使用有正向之影響;(4)「持續使用」中的「遊戲忠誠度」對提高手機遊戲持續使用有正向之影響;(5)「消費行為」中的「消費因素」對提高手機遊戲付費意願有正向之影響;(6)「消費行為」中的「遊戲商城商品」對提高手機遊戲付費意願有正向之影響;(7)「消費行為」中的「消費者滿意度」對提高手機遊戲付費意願有正向之影響。
根據研究結果,對於如何提高手機遊戲玩家持續使用的時間及付費意願,可以提供遊戲廠商設計或行銷策略的參考方向。

This study explored the continuous usage and willingness to pay for mobile games players. We explore the community factor (cross-industry alliance, community interaction), continuous usage factor (continuance usage, customer royalty) and consumer behavior factor (consumption factor, game mall merchandise, consumer satisfaction) from the mobile games players to study and analyze.
A total of 250 valid questionnaires were collected and analyzed by SPSS statistical software. The results of questionnaire analysis showed that.
(1) "Cross-industry alliance" factor has a positive impact on the continued use of mobile games; (2) “Community interaction” factor has a positive impact on improving the continued use of mobile games; (3) "The connotation of the game" factor has a positive impact on the continued use of mobile games; (4) "Customer loyalty" factor has a positive effect on improving the continued use of mobile games;
(5) "Consumption" factor has a positive effect on improving the willingness to pay for mobile games; (6) "Game mall merchandise" factor in the "consumer behavior" to improve the willingness to pay for mobile games have a positive impact; (7) "Consumer satisfaction" factor has a positive effect on improving the willingness to pay for mobile games.
According to the results of the study can provide game manufacturers advice, for mobile gamers to improve the use of the time, And to improve the mobile phone gamers to improve the willingness to pay for game manufacturers to play games or make mobile games, providing marketing strategy direction. According to the results of the study, it could provide the game design or marketing strategy for game manufacturers about how to improve the mobile phone players continue to use and willingness to pay.

目次
摘要 I
Abstract II
目次 III
表次 V
圖次 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 1
第三節 研究流程 2
第二章 文獻探討 4
第一節 手機遊戲 4
第二節 手機遊戲忠誠度 8
第三節 手機遊戲持續使用 10
第四節 手機遊戲付費意願 11
第三章 研究設計 14
第一節 研究架構 14
第二節 研究假設 15
第三節 問卷設計 15
第四節 研究範圍、對象 19
第五節 資料處理 19
第四章 資料結果與分析 20
第一節 敘述統計 20
第二節 因素分析 30
第三節 假說驗證 39
第五章 結論與建議 47
第一節 結論 47
第二節 建議 47
第三節 研究貢獻 48
第四節 研究限制 49
參考文獻 51
附錄一:問卷 59

一、中文
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2.吳佳盈(2005),影響線上遊戲玩家持續使用行為之研究,國立東華大學企業管理學系碩士論文
3.沈芝帆(2009),「線上遊戲商城道具付費意願之探討」,東吳大學商學院資訊管理學系碩士論文。
4.谷炘慈 (2013,7月)。虛擬經驗與消費價值對顧客忠誠度之影響:以大型多人線上角色扮演遊戲為例。元智大學資訊傳播學系碩士班數位內容組織碩士論文。
5.李城忠(2016),第二版應用統計學SPSS & AMOS範例分析完全手冊,新文京開發出版股份有限公司。
6.林羿辰,呂新科,林芃君,羅嘉惠(2013),以UTAUT 探討智慧型手機遊戲App購買意向因素之研究,第九屆知識社群國際研討會(pp. 10-19),臺北:中國文化大學。
7.徐景秋 (2009),「異業結盟科技商品的接受態度與使用意圖影響因素之研究-以科技接受模式為分析觀點」,國立成功大學高階管理研究所碩士論文。
8.翁鈺翔(2016) 遊戲實況的媒介消費意涵─以英雄聯盟遊戲實況為例,南華大學傳播學系碩士論文
9.郭昕周(1997)。建構取向的遊戲式MUD學習環境。教學科技與媒體,37,28-40。
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11.謝千之(2000),產品資訊情境、參考價格與知覺品質對消費者購買行為之影響,
東吳大學企業管理學系碩士論文。
12.魏郁蓁(2014),大陸地區手機遊戲市場區隔與行銷策略之研究,世新大學傳播管理學系未出版之碩士論文,51-96。
二、英文
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3. Bollen, K. A. (1989). Structural Equations with Latent Variables models. John Wiley & Sons, Ltd.
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5.Choi, D., & Kim, J. (2004). Why People Continue to Play Online Games: In Search of Critical Design Factors to Increase Customer Loyalty to Online Contents. CyberPsychology & Behavior, 7(1), 11-24.
6.Cheung, C. M. K., & Lee, M. K. O. (2009). Understanding the Sustainability of a Virtual Community: Model Development and Empirical Test. Journal of Information Science, 35(3), 279-298.
7.Chen, I. Y. (2007). The Factors Influencing Members'' Continuance Intentions in Professional Virtual Communities-a Longitudinal Study. Journal of Information Science. 33(4), 451-467.
8.Claycomb, C., Lengnick-Hall, C. A., & Inks, L. W. (2001). The Customer as a Productive Resource: A Pilot Study and Strategic Implications. Journal of Business Strategies, 18(1), 47-69.
9.Chan, K. W., Yim, C. K., & Lam, S. S. (2010). Is Customer Participation in Value Creation a Double-Edged Sword? Evidence from Professional Financial Services Across Cultures. Journal of Marketing, 74(3), 48-64.
10.Dimitriades, Z. S. (2006). Customer Satisfaction, Loyalty and Commitment in Service Organizations: Some Evidence from Greece. Management Research News, 29(12), 782-800.
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27.Oliver, R. L. (1980), “A Cognitive Model of the Antecedents and Consequences of Satisfaction,” Journal of Marketing Research, Vol. 17, pp. 460-469.
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29.Reichheld, F. and Sasser, W. ,1990, “Zero defects: quality comes to services", Harvard Business Review, Sept-Oct,pp.105-111.
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三、 網站
1.數位時代 (2015.2),台灣手機遊戲成長力道強勁,名列全球第5大市場,
2017年6月7日,取自:
https://www.bnext.com.tw/article/35213/BN-ARTICLE-35213。
2.數位時代 (2013.12),行動遊戲市場強勁,平板成長動能將大於智慧型手機,
2017年6月7日,取自:
https://www.bnext.com.tw/article/30420/BN-ARTICLE-30420。
3. 資策會MIC(2012.3),數位遊戲產業發展趨勢,
2017年6月7日,取自:
https://mic.iii.org.tw/Industryobservation_MIC02views.aspx?sqno=67。
4. 資策會MIC(2015.8),(數位遊戲大調查)16歲至35歲的玩家族群占整體80%,
2017年6月8日,取自:
https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=400。
5. 維基百科(2017.6),(電子遊戲類型),2017年6月13日,取自:
https://zh.wikipedia.org/wiki/%E7%94%B5%E5%AD%90%E6%B8%B8%E6%88%8F%E7%B1%BB%E5%9E%8B#cite_ref-1。
6. 魔方網(2014.8),女性在手遊上消費金額及忠誠度較男性高出31%,
2017年6月14日,取自:http://www.mofang.com.tw/INnews/10000054-10027797-1.html。
7. 資策會MIC(2014.4),行動遊戲娛樂持續增溫,
2017年6月14日,取自:
https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=356。

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