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研究生:蔡秉峯
研究生(外文):Bing-Fong Tsai
論文名稱:遊戲數位發行平台持續使用行為之研究
論文名稱(外文):A Study on Continuous Using of Digital Distribution for Digital Game
指導教授:蔡憲唐蔡憲唐引用關係
指導教授(外文):Hsien-tang Tsai
學位類別:碩士
校院名稱:國立中山大學
系所名稱:企業管理學系研究所
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:60
中文關鍵詞:接受後持續使用模式科技接受模式數位遊戲數位發行電子商務
外文關鍵詞:Post-Acceptance Model of IS ContinuanceTechnology Acceptance ModelDigital GameDigital DistributionE-business
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隨著網際網路的普及化,不僅電子商務已成為現代人生活中的一部份,各式媒體也因而受惠,進行一場名為數位化的產業革命,媒體不再藉由實體介面傳輸,而是通過數位串流共享。隨著音樂影視等數位影音平台的成功,遊戲數位發行也伴隨著版權觀念與環保意識抬頭而蓬勃發展,許多玩家不再到實體店面購買或預購遊戲光碟,此股風潮也自國外蔓延至國內,但國內探討數位串流領域的論文大多是影音平台串流,故本文以遊戲數位發行平台為題,探討使用者持續使用遊戲數位發行平台之因素。
科技接受模式作為研究新興科技及各類資訊系統已有許多文獻,為成熟的模型;接受後持續使用模型近期則被各式電子商務研究者重視,用來探討使用者重複使用某資訊系統之行為;本研究使用科技接受模型以及接受後持續使用模型,並搭配信任理論,使用實證性、定量研究方法,包含樣本結構分析與整體模式分析,來研究遊戲數位發行平台使用者持續使用使用平台之因素。本研究蒐集受測問卷總發放份數250份,有效問卷共223份。
研究發現,使用遊戲數位發行平台者多為重度網路使用族群,且大部分具有電子商務使用經驗並持有信用卡。使用者用後確認程度顯著影響滿意程度、知覺有用性與信任;確認程度是使用者持續使用意圖最主要的因素,而滿意程度則次之,信任對持續使用意圖的影響則是透過滿意程度的間接效果,對持續使用的直接效果並不顯著。故遊戲數位發行平台使用者最重視的是,用了該平台後是否能夠協助使用者達成特定任務,此即是體驗後期望。若使用後確認程度高,則平台的體驗後期望也高,使用者會有較高的持續使用意圖,故平台之有用性應作為開發平台時最優先之考量因素。
With the popularizing of the Internet, E-business has been a part of modern people’s life activity. Every kind of media also benefited from it, and began a revolution called “Digitalized”. The media doesn’t need to transfered by physical intermediary anymore. Instead, it is shared by digital data stream. The public admit the exsit of copyright and focus on environmental concept. Began with the success of video and music industry, the digital distribution of digital game flourish. Lots of players didn’t go to physical storefront to book or buy software. This trend has spread form oversea to domestic area. Most of the domestic thesis which research digital distribution are focusing video and music platform. To fill the gap, this thesis use digital game as research subject, and investigate the factors that cause user continuously using of digital distribution for digital game.
  Technology Acceptance Model(TAM) is a mature model that is widely used in the researches of new technology or information system. While Post-Acceptance Model of IS Continuance is used by the researchers of e-business to study the factors that cause user continuously using information system recently. This research combined Technology Acceptance Model and Post-Acceptance Model of IS Continuance, supported with Thrust theory. Using empirical, quantitative research as research methods, Analysis includes sample structure and structural equation modeling analysis to approach the main purpose of this research. The qestionnaires send for this research are 250 copies and the number of effective is 226.
  The research discovers that most of the users of digital game distribution are heavy Internet users, usually have experience of e-business and use cedit card. Expectation confirmation has significantly positive effect on users’satisfaction and perceived usefulness. The comfirmation is the main factor that cause continuous using behavior, while the satisfaction is the second factor. The effect of trust on the continuous using is through the indirect effect of satisfaction. The direct effect of trust on the continuous using is not significant. So, the fator that users most value is that whether the platform can help them to achieve mission or not. It is the meaning of post-consumption expectation. The higher the comfirmation is, the higher the post-consumption expectation is. Users may have higher intention to continuously use the platform.
論文審定書
公開授權書
誌謝…………………………………………………………………………………i
摘要…………………………………………………………………………………ii
Abstract ………..………………………………………………………………..…iii
目錄…………………………………………………………………………………vi
圖次…………………………………………………………………………………vii
表次…………………………………………………………………………………viii
第一章 緒論………………………………………………………………………01
第一節 研究背景與動機……………………………………………………01
第二節 研究目的……………………………………………………………02
第三節 研究流程……………………………………………………………03
第四節 研究範圍……………………………………………………………04
第二章 產業現況…………………………………………………………………05
第一節 數位內容、數位產品與數位遊戲…………………………………05
第二節 遊戲數位發行平台…………………………………………………07
第三章 文獻探討…………………………………………………………………10
第一節 科技接受模式………………………………………………………10
第二節 接受後持續使用模式………………………………………………12
第三節 信任…………………………………………………………………14
第四章 研究設計…………………………………………………………………15
第一節 研究結構……………………………………………………………15
第二節 研究模式…………………....………………………………………16
第三節 研究方法……………………………………...…….………………20
第五章 實證分析…………………………………………………………………25
第一節 樣本結構分析.....…………………………………………………...25
第二節 結構模式分析…………………………………………..…………..29
第三節 遊戲數位發行平台滿意度分析….….……………………………..31
第四節 遊戲數位發行平台持續使用意願分析…………............................37
第六章 結論與建議………………………………………………………………40
第一節 結論…………………………………………………………………40
第二節 建議…………………………………………………………………41
第三節 管理意涵……………………………………………………………42
參考文獻……………………………………………………………………………43
附錄 遊戲數位發行平台持續使用因素問卷……………………………………47
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三、網路
EEDAR. 2016. Awesome Video Game Data. http://www.eedar.com/Pres/EEDAR - GDC2016 -Awesome Video Game Data Distribute [Geoffrey Zatkin] v2.7.pdf
王祿旺,2012,「數位發行」,雙語詞彙、學術名詞暨辭書資訊網 http://terms.naer.edu.tw/detail/1678953/
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