臺灣博碩士論文加值系統

Computer games and their characters have permeated modern popular culture since its inception. Game characters are often created to have attractive human forms and psychologically designed to be as humanlike as possible. Beauty and attractiveness are evidenced to influence people both as a bearer and observer. The immersive nature that a game provides, combined with the game characters’ attractiveness and interactivity suggests a strong relationship and influence on its players. Playing and interacting with the game characters have influenced the players’ actions and behavior—both in-game and in real life.

This study used both qualitative and quantitative methods in data gathering and analysis. The attractiveness factors of game characters and their effects on players were gathered through Zaltman Metaphor Elicitation Technique (ZMET), in-depth interviews and questionnaires, then processed using Grounded Theory. The concepts that emerged were investigated through the use of a survey to provide quantitative analysis.

The attractiveness factors of game characters and their effects were identified based on the players’ perspective. The quantitative results provided the rates of agreements and the predictor variables for the investigated effects, while the qualitative results provided the player’s insights and explanations for their experiences and preferences.

Key predictor factors of the effects of attractive game characters have been identified. Thus, the study was able to conclude that attractive game characters, on top of being able to provide pleasure, truly influence and alter players’ actions and behaviors.

Computer games and their characters have permeated modern popular culture since its inception. Game characters are often created to have attractive human forms and psychologically designed to be as humanlike as possible. Beauty and attractiveness are evidenced to influence people both as a bearer and observer. The immersive nature that a game provides, combined with the game characters’ attractiveness and interactivity suggests a strong relationship and influence on its players. Playing and interacting with the game characters have influenced the players’ actions and behavior—both in-game and in real life.

This study used both qualitative and quantitative methods in data gathering and analysis. The attractiveness factors of game characters and their effects on players were gathered through Zaltman Metaphor Elicitation Technique (ZMET), in-depth interviews and questionnaires, then processed using Grounded Theory. The concepts that emerged were investigated through the use of a survey to provide quantitative analysis.

The attractiveness factors of game characters and their effects were identified based on the players’ perspective. The quantitative results provided the rates of agreements and the predictor variables for the investigated effects, while the qualitative results provided the player’s insights and explanations for their experiences and preferences.

Key predictor factors of the effects of attractive game characters have been identified. Thus, the study was able to conclude that attractive game characters, on top of being able to provide pleasure, truly influence and alter players’ actions and behaviors.

ABSTRACT..............i
Acknowledgments..............ii
Table of Contents..............iii
List of Tables..............vii
List of Figures..............xi
Chapter 1 Introduction..............1
1.1 Background..............1
1.2 Purposes..............3
1.3 Significance and Scope..............3
1.4 Definition of Terms..............4
Chapter 2 Literature Review..............6
2.1 Aesthetic Judgment and Theories of Beauty..............6
2.1.1 Subjective Theories of Beauty..............7
2.1.2 Objective Theories of Beauty..............10
2.1.3 Judgments of Beauty..............11
2.2 Human Beauty and Attractiveness..............15
2.2.1 Facial Attractiveness..............15
2.2.2 Body Attractiveness..............18
2.2.3 Clothing and Adornments..............20
2.2.4 Nonphysical Factors..............22
2.3 Game Characters: Design and Attractiveness..............23
2.3.1 What are Game Characters?..............23
2.3.2 Game Character Design..............25
2.3.3 Dichotomy of Game Characters: Actor or Vehicle..............33
2.3.4 Players’ relationship to Game Characters or Avatars..............35
2.4 Attractiveness: Its Effects and the Media..............37
2.4.1 Halo Effect: Advantages and Disadvantages of being Attractive..............37
2.4.2 Beauty Ideals and its Effects..............38
2.4.3 Game Characters and Avatars: Portrayal of Attractiveness and its Effects..............40
2.5 Summary and Implications..............43
Chapter 3 Methodologies..............46
3.1 Methodology and Research Design..............46
3.2 Qualitative Stage..............48
3.2.1 Research Design..............48
3.2.2 Participants..............49
3.2.3 Instruments..............50
3.2.3.1 Expert Interviews and Review..............50
3.2.3.2 Questionnaires..............50
3.2.3.3 Zaltman Metaphor Elicitation Technique (ZMET)..............51
3.2.3.4 In-depth Interviews..............60
3.2.4 Procedure..............61
3.2.5 Analysis..............64
3.2.5.1 Paired Construct Relationships and ZMET’s Consensus Map..............64
3.2.5.2 Grounded Theory..............64
3.3 Quantitative Stage..............69
3.3.1 Research Design..............69
3.3.1.1 Research Hypotheses..............70
3.3.1.2 Research Framework..............70
3.3.1.3 Independent Variables..............71
3.3.1.4 Dependent Variables..............72
3.3.1.5 Classificatory Variables..............73
3.3.2 Participants..............74
3.3.3 Survey Instrument..............74
3.3.4 Procedure..............74
3.3.5 Analysis..............76
3.3.5.1 Descriptive Analysis..............76
3.3.5.2 Reliability Analysis..............76
3.3.5.3 Inferential Analysis – Ordinal Logistic Regression..............76
3.4 Ethics and Limitations..............77
Chapter 4 Results..............79
4.1 Participants and Sample Description..............79
4.1.1 ZMET + Interview Participants..............79
4.1.2 Questionnaire Respondents..............81
4.1.3 Survey Respondents..............83
4.2 Reliability Analysis..............85
4.3 Attractiveness Factors of Game Characters..............87
4.3.1 Physical Attributes..............87
4.3.1.1 Face..............87
4.3.1.2 Body..............90
4.3.1.3 Race and Skin Color..............92
4.3.1.4 Hair Style and Colors..............94
4.3.1.5 Youth..............95
4.3.2 External Modifications – Clothes and Accessories..............96
4.3.3 Psychosocial Attributes..............99
4.3.3.1 Personality..............99
4.3.3.2 Talents and Skills..............102
4.3.3.3 Interpersonal Skills..............103
4.3.4 Sexual Differences..............104
4.3.4.1 Female Game Characters..............105
4.3.4.2 Male Game Characters..............107
4.3.4.3 Sexy Clothes..............110
4.3.5 ZMET’s Consensus Map..............112
4.4 The Effects of Game Character Attractiveness on Players..............114
4.4.1 H1 – Players’ Differential Bias toward Attractive Game Characters..............114
4.4.1.1 Being Protective towards an Attractive Game Character..............114
4.4.1.2 Usage of an AGC first over other characters..............116
4.4.1.3 More time spent playing the AGC..............118
4.4.1.4 Motivation in the game when using AGC..............119
4.4.1.5 Better items and equipment given to the AGC..............121
4.4.1.6 More Skins and Costumes for AGC..............123
4.4.1.7 Easy for AGC to be the favorite game character..............125
4.4.1.8 More screenshots of AGC..............126
4.4.2 H2 – Attractive game characters influence on players’ buying choices..............128
4.4.2.1 Enthusiasm in buying a game with AGCs..............128
4.4.2.2 Subscription and in-game purchases in games with AGC..............130
4.4.2.3 Buying more costumes and skins for the AGC..............132
4.4.2.4 Higher reviews to a great game with AGCs..............133
4.4.2.5 More recommendations if a great game have AGCs..............135
4.4.2.6 Play a recommended game with AGCs..............137
4.4.3 H3 – AGCs have a psychological impact on the player..............138
4.4.3.1 More emotionally connected to an AGC..............139
4.4.3.2 Develop a “crush” on an AGC..............140
4.4.3.3 Inspired by Attractive Game Characters..............142
4.4.3.4 Imitation of ideal traits of AGC..............144
4.4.3.5 Fashion choices influenced by AGCs..............146
4.4.3.6 Cosplay Attractive Game Characters..............147
4.4.3.7 Empowered when using AGCs..............149
4.4.4 H4 – Influence of AGC on the players’ in-game social interactions..............151
4.4.4.1 Act nicer to other game players..............151
4.4.4.2 More sociable when using AGCs..............153
4.4.4.3 Flirtier with other players when using AGCs..............154
4.4.4.4 Take good care of in-game reputation when using AGC..............156
4.4.4.5 Show off in-game power and economic status when using AGC..............158
4.4.5 H5 – AGCs influence the players’ satisfaction of their own attributes..............160
4.4.5.1 Players want to have beautiful/handsome faces like the AGCs..............160
4.4.5.2 Players want to be as sexy or muscular like the AGCs..............162
4.4.5.3 Players want to look good in clothes as much as AGCs..............163
4.4.5.4 Players want strong personalities like the AGCs..............165
4.4.5.5 AGCs have unrealistic physiques..............167
4.4.5.6 AGCs are portrayed with limited body shapes..............168
4.4.5.7 Satisfaction on the portrayal of attractiveness in game characters..............170
4.5 Hypotheses Verification..............172
Chapter 5 Conclusions and Discussions..............173
5.1 Research Conclusion..............173
5.2 Discussions..............175
5.2.1 Personality over Physical Appearance..............175
5.2.2 Key Attractiveness Factors..............176
5.2.3 The Predictors of the Effects of Attractive Game Characters on Players..............178
5.2.4 Issues in the Portrayal of Attractive Game Characters..............180
5.3 Implications..............181
5.4 Limitations..............182
5.5 Further Research..............183
References..............185
Appendix A Participant and Respondent Profile Questions..............194
Appendix B Questionnaire and Interview Guide Questions..............195
Appendix C Survey Questions..............197

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