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研究生(外文):Tsai-Cheng Ho
論文名稱:臺灣熟齡族對Pokémon GO遊戲的黏著度分析
論文名稱(外文):An Analysis of Mature-Aged Taiwanese People’s Stickiness on Pokémon GO
指導教授(外文):Chih-Hsiang Ko
口試委員(外文):Chien-Hsiung ChenFang-Wu Tung
中文關鍵詞:熟齡族Pokémon GO寶可夢行動遊戲黏著度
外文關鍵詞:mature-aged peoplePokémon GOmobile gamestickiness
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隨著時代的演進,臺灣熟齡族及戰後嬰兒潮邁入退休潮,讓即將面齡老化的熟齡族,擁有更健康的生活,決定了高齡生活的品質。因應數位化時代的潮流,智慧型手機的使用,也占了熟齡族生活中很大的部分。本研究透過質性研究方法,深入了解臺灣熟齡族自2016年遊戲推出後,至2020年長期活躍使用Pokémon GO的行為。透過參與式觀察法、訪談法、及網路民族誌,進行情境脈絡的資料蒐集,並以團體式KJ法進行資料分析,探討Pokémon GO成功讓臺灣熟齡族擁有高黏著度背後的關鍵要素,研究目的如下:(1)了解臺灣熟齡族對Pokémon GO高黏著度的因素、(2)探討Pokémon GO對臺灣熟齡玩家的影響、(3)提出針對臺灣熟齡族設計高黏著度產品的策略。
本研究發現,臺灣熟齡族持續使用Pokémon GO,造就高黏著度的成因中,包含三個主要元素的循環:(1)創造動機,如成就感、穩定的生活目標;(2)觸發行動,投入時間或金錢資源;(3)給予回饋,包含來自遊戲體驗中與社會的回饋。對臺灣熟齡玩家的影響,包括在生活中建立了規律遊戲的習慣與目標、喜歡掌握新資訊並善於分享、認識了許多會互相關心的朋友。本研究以圖解化呈現研究結果,提出針對臺灣熟齡族設計高黏著度產品的策略,包括獲取使用者、提升活躍度、提高留存率、口碑傳播、獲取收入;相關企業可以循著這樣的模式,提高熟齡族對產品的使用率。
Moving forward in times of transition, mature-aged Taiwanese people and post-war baby boomers have entered the wave of retirement. Having a healthier life for the gradually aging mature-aged people can determine their quality of life. In response to the trend of the digital age, the use of smartphones also accounts for a large part in the life of mature-aged people. This study used qualitative research methods to gain an in-depth understanding of mature-aged Taiwanese people’s long-term active use of Pokémon GO since the game was launched in 2016 to 2020. This study conducted contextual data collection through participatory observation, interview, and netnography, while the group KJ method was used to conduct data analysis to explore the key elements behind Pokémon GO’s success in mature-aged Taiwanese people’s high stickiness. The purposes were as follows. (1) To understand the factors that promoted mature-aged Taiwanese people’s high stickiness to Pokémon GO. (2) To explore the impacts of Pokémon GO on mature-aged Taiwanese gamers. (3) To propose strategies for designing high-stickiness products for mature-aged Taiwanese people.
This study found that the continuous use of Pokémon GO by mature-aged Taiwanese people created a cycle of three main elements in the causes of high stickiness. (1) Create motivation, such as a sense of accomplishment and a stable life goal. (2) Trigger action, such as the investment of time or money resources. (3) Provide feedback, such as the feedback from the game experience and the society. The impacts on mature-aged Taiwanese gamers included the establishment of habit and goal through regular gaming in life, the preference of learning new information and sharing, and getting to know many friends who cared about each other. This study presented the results graphically, and proposed strategies for designing high-stickiness products for mature-aged Taiwanese people, including user acquisition, activation, retention, referral, and revenue. Related companies could follow this model to increase mature-aged people’s utilization rate of products.
第一章 緒論
1.1 研究背景
1.2 研究動機
1.3 研究目的
1.4 研究範圍與限制
1.5 研究架構
第二章 文獻探討
2.1 熟齡族
2.2 行動遊戲
2.3 Pokémon GO(精靈寶可夢GO)
2.4 黏著度
第三章 研究方法
3.1 資料蒐集
3.2 資料分析
3.3 團體KJ法工作坊
第四章 研究成果
4.1 前期觀察與訪談
4.2 後期觀察與訪談
4.3 KJ法分析成果
第五章 結論與建議
5.1 研究結論
5.2 後續研究與建議
附錄B:KJ工作坊Pokémon GO解說影片內容架構
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