臺灣博碩士論文加值系統

本研究執行實驗設計，外表吸引力操控在一致的情況下時，測驗名人外型角色與非名人外型角色的人際吸引力之間是使否有顯著差異；操弄不同線上遊戲動機類別，主張社交動機類別之玩家對於選擇名人外型角色意願顯著高於選擇非名人外型角色意願，而成就動機類別之玩家以及沉浸動機類別之玩家對於選擇名人角色與非名人外型角色意願上並無顯著差異。實驗中募集342名自願受試者，結果發現，在人際吸引力方面，名人外型角色的人際吸引力顯著高於非名人外型角色，在遊戲角色選擇意願方面，社交動機類別之玩家在名人外型角色與非名人外型角色選擇意願有顯著差異，成就動機類別之玩家與沉浸動機類別之玩家在名人外型角色與非名人外型角色選擇意願無顯著差異。

This research proposes that celebrity character and non-celebrity character have different interpersonal attraction and online game player’s motivation can influence player’s select celebrity character.This study conducted an experiment and recruited 342 volunteers. Results reveal that celebrity character’s interpersonal attraction higher than non-celebrity character, social motivation player are most select celebrity character than achievement motivation player and immersion motivation player.

中文摘要　．．．．．．．．．．．．．．．．．．．．． iii

英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
致謝詞　　．．．．．．．．．．．．．．．．．．．．． v

內容目錄　．．．．．．．．．．．．．．．．．．．．． vi
表目錄　　．．．．．．．．．．．．．．．．．．．．． vii

圖目錄　　．．．．．．．．．．．．．．．．．．．．． viii

第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
第二章　　文獻探討與假設．．．．．．．．．．．．．． 5
第一節　　線上遊戲簡介．．．．．．．．．．．．． 5
第二節　　遊戲動機之研討．．．．．．．．．．．． 7
第三節　　人際吸引力與其影響因素之探討．．．．． 8
第四節　　研究假設．．．．．．．．．．．．．．． 10
第三章　　研究方法．．．．．．．．．．．．．．．．． 13
第一節　　整體設計與程序．．．．．．．．．．．． 13
第二節　　自變數操弄與依變數衡量．．．．．．．． 19
第三節　　資料分析方法．．．．．．．．．．．．． 20
第四章　　實證結果．．．．．．．．．．．．．．．．． 21
第一節　　受試者描述性統計．．．．．．．．．．． 21
第二節　　假說檢定．．．．．．．．．．．．．．． 21
第五章　　結論與建議．．．．．．．．．．．．．．．． 24
第一節　　研究說明與討論．．．．．．．．．．．． 24
第二節　　理論與管理意涵．．．．．．．．．．．． 24
第三節　　研究限制與未來研究機會．．．．．．．． 25
參考文獻　．．．．．．．．．．．．．．．．．．．．． 27
附錄　　　．．．．．．．．．．．．．．．．．．．．． 33

MIC資策會(2010)，台灣網友線上娛樂行為調查－以性別分群(下)[線上資料]，來源：http://mic.iii.org.tw/aisp/reports/reportdetail2.asp?sesd=259900148&docid=CDOC20101227009&doctype=RC&cate=ECDC&smode=1&countrypno= [2010, December 10]。

MIC資策會(2011)，台灣網友網路娛樂行為分析[線上資料]，來源：http://mic.iii.org.tw/aisp/reports/report_graphic.asp?pptno=PPT1000125-3 [2011, January 25]。

MIC資策會(2012)，遊戲產業發展現況與趨勢[線上資料]，來源：http://mic.iii.org.tw/aisp/reports/report_graphic.asp?pptno=PPT1000125-3 [2012, January 3]。

卲茂坤(2008)，線上遊戲知覺品質與參與動機對玩家使用意圖影響，南台科技大學高階主管企管碩士班未出版之碩士論文。

駱少康，李權倫(2012, March 29)，玩家動機對於線上遊戲花費與同時使用多款遊戲意願之影響，發表於第一屆中台灣產業論壇暨服務創新管理學術研討會，台中：台中科技大學。

駱少康，李曜辰(2006, Nov 1)，線上遊戲角色之外貌與社會地位對線上人際吸引力之影響，發表於TBI 2006台灣商管與資訊研討會，台北：台北大學。

莊景伊(2008)，線上遊戲種類、玩家動機與成癮後果之研究，開南大學資訊及電子商務學系碩士班未出版之碩士論文。


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