臺灣博碩士論文加值系統

在MMORPG公會社群中，玩家們經由長時間的互動、交流後所產生的氛圍，會形成某種群體意向與共識，能夠使公會成員們有意願一同去完成某件事，例如一起持續玩某款遊戲的意圖。對遊戲廠商而言，比起單一玩家的個人意願，一整個群體玩家有意願一同持續遊玩MMORPG更會是他們所樂見的。因此，本研究以玩家持續遊玩MMORPG群體意圖作為研究主軸，並且將社會互動因素（社會支持、領導者熱情、社會臨場感、虛擬社群意識），與規範因素（主觀規範、群體規範）納入探討群體意圖模型。

研究結果顯示，在社會互動因素因果關係中，社會支持、領導者熱情、社會臨場感均正向影響虛擬社群意識；且領導者熱情、社會臨場感也會正向影響社會支持。而社會互動後的結果「虛擬社群意識」與規範因素也會正向影響玩家持續遊玩MMORPG群體意圖。此外，本研究亦針對群體意圖之後續行為「群體意圖的轉移」進行深度訪談，希望能對持續遊玩MMORPG群體意願的影響因素與後續行為做進一步的釐清，對學術界與實務界提供有益的理論與實務意涵。

Massively multiplayer online role-playing games (MMORPG) communities, also known as guilds, create an atmosphere that forms a kind of group intention and consensus through which members tend to interact with other members and participate in joint actions. Besides individual intentions, it is also a positive sign for online game operators to see a group of players with high group intentions to continue playing MMORPG. This study thus focuses on the influence of social interaction factors (i.e., social support, leader’s enthusiasm, social presence, and sense of virtual community) and norm factors (i.e., subjective norm and group norm) on player’s we-intention to continue playing MMORPG.

Results show that social interact factors of social support, leader’s enthusiasm, and social presence positively influence sense of virtual community (SOVC). Moreover, leader’s enthusiasm and social presence positively affect social support. For the consequences of social interaction, SOVC, subjective norm, and group norm are positively associated with we-intention to continue playing MMORPG. This study also conducted an in-depth interview to investigate possible consequences of the switching behavior based on we-intention. This study not only clarifies the antecedents and consequences of we-intention to continue playing MMORPG but also provides theoretical as well as practical implications on the study of MMORPG.

摘要 i
Abstract ii
目錄 iii
圖目錄 v
表目錄 v
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 5
第四節 研究流程 6
第二章 文獻探討與假說推論 7
第一節 群體意圖 7
第二節 社會互動因素 9
一、 虛擬社群意識 9
二、 社會支持 11
三、 領導者熱情 13
四、 社會臨場感 14
第三節 社會影響理論 16
第三章 研究方法 18
第一節 研究模型 18
第二節 研究變數操作型定義 19
第三節 研究設計 26
一、 資料蒐集方法及研究對象 26
二、 問卷設計 27
第四節 資料分析工具與方法 28
第五節 深度訪談 28
一、 訪談對象 28
二、 訪談內容 29
第四章 資料分析 30
第一節 資料蒐集 30
第二節 敘述性統計分析 31
一、 人口統計變項 31
二、 網路使用經驗與MMORPG遊玩情況 32
三、 MMORPG公會社群參與情況 33
第三節 研究模式之驗證 34
一、 衡量模式分析 34
二、 結構模式分析 38
第五章 研究結果與討論 40
第一節 虛擬社群意識對群體意圖的影響 40
第二節 社會互動因素彼此間的影響關係 41
一、 社會支持對虛擬社群意識之影響 41
二、 領導者熱情對虛擬社群意識、社會支持之影響 42
三、 社會臨場感對虛擬社群意識、社會支持之影響 42
第三節 規範因素對群體意圖之影響 43
第四節 深度訪談之討論 43
一、 公會規模大小對於群體意圖模型之影響 43
二、 溝通工具對公會社群發展的重要性 45
三、 群體意圖的轉移 46
第六章 結論與建議 48
第一節 研究結論 48
第二節 研究貢獻 48
一、 研究意涵 48
二、 實務貢獻 49
第三節 研究限制與未來建議 50
一、 研究限制 50
二、 未來研究建議 51
參考文獻 52
附錄一 研究問卷 58
附錄二 交叉因素負荷量矩陣 66
附錄三 深度訪談逐字稿 68
Last Night 68
四盎司綿球堡 74

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