臺灣博碩士論文加值系統

近幾年來，線上遊戲已成為電子商務中最具獲利能力的產業之一，不論是市場規模或是使用人口，仍繼續顯著大幅成長。因此，了解玩家為何參與線上遊戲，儼然成為一個重要的議題。此外，不同於單機電玩，線上遊戲具有社群性質，也因此有玩家為遊戲而來，為社群留下的行話流傳。了解影響玩家對線上遊戲社群忠誠的因素亦是本研究想要探討的主題。本論文主要是由二個獨立研究組成，如下簡述。
一、玩家為什麼要參與線上遊戲？以延伸TAM(社會影響因素及神迷經驗)來探討
本篇研究以技術接受模型(TAM)為理論基礎，發展娛樂導向科技接受模型。在了解屬娛樂科技的線上遊戲獨有特性後，擴增二個新的變數，包括：社會影響(社會規範與認知關鍵多數)及神迷經驗，以更加完整解釋玩家參與線上遊戲的行為。
本研究透過網路問卷調查，總共回收233個玩家資料，經SEM技術分析得知，玩家參與線上遊戲的經驗主要是受到社會規範、態度及神迷經驗的影響，解釋能力高達80%。線上遊戲是一種娛樂性科技應用，不同於傳統以問題解決(problem-solving)為導向的資訊科技，人們使用娛樂科技通常是為了殺時間(kill time)，而不是節省時間(saving time)。因此，認知有用性的顯著性效果在娛樂科技的影響上將會降低，而神迷經驗及社會規範效果變得較為重要。
二、玩家參與線上遊戲社群行為研究：娛樂動機、社會規範及認知凝聚力
本篇研究仍以TAM為理論基礎，但以認知娛樂性取代認知有用性，並同時新增認知凝聚力、社會規範二個因子，發展出娛樂導向社群忠誠模型，以解釋玩家參與線上遊戲社群忠誠之行為。
透過網路問卷調查所回收的356位玩家資料進行分析，使用者對社群的忠誠是受到認知娛樂性、社會規範及偏好的直接影響，認知凝聚力僅有間接影響。此外，本研究分析玩家對遊戲社群最感到困擾的問題，包括不穩定系統所造成的斷線及惡質玩家的干擾等。
經由二個研究結果整理，得出以下二點結論，提供給研究者及業界做為經營管理之參考。
一、 學術上
　　在發展娛樂導向科技接受度模型及娛樂社群忠誠度模型上，了解內在動機(神迷經驗及認知娛樂性)之重要性。此外，社會及群體影響因子(社會規範、認知關鍵多數及認知凝聚力)亦不可忽視。未來研究可針對影響線上遊戲玩家認知信念的外部變數(例如：系統特質、社群特質及個人差異等)，以及不同裝置的線上遊戲(例如：手機或連網TV)，做更進一步的使用者行為探索。
二、 實務上
建議遊戲設計者應強調線上遊戲介面的友善性，對於神迷經驗及娛樂性的產生，有相當大的助益。管理者也需善用參考群體(代言人或社群管理者)的影響力，來產生規範玩家的效果，並以大眾媒體、試用式行銷或病毒式行銷方式，讓關鍵多數快速形成，以吸引更多玩家加入；舉辦大小型交友聚會或競賽活動，將有助玩家凝聚力的提昇。最後，解決玩家最關心的問題，包括；系統穩定度及玩家素質問題，讓玩家能夠愉快在線上遊戲社群上活動。

On-line games have been a highly profitable e-commerce application in recent years. The market value of online games is increasing markedly and number of players also is rapidly growing. The reasons for which people play on-line games represent an important area of research. In addition, online game is also seen as the entertainment community, which mainly differs with computer game. What factors contributing users’ loyalty on participating game community should be explored. This dissertation provides two studies that investigate into possible factors affecting users’ intention to accept an online game and users’ loyalty toward the game community.
In the first essay, an extended technology acceptance model (TAM) is proposed to explain why users play online games. The proposed model is empirically evaluated using survey data collected from 233 users about their perceptions of online games. Overall, the results reveal that social norms, attitude, and flow experience explain about 80% of game playing. While using entertainment technology such as online games, people usually want to “kill time”, not to “save time”. The influence of flow experience and social norms become important in explaining online games use.
In the second essay, the proposed model based on the modified TAM is developed to examine the perceived factors contributing to a game community users’ loyalty. The results indicate that loyalty is influenced by perceived enjoyment, social norms and preference from analyzing an empirical data involving 356 subjects. Perceived cohesion has an indirect impact on loyalty.
Finally, the implications of these findings for practitioners and academicians are provided in this dissertation. For academic researchers, this dissertation contributes to a theoretical understanding of the factors, such as intrinsic motivation (flow experience and perceived enjoyment) and social factors (norms, critical mass, and cohesion), that promote entertainment-oriented IT usage and entertainment-oriented community participation. For online game practitioners, the results presented here suggest that developers of online games should endeavor to design friendly interface, build solid relationship with opinion leaders, organize a periodic party or contest to create users’ cohesive feelings, and overcome the problems that users concern, including suffering an unstable system and malicious players.

摘要 I
Abstract III
誌謝 IV
目錄 VI
圖目錄 VIII
表目錄 IX
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 10
第三節 研究目的 12
第四節 研究範圍 14
第五節 博士論文研究架構 16
第二章 文獻探討 18
第一節 線上遊戲介紹 18
第二節 虛擬社群：線上遊戲社群 28
第三節 認知行為理論 33
第四節 神迷經驗 41
第五節 群體影響 47
第三章 玩家為什麼要參與線上遊戲？以延伸TAM(社會影響因素及神迷經驗)
來探討 52
第一節 介紹 52
第二節 概念模型與假說 55
第三節 研究方法 59
第四節 研究結果 63
第五節 討論 70
第六節 管理意涵 71
第七節 結論與研究限制 73
第四章 玩家參與線上遊戲社群行為研究：娛樂動機、社會規範及認知凝聚力 75
第一節 介紹 75
第二節 概念模型與研究假說 77
第三節 研究方法 80
第四節 研究結果 83
第五節 討論 89
第六節 管理意涵 91
第七節 結論與研究限制 92
第五章 結論與意涵 93
第一節 內在動機的重要性 96
第二節 社會因素的重要性 98
第三節 系統易用性的重要性 100
第四節 未來研究 101
附 錄 104
附錄一 結構化方程模式 104
附錄二 第一個研究之問卷調查題目 112
附錄三 第二個研究之問卷調查題目 115
參考文獻 118
一、中文部分 118
二、WWW資源 120
三、英文部分 121
作者簡介 137
研究著作目錄 138

參考文獻
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二、WWW資源
1. Datamonitor (2001)
http://www.find.org.tw/0105/news/0105_news_disp.asp?news_id=1697
2. Datamonitor (2002) http://www.find.org.tw/0105/news/0105_news_disp.asp?news_id=2290
3. FIND (2003)
http://www.find.org.tw/0105/news/0105_news_disp.asp?news_id=2842
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http://www.find.org.tw/0105/news/0105_news_disp.asp?news_id=2682
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http://www.find.org.tw/0105/news/0105_news_disp.asp?news_id=2056
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http://www.find.org.tw/0105/focus/0105_focus_disp.asp?focus_id=241
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http://www.find.org.tw/0105/news/0105_news_disp.asp?news_id=2336
8. Pew Internet (2003)
http://www.find.org.tw/0105/news/0105_news_disp.asp?news_id=2757
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