摘要

從2016年七月，Pokémon GO在iOS和Android平台上發布，此手機遊戲讓玩家以現實世界為平台，捕捉、戰鬥、訓練和交易虛擬怪獸「寶可夢」。從Pokémon GO 在第一代圖鑑蒐集完成後，全球每日活躍玩家人數正不斷下降，在2017年二月，Pokémon GO增加第二代圖鑑，企圖增加遊戲內容的豐富度，進而增加使用者的持續使用意圖。
本研究透過問卷的形式來蒐集資料，總共取得154 份有效問卷問卷對象為Pokémon GO使用者，加入了期望確認模式裡的確認程度、滿意度來探討對於持續使用意願的影響，並加入知覺娛樂性以及知覺競爭性還有科技接受模式的知覺有用性來探討持續使用行為，嘗試從統計分析結果中瞭解研究對象對於研究構面是否影響Pokémon GO能持續改進的重要關鍵因素。
本研究顯示，「確認程度」對於「滿意度」、「知覺娛樂性」、「知覺有用性」皆具顯著正向影響，而「滿意度」、「知覺娛樂性」對於「持續使用意圖」具顯著正向影響，「知覺娛樂性」對於「滿意度」具顯著正向影響，「知覺競爭性」對於「知覺娛樂性」具顯著正向影響，但「知覺有用性」對於「持續使用意圖」沒有顯著影響。知覺有用影響持續使用Pokémon GO的意願較薄弱，表示Pokémon GO的娛樂性、滿意度遠大於有用性。
本研究在理論上的貢獻是提供瞭解影響Pokémon GO 的使用因素，這方面的研究發現並具有管理意涵。Pokémon GO平台管理者可利用不同因素的優勢，提升使用者的持續採用意向。管理階層可依不同族群的特性，推出與其有興趣的項目，或提供更多層面的服務。例如，設計具社交娛樂性質的功能，讓使用者在玩遊戲的同時，也能於線上聊天互動，並藉由多樣化的內容增加使用者的行為意向。

Abstract

Pokémon GO was released on iOS and Android platforms in July 2016. This mobile game provides players to catch, battle, train, and deal virtual creatures “Pokémon” in the real-world locations. Unfortunately, the population of worldwide daily active players kept decreasing after collecting all the first generation of Pokémon. However, Pokémon GO was added the second generation of Pokémon in February 2017. The aim was to increase players’ continuance usage intention by enriching the game.
The study was conducted by surveys, say total 154 pieces of valid questionnaires. The objects are the users of Pokémon GO. And the surveys were included not only the confirmation and satisfaction of Expectation-Confirmation Theory Model to find out their influence on continuance usage. Also the perceived playfulness, perceived competition, and the perceived usefulness of Technology acceptance model to find out their behavior of continuance usage. The study was trying to understand the main factor for continuance usage from the analysis results.
The results of the study indicated that “confirmation” is a significant positive effect on “satisfaction”, “perceived playfulness”, and “perceived usefulness”; and “satisfaction” and “perceived playfulness” are significant positive effects on “continuance usage intention”; also “perceived playfulness” is a significant positive effect on “satisfaction”; then “perceived competition” is a significant positive effect on “perceived playfulness”; lastly, “perceived usefulness” is not a significant effect on “continuance usage intention”. The phenomenon that the perceived usefulness effect weakly on continuance usage intention for Pokémon GO revealed that there’re playfulness and satisfaction much more than usefulness when using Pokémon GO.
The theoretical contribution of this study is to provide understanding of the factors that affect the use of Pokémon GO. It was also found that there’s a management meaning. The platform manager of Pokémon GO can increase users’ continuance usage intention by taking advantage of different factors. And based on different groups’ characters, the management level can release the interesting items for them or provide more inspects of services. For example, designing a function with social entertainment allow users to interaction by online chatting while playing the game; and raising users’ behavior intention by abundant contents.

目　錄

第壹章	緒論	1
第一節	研究背景與動機	1
第二節	研究目的	3
第三節	研究流程	3

第貳章	文獻探討	5
第一節	行動應用程式	5
第二節	Pokémon GO簡介	6
第三節	期望確認理論(ECT)	9
第四節	科技接受模式	10
第五節	滿意度	11
第六節	知覺娛樂性	13
第七節	知覺競爭性	15
第八節	知覺有用性	17

第參章	研究方法	18
第一節	研究架構	18
第二節	研究假說	18
第三節	操作型定義與衡量問項	23
第四節	資料收集(研究對象與範圍)	25
第五節	資料分析方法	25

第肆章	資料分析與探討	27
第一節	研究樣本	27
第二節	因素負荷量分析	27
第三節	信度與效度之分析	28
第四節	結構模式分析	30
第五節	研究假說結果檢定	31

第伍章	研究發現與討論	35
第一節	研究結果	35
第二節	研究限制	39
第三節	管理建議	40
參考文獻	42
附錄一、問卷	49
附錄二、研究模型之詳細路徑分析結果	54

表目錄

表2-1	8
表3-1	24
表4-1	28
表4-2	29
表4-3	30
表4-4	34

圖目錄

圖1-1	4
圖3-1	24
圖4-1	31

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(2)	中文部分
1.	史丹福大學研究公佈玩《Pokemon GO》可以延壽！https://www.gameapps.hk/news/19032
2.	全世界都是我的遊樂場！《Pokemon Go》的技術與社會
https://blog.hungching.com/2016/07/pokemon-go.html
3.	全台790萬人瘋玩寶可夢 有望創造50億商機http://news.ltn.com.tw/news/business/breakingnews/1801491
4.	全球2017年最賺錢的十款手游出爐 瘋狂吸金收入百億
http://news.sina.com.tw/article/20180128/25609082.html
5.	玩Pokémon Go增加運動又瘦身？多數效果只維持6星期
https://hk.thenewslens.com/article/57798
6.	林書丞、成和正、洪偉欽、呂裕雄（2010）。體感電玩與有氧運動的介入對樂齡婦女體適能之影響。嘉大體育健康休閒期刊，9 ( 2 )，182 -189
7.	邱皓政（2014）。《量化研究與統計分析》。台北市：五南圖書。
8.	2016年 台灣將全面進入滑世代！http://grinews.com/news/2016%E5%B9%B4-%E5%8F%B0%E7%81%A3%E5%B0%87%E5%85%A8%E9%9D%A2%E9%80%B2%E5%85%A5%E3%80%8C%E6%BB%91%E4%B8%96%E4%BB%A3%E3%80%8D%EF%BC%81/
9.	Pokémon GO 攻略!! 13款道具簡介~ 必學正確+隱藏用法https://www.weekendhk.com/lifestyle/pokemon-go-%E6%94%BB%E7%95%A5-%E9%81%93%E5%85%B7/