近年來，全球行動裝置呈現快速的成長，帶動行動應用程式的高度發展，促使廠商可提供消費者更多的行動服務。根據資策會MIC(2012)的調查，全球行動遊戲的市場規模預估到2015年將達到150億美元，結合行動裝置玩社群遊戲將是網路娛樂產業未來重要的服務趨勢，具無限娛樂商機。隨著消費者獲得知識的來源與本身對廠商、產品知識的透明化，消費者使用說服知識與對廠商的遊戲訂價策略說服知識(Pricing Tactic Persuasion Knowledge, PTPK)是影響玩家是否願意付費購買社群媒體遊戲的重要因素，因此本研究將應用說服知識(Persuasion Knowledge)理論，以模型一探討知覺價值與訂價策略說服知識對消費者的價值權益和付費意願之影響，模型二進一步以說服知識與推/拉式溝通作為干擾變數，以瞭解社群媒體遊戲對於消費者之價值權益。除具學術重要性外，實務上，可以協助遊戲開發商辨識消費者對社群媒體遊戲付費意願之實際原因，以調整其策略，進而增加營收。本研究委託市調公司以網路問卷形式進行問卷發放，以曾經使用過社群媒體遊戲者為研究對象，回收之有效樣本共計為778份，以AMOS17.0統計軟體進行相關信、效度分析，並以結構方程式進行假設檢定。實證結果如下：一、社交價值、貨幣價值、知識價值與訂價策略說服知識對價值權益具有顯著正向影響；二、功能價值與情感價值對價值權益無正向顯著影響; 三、價值權益對付費意願具有顯著正向影響；四、說服知識對貨幣價值與價值權益具有顯著干擾效果；四、推/拉式溝通對知覺價值與價值權益無顯著干擾效果。最後，本研究綜合研究結果提出管理與理論意涵，並對後續研究者提出建議，提供評估社群媒體遊戲付費之企業實務與學術研究者作為未來參考。

According to the Market Intelligence and Consulting Institute (MIC; 2012) in Taiwan, the scale of the global mobile game market will exceed 15 billion dollars from $10.5 billion in 2011 to $15.2 billion in 2015, implying the enormous commercial potential. People prefer to using free products and companies strive to make profits, thus forming the persuasive intention. This study develops the framework for social media games according to the theory of persuasion knowledge (Friestad & Wright, 1994) and subjective pricing tactics persuasion knowledge (SPTPK). Model 1 examined the factors of perceived value, SPTPK, and value equity on purchase intention. Model 2 considered persuasion knowledge and push/pull communication as moderating variables. This research commissioned a professional survey company in Taiwan to collect online questionnaires for surveying purchase intention on social media games. AMOS 17.0 statistical software was employed to analyze the reliability and validity of the measurements. The research hypotheses were examines by structural equation modeling (SEM), which supported certain of the hypotheses. Social value, monetary value, epistemic value, and SPTPK have significant positive effect on value equity, and value equity positively affects purchase intention. Functional value and emotional value have no significant effect on value equity. Persuasion knowledge has significant moderating effect between monetary value and value equity. Push and pull communication have no moderating effects between perceived values and value equity. Finally, theoretical and practical implications are provided for future research.

Table of Contents	I
List of Tables	IV
List of Figures	V
Chapter 1 Introduction	1
1.1 Overview	1
1.2 Research Objectives	3
1.3 Research Process and Thesis Organization	4
Chapter 2 Literature review	6
2.1 Persuasion Knowledge	6
2.2 Subjective Pricing Tactics Persuasion Knowledge	8
2.3 Perceived Value	10
2.3.1 Functional value	12
2.3.2 Emotional value	13
2.3.3 Social value	14
2.3.4 Monetary value	15
2.3.5 Epistemic value	16
2.4. Value Equity	17
2.5 Purchase Intentions	18
2.6 Push/Pull Communication	19
2.7 Relationship between Perceived Value and Value Equity	21
2.7.1 Relationship between Functional Value and Value Equity	21
2.7.2 Relationship between Emotional Value and Value Equity	22
2.7.3 Relationship between Social Value and Value Equity	23
2.7.4 Relationship between Monetary Value and Value Equity	24
2.7.5 Relationship between Epistemic Value and Value Equity	24
2.8 Relationship between SPTPK and Value Equity	25
2.9 Relationship between Value Equity and Purchase Intention	26
2.10 Moderating Effect	27
2.10.1 Moderating Effect: Persuasion Knowledge	27
2.10.2 Moderating Effect: Push/Pull communication	29
Chapter 3 Research Methodology	31
3.1 Research Setting	32
3.2 Measurement development	33
3.3Questionnaire Design and Pre-test	34
3.4 Data Collection and Sampling	35
3.5 Data Analysis Method	35
3.5.1 Descriptive statistics analysis	36
3.5.2 Model Fit Analysis	36
3.5.3 Reliability and Validity analysis	36
3.5.4 Structural Equation Model	37
Chapter 4 Data Analysis Methodology and Results	38
4.1 Sampling and respondent profile	38
4.2 CFA and Model Fit	39
4.3 Reliability Analysis	41
4.4 Validity Analysis	43
4.4.1 Convergent Validity	43
4.4.2 Discriminative Validity	44
4.5 Structural Equation Model Analysis	48
4.5.1 Overall Model Validation	48
4.5.2 Structural Equation Model Evaluation of the Hypothesis Test	49
4.6 Moderating Effect	53
4.6.1 The Moderating Role of Persuasion Knowledge	53
4.6.2 The Moderating Role of Push/Pull Communication	55
Chapter 5 Conclusion and Implications	57
5.1 Discussion	57
5.2 Theoretical Implications	59
5.3 Managerial Implications	61
5.4 Limitations and Future Research	62
Reference	64
Appendix	75
List of Tables
Table 3.1 Sources of the Measure Items	34
Table 3.2 Questionnaire and Return	35
Table 4.1 Demographic Variables of the participants’ profiles	39
Table 4.2 Analysis of Measurement Accuracy	41
Table 4.3 Analysis of Measurement Accuracy Analysis: Model 1	42
Table 4.4 Analysis of Measurement Accuracy Analysis: Model 2	43
Table 4.5 Analysis of the Difference of Chi-square, AVE and squared correlation: Model 1	45
Table 4.6 Analysis of the Difference of Chi-square, AVE and squared correlation: Model 2	46
Table 4.7 Analysis of Discriminent Validity: Model 1	47
Table 4.8 Analysis of Discriminent Validity: Model 2	48
Table 4.9 Analysis of Goodness-of-fit measures: Model 1 and Model 2	49
Table 4.10 Hypothesis Test Analysis: Model 1	51
Table 4.11 Hypothesis Test Analysis: Model 2	51
Table 4.12 Invariance tests across persuasion knowledge	55
Table 4.13 Invariance tests across push and pull communication	56
Table 5.1 Analysis of hypothesis test	58
List of Figures 
Figure 1.1 Research Process	5
Figure 2.1 Persuasion Knowledge Model	8
Figure 3.1 Research Conceptual Framework: Model 1	31
Figure 3.2 Research Conceptual Framework of Moderating Effects: Model 2	32
Figure 4.1 Structural Equation Modeling Analysis: Model 1	52
Figure 4.2 Structural Equation Modeling Analysis: Model 2	53

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