淡江大學覺生紀念圖書館 (TKU Library)
進階搜尋


系統識別號 U0002-2307201910455800
中文論文名稱 使用者對手機遊戲不持續使用意願之研究-以寶可夢為例
英文論文名稱 The User Intention Study of Discontinuing Usage on Mobile Game- Pokémon GO Case Study
校院名稱 淡江大學
系所名稱(中) 資訊管理學系碩士在職專班
系所名稱(英) On-the-Job Graduate Program in Advanced Information Management
學年度 107
學期 2
出版年 108
研究生中文姓名 蔡嘉明
研究生英文姓名 Chia-Ming Tsai
學號 706630232
學位類別 碩士
語文別 中文
口試日期 2019-06-01
論文頁數 56頁
口試委員 指導教授-吳錦波
委員-連志誠
委員-黃明達
委員-吳錦波
中文關鍵字 知覺價值  手機遊戲  寶可夢 
英文關鍵字 Perceived value  Mobile game  Pokémon GO 
學科別分類
中文摘要 智慧型手機的發明帶給人們無限想像的功能,已變成我們生活中不可或缺的裝置,它帶動起遊戲、社群媒體、攝影及查詢功能等各面向的使用功能。其中遊戲帶來手機使用者的娛樂性、感官的刺激與情感的宣洩等。而手機遊戲日新月異,新遊戲的推出比玩家的流失速度還快,遊戲價值感如果感受不高,玩家們隨時可轉換新遊戲,進而流失玩家,所以遊戲公司業者不外乎的積極想留住玩家。
本研究以知覺價值模式為基礎,採用反向的角度,探討遊戲的使用者對於遊戲的知覺感受,所獲到的知覺利益及產生的知覺犧牲,是否產生了不持續玩手遊的意圖。
本研究採問卷方式調查與收集資料,利用PLS分析工具來進行驗證及統計分析結果;來瞭解研對象在於研究上的構面,是否造成遊戲玩家不持續使用關鍵因素。研究結果顯示玩家視為重要的利益為功能利益、 社會利益、情感利益,而時間犧牲會影響玩家的知覺價值。利益構面上僅有情感利益具有影響「知覺價值」之作用,而時間犧牲為影響不持續使用意圖的重要因素,期許此研究結果可以給各遊戲業者作為經營策略的參考。
英文摘要 The invention of smart phones has introduced numerous functions that beyond people’s imagination and has become an indispensable device in our lives. It combines games, social media, photography and searching functions. Among these functions, the game brings the entertainment, the sensory stimulation, and the emotional catharsis to phone users. With the rapid development of the mobile games, the speed of the new game launch is faster than the speed of player loss. If a game can’t bring high sense of value to its players, then the players will switch to another game at any time and they won’t came back to the previous game. Therefore, the game companies take aggressive actions to keep the players.
This research applies the perceptual value model as the theory base and adopts the opposite angle to explore user's perceptions of the game. The purpose is to identify whether the perceived benefits and the perceived sacrifice will lead to the intention of not continuing to play the game. The research methodologies of this study are questionnaires and data collections. PLS analysis tool is also used to verify and statistically analyze the results so to understand whether the discussed factors in this research are the key discontinued reasons for the game users.
The results of this research indicate that players recognize the "functional benefits", "social interests", and "emotional interests" as the important benefits. Meanwhile, the "time sacrifice" will affect players’ "perceived value". Regarding “Interest”, only "emotional interest" can affect users’ "perceived value" while "time sacrifice" is the key factor affecting the continuous use intention. Mobile game planners may refer to the results of this research for their operation strategy development.
論文目次  目錄
目 錄 III
圖目錄 IV
表目錄 V
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 論文架構 6
第二章 理論發展與假說推導 7
第一節 手機遊戲簡介 7
第二節 知覺利益 13
第三節 知覺價值 15
第四節 知覺犧牲 18
第五節 不持續使用意圖 21
第三章 研究方法 22
第一節 研究架構圖 22
第二節 操作型定義與衡量問項 23
第三節 研究設計與工具 26
第四章 資料分析與結果 28
第一節 敘述性分析 29
第二節 問卷信度分析 32
第三節 問卷效度分析 34
第四節 假說與理論模型之驗證 36
第五章 結論與建議 42
第一節 結論 42
第二節 研究限制 44
第三節 後續研究發展 44
第四節 管理建議 45
參考文獻 47
一、中文參考文獻 47
二、英文參考文獻 47
附錄、問卷內容 52

圖目錄
圖1-1 2018年全球遊戲市場營收圖 2
圖1-2 2018年台灣行動生活使用行為調查 3
圖2-1 2018年手機遊戲分類別 TOP 10 10
圖2-2 寶可夢遊戲案例之1 11
圖2-3 寶可夢遊戲案例之2 11
圖2-4 寶可夢遊戲案例之3 12
圖2-5 Monroe and Krishnan(1985) 感知價值模型圖 16
圖2-6 Zeithaml (1988)定義知覺犧牲模型圖 18
圖3-1 研究架構圖 22
圖4-1 模式之路徑係數分析結果(所有玩家) 37
圖4-2 模式之路徑係數分析結果(持續使用玩家) 39
圖4-3 模式之路徑係數分析結果(停止使用玩家) 41

表目錄
表3-1 變數之操作型定義、題項內容與資料來源 23
表3-2 衡量問項列表 24
表4-1 性別、年齡與消費比例統計結果列表 29
表4-2 學歷統計結果列表 30
表4-3 職業統計結果列表 30
表4-4 玩家習慣、月收入統計結果列表 31
表4-5 各構面變數之信度分析(所有玩家) 32
表4-6 各構面變數之信度分析(持續與停止使用玩家組) 33
表4-7 各構面之區別效度分析(所有玩家) 34
表4-8 各構面之區別效度分析(持續與停止使用玩家組) 35
表4-9 假說檢定結果(所有玩家) 36
表4-10 持續使用玩家組檢定結果 38
表4-11 停止使用玩家組檢定結果 40
參考文獻 中文參考文獻
林于勝,2004。遊戲產業現況與發展趨勢分析,資策會MIC。
國家通訊傳播委員會,2017。107年通訊市場調查結果報告。取自:https://www.ncc.gov.tw/chinese/files/19012/4007_40972_190129_3.pdf
吳明隆,涂金堂,2005。SPSS與統計應用分析,五南圖書公司。
資策會,2018。台灣行動生活使用行為調查。取自:https://www.iii.org.tw/Press/NewsDtl.aspx?fm_sqno=14&nsp_sqno=2081
MIC資策會產業情報研究所,2013。2013年台灣消費者數位生活型態調查。取自:https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=325
徐慧霞、何苔麗、陳照森,2011。社群遊戲不持續使用與負面口碑之研究-以社會及情感觀點討論。2011 年第三屆管理創新與行銷專案研討會。
范慧宜,2016。2016台灣遊戲產業發展趨勢及商機。取自:http://www.pershing.com.tw/tw/download/seminar/20160311_seminar/handouts/160311_Session1_TW_Game_Industry_Dev_and_Trend_DrFan.pdf
二、英文參考文獻
Anderson, E. W., Sullivan, M. W., 1993. The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 12(2), 125-143.
Chaudhuri, A., 2002. How Brand Reputation Affects the Advertising-Brand Equity Link. Journal of Advertising Research, 42(3), 33-43.
Cox, D.F., 1967. Risk Handling in Consumer Behavior-An Intensive Study of Two Case,in Donald F. Cox (ed.), Risk Taking and Information Hadling in Consumer Behavior, Boston: Harvard University Press, 34-81.
Cronin Jr, J. J., Brady, M. K., and Hult, G. T. M., 2000. Assessing the Effects of Quality,Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments. Journal of Retailing,76(2), 193-218.
Cunningham, S. M., 1967. The Major Dimension of Perceived Risk, in Dinald F.Cox (ed.), Risk Taking and Information Hadling in Consumer Behavior,Boston:Harvard University Press, 82-108.
Dodds, W. B., Monroe, K. B., 1985. The Effect of Brand and Price Information onSubjective Product Evaluations. ACR North American Advances.Dodds, W. B., Monroe, K. B., & Gerwal, D. “Effects of Price, Brand, and Store Information on Buyers' Product Evaluations,” Journal of Marketing Research, Vol. 28, No.3 (1991).
F. Hair Jr, J., Sarstedt, M., Hopkins, L., and G. Kuppelwieser, V., 2014. Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106-121. doi:doi:10.1108/EBR-10-2013-0128
Fornell, C., 1992. A National Customer Satisfaction Barometer:The Swedish Experience. The Journal of Marketing, 6-21.
Fornell, C., Larcker, D. F., 1981. Evaluating structural equation models with unobservable variables and measurement error.Journal of Marketing Research,18(1),39-50.
Guinness World Records: Home,Pokémon Go catches five new world records, retrieved from http://www.guinnessworldrecords.com/news/2016/8/pokemon-go-catches-five-world-records-439327
Gutman, J., 1982. ─A means-end chain model based on consumer categorization processes. Journal of Marketing 46: 60-72.
Hair, J. F., Ringle, C. M., and Sarstedt, M., 2011. PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
Jieun, S., B. Torger, L. Yu-hao and D. Y. Wohn, 2010. Social network games: exploring audience traits. CHI '10 Extended Abstracts on Human Factors in Computing Systems. Atlanta, Georgia, USA, ACM.
Johnson, D. & Wiles, J. ,2003. Effective affective user interface design in games. Ergonomics, 46, (13/14), pp. 1332-1345.
Ko, D.G., Kirsch, L.A. and King, W.R., 2005, “Antecedents of knowledge transfer from consultants to clients in enterprise system implementations,” MIS Quarterly,29 (1), pp. 59-85.
Keller, K.L., 1993. ―Conceptualizing, measuring, and managing customer-based brand equity.‖ Journal of Marketing 57(1): 1-22.
Kotler, P., Keller, K. L., 2016. A Framework for Marketing Management (6th ed), Pearson Education Limited.Liang, T.-P. and Y.-H. Yeh (2011). "Effect of use contexts on the continuous use of mobile services: the case of mobile games." Personal and Ubiquitous Computing 15(2). 187-100.
Lee, C. K., Yoon, Y.S. and Lee, S. K., 2007. Investigating the relationships among perceived value, satisfaction, and recommendations: The case of the Korean DMZ. Tourism Management, 28(1), 204-214.
Lee, J., M. Lee and I. H. Choi, 2012. "Social network games uncovered: motivations and their attitudinal and behavioral outcomes." Cyberpsychology, Behavior, and Social Networking 15(12): 643-648.
Monroe,K.B., 1979. Pricing:Marking Profitable Decisions.New York,NY:McGraw-Hill Book Cp.
Monroe, K. B. and R. Krishnan., 1985. The Effect of Price on Subjective Product Evaluations, in Perceived Quality, J. Jacoby and J. Olson. Eds., Lexington, MA :Lexington Books : 209-232.
Monroe, K. B., Krishnan, R., 1985. The Effect of Price on Subjective Product Evaluations. Perceived Quality, 1(1), 209-2.
Newzoo,Mobile Revenues Account for More Than 50% of the Global Games Market as It Reaches $137.9 Billion in 2018 retrieved from https://newzoo.com/insights/articles/global-games-market-reaches-137-9-billion-in-2018-mobile-games-take-half/?utm_campaign%20=Games%20+Market+Report&utm_content=70731585&utm_medium=%20social&utm_source=%20facebook&fbclid=IwAR0-18rIR5SsNdMxB8yBXT9JI9zg6XtYVLbCUKsJ07Iz54x%20Z6PucANXg_aw
Park, C. W., Jaworski, B. J. & MacInnis, D. J., 1986. ―Strategic Brand Concept-Image Management.‖ Journal of Marketing 50: 62-78.
Pirouz, D. M., 2006. An overview of partial least squares. Retrieved May 19, 2011, retrieved from http://www.merage.uci.edu/~dpirouz04/research/pls/PLS.pdf.
Reynolds, K. E. and Beatty, S. E.,1999.“Customer benefits and company consequencesof customer-salesperson relationships in retailing,” Jounal of Retailing, 75(1), pp.11-32
Schell, J. , 2001. Understanding entrainment: A whole-brain approach. In J. A. Jacko & A. Dears (Eds.) Handbook of Human-computer Interaction. Hillsdale, NJ: Lawrence Erlbaum Associates, Inc.
Sweeney, J. C. & Soutar, G. N. ,2001. Fu/. Journal of Retailing, 77(2), 203-220.
Sweetser, P. & Wyeth, P. ,2005. GameFlow: A model for evaluating player enjoyment in games. ACM Computers In Entertainment , 3(3), pp. 1-24.
Teas, Kenneth R. and Sanjeev Agarwal, 2000. The Effect of Extrinsic Product Cues on Consumers’ Perceptions of Quality, Sacrifice, and Value, Journal of the Academy of Marketing Science, 28(2), 278-290.
Urbach, N. and F. Ahlemann, 2010. Structural equation modeling in information systems research using partial least squares, Pearson Education Inc. 11: 5-40.
Wood,C.M.and L.K. Scheer, 1996.”Incorporating perceived risk into models of consumer deal assessment and purchase intent.” Advances in Consumer research 23;399-404.
Zeithaml, V.A., 1988. Consumer perceptions of price, quality and value:a means-end model and synthesis of evidence. Journal of Marketing,52(1), 2-22.
論文使用權限
  • 同意紙本無償授權給館內讀者為學術之目的重製使用,於2024-07-25公開。
  • 同意授權瀏覽/列印電子全文服務,於2024-07-25起公開。


  • 若您有任何疑問,請與我們聯絡!
    圖書館: 請來電 (02)2621-5656 轉 2486 或 來信