現在行動裝置普及，增加了人與人之間的交流方式，連帶使行動遊戲也成為普及產品。除了利用社群媒體的影響力外，許多企業亦嘗試使用情感依附的行銷方式去有效地推廣行動遊戲產品及提高營收。本研究即以行動遊戲為例，以使用意願為依變項，社會影響為自變項，情感依附為中介變項，探討它們之間關係。本研究透過線上進行問卷調查，針對回收的60份有效問卷去進行敘述性統計分析、信度分析與迴歸分析。最後根據研究結果提出建議，作為企業採用情感依附策略的參考；具體言之，本研究有下列的重要發現：
一、	社會影響對於使用意願無顯著影響。
二、	社會影響對於情感依附無顯著影響。
三、	情感依附對於使用意願無顯著影響。
四、	情感依附在社會影響與使用意願之間不具有顯著的中介效果。

The popularity of mobile devices has increased the way people communicate with each other and has led to mobile games becoming popular products. In order to more effectively promote and the mobile game products and increase revenue, except the use of influence of social media, many companies try to use the marketing method of emotional attachment.
This study takes a mobile game as an example, user's intention as a dependent variable, social influence as an independent variable, and emotional attachment as a mediating variable, to explore the relationships among them. This study adopts the online questionnaire survey, and then conducts following statistical analysis for 60 valid questionnaire：descriptive statistical analysis, reliability analysis, and regression analysis. Finally, based on the results of the study, recommendations are made as a reference for enterprises to adopt emotional attachment strategies. In concrete, there are following important findings in this study:
1. social influence has no significant effect on the user's intention.
2. social influence has no significant effect on emotional attachment.
3. emotional attachment has no significant effect on the user's intention.
4. emotional attachment does not have a significant mediating effect between social influence and user's intention.

目錄
目錄 I
表次 II
圖次 III
第一章 緒論
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究範圍與流程 5
第二章 文獻探討
第一節 行動遊戲之意涵與相關研究 7
第二節 智財權之意涵與相關研究 9
第三節 科技接受模式與社會影響因素之相關研究 13
第四節 情感依附之相關理論 18
第五節 各研究變項間之關聯性 21
第三章 研究設計
第一節 研究架構 27
第二節 變項之操作性定義與衡量 27        
第三節 研究假設 30  
第四節 研究方法與範圍 30
第五節 資料收集 30
第六節 資料分析方法 31
第四章 資料分析與結果
第一節 敘述性統計分析 33
第二節 各研究變項之信度分析 35
第三節 各研究變項之相關分析 35
第四節 各研究變項之迴歸分析 37
第五節 情感依附中介效果之檢定 39
第六節 結果與討論 39
第五章 結論與建議
第一節 結論 42
第二節 管理意涵 43
第三節 建議 44
參考文獻
一、中文部分 47
二、英文部分 50
三、網路部分 59                                                   
附錄 : 問卷 62

表次
表2-1 社會影響與情感依附變項關聯性 22
表2-2 社會影響與使用意願變項關聯性 23
表2-3 情感依附與使用意願變項關聯性 25
表2-4 社會影響、情感依附與使用意願變項關聯性 26
表3-1 人口統計變項及選項 30
表4-1 受測者基本資料分析 34
表4-2 整體樣本在各研究變項之敘述性統計 35
表4-3 各研究變項構面之信度分析表 35
表4-4 相關係數的強度大小與意義 36
表4-5 各變項之相關係數 36
表4-6 社會影響各子構面對情感依附之迴歸分析 37
表4-7 社會影響各子構面對使用意願之迴歸分析 38
表4-8 情感依附各子構面對使用意願之迴歸分析 38
表4-9 假設檢定結果 39

圖次
圖 1-1 研究流程圖 6
圖 2-1 情感依附三構面模型架構圖 18
圖 2-2 社會影響與使用意願模型 20
圖 3-1 研究架構圖27

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三、網路部分
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許翔（2015）。多元取材 遊戲故事多樣化。喀報，211期，取自 
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