隨著行動裝置及行動網路的普及率逐日升高，行動遊戲也如雨後春筍般推出，其商機也逐漸被重視。本研究以全球熱門的行動遊戲Pokémon GO為標的，探討遊戲化因素(如:點數累積、獎勵、成就、挑戰性)、寶可夢品牌因素(如:懷舊情懷、品牌忠貞度)及人格特質(同儕效應、獨特性、收集慾)是否會影響使用者的心流，而激發應用程式內購意願及周邊商品購買意願。本研究採用問卷調查法，利用SPSS和AMOS軟體分析共890份有效問卷。研究結果顯示除了獎勵、獨特性對心流的影響不成立之外，其他因素對心流皆為正向顯著，且心流對於內購意願也為顯著關係。

Given the increasing popularity of mobile devices and mobile networks, mobile games are springing up and new business opportunities are emerging around the world. This study focuses on one popular mobile game—Pokémon GO and aims to explore the influence of motivation factors on in-app purchases (mobile in-game purchases) in terms of gamification factors (e.g., points, rewards, achievement and challenges) , Pokémon brand factors (e.g., nostalgia and brand fidelity) and personality Traits (e.g., peer effect, need for uniqueness and collect). We used an online survey with data collected from 890 respondents to support our hypotheses. We use SPSS and AMOS to analyze our data. The results show that except that rewards and uniqueness have no effects on flow, most of our proposed factors are significantly related to flow, and flow is also significantly related to in-game purchases.

第一章	緒論	1
第一節	研究背景及動機	1
第二節	研究目的	4
第三節	論文架構	5
第四節	預期貢獻	6
第二章	文獻探討	7
第一節	寶可夢背景介紹	7
第二節	遊戲化因素	8
第三節	寶可夢品牌因素	14
第四節	人格特質	16
第五節	心流	19
第六節	A型人格	20
第七節	商品配適度	20
第三章	研究方法	22
第一節	研究假說發展	22
第二節	研究架構	26
第三節	研究變數及衡量	27
第四節	研究對象及問卷收集方法	34
第四章	實證分析與討論	36
第一節	樣本資料分析	36
第二節	信度分析	37
第三節	效度分析	39
第四節	敘述性統計分析	56
第五節	結構方程模型分析	57
第六節	事後分析	68
第五章	結論與建議	80
第一節	研究意涵	80
第二節	管理意涵	81
第三節	研究限制與建議	82
參考資料	85
圖1-3-1 研究架構	6
圖3-2-1 本研究架構圖	27
圖3-3-1 遊戲中點數累積機制示意圖之1	28
圖3-3-2 遊戲中點數累積機制示意圖之2	29
圖3-3-3 遊戲中獎勵機制示意圖之1	30
圖3-3-4 遊戲中獎勵機制示意圖之2	30
圖3-3-5 遊戲中成就機制示意圖之1	31
圖3-3-6 遊戲中成就機制示意圖之2	31
圖3-3-7 遊戲中挑戰性機制示意圖	32
圖3-3-8 寶可夢周邊商品示意圖	34
圖4-5-1 結構方程模型之路徑係數	67
圖4-6-1 依男女分組之多群組分析(男生)	77
圖4-6-2 依男女分組之多群組分析(女生)	77
表4-1-1 本研究樣本特性描述	37
表4-2-1 本研究信度分析	38
表4-3-1 點數累積構面之驗證性因素分析	40
表4-3-2 獎勵構面之驗證性因素分析	40
表4-3-3 成就構面之驗證性因素分析	41
表4-3-4 修正後成就構面之驗證性因素分析	42
表4-3-5 挑戰性構面之驗證性因素分析	42
表4-3-6 懷舊情懷構面之驗證性因素分析	43
表4-3-7 表現構面之驗證性因素分析	43
表4-3-8 價格構面之驗證性因素分析	44
表4-3-9 認知依存構面之驗證性因素分析	44
表4-3-10 替代品構面之驗證性因素分析	45
表4-3-11 同儕效應構面之驗證性因素分析	46
表4-3-12 創意選擇構面之驗證性因素分析	46
表4-3-13 獨特選擇構面之驗證性因素分析	47
表4-3-14 避免相同構面之驗證性因素分析	47
表4-3-15 收集慾構面之驗證性因素分析	48
表4-3-16 心流構面之驗證性因素分析	49
表4-3-17 修正後心流構面之驗證性因素分析	49
表4-3-18  A型人格構面之驗證性因素分析	50
表4-3-19 修正後A型人格構面之驗證性因素分析	51
表4-3-20 內購意願構面之驗證性因素分析	51
表4-3-21 商品配適度構面之驗證性因素分析	52
表4-3-22 周邊商品購買意願構面之驗證性因素分析	52
表4-3-23 本研究之區別效度分析	54
表4-4-1 本研究敘述性統計分析	56
表4-5-1 本研究模型基本配適度	59
表4-5-2 本研究模型整體配適度	63
表4-5-3 本研究假說驗證之結果	67
表4-6-1 對內購意願中介效果檢驗-Sobel Test	68
表4-6-2 對周邊商品購買意願中介效果檢驗-Sobel Test	69
表4-6-3 對內購意願中介效果檢驗-拔靴法	70
表4-6-4 對周邊商品購買意願中介效果檢驗-拔靴法	72
表4-6-5 對內購意願中介效果檢驗-層級迴歸	73
表4-6-6 對周邊商品購買意願中介效果檢驗-層級迴歸	74
表4-6-7 A型人格對心流及內購意願之調節效果檢驗	75
表4-6-8 周邊商品配適度對心流及周邊商品購買意願之調節效果檢驗	76
表4-6-9 依男女分組之多群組分析	78
表4-6-10 依行動裝置平台分組之多群組分析	79

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