淡江大學覺生紀念圖書館 (TKU Library)

系統識別號 U0002-2906202011582000
中文論文名稱 探索行動遊戲內購之影響因素-以Pokémon GO為例
英文論文名稱 Exploring mobile game in-app purchase intention-A Case Study of Pokémon GO
校院名稱 淡江大學
系所名稱(中) 會計學系碩士班
系所名稱(英) Department of Accounting
學年度 108
學期 2
出版年 109
研究生中文姓名 蔡鎮宇
研究生英文姓名 Jhen-Yu Tsai
學號 607600623
學位類別 碩士
語文別 中文
口試日期 2020-06-12
論文頁數 94頁
口試委員 指導教授-方郁惠
中文關鍵字 Pokémon GO  行動遊戲  滿意度  應用程式內購買 
英文關鍵字 Pokémon GO  mobile games  satisfaction  in-app purchase 
中文摘要 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。
英文摘要 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.
論文目次 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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