遊戲產業已成為全球娛樂產業的重要組成，全球遊戲市場預計在2025年達到2,110億美元。除了遊戲本身的收入，遊戲週邊商品亦迅速成長，2023年的估值已達424億美元。顯示遊戲業者不僅能依賴遊戲銷售與內購機制，也有機會透過週邊產品創造額外收益。許多遊戲玩家常因各種原因停止遊玩，因此遊戲業者除了面臨高開發成本，還需要應對玩家流失的問題。儘管有些玩家不再遊玩某款遊戲，他們仍能通過非遊戲消費方式持續為遊戲業者帶來收益。這種型態的玩家稱之為「空氣玩家（Air Players）」。
       本研究以「空氣玩家」為研究對象，運用部分最小平方結構方程模式（PLS-SEM）探討行銷活動、品牌形象、遊戲特色、社群活動、涉入程度與購買意願之間的因果關係。研究共回收427份有效問卷，檢驗八項研究假設。透過問卷測量與結構模型分析，結果顯示： 
       首先，遊戲特色能有效提升空氣玩家之涉入程度，代表空氣玩家即使未實際遊玩，仍會因遊戲世界觀、美術風格與角色設定產生心理連結，形成媒體涉入或象徵性接觸行為。其次，社群活動顯著促進涉入程度，但無法直接提升購買意願，顯示空氣玩家透過社群互動尚難轉化為實際消費。第三，行銷活動對品牌形象具有顯著正向影響，惟其對購買意願的直接效果較弱。第四，品牌形象則對購買意願具顯著正向效果，顯示空氣玩家對品牌形象為影響其象徵性消費的關鍵。品牌形象為促進購買意願之關鍵因素，空氣玩家對品牌的正面態度顯著提升其象徵性消費行為。最後，涉入程度在遊戲特色與社群活動轉化為購買意願過程中扮演重要中介角色，強調心理涉入是驅動象徵性消費的核心前提。
       本研究結果不僅支持象徵性消費與品牌依附理論，亦提供遊戲產業針對低使用、高關注玩家的行銷策略參考，對提升空氣玩家的經濟價值具有實務意涵。

    The game industry has become a crucial component of the global entertainment sector, with the global game market expected to reach USD 211 billion by 2025. In addition to revenues generated from games themselves, the market for game-related peripheral products has grown rapidly, with an estimated value of USD 42.4 billion in 2023. This indicates that game developers can not only rely on game sales and in-game purchases but also generate additional revenue through peripheral merchandise.
    However, many players stop playing games for various reasons, leading game companies to face not only high development costs but also player attrition. Despite no longer actively playing a game, some individuals continue to contribute to game companies through non-game-related consumption. These individuals are referred to as "Air Players."
    This study focuses on "Air Players" and employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the causal relationships among marketing activities, brand image, game features, community engagement, involvement level, and purchase intention. A total of 427 valid survey responses were collected to test eight research hypotheses.The results reveal several key findings: 1. Game features significantly enhance the involvement of air players, suggesting that even without direct gameplay, air players can develop psychological connections through the game's worldview, art style, and character design, forming media involvement or symbolic engagement behaviors. 2. Community engagement significantly increases involvement but does not directly affect purchase intention, indicating that interaction within the community does not readily translate into actual consumption among air players. 3. Marketing activities have a significant positive impact on brand image, although their direct effect on purchase intention is relatively weak. 4. Brand image has a significant positive influence on purchase intention, highlighting it as a key factor driving symbolic consumption among air players. A positive attitude toward the brand notably enhances their intention to purchase related products. 5. Involvement plays a crucial mediating role in the relationship between game features/community activities and purchase intention, emphasizing that psychological involvement is a core prerequisite for symbolic consumption.
    The findings of this study not only support theories of symbolic consumption and brand attachment but also provide practical marketing insights for the game industry, especially in developing strategies targeting low-engagement yet highly attentive players. This has important implications for enhancing the economic value of air players.

目錄
第一章、緒論	1
第一節、研究背景	1
第二節、研究動機與目的	4
第三節、研究流程	6
第四節、研究問題	8
第二章、文獻探討	9
第一節、遊戲產業背景介紹	9
一、二次元文化與遊戲	9
二、性別與遊戲市場	10
三、遊戲市場的未來趨勢	12
第二節、遊戲產業玩家流失現象	13
第三節、空氣玩家形成原因	14
一、空氣玩家由來	14
二、空氣玩家的成因	14
第四節、空氣玩家對遊戲產業之潛在貢獻	16
第五節、影響空氣玩家貢獻之可能因素	17
一、涉入理論	17
二、品牌形象	18
三、社群活動	19
第六節、名詞釋義	20
一、女性向	20
二、男性向	23
第三章、研究方法	26
第一節、研究架構與假說	26
一、遊戲特色對空氣玩家涉入程度的影響	26
二、社群活動對空氣玩家涉入程度的影響	27
三、行銷活動對遊戲品牌形象的影響	27
四、品牌形象對空氣玩家購買意願的影響	27
五、行銷活動對空氣玩家購買意願的影響	28
六、遊戲特色對空氣玩家購買意願的影響	28
七、涉入程度對空氣玩家購買意願的影響	28
八、社群活動對空氣玩家購買意願的影響	29
第二節 變數的操作型定義與衡量	30
一、 遊戲特色的操作型定義與衡量	30
二、 涉入程度的操作型定義與衡量	30
三、 社群活動的操作型定義與衡量	31
四、 品牌形象的操作型定義與衡量	31
五、 行銷活動的操作型定義與衡量	32
六、 空氣玩家購買意願的操作型定義與衡量	32
第三節、問卷設計	33
第四節、資料分析方法	36
第四章、研究結果	38
第一節、研究範疇	38
第二節、描述性統計	39
一、人口統計資料	39
二、玩家消費調查	41
三、玩家行為調查	44
四、玩家停止遊玩遊戲後的關注與購買意願	46
第三節、玩家偏好統計	47
第四節、測量模式檢驗	58
一、外部負荷量（Outer Loadings）	58
二、信效度分析	60
二、Fornell-Larcker 準則	61
三、HTMT 檢驗	61
四、共線性檢查	62
第五節、結構模型分析	62
一、路徑係數與假設檢定	63
第六節、模型適配度與預測力	63
一、變數解釋力（R²）	63
二、f-square 效果量	64
第五章、結論與建議	65
第一節、研究結論	65
一、 遊戲特色能有效提升空氣玩家之涉入程度	65
二、社群參與促進涉入，但無法直接提升購買意願	65
三、行銷活動可強化品牌形象，惟其對購買意願影響有限	66
四、品牌形象為促進購買意願之關鍵因素	66
五、遊戲特色需透過涉入程度轉化為購買意圖	66
第二節、學術貢獻	67
一、補足空氣玩家研究文獻之不足	67
第三節、研究建議	67
第四節、未來研究方向	68
一、細分空氣玩家類型與行為差異	68
二、引入心理理論深化消費動機解析	68
三、探討使用者創作內容（UGC）在轉化過程中的角色	69
四、探索遊戲內體驗與週邊商品購買意願之關聯	69
五、進行跨文化比較分析	69
引用文獻	70
附錄	84

圖目錄
圖1- 1全球遊戲市場	1
圖1- 2全球遊戲玩家	1
圖1- 3遊戲週邊市場規模	2
圖1- 4研究流程圖	6
圖3- 1研究架構圖	26
圖4- 1生理性別	39
圖4- 2心理性別	39
圖4- 3年齡	40
圖4- 4學歷	40
圖4- 5職業	41
圖4- 6玩家收入	41
圖4- 7玩家虛擬產品支出（月）	42
圖4- 8玩家虛擬產品支出（年）	42
圖4- 9玩家實體商品支出（月）	43
圖4- 10玩家實體商品支出（年）	43
圖4- 11玩家玩遊戲時間花費（天）	44
圖4- 12玩家玩遊戲時間花費（週）	44
圖4- 13玩家看遊戲影片時間花費（天）	45
圖4- 14玩家看遊戲影片時間花費（週）	45
圖4- 15對停止遊玩的遊戲關注程度	46
圖4- 16對停止遊玩的遊戲週邊商品購買意願	46
圖4- 17女性向遊戲	47
圖4- 18乙女向遊戲及其衍生作品	47
圖4- 19逆後宮作品	48
圖4- 20耽美向作品	48
圖4- 21少女向作品	49
圖4- 22瑪莉蘇系列作品	49
圖4- 23模擬向作品	50
圖4- 24養成向作品	50
圖4- 25經營向作品	51
圖4- 26互動向作品	51
圖4- 27音樂向作品	52
圖4- 28男性向遊戲	52
圖4- 29美少女遊戲及其衍生作品	53
圖4- 30後宮向作品	53
圖4- 31龍傲天系列作品	54
圖4- 32邪教向作品	54
圖4- 33廢萌向作品	55
圖4- 34百合向作品	55
圖4- 35肉番類作品	56
圖4- 36裏番類作品	56
圖4- 37熱血向作品	57
圖4- 38格鬥向作品	57
圖4- 39冒險向作品	58
圖4- 40結構模型圖	62
 
表目錄
表3- 1遊戲特色	30
表3- 2涉入程度	31
表3- 3社群活動	31
表3- 4品牌形象	32
表3- 5行銷活動	32
表3- 6購買意願	33
表3- 7人口統計變項	34
表3- 8玩家花費調查	34
表3- 9玩家行為調查表	35
表3- 10玩家偏好調查表	35
表4- 1各題項外部負荷量	58
表4- 2構念信度與收斂效度	60
表4- 3 FORNELL-LARCKER 準則	61
表4- 4 HTMT 檢驗	61
表4- 6共線性檢查	62
表4- 5路徑係數與假設驗證結果	63
表4- 7潛在變數解釋力	63
表4- 8 F-SQUARE 效果量	64

中文文獻
吳忠翰（2021）。品牌形象、服務品質與再購意願之影響－以路易莎咖啡為例。碩士論文。中國科技大學企業管理系碩士在職專班。
張月容（2022）。品牌授權聯名行銷活動對消費者購買行為之研究。碩士論文。中華科技大學智慧行銷與流通服務產業碩士專班。
蔡昇佑（2024）。探討善因策略對運動品牌善因行銷活動效益之影響－以品牌知名度為干擾變數。碩士論文。國立體育大學管理學院。
林煜倞（2024）。探討品牌印象、體驗行銷對消費者購買意願影響之研究－以左爺爺餐飲集團為例。碩士論文。德明財經科技大學行銷管理系碩士在職專班。
曾楚涵（2024）。多人戰鬥競技場遊戲內購買虛擬物品的決策因素－以傳說對決為例。碩士論文。國立台北科技大學經營管理系碩士班。
許薏苓（2024）。探討社群媒體行銷活動對彩妝品購買行為之影響。碩士論文。國立嘉義大學行銷與觀光管理學系。
阮氏青霜（2024）。短影音廣告價值對購買意願影響之研究－探討消費者個別因素的調節效果。碩士論文。南臺科技大學企業管理系碩士班。

英文文獻
Andika, T. N. A., Najmudin, M., & Sardi, A. E. (2023). From interaction to transaction: Analyzing the influence of social presence on impulsive purchasing in live streaming commerce. Jurnal Manajemen Teori dan Terapan, 16(3).  
Ascarza, E., Netzer, O., & Runge, J. (2025). Personalized game design for improved user retention and monetization in freemium games. International Journal of Research in Marketing, 0167-8116.
Ashley, C., & Tuten, T. (2015). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, 32(1), 15–27. 
Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Prentice-Hall.
Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1989). Measurement of Consumer Susceptibility to Interpersonal Influence. Journal of Consumer Research, 15(4), 473-481.
Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1989). Measurement of consumer susceptibility to interpersonal influence. Journal of Consumer Research, 15(4), 473-481.
Bickart, B., & Schindler, R. M. (2001). Internet Forums as Influential Sources of Consumer Information. Journal of Interactive Marketing, 15(3), 31-40.
Brown, J. J., Broderick, A. J., & Lee, N. (2007). Word of Mouth Communication within Online Communities: Conceptualizing the Online Social Network. Journal of Interactive Marketing, 21(3), 2-20.
Burgess, M. C. R., Stermer, S. P., & Burgess, S. R. (2007). Sex, lies, and video games: The portrayal of male and female characters on video game covers. Sex Roles, 57(5-6), 419-433.
Chalk, A. (2012). EEDAR Says the Chicks Are Alright. The Escapist.
Chevalier, J. A., & Mayzlin, D. (2006). The Effect of Word of Mouth on Sales: Online Book Reviews. Journal of Marketing Research, 43(3), 345-354. 
Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Hillsdale, NJ: Lawrence Erlbaum Associates.
Danescu-Niculescu-Mizil, C., West, R., Jurafsky, D., Leskovec, J., & Potts, C.   (2013). No Country for Old Members: User Lifecycle and Linguistic Change in Online Communities. WWW '13: Proceedings of the 22nd international conference on World Wide Web, 307 – 318.
Demediuk, S., Murrin, A., Bulger, D,. Hitchens, M., Drachen, A., Raffe, W., & Tamassia, M.  (2018). Player Retention In League of Legends: A Study Using Survival Analysis. ACM International Conference Proceeding Series, 43, 1-9.
Dodds, W. B., Monroe, K. B., & Dhruv, G. (1991). Effects of Price, and Store Information on Buyers Product Evaluation. Journal of Marketing Research, 28(3), 307-318.
Duggan, M. (2015). Gaming and Gamers. Pew Research Center.
Feng, J., & Papatla, P. (2011). Advertising: Stimulant or Suppressant of Online Word of Mouth?. Journal of Interactive Marketing, 25(2), 75-84. 
Fernández del Río, A., Guitart, A., & Periánez, Á. (2021). A Time Series Approach To Player Churn and Conversion in Videogames. Intelligent Data Analysis. 25(1), 177-203.
Godes, D., & Mayzlin, D. (2004). Using Online Conversations to Study Word-of-Mouth Communication. Marketing Science, 23(4), 545-560. 
Goyal, A., & Verma, P. (2024). The relationship between brand engagement, brand loyalty, overall brand equity and purchase intention. Journal of Strategic Marketing, 32(1), 65–79.  
Hadiji, F., Sifa, R., Drachen, A., Thurau, C., Kersting, K., & Bauckhage, C. (2014). Predicting player churn in the wild. 2014 IEEE Conference on Computational Intelligence and Games (CIG), 1 – 8. 
Hamari, J., Malik, A., Kosonen, K., & Tahtinen, J. (2016). How Gamification Affects Consumer Engagement: The Role of Perceived Playfulness and Brand Loyalty. Journal of Business Research, 69(12), 5972–5978.
Hamilton, W. A., Garretson, O., & Kerne, A. (2014). Streaming on twitch: Fostering participatory communities of play within live mixed media. Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, 1315–1324.
Hilvert-Bruce, Z., Neill, J. T., Sjöblom, M., & Hamari, J. (2018). Social motivations of live-streaming viewer engagement on Twitch. Computers in Human Behavior, 84, 58–67.  
Hsu, C.-L., & Lu, H.-P. (2004). Why Do People Play Online Games? An Extended TAM with Social Influences and Flow Experience. Information & Management, 41(7), 853-868.
Hwang, H. S., & Lombard, M. (2006). Understanding Emotional and Cognitive Involvement with a Media Product. Journal of Media Psychology, 18(1), 1–15. 
Isa, N. F., Salleh, N. A. M., &Aziz, A. A. (2016). Determinants and Impact of Online Social Interaction on Online Buying Behaviour. Procedia - Social and Behavioral Sciences, 219, 352-358.
Ivory, J. D. (2006). Still a man's game: Gender representation in online reviews of video games. Mass Communication & Society, 9(1), 103-114.
Kelleher, C. (2008). Using Storytelling to Introduce Girls to Computer Programming. In Y. B. Kafai, C. Heeter, J. Denner, & J. Y. Sun (Eds.), Beyond Barbie & Mortal Kombat: New Perspectives on Gender and Gaming (pp. 247-266). The MIT Press.
Kelman, H. C. (1958). Compliance, Identification, and Internalization: Three Processes of Attitude Change. Journal of Conflict Resolution, 2(1), 51-60. 
Kim, S.J., Yoo, J., & Ko, E. (2023). The effects of brand collaboration with the online game on customer equity and purchase intention: moderating effect of fashion brand type. Asia Pacific Journal of Marketing and Logistics, 35(9), 2282–2299.
Klimmt, C., Hefner, D., & Vorderer, P. (2009). The video game experience as “true” identification: A theory of enjoyable alterations of players' self-perception. Communication Theory, 19(4), 351–373. 
Kuchera, B. (2012). Games with exclusively female heroes don't sell (because publishers don't support them). Penny Arcade Report.
Laurent, G., & Kapferer, J. N. (1985). Measuring Consumer Involvement Profiles. Journal of Marketing Research, 22(1), 41–53. 
Lee, M., & Youn, S. (2009). Electronic Word of Mouth (eWOM) – How eWOM Platforms Influence Consumer Product Judgment. International Journal of Advertising, 28(3), 473-499.
Lin, J., Sun, M., & Hu, Y. (2021). How live stream content types impact viewers' support behaviors: An empirical study on the role of streamer-viewer emotional contagion. Frontiers in Psychology, 12, 951055.  
Ma, Y., & He, L. (2024). Coolness and Joy in Games: Factors Influencing Mobile Game Players' Willingness to Make In-Game Purchases. Asia Pacific Journal of Marketing and Logistics. 
Ming, J., Jianqiu, Z., Bilal, M., Akram, U., & Fan, M. (2021). How social presence influences impulse buying behavior in live streaming commerce? The role of S-O-R theory. International Journal of Web Information Systems, 17(4), 300–320.  
Mustač, K., Bačić, K., Skorin-Kapov, L., & Sužnjević, M. (2022). Predicting Player Churn of a Free-to-Play Mobile Video Game Using Supervised Machine Learning. Applied Sciences,12 (6), 2795.
Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic Brand Concept-image Management. Journal of Marketing, 50(4), 135-145.
Peter, J. P., & Olson, J. C. (2008). Consumer Behavior & Marketing Strategy (9th ed.). McGraw-Hill Education. 
Pham, T. T. L., Huang, T. L., Liao, G. Y., Chou, Y. J., Cheng, T. C. E., & Teng, C. I. (2023). Cooperate to play: How in-game cooperation knowledge impacts online gamer loyalty. Computers in Human Behavior,143, 107686.
Quester, P., & Lim, A. L. (2003). Product involvement/brand loyalty: is there a link?. Journal of Product & Brand Management, 12(1), 22–38.  
Rifkiana, M., & Efrilianda, D. A. (2024). Effect of Social Interaction and Gamer-Game Relationships on Mobile Legends Gamer Retention in Indonesia: Experimental Study. Journal of Advances in Information Systems and Technology, 6(2). 
Salem, S. F., Alanadoly, A. B., & Sulaiman, M. A. B. A. (2023). Immersive Gaming in the Fashion Arena: An Investigation of Brand Coolness and Its Mediating Role on Brand Equity. Journal of Research in Interactive Marketing, 18(4), 529–548.
Sher, P. J., & Lee, S. H. (2009).  Consumer skepticism and online reviews: An Elaboration Likelihood Model perspective. Social Behavior and Personality An International Journal, 37(1), 137-143.
Sifa, R., Bauckhage, C., & Drachen, A. (2014). Archetypal Game Recommender Systems. CEUR Workshop Proceedings. 1226. 45-56.
Sipur, S., & Amadi, J. (2024). Impulsive buying in live streaming commerce: The role of flow experience, parasocial interaction and immersion relationship. Journal of Science and Education, 5(2).  
Sjöblom, M., & Hamari, J. (2017). Why Do People Watch Others Play Video Games? An Empirical Study on the Motivations of Twitch Users. Computers in Human Behavior, 75, 985–996. 
Solomon, M. R. (2017). Consumer Behavior: Buying, Having, and Being (12th ed.). Pearson. 
Teng, C. I., & Nguyen, H. V. (2015). Social networks and online gamer loyalty. In ICEB 2015 Proceedings (Hong Kong, SAR China),21.
Tseng, F.-C., Huang, H.-C., & Teng, C.-I. (2015). How Do Online Game Communities Retain Gamers?. Social Presence and Social Capital Perspectives. Journal of Computer-Mediated Communication, 20(6), 601–614. 
Wohn, D. Y., Freeman, G., & McLaughlin, C. (2018). Explaining viewers' emotional, instrumental, and financial support provision for live streamers. Computers in Human Behavior, 84, 1-10. 
Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341–352. 
Zhang, K. Z. K., & Benyoucef, M. (2016). Consumer behavior in social commerce: A literature review. Decision Support Systems, 86, 95–108.
Zhang, X. (2024). The impact of social presence on impulsive purchase intentions in live streaming e-commerce. International Journal of Science and Business, 43(1).  

網路來源 
Business of Apps. (2025). Mobile Game Churn Rates (2025). Retrieved April 29, 2024, from https://www.businessofapps.com/data/mobile-game-churn-rates/
CD Projekt Red. (2020). Cyberpunk 2077 financial report. Retrieved March 14, 2025, from https://www.cdprojekt.com
Curry, D. (2025). Mobile game churn rates (2025). Business of Apps. Retrieved April 22, 2024, from https://www.businessofapps.com/data/mobile-game-churn-rates/?utm_source=chatgpt.com
Feature Upvote. (2024). Game retention: 12 strategies from the most popular games. Retrieved April 29, 2025, from https://featureupvote.com/blog/game-retention/
Game Industry Report. (2023). Player retention and churn analysis in gaming industry. Retrieved March 3, 2025, from https://www.gameindustry.com
hayate232. (2018). [討論] 雲玩家的定義到底是什麼? - ACG板. Disp BBS . Retrieved April 22, 2024, from https://disp.cc/b/ACG/aWj2
jacket6719. (2024). 【閒聊】雲玩家崛起！英國調查玩家「看遊戲影片比實際遊玩時間還長」 @電視遊樂器綜合討論區 哈啦板 - 巴哈姆特. Retrieved April 7, 2024, from https://forum.gamer.com.tw/C.php?bsn=60001&snA=51444
Johren. (2022). 《養成遊戲》究竟在養些什麼呢？從美少女到人面魚. Retrieved September 2, 2024, from https://www.johren.net/game-info/articles/caring-games/
Johren. (2024). 電子遊戲的始祖《SLG模擬遊戲》介紹. Retrieved September 11, 2024, from https://www.johren.net/game-info/articles/simulation-games/
Kumar, N. (2024). Twitch statistics 2025 (users & growth data). DemandSage. Retrieved April 22, 2024, from https://www.demandsage.com/twitch-users/
Lovell, N. (2011). Retention rate, churn and duration. GAMESbrief. Retrieved April 22, 2024, from https://www.gamesbrief.com/2011/11/retention-rate-churn-and-duration/?utm_source=chatgpt.com
MBA智庫百科. (2024). 經營. Retrieved September 11, 2024, from https://wiki.mbalib.com/zh-tw/%E7%BB%8F%E8%90%A5
MISTPLAY. (2023). Understanding churn in mobile games: How to calculate it and why users leave. Retrieved April 29, 2024, from https://business.mistplay.com/resources/mobile-game-churn
Natxo Medina. (2014). Ellas también juegan, o por qué el machismo gamer no tiene ningún sentido. Retrieved April 22, 2024, from https://web.archive.org/web/20171114040526/http://www.playgroundmag.net/articulos/reportajes/videojuegos-mujeres-gamer-feminismo_0_1396060382.html
Natxo Medina. (2014). Ellas también juegan, o por qué el machismo gamer no tiene ningún sentido. Retrieved April 7, 2025, from https://web.archive.org/web/20171114040526/http://www.playgroundmag.net/articulos/reportajes/videojuegos-mujeres-gamer-feminismo_0_1396060382.html
Newzoo. (2024). Newzoo's global games market report 2024. Retrieved March 14, 2025, from https://newzoo.com/resources/trend-reports/newzoos-global-games-market-report-2024-free-version
Offei-Akoto, A. (2024). Mobile game retention benchmarks: Key metrics to track success. MyNewsGh.com. Retrieved April 22, 2024, from https://www.mynewsgh.com/mobile-game-retention-benchmarks-key-metrics-to-track-success/?utm_source=chatgpt.com
Oggi.jp. (2020). 「エアプ」の意味とは？ 由来・使い方から受けたときの対処法までご紹介 | Oggi.jp. Retrieved April 7, 2024, from https://oggi.jp/6245697
PTT網頁版. (2022). [問題] エアプ是雲玩家的意思？ - 看板C_Chat. Retrieved April 8, 2024, from https://www.pttweb.cc/bbs/C_Chat/M.1664595740.A.E34
QYResearch. (2024). 2024–2030 全球與中國遊戲周邊市場現狀及未來發展趨勢. Retrieved April 22, 2024, from https://www.qyresearch.com.cn/reports/4370285/gaming-merchandise/
Roberts Space Industries. (2024). Stretch Goals - Roberts Space Industries | Follow the development of Star Citizen and Squadron 42. Retrieved April 27, 2024, from https://robertsspaceindustries.com/en/funding-goals
Tang. (2023). 云玩家是什么意思什么梗. Retrieved April 7, 2024, from https://www.jinghooo.com/definition/54112#google_vignette
Weblio辞書. (2017). エアプとは何？わかりやすく解説 Weblio辞書. Retrieved April 7, 2024, from https://www.weblio.jp/content/%E3%82%A8%E3%82%A2%E3%83%97
Wyatt, R. (2020). 2020 is YouTube Gaming's biggest year, ever: 100B watch time hours. YouTube Official Blog. Retrieved April 22, 2024, from https://blog.youtube/news-and-events/youtube-gaming-2020/
Yahoo奇摩新聞編輯室. (2024). 耽美是什麼？BL是什麼？為何中國大陸禁止BL劇？. Retrieved April 7, 2024, from https://tw.news.yahoo.com/%E8%80%BD%E7%BE%8E-%E8%80%BD%E7%BE%8E%E5%B0%8F%E8%AA%AA-%E8%80%BD%E7%BE%8E%E6%84%8F%E6%80%9D-%E8%80%BD%E7%BE%8E%E6%98%AF%E4%BB%80%E9%BA%BC-%E8%80%BD%E7%BE%8E%E6%BC%AB%E7%95%AB-bl%E6%84%8F%E6%80%9D-bl%E6%98%AF%E4%BB%80%E9%BA%BC-yahoo-112552499.html?guccounter=1
Yahoo奇摩遊戲編輯. (2019). 【專欄】看完實況就評論？雲玩家到底能不能算是玩家. Retrieved April 8, 2024, from https://games.yahoo.com.tw/news/cloud-gamer-080817737.html
トバの意味辞典. (2024). 「エアプ」とは？意味や使い方をご紹介 | コトバの意味辞典. Retrieved April 7, 2024, from https://word-dictionary.jp/posts/85
ピクシブ百科事典. (2024). エアプ (えあぷ)とは【ピクシブ百科事典】 - pixiv. Retrieved April 7, 2024, from https://dic.pixiv.net/a/%E3%82%A8%E3%82%A2%E3%83%97
マイナビウーマン. (2021). 「エアプ」の意味とは？ 正しい使い方と間違いやすい表現. マイナビウーマン. Retrieved April 22, 2024, from https://news.mynavi.jp/woman/article/netslang-27/
广大大. (2024). 2024全球手遊營銷趨勢預測:鷹角網易騰訊新游測試，五大手遊出海再成必修課!. Retrieved April 29, 2024, from https://www.guangdada.net/blog-cnt/115419
中華奧林匹克委員會. (2024). 武藝運動– 武術- 中華奧林匹克委員會. Retrieved September 25, 2024, from https://www.tpenoc.net/sport/martial-arts-wushu/
天矽科技. (2024). 什麼是串流？串流媒體與串流資料基本介紹｜天矽科技網頁設計. Retrieved September 4, 2024, from https://www.tsg.com.tw/blog-detail4-321-1-streaming.htm
台味中文 Learn Chinese, the Taiwanese Way. (2024). 台味中文 Learn Chinese, the Taiwanese Way, 台灣 人 說 的 「熱血 」是 什麼 意思 ？ What does "hot-blood" mean in Chinese? | Learn Taiwanese Mandarin Podcast 學 中文 - YouTube. Retrieved September 11, 2024, from https://www.lingq.com/zh-tw/%E7%B7%9A%E4%B8%8A%E5%AD%B8%E7%BF%92%E5%8F%B0%E7%81%A3%E5%9C%8B%E8%AA%9E/courses/880175/tai-wan-ren-shuo-de-re-xie-shi-shi-m-13676972/
百科知識中文網. (2024). 逆後宮 - 百科知識中文網. Retrieved April 8, 2024, from https://www.jendow.com.tw/wiki/%E9%80%86%E5%BE%8C%E5%AE%AE
行飛. (2024).各種遊戲類型的稱呼. Retrieved September 4, 2024, from https://home.gamer.com.tw/creationDetail.php?sn=763774
伽马数据（CNG）. (2024). 《2023全球移动游戏市场企业竞争力报告》：全球市场回暖，国内+出海收入占比超五成. Retrieved April 27, 2024, from https://36kr.com/p/2631225847234819
孤舟. (2020). [達人專欄] [孤式遊戲談] 雲玩家不是雲玩家，淺談非玩家所帶來的新思維和可能影響 - li1126的創作 - 巴哈姆特. Retrieved April 7, 2024, from https://home.gamer.com.tw/artwork.php?sn=4996720
狐暖醬子. (2019). 乙女＝逆後宮？原來大家都認錯了。. Retrieved September 2, 2024, from https://kknews.cc/news/azbrqon.html
值言. (2021). 為什麼少年漫畫總是充滿小褲褲和萌大奶：談審美門檻 – 值言的視線. Retrieved April 7, 2024, from https://chikoto.blog/2021/10/30/%E7%82%BA%E4%BB%80%E9%BA%BC%E5%B0%91%E5%B9%B4%E6%BC%AB%E7%95%AB%E7%B8%BD%E6%98%AF%E5%85%85%E6%BB%BF%E5%B0%8F%E8%A4%B2%E8%A4%B2%E5%92%8C%E8%90%8C%E5%A4%A7%E5%A5%B6%EF%BC%9A%E8%AB%87%E5%AF%A9%E7%BE%8E/?fbclid=IwZXh0bgNhZW0CMTAAAR2yLJv7F2eZcI3ZHZjDSP06rkfz5toYE0DkY6w_8EIQKiK3TIBrUz5TR6I_aem_ARs9mx13KJU9QuX7p6KIzO7F7txuLo9D9vF8XXdokMLVQNiasc1Oyp6wrJltDukwWixxG9PwfkyOt948PktbLZSa
教育部. (2021a). <經營> 辭典檢視- 教育部《國語辭典簡編本》. Retrieved September 2, 2024, from https://dict.concised.moe.edu.tw/dictView.jsp?ID=23654&la=0&powerMode=0
教育部. (2021b).< 模擬: ㄇㄛˊ ㄋㄧˇ >辭典檢視 - 國語辭典. Retrieved September 2, 2024, from https://dict.revised.moe.edu.tw/dictView.jsp?ID=27475&la=0&powerMode=0
教育部. (2024c). <冒險: ㄇㄠˋ ㄒㄧㄢˇ >辭典檢視 - 國語辭典. Retrieved September 25, 2024, from https://dict.revised.moe.edu.tw/dictView.jsp?ID=29510&la=0&powerMode=0
教育部. (2024d). <熱血: ㄖㄜˋ ㄒㄧㄝˇ >辭典檢視 - 國語辭典. Retrieved September 11, 2024, from https://dict.revised.moe.edu.tw/dictView.jsp?ID=135285&la=0&powerMode=0
產業情報研究所. (2024).產業情報研究所-【影音觀看行為調查】串流影音觀眾已超越非串流 45歲為偏好度分水嶺　前三大國際串流平台訂閱　Netflix、YouTube與Disney+. Retrieved September 4, 2024, from https://mic.iii.org.tw/news.aspx?id=679
萌娘百科. (2024a). 女性向 - 萌娘百科萬物皆可萌的百科全書. Retrieved September 11, 2024, from https://zh.moegirl.org.cn/zh-tw/%E5%A5%B3%E6%80%A7%E5%90%91
萌娘百科. (2024b). 肉番 - 萌娘百科萬物皆可萌的百科全書. Retrieved April 7, 2024, from https://zh.moegirl.org.cn/zh-tw/%E8%82%89%E7%95%AA
萌娘百科. (2024c). 後宮 - 萌娘百科萬物皆可萌的百科全書. Retrieved September 2, 2024, from https://zh.moegirl.org.cn/zh-tw/%E5%90%8E%E5%AE%AB
萌娘百科. (2024d). 雲玩家 - 萌娘百科萬物皆可萌的百科全書. Retrieved April 22, 2024, from https://zh.moegirl.tw/%E4%BA%91%E7%8E%A9%E5%AE%B6
萌娘百科. (2024e). 裡番 - 萌娘百科萬物皆可萌的百科全書. Retrieved April 7, 2024, from https://zh.moegirl.org.cn/%E9%87%8C%E7%95%AA
遊戲基地. (2022). 《電馭叛客2077》宣布開發行銷成本全數回收，後續還將推出多人模式等更多追加內容. 遊戲動漫. Retrieved  May 4, 2025, from https://today.line.me/tw/v2/article/pZMJzp
遊戲設計中藥鋪－GAME DESIGN 543. (2020a). [宅科普] 遊戲的起源＆什麼是遊戲？（上）. Retrieved September 2, 2024, from https://lucigamedesign543.medium.com/%E9%81%8A%E6%88%B2%E7%9A%84%E8%B5%B7%E6%BA%90-%E9%81%8A%E6%88%B2%E4%B8%80%E8%A9%9E%E7%9A%84%E5%87%BA%E7%8F%BE-e6c845e48657
遊戲設計中藥鋪－GAME DESIGN 543. (2020b). [宅科普] 遊戲的起源＆什麼是遊戲？（下）. Retrieved September 2, 2024, from https://lucigamedesign543.medium.com/%E5%AE%85%E7%A7%91%E6%99%AE-%E9%81%8A%E6%88%B2%E6%98%AF%E4%BB%80%E9%BA%BC-7b9d23178c3b
遊戲葡萄. (2018). 「雲玩家」已成遊戲推廣關鍵：2 億 YouTube 註冊用戶每週觀看遊戲內容. Retrieved April 22, 2024, from https://web.archive.org/web/20181222111345/https://technews.tw/2018/12/22/youtube-game-live/
漢典. (2024a). 互動的解釋|互動的意思. Retrieved September 25, 2024, from https://www.zdic.net/hant/%E4%BA%92%E5%8B%95
漢典. (2024b). 格鬥的解釋. Retrieved September 25, 2024, from https://www.zdic.net/hant/%E6%A0%BC%E9%AC%A5
漢典. (2024c). 熱血的意思|漢典“熱血”詞語的解釋. Retrieved September 11, 2024, from https://www.zdic.net/hant/%E7%86%B1%E8%A1%80
漢典. (2024d). 養成的意思|漢典“養成”詞語的解釋. Retrieved September 2, 2024, from https://www.zdic.net/hant/%E9%A4%8A%E6%88%90
維基百科. (2024a). 沙盒類遊戲 - 維基百科，自由的百科全書. Retrieved September 11, 2024, from https://zh.wikipedia.org/zh-tw/%E6%B2%99%E7%9B%92%E7%B1%BB%E6%B8%B8%E6%88%8F
維基百科. (2024b). 武術 - 維基百科，自由的百科全書. Retrieved September 25, 2024, from https://zh.wikipedia.org/zh-tw/%E6%AD%A6%E8%A1%93
維基百科. (2024c). 冒險 - 維基百科，自由的百科全書. Retrieved September 25, 2024, from https://zh.wikipedia.org/zh-tw/%E5%86%92%E9%9A%AA
維基百科. (2024d). 冒險遊戲 - 維基百科，自由的百科全書. Retrieved September 25, 2024, from https://zh.wikipedia.org/zh-tw/%E5%86%92%E9%99%A9%E6%B8%B8%E6%88%8F
維基百科. (2024e). 後宮型作品 - 維基百科，自由的百科全書. Retrieved April 7, 2024, from https://zh.wikipedia.org/w/index.php?title=%E5%BE%8C%E5%AE%AE%E5%9E%8B%E4%BD%9C%E5%93%81&oldid=85477217
維基百科. (2024f). 格鬥遊戲 - 維基百科，自由的百科全書. Retrieved September 2, 2024, from https://zh.wikipedia.org/zh-tw/%E6%A0%BC%E9%AC%A5%E9%81%8A%E6%88%B2
維基百科. (2024g). 雲玩家 - 維基百科，自由的百科全書. Retrieved September 4, 2024,  from https://zh.wikipedia.org/zh-tw/%E9%9B%B2%E7%8E%A9%E5%AE%B6
維基百科. (2024h). 瑪麗蘇 - 維基百科，自由的百科全書. Retrieved April 7, 2024, from https://zh.wikipedia.org/w/index.php?title=%E7%8E%9B%E4%B8%BD%E8%8B%8F&oldid=85727878
維基百科. (2024i). 模擬視頻遊戲 - 維基百科，自由的百科全書. Retrieved September 4, 2024, from https://en.wikipedia.org/wiki/Simulation_video_game
維基百科. (2024j). 模擬經營遊戲 - 維基百科，自由的百科全書. Retrieved September 25, 2024, from https://zh.wikipedia.org/zh-tw/%E6%A8%A1%E6%8B%9F%E7%BB%8F%E8%90%A5%E6%B8%B8%E6%88%8F
維基百科. (2024k). 模擬遊戲 - 維基百科，自由的百科全書. Retrieved September 4, 2024, from https://zh.wikipedia.org/zh-tw/%E6%A8%A1%E6%93%AC%E9%81%8A%E6%88%B2