雲端與串流概念隨著科技發展逐漸普及，遊戲產業也開始使用雲端串流技術，國際大廠如微軟、Google、亞馬遜與Sony等爭相開發自家雲端串流遊戲平台。台灣玩家對遊戲市場平均產生營收高居世界第六，且網路普及率高，為雲端串流遊戲發展的潛在市場，目前也有雲端串流遊戲平台引入。儘管如此，過去少有研究探討雲端串流遊戲之使用者接受度，台灣也未曾有學者透過延伸整合型科技接受模型探討此領域，因此本研究希望透過探討訂閱雲端串流遊戲平台之關鍵因素，彌補研究缺口。
本研究透過模型中績效期望、努力預期、社會影響、便利條件、享樂動機、習慣與價格價值七個構面與性別和年齡兩個調節變數，了解台灣民眾對於雲端串流遊戲的訂閱意願。利用社群媒體發布網路問卷，以理解雲端串流遊戲背景之填答者為樣本蒐集問卷後加以分析。透過迴歸分析進行資料分析處理後，研究結果顯示習慣是影響消費者訂閱雲端串流遊戲意願最關鍵的因素，其次為價格價值與享樂動機；績效期望與努力預期則沒有顯著影響，顯示未來相關業者應著重直覺化遊戲介面設計。在性別與年齡調節影響上，僅性別影響社群影響與訂閱意願之關係，且女性受社群影響之程度高於男性，顯示若未來遊戲想專攻女性市場，可以加強社群行銷與口碑宣傳。

The concept of cloud computing and streaming has gradually become popular due to the development of technology. The gaming industry has also integrated this technology with games to provide cloud gaming. International companies such as Microsoft, Google, Amazon ,and Sony are now competing to develop their cloud gaming platforms, and some of them are now provided to users. Based on the fact that the average revenue generated by Taiwanese players in the game market ranks sixth in the world, Taiwan is the potential market for cloud gaming, and some of the cloud game platforms are also introduced to Taiwan. Despite this, few studies have explored the user acceptance of cloud gaming. Also, none of the previous studies focus on analyzing factors influencing user’s intention in using cloud gaming in Taiwan by using UTAUT2.
Current research aims to explore the subscription intention of cloud gaming among Taiwanese consumers based on the seven variables in UTAUT2, namely, performance expectancy, effort expectancy, social influence, facilitating condition, hedonic motivation, habit ,and price value. The questionnaire of the current study was distributed through the social media Facebook, and target samples are those who understand the background and advantages of cloud gaming. Then the questionnaires were analyzed with multiple regression and hierarchical regression analysis. The result indicates that habit is the strongest predictor on the subscription intention, then price value and hedonic motivation, which suggests that future developers should focus more on intuitive game interface design. Performance expectancy and effort expectancy were found to have no significant effect of subscription intention. As for moderating effect of gender and age, the current study found that gender only moderates the relationship between social influence and subscription intention. For women, the effect of social influence is more powerful than it is for men, which suggests that if the target for future games is women, social media marketing and word-of-mouth should be a good way to publicize.

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