線上遊戲是目前最具有前景之網路相關產業之一。過去相關研究大多偏向產業分析與經營模式、線上遊戲設計與實作、遊戲對社會影響之研究。在玩家行為方面，線上遊戲業者關心的是如何才能提昇玩家再度參與線上遊戲的意願，國內外文獻均較為缺乏或侷限於單一層面探討。此外，近年來相關研究指出性別造成玩家在線上遊戲行為有所差異。因此，本研究目的為二：
1. 以多層面考量，探討影響玩家未來再度參與線上遊戲的因素。
2. 探討影響玩家未來再度參與線上遊戲的因素是否因性別有所差異。
本研究歸納相關文獻，以「科技接受模型」(認知易用性、認知有用性)為理論基礎，加入「社會影響」(認知關鍵多數、認知關鍵小眾)、「群體影響」(認知凝聚力)，以及「內在動機」(認知娛樂性、神迷經驗)來探討影響玩家行為之因素，並針對性別加以探討。
為驗證理論模型，本研究以網頁問卷進行實證研究，以目前台灣最大之bbs站「批踢踢實業坊」、國內各大知名遊戲討論區-巴哈姆特及遊戲基地等之網友為抽樣調查對象，有效回收樣本646份。根據研究結果，本研究得出以下二點結論，提供給研究者及業界做為參考。
一、學術上：
本研究以TAM為基礎，發展以多層面考量影響玩家行為之理論模型，對於衡量玩家行為有可接受之解釋效果，而且對「態度」及「行為意願」的解釋能力上，本研究模型比TAM 為佳。本研究的貢獻在於找出其他會影響玩家行為的重要因素，如「社會影響」、「群體影響」，以及「內在動機」。
不同性別存在認知差異。相對而言，「男性玩家」比較重視「內在動機」，而「女性玩家」則比較重視「社會影響」及「群體影響」。
二、實務上：
建議遊戲設計應加強操作介面的友善性，會有助於提升態度及認知有用性。經營者可以大眾媒體、試用式行銷，讓關鍵多數快速形成，以吸引更多玩家加入，讓玩家自行受到關鍵小眾的影響；舉辦大小型交友聚會或競賽活動，將有助玩家凝聚力的提昇；加強遊戲設計也有助於提昇玩家的認知娛樂性及神迷經驗。

In the internet-related industries, the online game industry grew rapidly both in revenue and the number of player. The phenomenon shows the huge potential of the online game. Most of the related studies were focused on industry analysis, business model, game design , implementation or how online game impact the society. In player's behavior, what the on-line game industry cared about is how to promote the player participates in the on-line game again. The domestic and foreign literature of player behavior was lacked or focused on only a portion of the online game. In addition, relevant research point out that the gender causes players to participate in the on-line game behavior different to some extent in recent years. Therefore , the purposes of this research are:
1. To investigate the factors influencing player behavior with multiple perspective.
2. Is there any differences between players in gender.
Based on the TAM (Perceived Ease of Use, Perceived Usefulness), this study purposed: ”Social Influence”(Perceived Critical Mass, Perceived Meaningful Less), “Group Influence”(Perceived Cohesiveness), ”Intrinsic Motivation”( Perceived Playfulness, flow experience) as the research framework and classified players into gender.
In this study, a web-based questionnaire was designed to verify the theoretical model. 646 samples were collected from PTT(the biggest BBS in Taiwan) and www.gamer.com.tw (the most famous website of game). The implications of findings for practitioners and academicians are:
1. Base on TAM, this study purposed the multiple-perspective framework to investigate the phenomenon of online game player behavior with acceptable explaining power, and the framework has better R2 on ”Attitude” and “Intention to play ”. This study contributes to find other important factors that influence player’s behavior, such as “Social Influence”, “Group Influence”, and “Intrinsic Motivation”.
2. Player’s behavior is different on gender. Male players concern about “Intrinsic Motivation” more, but female players concern about “Social Influence” and ”Group Influence” more.
3. The results presented suggest that developers of online games should design friendly interface that will improve attitude and perceived usefulness. The administrator can use mass medium or free trial marketing to attract more players to join. Players will be affected by meaningful less’s power. Organize a periodic party or contest to create users’ cohesive feelings. To strengthen online game design will contribute to improve player’s perceived playfulness and flow experience, too.

中文部分
(1)碩博士論文
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5.辛建璋，「創新事業之評價－以台灣經營Avatar 營運模式之某公司為例」，逢甲大學經營管理碩士在職專班碩士論文，民國93年。
6.卓彥銘，「我國線上遊戲代表性廠商行銷策略之研究」，國立台北大學企業管理學系碩士論文，民國91年。
7.周祖慶，「客製化概念行銷與體驗行銷之互動性理論分析－以遊戲產為例」，國立中央大學企業管理所，民國93年。
8.林子凱，「線上遊戲『天堂』之使用者參與動機與滿意度研究」，國立成功大學企業管理研究所碩士論文，民國91年。
9.胡啟華，「線上遊戲參與者拍賣行為研究」，輔仁大學資管所碩士論文，民國91年。
10.胡嘉彬，「線上遊戲之顧客忠誠度行為」，國立清華大學科技管理所，民國90年。
11.徐勝凌，「線上遊戲設計吸引力對顧客滿意度影響之研究」，國立東華大學企業管理研究所碩士論文，民國93年。
12.涂淑慧，「台灣遊戲業者經營績效差異之解析–組織生態理論之應用」，東吳大學企業管理學系碩士論文，民國92年。
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14.張意佩，「線上遊戲使用者轉換因素之研究」，元智大學資訊管理學系碩士論文，民國91年。
15.許晉龍，「線上遊戲使用者行為研究」，國立台灣科技大學資訊管理所博士學位論文，民國92年。
16.陳怡安，「線上遊戲的魅力–以重度玩家為例」，南華大學社會學研究所碩士論文，民國92年。
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18.陳冠中，「天堂」遊戲參與者之動機、沉迷與交易行為關係之研究，國立中正大學企管所，民國91年。
19.陳凌彬，「網際網路遊戲發展平台之研究」，國立交通大學資訊工程系碩士論文，民國89年。
20.陳偉睿，「網際網路之流暢經驗初探性研究」，國立中山大學資訊管理學所碩士論文，民國90年。
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22.陳慶峰，「從心流理論探討線上遊戲參與者之網路使用行為」，南華大學資訊管理研究所碩士論文，民國90年。
23.曾冠凱，「以遊戲開發廠商觀點探討遊戲產業之競爭策略」，國立臺灣大學商學研究所碩士論文，民國92年。
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27.楊佳幸，「高雄區大學生網路使用行為、網路心理需求與網路沉迷關係之研究」，高雄師範大學輔導研究所碩士論文，民國90年。
28.葉乃菁，「從「群體動力學」探討個人對虛擬社群之接受度-以「Cityfamily」為例」，國立台灣科技大學資訊管理所碩士論文，民國91年。
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32.盧貞吟，「強化線上遊戲吸引力之策略研究，以線上遊戲《天堂》為例」，國立成功大學工業設計研究所碩士論文，民國92年。
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34.賴柏偉，「虛擬社群：一個想像共同體的形成－以線上角色扮演遊戲【網路創世紀】為例」，世新大學傳播所，民國91年。
35.謝政益，「網路電話接受度之研究」，國立台灣科技大學資訊管理所碩士論文，民國92年。
36.謝博亘，「台灣線上遊戲產業運作模式之主要價值活動分析」，國立台北大學企業管理學系碩士論文，民國91年。
37.蘇芬媛，「網路虛擬社群之形成：MUD之初探性研究」，國立交通大學傳播研究所碩士論文，民國84年。

(2)書籍
1.Herzog T.著，朱柔若譯，社會科學研究方法與資料分析，揚智，民國85年。
2.吳明隆，SPSS統計應用學習實務－問卷分析與應用，數位科技，民國92年。
3.邱皓政，量化研究與統計分析：SPSS中文視窗版資料分析範例解析，五南，台北，民國91年。
4.張紹勳，研究方法，滄海，台北，民國89年。
5.資策會，2004年台灣數位內容產業白皮書，民國93年。
6.資策會MIC/IDC，2004電子商務應用年鑑，民國93年。
7.潘正德，團體動力學，心理，台北，民國84年。
8.傅鏡暉，線上遊戲產業Happy書：帶領你深入瞭解On-Line Game產業，遠流，台北，民國92年。
9.盧希鵬，三經驗模式，台灣科技大學電子商務課程講義，民國92年。
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