近年來隨著Facebook社群網站的興起，社交遊戲也不斷推陳出新，本研究以社交遊戲中的其中一種類型─社交模擬遊戲為研究目標。初步觀察時，發現在社交模擬遊戲中玩家之間的助人行為會影響到玩家的遊戲意願；而過去學者曾經提出以道德與利益的觀點來觀察人類行為的研究。因此本研究希望可以透過道德與利益的觀點以了解社交模擬遊戲玩家在遊戲中的助人行為。另外，本研究觀察了幾個著名的社交模擬遊戲，發現有五種遊戲機制普遍出現於社交模擬遊戲中，因此透過了解玩家對這五種遊戲機制的看法，更進一步討論玩家參與社交模擬遊戲的動機，並希望根據研究結果給予遊戲開發商實用的建議。
研究結果顯示在社交模擬遊戲中，玩家的「互惠」及「道德責任」會顯著影響幫助意願，「排名」、「朋友樂趣」會顯著影響「互惠」，且「歸屬感」會顯著影響「道德責任」。而在遊戲機制的研究中發現，大部分的受測者認為「排行榜機制」、「回饋機制」及「拜訪朋友機制」是重要的；而「邀請朋友機制」及「超連結幫助機制」則沒有這麼重要。

In recent years, many social games have been released continuously with the growth of social network sites. In this thesis, we took social simulation game, one of the social game types, as our research target. The observation in the beginning of our research showed that, the helping behaviors between players could influence the play intention of players in social simulation games. Some scholars suggested that we can observe human behaviors with the view of moral and benefit. Therefore, we used moral and benefit as point of view to understand the helping behaviors of players in social simulation games. Then we observed some famous social simulation games, and found that there are five different mechanisms exist in social simulation games generally. With the investigation of players’ opinions of these mechanisms, we can understand these players’ motives of playing social simulation games and give some useful suggestions to social game developers.
According to the results, “helping intention” is influenced by “reciprocity” and “moral responsibility”, “reciprocity” is influenced by “ranking” and “Enjoyment of friend”, and “moral responsibility” is influenced by “sense of belonging”. In the research of game mechanisms, the result indicated that “ranking mechanism”, “reward mechanism” and “visit mechanism” are important to most of the subjects. And “invitation mechanism” and “hyperlink helping mechanism” are not important to nearly half subjects.

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