研究生: |
黃詩霓 Shih-Ni Huang |
---|---|
論文名稱: |
手機遊戲玩家的特質與公益行為之探討 A Study on the Characteristics and Public Welfare Behavior of Mobile Game Players |
指導教授: |
吳克振
Cou-Chen Wu |
口試委員: |
張順教
Shun- Chaio Chang 王蕙芝 Hui-Chih Wang 吳克振 Cou-Chen Wu |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 企業管理系 Department of Business Administration |
論文出版年: | 2022 |
畢業學年度: | 110 |
語文別: | 中文 |
論文頁數: | 90 |
中文關鍵詞: | 自尊 、勇於挑戰 、匱乏感 、角色認同 、購買意願 、心理所有權 、行為意圖 |
外文關鍵詞: | self-esteem, courage to challenge, scarcity, role identity, purchase intention, psychological ownership, behavioral intention |
相關次數: | 點閱:621 下載:0 |
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由於近年來的 Covid-19 疫情讓大家只能待在家裡,引發對電子遊戲、手機遊戲等在家就能遊玩的休閒娛樂需求,也使得遊戲產業的收入大增,其中手機線上遊戲的產值更是不容小覷。
因為玩家遊玩手機遊戲的原因會受到許多因素影響,因此「個人特質對手遊遊玩動機以及角色認同與購買意願之影響」這篇研究中,首先探討了自尊、勇於挑戰以及匱乏感對遊玩手機遊戲動機的影響,且玩手機遊戲動機是否會增加玩家的角色認同與購買意願,為遊戲產業帶來更豐厚的收入。研究結果顯示,勇於挑戰會影響玩家遊玩手機遊戲的三種動機,且此三種動機分別都會正向影響角色認同與購買意願,角色認同本身也會正向影響購買意願。由於投入的人與其影響力也同樣不可小觀,從經濟面來看,本研究希望藉由更加了解玩家心理,讓遊戲開發商打造更深植人心的遊戲。
「心理所有權與玩家行為意圖之關係」這篇研究,則是加入遊戲中的公益活動情境,探討公益活動是否會為玩家的行為意圖帶來影響,此外在心理所有權的操弄下,是否讓玩家們的其他遊玩因素帶來改變。研究二結果顯示,在遊戲中加入公益活動情境,會讓高匱乏玩家的沉浸感增加。在心理所有權的操弄下,則是會讓玩家的匱乏感正向影響成就感、參與感以及角色認同。從公益面來看,本研究希望遊戲開發商也能在遊戲中引導玩家們參加公益活動,為整體社會帶來更好的影響,創造社會良性循環。
Due to the Covid-19 epidemic in recent years, people could only stay at home, which has led to the demand for leisure and entertainment such as video games and mobile games that can be played at home. This trend cannot be underestimated.
Because the reasons why players play mobile games are affected by many factors, the study "Influence of Personal Traits on Mobile Game Motivation and Character Identity and Purchase Intention" firstly discusses the influence of self-esteem, courage to challenge, and sense of scarcity on the motivation to play mobile games and whether the motivation to play mobile games will increase players' character recognition and purchase intention, and bring more lucrative income to the game industry. The research results show that the courage to challenge will affect the three motivations of players to play mobile games, and these three motivations will positively affect the role identification and purchase intention respectively, and the role identification itself will also positively affect the purchase intention. Since the people who invest and their influence are also not to be underestimated, from the economic point of view, this study hopes that by better understanding the psychology of players, game developers can create more deeply rooted games.
This study, "The Relationship between Psychological Ownership and Players' Behavioral Intentions", is to add the context of public welfare activities in the game to explore whether public welfare activities will affect players' behavioral intentions. Our other play factors bring changes. The results of study 2 show that adding public welfare activities to the game will increase the immersion of high-deficiency players. Under the manipulation of psychological ownership, the player's sense of scarcity will positively affect the sense of achievement, participation and role identity. From the perspective of public welfare, this study hopes that game developers can also guide players to participate in public welfare activities in the game, so as to bring a better impact to the overall society and create a virtuous circle of society.
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二、中文文獻
何佩芸(2021)。手機線上遊戲遊玩動機與購買意願之探討:個人特質與自我效能的影響。
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黃昱倫(2020)。回甘心理諮商所,淺談「匱乏感」這件事,檢自:
https://bscckh2020.wordpress.com/%E3%80%90%E6%B7%BA%E8%AB%87%E3%80%8C%E5%8C%B1%E4%B9%8F%E6%84%9F%E3%80%8D%E9%80%99%E4%BB%B6%E4%BA%8B%E3%80%91/ (Jul. 03, 2022)。