隨著個人電腦遊戲市場的轉型，線上遊戲平台已從傳統的遊戲銷售通路，演變為兼具收藏管理、社群互動與個人化展示的整合型平台生態系。然而，在玩家成長趨緩、平台競爭加劇以及訂閱制服務興起，如何維繫玩家與平台之間的長期關係並提升其持續消費意願，儼然成為線上遊戲平台經營的重要課題。其中，Steam點數商店作為一種結合消費回饋與個人化展示的平台機制，為玩家提供了經營個人檔案、展現數位身分的場域，具備作為潛力顧客關係管理的重要工具。既有研究多聚焦於遊戲內購買行為，對於發生在平台層次的遊戲外購買機制，仍缺乏深入的討論。以賦能—心理結果—行為結果框架為基礎，本研究欲探討Steam點數商店之設計賦能、成就賦能、客製賦能與互動賦能，如何影響玩家對其個人檔案的心理所有權，並進一步影響其點數商店裝飾購買意圖與遊戲購買意圖。同時，我們納入玩家之每週Steam平台使用時間於點數商店賦能與心理所有權之間關係的調節效果。 本研究採用線上問卷調查蒐集699份有效樣本，並以結構方程模式與拔靴法進行假說驗證。研究結果顯示四種Steam點數商店之賦能皆會影響玩家個人檔案心理所有權。其中，客製賦能的影響效果最為關鍵。再者，玩家對個人檔案心理所有權對點數商店裝飾購買意圖與Steam平台遊戲購買意圖亦存在影響。在調節效果方面，每週使用時間正向調節成就賦能與互動賦能對心理所有權的關係，但在設計賦能與客製賦能對心理所有權之間系則沒有調節效果。本研究結果對於線上遊戲平台的顧客關係管理與策略設計具有重要的理論貢獻與實務管理意涵。;As the personal computer gaming market undergoes transformation， online gaming platforms have evolved from game distribution channels into platform ecosystems integrating collection management， social interaction， and personalized presentation. With slowing player growth and intensifying platform competition， sustaining long-term player–platform relationships have become a critical challenge for platform operators， positioning the Steam Points Shop as a promising customer relationship management tool that ties consumption rewards to personalized profile presentation. Nevertheless， existing research has predominantly focused on in-game purchase， leaving out-game purchase at the platform level insufficiently explored. Drawing on the affordances–psychological outcomes–behavioral outcomes framework， this study examines how the Steam Points Shop’s design， achievement， customizability， and interactivity affordances influence players’ psychological ownership of their personal profiles， which in turn affects their purchase intention toward Points Shop decorations and Steam games. The moderating role of weekly Steam platform usage time on the relationship between Points Shop affordances and psychological ownership is also examined. Using online survey data from 699 Steam Points Shop users， hypotheses were tested using structural equation modeling and bootstrapping. The results show that all four affordances positively affect psychological ownership， with customizability affordance having the strongest effect. Furthermore， psychological ownership influences both Points Shop decoration purchase intention and Steam game purchase intention. Regarding the moderating effects， weekly platform usage time positively moderates the effects of achievement and interactivity affordances on psychological ownership， whereas no significant moderating effects are found for design and customizability affordances. The theoretical and practical implications are discussed.
