| 摘要: | 近年因高端手機的普級，多人線上戰鬥競技場（Multiplayer Online Battle Arena, MOBA）類型遊戲由電腦端移至手機端，因使用不受限時地，因此玩家的人數日益增加，本研究以說對決」遊戲為例，探討影響MOBA類型玩家消費意願的因子，所得結果可以作為遊戲商日後開發之參考。本研究主要使用問卷調查法，收集玩家使用遊戲經驗、參與遊戲動機、與玩家個人特質，供收集134份有效問卷，並以統計分析所得資料。
本研究聚焦於玩家個人特質的「參與遊戲動機」、「沉浸感」、「成癮程度」，與遊戲商角度的「遊戲商行銷影響程度」、「受顯著他人影響程度（網紅、直播）」、「受社群影響程度」，探討這推力與拉力兩大構面是否能預測玩家消費意願，並探討人口變數上的差異在前述變數是否有差異。根據問卷資料分析結果，本研究發現研究變數中「顯著他人影響（網紅、直播）的影響程度」和「社群影響程度」能顯著預測玩家的消費意願，其餘變數則無顯著預測能力。亦即本研究未發現個人特質有顯著預測玩家的消費意願。
人口統計變數中，男女玩家在「個人因素」構面中「參與遊戲動機」、「成癮程度」、「沉浸感」並無顯著差異。但在「遊戲商、顯著他人、社群影響」構面中的「受顯著他人影響（網紅、直播）」、「遊戲商行銷影響程度」、「受社群影響程度」等變數皆有顯著差異。女性玩家在「受顯著他人影響（網紅、直播）」和「遊戲商行銷影響程度」平均數較男性玩家低，但在「受社群影響程度」的得分較高(p<.1)，顯示其較男性玩家更受社群影響其購買意願。因此建議遊戲商對於行銷方式上可以多瞭解女性玩家偏好，針對其偏好行銷。至於其他人口變數如年齡、職業、玩家年資的玩家在「個人因素」和「遊戲商、顯著他人、社群影響」兩大構面則無顯著差異。根據前述研究發現，本研究提出實務建議。
;In recent years, the Multiplayer Online Battle Arena (MOBA) game is getting more popular on mobile devices because of the popularity of high-end mobile phones. The number of players is also increasing as well. This study will discuss the crucial factors that affect player’s willingness to play MOBA games. The results can be used as a reference for game developers in the future development. This study mainly uses the questionnaire survey method to collect the player′s experience in the game, motivation to participate in the game, and traits of the player. There are 134 valid questionnaires in total, and analyzed by statistically methods.
In order to find out what are the crucial factors that affect a player’s willingness to play MOBA games and the distribution of player’s population, this study will focus on two sides, namely player’s side and game company’s side. On the player’s side, this study focuses on the factors of "Motivation of participation", "Immersion" and "Addiction". On the game company’s side, this study focuses on the factors of "The degree of influence of game publishers" and "The degree of influence of others "(YouTuber and live streaming)", and "The degree of influence of the community". Based on the results of the questionnaire analysis, this study found that the "The degree of influence of others "(YouTuber and live streaming)" and "The degree of influence of the community" have significant impacts on the player′s willingness to play MOBA games. This study did not find any personal traits can have significant impact on a player′s willingness.
In terms of demographic factors, gender makes a subtle difference between personal factors like "Motivation of participation", "Addiction" and "Immersion". On the contrary, gender makes a big difference when it comes to factors of "significant others", "Marketing influence from game company" and "Social community influence". This study also shows that female players are less affected by others (YouTuber and live streaming) and game publishers than male players. Based on the aforementioned results, we would suggest that game makers use different marketing strategy in order to increase the number of female players. For other demographic variables such as age, occupation, and player′s seniority, there is no significant difference between the "personal factors" and "game players, significant others, and community influences". Based on the research findings, this study will propose some practical suggestions. |
