玩家為何轉換線上遊戲－－人口遷徙理論觀點

Why People Switch between On-line Games: The Perspective of Human Geography

線上遊戲具有高黏著度，因此如何使玩家轉換到新的線上遊戲，對業者之績效有著重要影響。近年來行銷研究者建議以人口地理學中探討遷徙的「推力（push）、拉力（pull）、繫住力（mooring）（PPM）」遷徙理論來瞭解顧客為何轉換服務供應商。本研究延伸上述理論來解釋線上遊戲玩家在虛擬空間的轉換意圖。以問卷調查蒐集552位玩家樣本資料，並經由結構化方程模組（SEM）來檢測檢說。資料分析結果顯示PPM理論對於線上遊戲玩家轉換遊戲的行為有延伸解釋能力。推力、拉力、及繫住力對玩家的轉換意圖有直接效果，然而繫住力對轉換拉力並不具干擾效果，僅對轉換推力有所影響。

On-line game becomes a popular activity in peoples' leisure time. In this research, we adopt the Push-Pull-Mooring Theory (PPM Theory) which analyzes human migration behavior according to Human Geography to understand why people switch from an old on-line game to a new one. An empirical survey was conducted to collect data from 552 on-line game players and then analyze the data based on the Structural Equation Modeling technique. The results indicated the PPM Theory can be extended to explain the switching behavior of the on-line game players. The pull variables have the larger influence on the switching intention of the on-line game players than the push variables and the mooring effort. However, the mooring effort can only moderate the pull variables but can not affect the push variables directly. Finally, this study discusses the implication for further research and offers the recommendation for managers of on-line game providers.