影響線上遊戲玩家使用行為相關因素之研究

A Study on the Factors Influencing Online Game Players' Behaviors

隨著網路時代的來臨，線上遊戲市場上的競爭也日趨激烈，為提供國內線上遊戲廠商未來線上遊戲軟體經營與設計的方向，本研究將探討影響線上遊戲使用者使用行為的因素，藉由以計劃行為理論為基礎所發展出的解構計劃行為理論為本研究之理論基礎，並形成本研究之研究架構與研究假設，藉以分析影響使用者使用意圖的因素。本研究將以台灣地區的線上遊戲玩家為實證對象，採取線上問卷方式以收集樣本資料，利用線上問卷網站MY3Q建立線上問卷，並於國內各知名網路遊戲論壇巴哈姆特發放線上問卷資訊，本研究共回收897份有效樣本，以LISREL統計分析軟體進行資料分析。本研究結果顯示，解構計劃行為理論可有效解釋影響線上遊戲玩家使用行為的因素，其整體解釋力達77%，使用態度是影響使用意圖最重要的因素，而遊戲軟體設計則為影響使用態度程度最大之因素，亦為最重要之間接影響使用者使用意圖的外部因素，最後根據研究結果針對遊戲設計、客戶服務、行銷方式等層面提出給予廠商於線上遊戲經營與設計之實務上的建議。

As the new network era is approaching, computer game products shift from personal edition games to online interactive games. To provide guidance in software design and service for domestic online game manufacturers, this study was to investigate the factors which influenced the online game players’ behaviors. The assumption model in this study was discussed through the Decomposed Theory of Planned Behavior derived from the Theory of Planned Behavior (TPB). TPB model was specifically used to analyze the factors influencing users’ behaviors and intensions. The populations of this study were the interactive game players in Taiwan. An online questionnaire-survey was designed to collect the data via the MY3Q survey system. The questionnaire was posted onto well-known online game forums, e.g. Bahamut (http://www.gamer.com.tw/) and other intriguing web-bases where online game players frequently gathered. This research successfully collected 897 effective samples. The LISREL statistical software was implemented to analyze the collected data and examine the assumption. The results showed that the Decomposed Theory of Planned Behavior could effectively explain the factors which influenced the online game player's behaviors. The attitude was the most important factor affecting the players’ behaviors. The game system design had the maximum effect on the attitude and was also the most important external factor indirectly influencing the players’ behaviors. Finally, based on the result analysis, this research evidently offered some valuable suggestions like the game design, the customer service and the marketing to online game industry for better online game management and quality design.