影響線上遊戲玩家沈浸與價值共創因素之研究

A Study on the Factors Influencing Online Game Players’ Immersing and Value Co-Creating

即便景氣的低迷，台灣線上遊戲市場規模仍持續擴大成長。然目前針對線上遊戲產業的研究，仍多以科技面為著眼重點，行銷核心概念的遊戲設計與相關理論性基礎的建立相當缺乏，致使這種僅憑自身直覺與經驗的遊戲設計，屢屢淹沒於市場嚴峻的洪流中。線上遊戲業者如何針對玩家需求，提供更優質的環境，方能使玩家得以沉浸其中，共創其與廠商間的價值，成為產業中最重要的議題。本研究以刺激──有機體──反應模型為起點，發展線上遊戲之消費者行為模型，並以此模型來觀測玩家活動、快感認知、及後續的沈浸與價值共創行為。最後本研究根據研究分析的結果，提出管理意涵、檢討研究限制及未來研究之建議。

In Taiwan, the market of online game is still expanding and growing, despite a lingering slowdown in global prosperity. However, the researches regarding online game industry are focused on technical level, and resulting in the short of designing and theory building on marketing concept. The online programs so rely on designers themselves intuition and experiences, as to be overflowed in the rigorous market competition. Targeting the players’ need and representing qualified, pleasant, and immersive environment are the most important issues, which promote value co-creation among game providers and players. By stimulus-organism-response (SOR) model, our study tries to develop the consuming model for the players of online games. Using this model, we find the correlations among online activity, pleasure, immersing and value co-creating. This study reviews research and concepts from various fields, including marketing and information systems, deriving three hypotheses, collecting 436 samples, and then testing the model. The results support the hypotheses, indicating that activity influence pleasure of players, then immersion and value co-creation. Finally, the implications, limits and future researches are discussed.