線上遊戲玩家參與共創因素之探討：比較不同共創任務之差異

Does Different Task Matter? The Determinants of Users' Co-creation Intention to Contribute the Development of Online Games

隨著基礎建設的齊備，線上遊戲產業的產值與玩家人數大幅成長，成為不可忽視的一項新興產業。過去對線上遊戲玩家的分析，多數著重於探討玩遊戲的行為，透過計畫行為理論（TPB）、科技接受模式（TAM）分析影響玩遊戲的意圖。但遊戲設計趨向更高的開放性與互動性時，玩家行為卻從被動採用轉為主動的參與設計與共同創造；由於投入共創活動不僅仰賴參與者對創造性任務的知識基礎，更受到任務類型與社群成員的影響，因此本研究根據社會影響歷程及共同創造的特質，重新探討計畫行為理論（TPB）的適用性，並以之為基礎進一步建構共創意圖的預測因子。本研究挑選台灣具代表性之線上遊戲「魔獸世界」社群作為問卷發放基礎，回收有效樣本349份，採用結構方程式模型驗證整體模型與檢定假說，並比較六類共創任務之差異。研究發現，在反應問題與意見回饋類型的共創任務中，個人態度扮演領域相關技能與共創意圖間重要的中介角色，而社會認定之中介僅出現在參與社群討論。最後，在滿足自我需求的開創型活動中，創意自我效能感則發揮最大效果，顯示共創任務對模型影響甚鉅，是影響玩家決定是否涉入共創活動的重要關鍵。

With the popularization of network infrastructure and the acceleration of connection speed, on-line game is considered as the emerging industry in the digital era; the market share, the income and the number of player are markedly increased. The reasons that people play on-line games are crucial issues of research; most studies have focused on the adoption of entertainment-oriented technology. However, the growing trend is the increasing participation behavior that players' allow to contribute expertise on interaction platform. This study applies the theory of planned behavior (TPB) that incorporate social influences and the co-creation perspective as related constructs to predict users' intention on different tasks. The proposed model is empirically evaluated using survey data collected from 349 users representing six co-creation tasks and employing structural equation modeling methodology. The results indicate that, personal attitude is the mediator of domain-relevant skills and co-creation intention with tasks of providing suggestions and feedback. The mediating role of social identity only exists in the task of participation in discussion. The creative self-efficacy is the most important factor when players joining tasks with demand-oriented activities. Finally, theoretical and managerial implications of the findings are discussed.