網頁遊戲玩家購後感受之研究

A study of the post-purchase feelings of web game players

本研究以網頁遊戲《仙俠道》瞭解臺、陸玩家之遊戲體驗與消費心理，分析影響玩家消費之因素。首先透過深度訪談一位資深臺灣玩家，探詢大陸伺服器開發商與臺灣伺服器代理商之經營手法。其次，研究者訪談四位線上玩家，包括低階消費者、中階消費者、高階消費者，藉由網路民族誌法與深度訪談法資料搜集，瞭解玩家遊戲消費之心理因素，及消費後遊戲體驗之影響。最後，對於網頁遊戲業者提出建議。研究者建議，業者應打造在地化商品，提升玩家之地域性認同感。對於低戰力的玩家，採用以高帶低的策略，並給予不同類型玩家不同的任務及定位的選擇。此外，應建立良好雙向溝通管道，落實客戶服務。遊戲業者應創新劇情內容，以劇情引導玩家對遊戲著迷，而非用購買裝備快速取得戰力。

The study is to understand the gaming experience and consumer psychology of the players in Taiwan and China through the web game ＂Xian Xia Dao＂. The researchers interview with a veteran Taiwanese player, try to probe business models of the agents of both sides. In order to understand the Taiwan players' psychological factors and the effect of after-game experience, the researchers interview four online players in Taiwan, including low-end, mid-level and high-end consumers, through netnography and interview method to collect data. Finally, the researchers give the web game operators some advices. The researchers suggest that the operators should develop local game to raise the identification of local players. Utilize high-keep-low stratgy to hold low combat power players. Offer different players different choices of mission and position. Furthermore, build up two-way communication chanel and implement good customer service. The game operators should innovate plots of the game to attract players fasinating in game, instead of getting combat power with money.