應用階層迴歸分析電競遊戲觀賞後之行為意圖影響因素

Analysis on the influence factors of behavior intention after viewing of esports games by using hierarchical regression

近年來電競遊戲已成熱門話題，各國年產值不斷增加，而台灣亦列為正式亞運競賽項目，相關遊戲廠商相繼辦理大型電競比賽，以提供消費者觀看及參與討論，以行銷自家電競遊戲產品，因此本研究主要目的為瞭解大學生消費者參與電競遊戲觀賞後之行為及影響因素，以曾經觀賞過電競遊戲之觀賞者為研究對象，採立意抽樣進行網路問卷調查，共計回收180份，有效回收168份。所得資料經描述性統計及階層迴歸分析等方法進行分析，所得結果如下：1.電競遊戲之觀賞者以男性、觀看電競遊戲影片頻率月每天至少1次、平均每月電競遊戲消費金額以無消費最多。觀賞者最常觀賞之電競遊戲以Dota2最多。2.引發大學生主動觀賞電競遊戲主要為娛樂動機，而觀賞後主要獲得思考體驗之感受最高，且經由觀賞遊戲後認知最多功利價值，而未來以主動關注的行為意圖最高。3.大學生觀賞電競遊戲之參與動機可正向影響行為意圖。4.大學生觀賞電競遊戲後，其觀賞體驗與知覺價值可正向影響行為意圖。最後，根據研究結果提出相關建議，供電競遊戲產業參考。 In recent years, e-sport games have become a hot topic and increasing the annual output value of various country. A lot of game manufacturers successively handled large-scale e-sports competitions to marketing their own e-sports game products and beside provide consumer viewing and discussions about the e-sport video. Therefore, the main purpose of this study try to explore the behaviors of viewing and influencing factors of college students' after watching e-sports game video. The research subjects were the users who have viewed the video of E-sports game before, used the purposive sampling method to distribute surveys online, 180 questionnaires out of 168 were completed. The data obtained were analyzed by descriptive statistics and hierarchical regression analysis. The results of this study are as follows: 1. Most viewers of E-sports game video are male, the frequency of viewing is at least once a day, no income and the most frequently in watched e-sports games video was Dota2; 2. ''Entertainment'' is the mainly motivation impact the college students to actively watching the e-sports games. The viewers have the deepest feeling on ''think experience'', deepest feeling on ''utilitarian value'' and deepest feeling of behavioral intention in focus on future information; 3. The motivation of E-sports game video viewers positive impact on behavior intention; 4. After viewing the E-sports game video, the viewing experience and perceived value can positively influence the behavioral intention. Based on the results, the suggestions for further studies were offered to the competition game industry and related research as a reference.