探討食物型選物販賣機對於消費者需求動機之影響

Exploring the impact of food crane machine on consumer demand motive

近年來全台大街小巷滿街開著選物販賣機店家，更號稱為全民遊樂運動，花小額經費能獲得娛樂感，然而卻也導致不少社會問題。本研究聚焦探討食品型選物販賣機對於消費者遊玩的影響因素，從馬斯洛需求理論的觀點探討消費者對於食品型選物販賣機的娛樂動機。本研究量化研究方面採用問卷調查法，便利抽樣台南地區選物販賣機商家內消費食品類型的顧客；在質性研究方面進行半結構式訪談法，便利抽樣台南地區選物販賣機商家，將資料交叉比對，提升本研究信度與效度。研究結果顯示萃取因素的相關性為正向，而相關性較為顯著的是社群驅策與自尊驅策的相關性，顯然地在遊玩過程中，在社群中得到成就感及認同感；其中研究中含有負面的因素為成癮相關驅策，與其他需求層次皆有正相關，當中最為顯著的是社群驅策與成癮驅策，顯示在遊玩的過程中可與其他玩家交流，滿足了社交方面的需求，為了不斷在社群得到認同感，而出現成癮的現象。因此研究結果主要發現成癮現象不僅在網絡虛擬世界發生，也可因為社群等驅策關係而導致實體遊戲成癮現象的產生。未來建議相關研究更能深入探討如何防止成癮現象的產生，避免無法克制的遊戲行為產生。

In recent years, all the streets are full of crane machine in Taiwan, which is also known as the general amusement. It takes a small amount of money to get a sense of entertainment, but it also leads to many social problems. This study focuses on the factors affecting consumer choices of food crane machine, and explores the consumer's motivation for f crane machine from the perspective of Maslow's demand theory. In this study, the questionnaire survey method was used to facilitate the sampling of customers who consumed food crane machine in Tainan. In the qualitative research, semi-structured interviews were conducted to facilitate the sampling of crane machine in Tainan. Cross-matching improves the reliability and validity of this study. The results show that the correlation of extraction factors is positive, and the correlation is more significant in the correlation between community drive and self-esteem drive. Obviously, in the process of play, the sense of accomplishment and identity in the community is obtained. The negative factors are gaming disorder drivers, which are positively related to other levels of demand. The most notable ones are community drive and addiction drive, which shows that they can communicate with other players during the game and meet social needs. In order to continue to gain a sense of identity in the community, there is a phenomenon of addiction. Therefore, the research results mainly show that the gaming disorder phenomenon not only occurs in the virtual world of the network, but also the phenomenon of physical gaming disorder caused by the community and other driving relationships. In the future, relevant research is more likely to explore how to prevent the emergence of addiction and avoid uncontrollable game behavior.