從區位理論探討線上遊戲與行動遊戲之競爭――由消費者角度分析

A Niche Analysis on the Competition between Online Games and Mobile Games

本研究旨在探討兩種遊戲平台間的競爭情形，以消費者資源角度出發，利用區位理論來分析線上遊戲與行動遊戲平台之區位寬度、區位重疊度與區位優勢。本研究採用網路問卷調查法，訪問擁有兩種遊戲平台之遊玩經驗者，回收共 967 份有效問卷。本研究將消費者資源面向分為「便利性」、「易用性」、「社交性」與「沉浸經驗」。研究結果發現兩種遊戲平台在不同的消費者資源面向中各自具有優勢，能夠互補缺陷，在遊戲市場中共生共存。

The purpose of this study was to examine the competition between online gaming platforms and mobile gaming by using niche theory to analyze the niche-breadth, niche overlap, and niche advantages of the two platforms. Data were collected from an online survey with 967 respondents who have both online game and mobile game experiences. The results showed that the two game platforms have their own advantages in different consumer resources. Implications for research and practices are discussed herein.