手遊玩家之涉入與動機對遊戲體驗及續玩意願影響之研究

A Study on the Impact of Mobile Game Players' Involvement and Motivation on Game Experience and Continuous Gameplay Intention

手機遊戲已成為遊戲產業的主要推動力，其在經濟方面產生了巨大的影響。隨著智能手機的普及，手機遊戲市場迅速擴大，其收入主要來自於遊戲的下載、內購、廣告和贊助等多元管道。全球手機遊戲產值已突破數十億美元，持續呈現增長趨勢。在手機遊戲產業中，許多遊戲商著重吸引新玩家，提供各種促銷活動以促使人們下載應用程式，刺激玩家參與手機遊戲，強調遊戲初期的玩家成長率，卻忽略了手機遊戲玩家對其他有形和無形價值以及續玩意願的維繫。實際上，對手機遊戲產業而言，玩家遊戲體驗及續玩意願的維繫實有其必要性。
本研究旨在了解手機遊戲玩家的遊戲涉入、遊戲動機對遊戲體驗與遊戲關係持續意願的影響。透過對曾在過去三個月內玩過手機遊戲的台灣受訪者進行網路問卷調查，研究結論與發現重點包含：
1.有效掌握遊戲體驗是成功的關鍵。
2.遊戲涉入和遊戲動機缺一不可，而遊戲涉入的掌握更是玩家續玩意願的重要關鍵。

Mobile games have become a major driving force in the gaming industry, exerting a significant impact on the economy. With the widespread adoption of smartphones, the mobile gaming market has rapidly expanded, with revenue generated from diverse channels such as game downloads, in-app purchases, advertisements, and sponsorships. The global value of the mobile gaming industry has surpassed billions of dollars and continues to show a growth trend. In the mobile gaming industry, most game developers often focus on attracting new players, offering various promotional activities to encourage app downloads and stimulate player engagement, emphasizing the initial player growth rate. However, they may ignore the importance of maintaining tangible and intangible values and the continued willingness of mobile gamers to play. In reality, sustaining player gaming experiences and continued willingness to play are essential for the mobile gaming industry.
This study aims to understand the impact of mobile gamers' game involvement and game motivation on their gaming experiences and willingness to continue gaming relationships. Through an online survey conducted with Taiwanese participants who have played mobile games for more than three months, the key findings and conclusions are highlighted:
1.Effectively mastering the gaming experience is crucial for success.
2.Both game involvement and game motivation are indispensable, with a particular emphasis on mastering game involvement as a key factor in sustaining players' willingness to continue playing.