影響MMORPG玩家持續參與之因素──比較不同收費機制之研究

Research on MMORPG Players’ Playing Motivation: A Comparison of Online Game Business Models

線上遊戲是近年來相當受歡迎的網路娛樂活動之一，遊戲業者紛紛推出豐富的遊戲類型與收費機制來吸引玩家。然而根據資策會產業情報研究所於2010年的調查指出，有高達八成的玩家對於線上遊戲的外掛濫用、玩家素質過低等問題感到不滿；調查中也發現玩遊戲越久，參與的頻率、時間與花費都會增加，但玩家參與的遊戲款數不變，可見遊戲除了要有吸引力外，能否使得玩家願意長期參與更為重要。為探討上述議題，本研究從個人動機與遊戲環境兩面向，探討影響玩家持續參與遊戲之因素，並討論不同收費機制可能產生的影響。研究結果顯示，除「成就性」外，個人動機與遊戲環境之因素皆會影響持續參與。玩家素質、公平性以及遊戲過程中能否獲得愉快的感受，是影響玩家持續參與遊戲之重要因素。而在不同的收費機制下，玩家重視之因素也有所不同，遊戲公司應配合遊戲的營運模式，調整合適於該玩家族群的遊戲內容與經營策略。

Online game has become a really popular computer entertainment in recent years; players nowadays have more choices in game types and payment methods. According to the report of MIC in 2010, 80% of online game players still are unsatisfied with the services provided by the vendors. The report also indicates that the longer a player spends time in a certain game, the more he/she would stick with it, and eventually leads to a potential profit. Therefore, players’ continuance intention has become more and more important for practitioners. To better understand players’ continue usage motivation of online games, we utilized personal game motivation and game environment as the determinants of continuance motivation, and analyze the differences of online game participation models. The results show that all factors, except for achievement, have influences on players’ motivation to play the online game continuously. Player quality, fairness, and enjoyment are the top three important factors. Additionally, the factors effects on continuance intention are different with participation models. Furthermore, practitioners should adjust business strategies with different participation models.