應用Kano品質模型探討不同人格特質玩家對多人線上戰鬥競技場手機遊戲品質需求探討

Applying Kano model to explore the quality requirements of Multiplayer Online Battle Arena of game players with various personalities

本研究目的在找出影響玩家對多人線上戰鬥競技場（Ｍultiplayer Online Battle Arena; MOBA）手機遊戲設計的魅力品質因子，以符合消費者的需求、達到滿意度的有效提升。研究引入品質管理Kano品質模型的回歸分析模式，探討品質因子對於MOBA手遊玩家滿意的影響模式與程度，其中重要度排序為社交性>使用性>感官性>遊戲性，社交性因子為魅力的品質，使用性、感官性、遊戲性為必要的品質。研究同時藉由五大人格模式（Big five personality factor model; FFM）的應用，探討不同人格特質的MOBA手遊玩家在滿意度評價和品質分類的差異性，其中經驗外向型玩家重視遊戲帶來的正面情緒與遊戲經驗，強調視覺效果與使用簡便等品質項目，親切穩定型玩家重視與團隊合作有關的品質項目，休間娛樂型玩家重視遊戲的感官視覺等品質項目，強調個人的感覺與情緒。

The objective of this study is to identify the attractive quality factors affecting MOBA (Multiplayer Online Battle Arena) game design, thus meeting consumers' requirements and effectively improving their satisfaction. This study introduced the regression analysis mode of Kano quality model, explored the influence mode and degree of quality factors on MOBA players' satisfaction, the order of importance is social > usability > sensory > playability. The social factor is the quality of charm. Usability, sensory and playability are the necessary quality. The study also explored the differences of satisfaction evaluation and quality classification among MOBA mobile game players with different personality traits through the application of FFM (Big Five Personality Factor Model). Experience extroversion players attach importance to positive emotions and game experience brought by the game, quality items such as visual effect and ease of use. Agreeableness stability players attach importance to quality items related to team cooperation. Leisure and entertainment players attach importance to quality items such as sensory vision of the game, personal feelings and emotions.