手機遊戲付費動機之研究──以博弈類為例

"憑藉著高性能智慧型手機的廣泛使用，廉價吃到飽網路資費的普遍流行，以及 宅經濟的高速發展，手機遊戲儼然成為現代人釋放生活壓力、消磨零碎時光最重要的娛樂工具之一。本研究主要針對博奕類手機遊戲玩家，採用動機理論，深入探討社交面、財務面與心理面等三方面動機，對玩家進行遊戲的態度，與玩家付費的意願之影響。配合博奕類手機遊戲透過網路進行的特性，本研究採用網路問卷型式發放。本研究採用SPSS 22.0統計軟體進行分析。研究結果顯示，博奕類收機遊戲玩家以31至40歲、大學以上教育程度之男性為主。社交面、財務面與心理面動機對於玩家持續進行遊戲態度與付費態度皆有正向影響；而迴歸分析結果顯示，心理面動機中的心流體驗與逃避主義對遊戲繼續進行有顯著影響，財務面以及社交面動機則對付費態度有顯著的影響。最後依據研究結果提出具體實務建議，提供博弈類手機遊戲業者進行研發與營運之參考依據。"

"With the global spread of smartphones and wireless internet, mobile games have emerged as a ubiquitous form of entertainment for people of all ages. This study applies different motivation theories to users of mobile gambling apps to investigate the influence of the social, financial, and psychological motivations on players’ attitudes towards continued game use and intention to make in-game payments. Due to the online nature of the targeted activity, research was conducted via online questionnaire, using SPSS Statistics V22.0 for statistical analysis. Responses to an online questionnaire showed that mobile gambling app users were predominantly male, 31 to 40 years old and well educated. Among psychological motivations, flow experience and escapism were positively correlated with continued usage intention, while financial and social motivations were significantly associated with propensity to make ingame payments. Based on the findings, this study offers practical suggestions for the design and operation of gambling apps."