電子遊戲玩家遊戲沉浸及涉入對於電競產品購買意願影響之研究──以遊戲玩家型態為干擾變數

A study on the Impact of Video Game Players' Game Flow and Involvement on Purchase Intention of e-Sports Products: The Moderating Effect of Player Types

電子遊戲產業是近年來快速發展的新興產業之一，隨著電子遊戲的種類與玩家日益增長，許多嶄新的電子競技相關產品也順應而生，包含電競滑鼠、滑鼠墊、電競耳機、電競手機、電競電腦…等，這類產品標榜著可提供玩家更高的效能與更精細的操作，受到電子遊戲玩家的青睞。
本研究探討不同的電子遊戲玩家型態（一般玩家/職業玩家）下，電子遊戲玩家的遊戲沉浸及遊戲涉入程度是否為影響電競產品購買意願之關鍵因子。本研究將針對電子遊戲玩家（包含一般玩家/職業玩家）做為研究對象，對於研究對象進行網路問卷的施測，主要以結構方程式模式（Structural Equation Modeling, SEM）為主要資料分析方法，並以Lisrel和SPSS作為資料分析工具，研究發現如下：
1.不論哪種類型的電子遊戲玩家，其中心性-涉入程度均不會對電競產品購買意願產生影響。
2.職業玩家的吸引力-涉入程度對於電競產品購買意願的影響甚鉅。
3.一般玩家的自我表達-涉入程度對於電競產品購買意願的影響，相對大於職業玩家。
4.電子遊戲一般玩家的遊戲沉浸程度對於電競產品購買意願的影響，遠大於職業玩家遊戲沉浸程度對其購買意願的影響。

The video gaming industry has rapidly emerged as one of the fastest-growing industries in recent years. As the variety of games and the number of players continue to increase, numerous innovative eSports-related products have been introduced to the market. These include gaming mice, mousepads, gaming headsets, gaming smartphones, gaming computers, and more. Such products claim to offer players higher performance and more precise controls, making them highly favored by gaming enthusiasts.
This study explores whether the degree of game immersion and game involvement of different types of video game players (casual players/professional players) are key factors influencing their willingness to purchase eSports products. The study targets video game players (including both casual and professional players) as its subjects, utilizing an online questionnaire survey for data collection. Structural Equation Modeling (SEM) serves as the primary data analysis method, with Lisrel and SPSS as analytical tools. The key findings are as follows:
1. Regardless of the type of electronic game player, centrality-involvement does not significantly influence their willingness to purchase eSports products.
2. The attraction-involvement of professional players has a significant impact on their willingness to purchase eSports products.
3. Self-expression involvement of casual players influences their purchase intentions more than that of professional players.
4. The degree of game flow among casual players has a greater effect on their willingness to purchase eSports products compared to professional players.