線上遊戲玩家心理所有權內涵及對電子忠誠度和消費意願的影響研究

A Study on the Implications of Psychological Ownership for Online Game Players and Its Impact on E-Loyalty and Purchase Intention

本研究採用定性與定量相結合的混合研究法，探討遊戲玩家心理所有權的概念內涵、形成路徑，以及對電子忠誠度和消費意願的影響。研究一透過對15名遊戲玩家深度訪談，發掘遊戲玩家心理所有權概念特徵，發現遊戲玩家心理所有權涵蓋遊戲體驗（EPO）和遊戲產品（PPO）兩個層面。研究二對407名遊戲玩家進行問卷調查，採用結構方程模型對遊戲體驗心理所有權（EPO）和遊戲產品心理所有權（PPO）的形成路徑進行檢驗，並探究EPO和PPO對遊戲玩家電子忠誠度和消費意願的影響。結果發現，自我投入僅促進EPO，控制和親密瞭解均會促進EPO和PPO，電子忠誠度在EPO和PPO對消費意願的影響起有效中介作用。

This study adopts a mixed-methods approach, combining qualitative and quantitative research, to explore the conceptual connotations and formation paths of psychological ownership among online game players, as well as its impact on e-loyalty and purchase intention. Study 1, through in-depth interviews with 15 online game players, identified the conceptual characteristics of psychological ownership and revealed that it encompasses two dimensions: gameplay psychological ownership (EPO) and game product psychological ownership (PPO). Study 2 conducted a questionnaire survey with 407 online game players and employed structural equation modeling to test the formation paths of EPO and PPO, and to investigate their effects on e-loyalty and purchase intention. The results indicate that self-investment promotes only EPO, while control and intimate knowledge promote both EPO and PPO. Furthermore, e-loyalty mediates the effects of EPO and PPO on purchase intention.