線上遊戲中轉蛋抽取的消費者行為探討

在智慧型手機日益普及的如今，極大的刺激了APP的快速發展，導致用途早已不再侷限於商務或傳遞消息，更是融入了大眾的日常生活之中。因此，以智慧型手機下載遊戲APP來玩線上遊戲，已成為了許多人日常消遣的一部分。然而，線上遊戲的商業模式中，多數以免費遊玩的方式來吸引玩家。然後，再推出各式虛擬寶物、時裝來刺激玩家想要獲得的慾望，並限定只能以所謂的轉蛋機制來取得，以此為其主要的營利來源。然而，轉蛋機制存在著很大的消費陷阱，以至於在日本有未成年消費者花費數十萬元日幣來抽取某項指定物件，而引起日本政府機構的關注並且立法限制。然而，目前在台灣也有消費者為某項指定物件花費數萬元的抽取費用。因此，本研究利用問卷調查和層級分析法來探討手機遊戲的轉蛋的選擇要因及其權重，進而設計出兩套轉蛋的評價試算表，以供遊戲玩家評估其欲抽取的轉蛋的價值，以減少陷入消費陷阱。

關鍵字

轉蛋機制；線上遊戲；消費者行為； AHP層級分析法；消費陷阱

並列摘要

The smart phone and Tablet PC are increasingly popular nowadays, greatly enhancing the rapid development of APP software. As a result, the applications of the former APP software are not only business utilities or conducting delivery of information, but also merged into the public's daily life. Therefore, to download APP games for playing using smart phone has become a part of the daily recreations for numerous people. However, in the business model of mobile games, most of ways to attract players are free plays, and then stimulating the desires of the players through introduction of all kinds of treasures, fashions in virtual reality, especially using the so-called Gacha (Gashapon machines) mechanism to obtain more profits. They have been more and more prevalent due to its circulation mechanism, and even many people can spend hundreds of thousands Japanese yens to extract Gache in Japan, which causing the highly pay attention by government agencies and taking actions of legislative restrictions. In Taiwan, a lot of people spent tens of thousands NT dollars for one specified Gache. Therefore, this study explores the mobile phone games how to attract players to spend money to extract using the exportor's questionnaires and analytic hierarchical process (AHP). Moreover, in this study, we present two evaluation charts for Gache selection. We hope that players can use those charts to evaluate the Gacha they would like to extract and cut down valueless Gacha to prevent consumption traps.

並列關鍵字

Gacha Mechanism ； Online Game ； Consumer Behavior ； Analytic Hierarchy Process ； Consumption Trap

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線上遊戲中轉蛋抽取的消費者行為探討

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