線上遊戲引進置入性行銷後遊戲公平性問題對遊戲玩家罷玩傾向之影響

目前由於寬頻網路環境、技術與品質已臻至成熟，強調即時互動的線上遊戲儼然成為網路創新服務焦點最熱門之首選。以線上遊戲相關產業廠商所處競爭激烈的環境而言，遊戲廠商無不想盡辦法增加營收以維持企業存續。近期在台灣，Facebook網站與可口可樂公司美粒果品牌飲料的兌換經驗值型態之置入性行銷獲利模式受到各界的矚目。這樣的行銷方式也對玩家消費行為與遊戲產業相關領域帶來了前所未見的衝擊與挑戰，其中最為廣泛討論者以遊戲公平性莫屬。本研究目的主要在於分析玩家在消費兌換經驗值型的置入性行銷型的線上遊戲中對遊戲公平性的看法及其罷玩傾向的變化，並且分析不同的人口統計變項對置入性行銷方式的線上遊戲其認知、情感及行為意向的影響。研究以Facebook網站「開心農場」之玩家為對象，回收有效問卷915份。經由研究結果發現，本研究不僅能對置入性行銷型線上遊戲玩家在消費行為上的釐清，也對線上遊戲業者行銷手法提出具體的建議。

關鍵字

線上遊戲；置入性行銷；遊戲公平性；遊戲罷玩；罷玩傾向

並列摘要

At present, because the technology of the broadband network environment have reached maturely to everyone, the on-line games which the emphasizing immediate interaction have became the most popular and first choice of network innovation service. The game manufacturers do everything possible to increase the earning than maintain the enterprise to last. In the near future in Taiwan, Facebook website and the Coca Cola Company US grain of fruit brand drink's exchange empirical value state posts the marketing profit pattern to receive the attention from all walks of life. Such marketing way also before playing the family consumer behavior and the game industry related domain has brought the impact which and the challenge has not seen. And the most widespread discusser is game fairness. This research goal mainly lies in the analysis to play the family, in the expense exchange empirical value posts in the marketing on-line game and plays the tendency to game fairness view the change. The research ''the happy farm'' plays the family take the Facebook website as the object, estimate recycling effective questionnaire 1000. The hope by way of the research discovery, this research can not only enter the opposition marketing line upstream playing family's in consumer behavior defining clearly, but also gain the sells technique to on-line game entrepreneur to put forward the concrete proposal.