- 期刊
探討手遊玩家在付費取勝之課金運作模式
Investigate on the Monetization Model of Pay-to-Win Mechanisms Among Mobile Gamers
摘要
市面手機遊戲行銷大以免費遊玩的方式先吸引玩家，再透過「微交易」或直接購買「硬貨幣」手段，藉以獲得能夠提升競爭優勢的遊戲寶物，導致玩家落入付費取勝的思維模式。官方也透過不斷推出遊戲寶物產生獲利。在求勝心驅使下課金成為玩家的消費壓力，並影響遊戲體驗的感受。為此，本研究之目的是探討「付費取勝」形成模式與課金運作機制，如何對於購買意願與遊戲體驗影響。研究方法採用量化方式，先以文獻相關論點歸納出「玩家購買意願」與「遊戲交易機制」兩個主構念與六個子構念進行設計問卷；並針對「死亡愛麗絲」的手機玩家為對象進行問卷調查。共回收有效樣本356份數據以SPSS進行ANOVA驗證分析後；提出以下5點結論：1.付費取勝是一種連動循環模式；2.課金與不課金的玩家在對價關係與支持度上明顯具不同；3.戰力指數與課金程度互相作用影響玩家取勝與公平性的心態；4.高課金玩家對維持遊戲優勢的傾向越高；5.遊戲資歷與課金的金額影響遊戲體驗。針對不同戰力指數的玩家，給予適當的寶物與交易機會要避免競爭優勢的過度落差，才能維持良好遊玩體驗。
並列摘要
The mobile gaming market attracts players with free gameplay and then entices them with "microtransactions" or "virtual currency" purchases for in-game treasures that enhance competitive advantages, fostering a "pay-to-win" mindset. Developers profit by continuously introducing these treasures, pressuring players into making purchases and impacting their overall gaming experience. Therefore, the purpose of this study is to explore the formation of the "pay-to-win" model and the operational mechanisms of in-game purchases, and how they affect purchasing intentions and gaming experiences. The research employs a quantitative approach, first synthesizing arguments from relevant literature to design a questionnaire with two main constructs and six sub-constructs: "player purchasing intentions" and "gaming transaction mechanisms." The survey is conducted among mobile gamers of "SINoALICE," yielding 356 valid responses. After conducting ANOVA verification analysis using SPSS, the following five conclusions are drawn: 1. Pay-to-win is a cyclical model; 2. Paying and non-paying players show distinct differences in their perceptions of value and support.; 3. The interaction between combat power and spending habits influences players' attitudes toward winning and fairness; 4. High-spending players maintain a competit; 5. Gaming experience is influenced by both cumulative playtime and the amount spent. To maintain a positive gaming experience for players with different combat power levels, appropriate opportunities for acquiring treasures and engaging in transactions should be provided to avoid excessive disparities in competitive advantages.