- 學位論文
遊戲玩家人格特質與遊戲相關花費之影響：以行為意圖為中介變數
The Influence of Game Players’ Personality Traits on Game-related Spending：Behavior Intentions as a Mediator
摘要
電子遊戲產業的發展持續增長，尤其經過疫情的影響，電子遊戲已融入我們的生活之中，給予人們不一樣的感受與體驗。遊戲的購買與內部儲值服務成為現今社會遊戲玩家在生活中主要消費的項目，未來還有持續發展的趨勢，為遊戲產業帶來更大的商機。 本研究使用問卷調查法的方式來蒐集資料，透過因素分析與迴歸分析來了解遊戲玩家之人格特質與涉入程度對實際花費的影響，研究發現人格特質之外向性與涉入程度對行為意圖有正向的影響，外向性或是涉入程度較高的遊戲玩家較會分享與推薦遊戲，而人格特質之友善性與嚴謹性、涉入程度與行為意圖對實際花費有影響，廠商可以針對友善性較低或嚴謹性較高的遊戲玩家提供購買方案或是提高玩家的涉入程度與行為意圖，皆能提升對電子遊戲相關的實際花費。
並列摘要
The development of the electronic game industry continues to grow, especially after the impact of the COVID-19 pandemic, electronic games have been integrated into our lives, giving people different feelings and experiences. Game purchases and internal value-added services have become the main consumption items of game players in today’s society. There will be a continuous development trend in the future, bringing greater business opportunities to the game industry. This study uses questionnaires to collect data, and uses factor analysis and regression analysis to understand the impact of game players’ personality traits and involvement on actual spending. The study found that personality traits such as extroversion and involvement have a positive impact on behavior intentions. Game players with extraversion or higher involvement are more likely to share and recommend games, while the agreeableness and conscientiousness of personality traits, involvement, and behavior intentions have an impact on actual spending. Manufacturers can target gamers with lower agreeableness or higher conscientiousness offering purchase options or increasing player involvement and behavior intentions can increase actual spending on electronic games.