手機遊戲使用者的心流體驗對手機遊戲功能購買意圖的影響：以忠誠度為中介變項

心流體驗是現代遊戲玩家強化衍生商品購買意圖的重要影響因素。為了理解心流體驗與手機遊戲功能購買意圖之間的關係，本研究以忠誠度作為中介變項，探討兩者之間的關聯性。本研究採用問卷調查法進行資料收集。總計回收 462 份有效問卷，並以相關分析、迴歸分析、獨立樣本t檢定和單因子變異數分析等統計方法進行資料分析。研究結果顯示，心流體驗確實對手機遊戲功能購買意圖有正向且顯著的影響。進一步分析發現，忠誠度在心流體驗與手機遊戲功能購買意圖之間扮演中介角色。由研究結果可見，遊戲公司應重視消費者的心流體驗與忠誠度，以提升遊戲玩家的手機遊戲功能購買意圖。

關鍵字

手機遊戲；心流體驗；忠誠度；購買意圖；滿意度

並列摘要

The flow experience is a significant factor influencing modern gamers' intentions to purchase derivative products. To understand the relationship between flow experience and the intention to purchase mobile game features, this study examines loyalty as a mediating variable. A questionnaire survey was employed to collect data, resulting in 462 valid responses. The data were analyzed using correlation analysis, regression analysis, independent sample t-tests, and one-way ANOVA. The results indicate that flow experience has a positive and significant impact on the intention to purchase mobile game features. Further analysis reveals that loyalty acts as a mediator between flow experience and purchase intention. The findings suggest that game companies should prioritize enhancing consumers' flow experiences and loyalty to increase the likelihood of purchasing mobile game features.