影響線上遊戲網站體驗和信任相關因素之探討

網際網路科技和網路寬頻的普及，線上遊戲如春筍般的誕生，電玩業者面臨嚴厲的考驗，要了解影響線上遊戲網站因素是很重要的。所以本研究以Pine and Gilmore (1999)所提的「體驗模型」為理論基礎來探討線上遊戲網站體驗和信任的影響因素。研究結果發現特徵性、客製化和熟悉度對網站體驗分別有顯著正向影響；熟悉度和網站體驗對信任有顯著的正向影響。此結果可了解體驗模型的影響因素，除了原本的教育性和逃離現實性外，還有特徵性、客製化和熟悉度也是其影響因素，而體驗又影響信任，所以此模型多了特徵性、客製化、熟悉度和信任的構面，並且驗證本研究所提的架構而全部都得到支持。藉由本研究的探討不但可以了解玩家對於線上遊戲網站的體驗和信任，並且成功的建構「體驗模型」。本研究結果可建議電玩業者在建置線上遊戲網站時內容要呈現獨特的風格，並能讓玩家可以自行設定個人偏好的遊戲以滿足個人的需求，才能讓玩家有正向的體驗才能吸引更多的玩家信任此網站。另外，研究結果也能提供學術界後續研究方向的參考。

關鍵字

網站體驗；信任；特徵性；客製化；熟悉度

並列摘要

In recent years the prevalence of internet technology and the popularization of the wide-band network, on-line games have been newly arisen industry and become a popular pastime. The on-line game industry faces a fierce competition. Therefore it is important to understand the factors affecting the on-line game. This research is based on the theory of 'Experience Model' addressed by Pine and Gilmore (1999) to extend the factors affecting the site experience and trust. The results of study show: the web educational, escapist, characteristic, customizing and familiarity are positive effect web experience significantly. Then, the web familiarity and experience have positive significantly affect on web trust. The result has established the extended web experience model successfully. The implication of this study indicated that website industry should have the unique characteristic of web site and customization to attract the player's attention. Finally it also expects to offer the suggestions to the academic and practice for the following-up research direction.