台灣地區線上遊戲者人格特質與忠誠度關聯研究：需求內容為干擾

線上遊戲的出現，突破人與人之間的藩離，替遊戲產業造就廣大商機。線上遊戲具備娛樂、分享、社交等特性，對社會大眾充滿魅力，維繫成員對線上遊戲的忠誠並了解可能影響的原因成為遊戲業者的重要課題。本研究目的在探討人格特質與忠誠度關聯性，並以需求內容為干擾。研究對象為線上遊戲使用者，資料收集以便利抽樣方式，有效問卷共427份。研究對象分為多人線上遊戲、社群遊戲、線上賭博遊戲與線上小遊戲，分析結果指出以多人線上遊戲與社群遊戲有最多玩家使用。本研究運用階層迴歸分析，並透過分析結果，發現使用線上遊戲者若具備外向型、和諧型或創新型人格特質，與其忠誠度為正向相關，另外，需求內容也會對外向型與創新型人格特質線上遊戲使用者產生干擾作用。本研究最後根據研究結果提出對學術與實務的建議。

關鍵字

線上遊戲；人格特質；需求；忠誠度

並列摘要

As online games appear, they lessen the distances between different people. Moreover, they create a huge market for the game industry. Online games provide various functions such as entertainment, sharing, and sociality. It is very important to understand the determinants of loyalty, both as a business topic and as a discussion topic generally. This research focuses on exploring the relationship between personalities and loyalties. The hierarchy of needs will be used as a moderating variable in this research. In the research, MMORPG games, social website, gambling online games, and simple online games. From this result of analysis, there are much more online gamers have played MMORPG games and social websites games. Linear regression method is adapted for data analysis. The results show positive relationships between loyalties and extroversive, agreeable, innovated personalities. The results also point out that content of need plays a moderating role on one's loyalty as one who has extroversion or innovated personality. According to the results, a number of suggestions are given to academics and practitioners.