解析與應用遊戲心流理論於超休閒遊戲滿意度之研究

當遊戲朝擬真與虛實整合發展的同時，「超休閒遊戲」也迅速崛起，儼然成為遊戲界的珍珠，然而相關研究相對稀少，因此亟需對超休閒遊戲進行深入探討。為解析「超休閒遊戲」的特徵因素與不同玩家涉入的滿意度差異，本研究透過三位遊戲專家體驗高人氣超休閒遊戲並解構其特徵因素，歸納分析470則「玩家評論」探討「超休閒遊戲」之玩家主觀意見，並應用「遊戲心流理論」以問卷調查501位遊戲玩家，探討超休閒遊戲之心流滿意度。研究發現：（一）高人氣的超休閒遊戲具有多項背景特徵，包含：平均4.28分高滿意度評價、全部（100%）超休閒遊戲皆提供免費下載與安裝、以所有年齡層（72.34%）為主要目標市場與遊戲安裝容量在100MB以下（97.87%）為主。（二）高人氣超休閒遊戲具有多種設計特徵為：以「無劇情」（91.49%）、「微創新」（44.68%）為主要創意來源、「簡易」級別（65.96%）、60秒遊戲關卡（74.47%）、「3D低多邊形」美術風格（48.94%）、「多種角色」（87.23%）、「多種場景」（91.49%）、與以「時機」機制為主（44.68%）的遊戲設計方法。（三）超休閒遊戲獲利關鍵：善用社群平台主動推播行銷（71.7%），與在遊戲中設置「激勵性廣告」（100%）與「強迫性廣告」（97.87%）為目前超休閒遊戲的二個關鍵營銷方法。（四）玩家遊戲評論：玩家主要評論聚焦在「遊戲關卡設計」、「廣告呈現方式」與「遊戲整體評價」三個面向，主要建議以「廣告太多，希望可以減少廣告會更吸引人」為主。提出正面評論者次之，正面意見為「遊戲很棒、很好玩、超級有趣、很享受、很喜歡」。（五）超休閒遊戲可由五個遊戲心流構面組成：目標與挑戰、操控與專注、融入、技能、廣告與回饋等五項。（六）不同遊戲玩家涉入存在遊戲心流體驗認知差異：應用遊戲心流理論發現，玩家對超休閒遊戲的整體心流滿意度為3.78，明顯低於高人氣超休閒遊戲的整體滿意度4.28，且高涉入遊戲玩家在遊戲心流五項維度的滿意度明顯高於中、低遊戲涉入玩家的心流認知。

關鍵字

超休閒遊戲；遊戲心流理論；心流滿意度；特徵因素；玩家評論

並列摘要

While the game industry is developing for realistic and virtual integration, hyper casual games are also rapidly emerging and becoming a new star. However, related research is rare. Therefore, it is necessary to explore the hyper casual games in-depth. To analyze the characteristic factors of hyper casual games and the difference in satisfaction of different player involvement. This study invites three game experts to experience highly popular hyper casual games and deconstruct their characteristic factors. Summarize and analyze 470 reviews to explore the subjective players' opinions. Then, the GameFlow theory is applied to survey 501 gamers to explore the flow satisfaction of hyper casual games. The study founds: (1) The highly popular hyper casual games possess several background characteristics, including an average of 4.28 points of a high satisfaction rating, and all (100%) hyper-casual games provide free download and installation. The main target market is all age groups (72.34%). The installation capacity is mostly below 100 megabytes (97.87%). (2) The highly popular hyper casual games have various design features: "No plot" (91.49%), "Micro-innovation" (44.68%), "Easy" level (65.96%), 60-second per level (74.47%), "3D low-poly" art style (48.94%), "multiple characters" (87.23%), "multiple scenes" (91.49%), and "timing" mechanism (44.68%). (3) The key to the profitability of hyper casual games: Make good use of social platforms to actively promote marketing (71.7%), and set "incentive advertising" (100%) and "compulsive advertising" (97.87%) in the game are two key marketing methods for hyper casual games. (4) Player reviews: Players' comments focus on three aspects: "game level design", "advertising presentation method" and "overall game evaluation". The main suggestion is "too many advertisements, less advertisement creates more engaging games". The second most positive comment is "the game is great, it's fun, it's super fun, I enjoy it, I like it". (5) By factor analysis, this study found that the "hyper casual game flow" can be composed of five new component aspects: clear goals and challenge, control and concentration, immersion, skills, and advertisement & feedback. (6) Players' overall satisfaction with hyper casual games is 3.78 by game flow theory, which is significantly lower than that of highly popular hyper casual games at 4.28, and the satisfaction of high player involvement in the five dimensions of game flow is significantly higher than medium and low players involvement.

並列關鍵字

hyper casual games ； Gameflow theory ； flow satisfaction ； characteristic factors ； player review

參考文獻

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