PC版線上遊戲之體驗價值、消費動機與再購意願之研究

現今資訊發達的時代，家用電腦相當平凡普及，幾乎是家家戶戶都有一台電腦。這也造就電腦娛樂方面的發展迅速，除了能夠尋求歡樂，也能在網路上結交到志同道合的朋友，因此現代人對電腦的依賴性越來越高，各大線上遊戲廠商當然不會錯過這龐大的商機，因此紛紛投入這塊市場，想要分食這塊大餅。而如何讓玩家獲得良好的遊戲體驗，這也是對遊戲公司的一大考驗，如何讓玩家在遊玩後獲得滿足感，使玩家想要消費，並且讓玩家願意持續消費。本研究採用網路問卷調查法，以便利抽樣方式，共取得有效問卷257份。以描述性統計、獨立樣本t檢定、單因子變異數分析以及迴歸分析進行資料處理與分析。根據研究顯示:不同的背景變項在消費動機、體驗價值與再購意願上有顯著相關，體驗價值與消費動機對於再購意願上有顯著差異，而其中於消費動機最具影響力，因此廠商需要吸引玩家的目光，刺激玩家的消費，讓消費者認為花錢在上面是值得的。

關鍵字

線上遊戲；體驗價值；消費動機；再購意願

並列摘要

In today's information-advanced era, home computers are fairly ordinary and popular, almost every household has a computer. This also creates the rapid development of computer entertainment, in addition to being able to seek joy, but also to make like-minded friends on the network, Therefore, people are more and more dependent on computers, the major online game manufacturers will certainly not miss this huge business opportunity, so they have invested in this market, want to eat this cake. how to let players get a good game experience, this is also a big test for the game companys, how to allow players to get satisfaction after the play, the players want to consume, and let the players are willing to continue spending. In this study, 257 valid questionnaires were obtained by means of online questionnaire stouspen to Convenient sampling. Data processing and analysis are carried out with descriptive statistics, independent sample t test, one-way ANOVA analysis and regression analysis. According to studies: a different background variables have a significant correlation in the consumer motivation, experience value and repurchase intention. Experience value and consumer motivation for significant differences on repurchase intention, of which the most influential consumer motivation, so companies need to attract the attention of players to stimulate consumer players, so that consumers think are worth spending money on it.