社群網頁遊戲玩家之價值結構與群眾

The Structure and Cluster of Value in Social Network Games

林裕淩(Yu-Ling Lin) ； 林鴻文(Hong-Wen Lin) ； 姜又文(You-Wen Jiang)

《行銷評論》 12卷3期 (2015/09) Pp. 263-287

摘要

本研究以社群網頁遊戲玩家觀點，探究並建構玩家的“遊戲屬性－個人結果－目標價值”之價值結構、玩家價值群聚（value cluster），以及各要素間之關聯性與相互影響程度。研究顯示，玩家透過社群互動、模擬情境、任務設計與動畫效果等遊戲屬性，獲得增進朋友情誼、挑戰任務與關卡、舒壓放鬆與增加遊玩動機等個人結果，並追求享樂人生、成就感、安全感與溫暖的人際關係等目標價值。另外，玩家所產生的4個價值群聚，以享樂人生群聚最為玩家所著重，其次為成就感群聚。而要素間之關聯與影響各有其不同程度顯著。這些研究發現不僅有利於遊戲開發商進行遊戲改善與行銷策略的推廣，更有益於企業價值的提升。

關鍵字

方法目的鏈 ； 社群網頁遊戲 ； 價值階層圖 ； 價值群聚

並列摘要

This study investigated the correlation and mutual effect of the ＂game attribute-personal results-target value＂ of gamers and constructed a value structure and value clusters for gamers from the viewpoint of community online gamers. The research results showed that gamers obtain personal results including friendship improvement, missions and difficulty challenges, stress release and relaxation, and game motivation elevation from game attributes including communication interaction, simulated scenarios, mission design, and animation effect to pursue the joy of life, sense of fulfillment, sense of security, and warm internal personal relationships. In addition, the joy of life and sense of fulfillment are the most and second most valued clusters in gamers among all four value clusters. The significance of correlations and mutual effect among all factors varies. This study found that these findings not only facilitate game developers to improve game design and marketing strategies, but also help them enhance corporate value.

並列關鍵字

means-end chains theory ； social network games ； hierarchical value map ； value cluster

參考文獻

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