以層級程序分析法探討遊戲玩家購買硬體決策之關鍵因素

Investigating the Key Factors in Hardware Purchasing Decision-Making by PC Gamers with Analytic Hierarchy Process

蔡榮發(Jung-Fa Tsai) ； 林明華(Ming-Hua Lin) ； 李侑澄(Yu-Chen Lee)

《創新與管理》 12卷3期 (2016/07) Pp. 47-72

摘要

隨著數位遊戲成為現代人的重要娛樂，豐富消費者的生活，遊戲產業在過去十年不斷地蓬勃發展。而台灣有許多世界級的主機板與電腦周邊硬體設計產業，因發現遊戲產業蓬勃發展的趨勢，均紛紛成立以「Gaming」為導向的「子品牌」或針對遊戲玩家開發系列性的產品。企業若能看準遊戲玩家對硬體功能需求的趨勢，利用台灣硬體產業優勢、導入設計人員的巧思及創意在相關硬體及周邊產品上，並透過設計的行銷方式，將可為整體營運及台灣經濟帶來更多發展可能性。本研究探討台灣PC硬體產業對遊戲產業的發展，從市場動態及行銷開始逐步剖析，同時也分析全球目前遊戲產業發展、遊戲玩家對硬體要求的趨勢，採用層級程序分析法評估出遊戲玩家購買硬體時的決策相關因素，求出整層級權重的優先順序。

關鍵字

遊戲玩家 ； 層級程序分析法 ； 購買硬體決策

並列摘要

As digital games have become important entertainment for modern people to enrich their life, the gaming industry has been flourishing in the last decade. In Taiwan, the world-class enterprises in the field of main board and computer peripherals recognized the ever growing market of the gaming industry and began to create Gaming focused sub-brands and developed products specially for the gaming enthusiast. While utilizing the manufacturing advantage, creativity in product development of computer hardware and peripherals, and thoughtful marketing strategy to follow this demand and market trend, a potential can been foreseen for Taiwanese economics. This study analyzes the development of Taiwan PC hardware and game industry, market dynamics and marketing, and the current tendency of global game industry and gamers' demands for hardware, and evaluates the purchasing decision of gamers on hardware functions via analytic hierarchy process to obtain the correct priority behind the decision.

並列關鍵字

gaming enthusiast ； analytic hierarchy process ； hardware purchasing decision