不同投入遊戲時間與球隊認同度對運動型電玩玩家運動資訊搜尋行為之差異性研究

目的：本研究欲瞭解不同投入遊戲時間與球隊認同度是否會使運動型電玩玩家的運動資訊搜尋行為產生差異。方法：透過網路問卷調查法，以PTT實業坊之運動型電玩玩家做為研究對象，回收之有效問卷為781份。本研究使用描述性統計、Cronbach''''s α、探索性因素分析、MANOVA、集群分析進行資料分析。結果：投入遊戲程度較高的玩家從事運動資訊搜尋行為的頻率較高，而擁有較高球隊認同度之玩家，其從事運動資訊搜尋行為的頻率也相對高於低認同度之玩家。結論：本研究結果意味著，若使用運動廣告結合遊戲之行銷策略時，該廣告被觀看搜尋的頻率，係會隨著遊戲時間越長而相對提高，具有其廣告效益。並建議運動市場行銷人員可根據玩家高球隊認同之特性來擬定其廣告行銷策略。

關鍵字

運動型電玩；投入遊戲時間；球隊認同度；運動資訊搜尋行為

並列摘要

Purpose: This study is to examine if there existed differences in sport information seeking behavior of sport video gamers based on their levels of usage volume and team identification. Methods: An internet based survey for the sports games players was taken place at the PTT bulletin board, and there are 781 effective questionnaires collected for the data. Descriptive statistics, Cronbach's α, exploratory factor analysis, MANOVA, and cluster analysis were performed for data analysis. Results：The longer time sport video gamers spent in games, the more often gamers do sport information seeking. Similarly, subjects with higher team identification tend to do more sport information seeking. Conclusion: The findings of this study implied that combining advertisements with sport games can be another marketing strategy, which could make advertisements effective if sport video gamers engage more time in sport video games. Moreover, sport marketers can develop their marketing strategies based on gamers' team identification.