使用者對Pokémon GO持續使用意願之探討：期望確認理論之應用

Using Expectation-Confirmation Theory Model to Explore the Continuance Usage Intention of Pokémon GO

翁培瑋(Pei-Wei Weng)

指導教授 ： 吳錦波

淡江大學/商管學院/資訊管理學系碩士在職專班/碩士(2018年)

https://doi.org/10.6846/TKU.2018.00231

摘要

摘要

從2016年七月，Pokémon GO在iOS和Android平台上發布，此手機遊戲讓玩家以現實世界為平台，捕捉、戰鬥、訓練和交易虛擬怪獸「寶可夢」。從Pokémon GO 在第一代圖鑑蒐集完成後，全球每日活躍玩家人數正不斷下降，在2017年二月，Pokémon GO增加第二代圖鑑，企圖增加遊戲內容的豐富度，進而增加使用者的持續使用意圖。
本研究透過問卷的形式來蒐集資料，總共取得154 份有效問卷問卷對象為Pokémon GO使用者，加入了期望確認模式裡的確認程度、滿意度來探討對於持續使用意願的影響，並加入知覺娛樂性以及知覺競爭性還有科技接受模式的知覺有用性來探討持續使用行為，嘗試從統計分析結果中瞭解研究對象對於研究構面是否影響Pokémon GO能持續改進的重要關鍵因素。
本研究顯示，「確認程度」對於「滿意度」、「知覺娛樂性」、「知覺有用性」皆具顯著正向影響，而「滿意度」、「知覺娛樂性」對於「持續使用意圖」具顯著正向影響，「知覺娛樂性」對於「滿意度」具顯著正向影響，「知覺競爭性」對於「知覺娛樂性」具顯著正向影響，但「知覺有用性」對於「持續使用意圖」沒有顯著影響。知覺有用影響持續使用Pokémon GO的意願較薄弱，表示Pokémon GO的娛樂性、滿意度遠大於有用性。
本研究在理論上的貢獻是提供瞭解影響Pokémon GO 的使用因素，這方面的研究發現並具有管理意涵。Pokémon GO平台管理者可利用不同因素的優勢，提升使用者的持續採用意向。管理階層可依不同族群的特性，推出與其有興趣的項目，或提供更多層面的服務。例如，設計具社交娛樂性質的功能，讓使用者在玩遊戲的同時，也能於線上聊天互動，並藉由多樣化的內容增加使用者的行為意向。

關鍵字

關鍵字：期望確認模式 ； Pokémon GO ； 滿意度 ； 知覺競爭性 ； 知覺娛樂性 ； 知覺有用性 ； 確認程度

並列摘要

Abstract

Pokémon GO was released on iOS and Android platforms in July 2016. This mobile game provides players to catch, battle, train, and deal virtual creatures “Pokémon” in the real-world locations. Unfortunately, the population of worldwide daily active players kept decreasing after collecting all the first generation of Pokémon. However, Pokémon GO was added the second generation of Pokémon in February 2017. The aim was to increase players’ continuance usage intention by enriching the game.
The study was conducted by surveys, say total 154 pieces of valid questionnaires. The objects are the users of Pokémon GO. And the surveys were included not only the confirmation and satisfaction of Expectation-Confirmation Theory Model to find out their influence on continuance usage. Also the perceived playfulness, perceived competition, and the perceived usefulness of Technology acceptance model to find out their behavior of continuance usage. The study was trying to understand the main factor for continuance usage from the analysis results.
The results of the study indicated that “confirmation” is a significant positive effect on “satisfaction”, “perceived playfulness”, and “perceived usefulness”; and “satisfaction” and “perceived playfulness” are significant positive effects on “continuance usage intention”; also “perceived playfulness” is a significant positive effect on “satisfaction”; then “perceived competition” is a significant positive effect on “perceived playfulness”; lastly, “perceived usefulness” is not a significant effect on “continuance usage intention”. The phenomenon that the perceived usefulness effect weakly on continuance usage intention for Pokémon GO revealed that there’re playfulness and satisfaction much more than usefulness when using Pokémon GO.
The theoretical contribution of this study is to provide understanding of the factors that affect the use of Pokémon GO. It was also found that there’s a management meaning. The platform manager of Pokémon GO can increase users’ continuance usage intention by taking advantage of different factors. And based on different groups’ characters, the management level can release the interesting items for them or provide more inspects of services. For example, designing a function with social entertainment allow users to interaction by online chatting while playing the game; and raising users’ behavior intention by abundant contents.

並列關鍵字

Key words: Expectation-Confirmation Theory Model ； Pokémon GO ； Satisfaction ； perceived competition ； perceived playfulness ； perceived usefulness ； confirmation

參考文獻

參考文獻

(1) 英文部分

1. Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequence of customer satisfaction for firms. Marketing Science, 12(2), 125-143.

2. Bhattacherjee, A. (2001). Understanding information systems continuance: an expectation-confirmation model. MIS Quarterly, 25(3), 351–370.

3. Blanco, C. F., Blasco, M. G., & Azorín, I. I.（2010）.Entertainment and informativeness as precursory factors of successful mobile advertising messages. Communications of the IBIMA, 1-11.