手機遊戲類別對遊玩時間和購買意願之影響

隨著時代的演進，手機不僅僅只是溝通上的工具，更是生活上的一部分，在平時運用手機打發閒暇時間更是常有的事，在這之中，手機遊戲更是一個好選擇，遊戲的類別有許多種，而每項遊戲的活動內容也不盡相同，各遊戲活動時間也不一樣長，要如何避免遊戲空窗期的出現是各遊戲廠商所需要去思考的。本研究採用便利抽樣自巴哈姆特遊戲論壇玩家收集303份問卷，從中調查各遊戲類別在遊戲動機、活動頻率、遊玩時間以及購買意願之間的關係。本研究採用線性回歸以及單因子變異數分析作為主要的研究方法進行後續之研究。在調查結果中得出，各遊戲類別對遊玩時間沒有顯著的影響，而遊戲的活動頻率越高則遊玩時間越長，這在模擬養成類遊戲尤為明顯；遊戲動機為自我肯定以及逃避現實動機這兩項之受訪者則遊玩時間越長，其中自我肯定動機在益智類遊戲上尤為明顯；遊玩的時間越長，則購買意願越高。期望後續之研究者以及遊戲廠商能夠藉由本研究之研究結果，讓遊戲業者能夠了解客群中之主力消費者，也讓研究者獲取所需之資訊進行參考以及進行後續之研究。因為樣本之性別分布不平均，男性遠大於女性，以及年齡層分布不均，並無40歲以上受訪者，建議後續之研究者解決樣本數分布不均部分後再進行研究，以彌補研究缺口。

關鍵字

手機遊戲；活動頻率；遊戲動機；遊玩時間；購買意願

並列摘要

As time goes by, Mobile phone is way beyond just a tool for communication, it is a part of people’s life. It is common to see mobile phone be used to kill some time. To serve the purpose, mobile game is a great choice. There are many types of games, and the content that each game provides to players are different, the duration game’s events are not the same too. How to avoid game period in game event is something that game makers need to think about. This research uses the questionnaires result from 303 players of the Bahamut Game Forum, to investigate how different factors, such as frequency of events, play time, purchase intention are related. linear regression and one-way ANOVA are two main research methods for this study and follow-up research. From the survey results, the type of games has no effect on the play time. The higher the activity frequency of the game, the longer the play time. The games with more contents are shown to have longer play time from players, especially simulation games；The playtime is also significant longer from the respondents whose game motivations are self-affirmation and escapism motivations. Among all types of motivations, the self-affirmation is particularly obvious in puzzle game category. As the playtime expend, the chance that players spend on the game is higher. It is hoped that with the results of this study future subsequent researchers and game manufacturers will be able to let the game industry understands the main customers of their game’s player base. Result of this study can be used to do follow-up research or as refence by the researchers in the future, Because the responds from male and female participants is uneven. the numbers of male participant is lot bigger than the female’s number, and the huge gap between age groups, there is not a single participant over the age of 40. It is recommended that subsequent investigators resolve the uneven distribution of the sample size before conducting the study, to fill the research gap.