使用者對手機遊戲不持續使用意願之研究-以寶可夢為例

智慧型手機的發明帶給人們無限想像的功能，已變成我們生活中不可或缺的裝置，它帶動起遊戲、社群媒體、攝影及查詢功能等各面向的使用功能。其中遊戲帶來手機使用者的娛樂性、感官的刺激與情感的宣洩等。而手機遊戲日新月異，新遊戲的推出比玩家的流失速度還快，遊戲價值感如果感受不高，玩家們隨時可轉換新遊戲，進而流失玩家，所以遊戲公司業者不外乎的積極想留住玩家。本研究以知覺價值模式為基礎，採用反向的角度，探討遊戲的使用者對於遊戲的知覺感受，所獲到的知覺利益及產生的知覺犧牲，是否產生了不持續玩手遊的意圖。本研究採問卷方式調查與收集資料，利用PLS分析工具來進行驗證及統計分析結果；來瞭解研對象在於研究上的構面，是否造成遊戲玩家不持續使用關鍵因素。研究結果顯示玩家視為重要的利益為功能利益、社會利益、情感利益，而時間犧牲會影響玩家的知覺價值。利益構面上僅有情感利益具有影響「知覺價值」之作用，而時間犧牲為影響不持續使用意圖的重要因素，期許此研究結果可以給各遊戲業者作為經營策略的參考。

關鍵字

知覺價值；手機遊戲；寶可夢

並列摘要

The invention of smart phones has introduced numerous functions that beyond people’s imagination and has become an indispensable device in our lives. It combines games, social media, photography and searching functions. Among these functions, the game brings the entertainment, the sensory stimulation, and the emotional catharsis to phone users. With the rapid development of the mobile games, the speed of the new game launch is faster than the speed of player loss. If a game can’t bring high sense of value to its players, then the players will switch to another game at any time and they won’t came back to the previous game. Therefore, the game companies take aggressive actions to keep the players. This research applies the perceptual value model as the theory base and adopts the opposite angle to explore user's perceptions of the game. The purpose is to identify whether the perceived benefits and the perceived sacrifice will lead to the intention of not continuing to play the game. The research methodologies of this study are questionnaires and data collections. PLS analysis tool is also used to verify and statistically analyze the results so to understand whether the discussed factors in this research are the key discontinued reasons for the game users. The results of this research indicate that players recognize the "functional benefits", "social interests", and "emotional interests" as the important benefits. Meanwhile, the "time sacrifice" will affect players’ "perceived value". Regarding “Interest”, only "emotional interest" can affect users’ "perceived value" while "time sacrifice" is the key factor affecting the continuous use intention. Mobile game planners may refer to the results of this research for their operation strategy development.