社會影響、情感依附和消費者使用意願之關係－以行動遊戲為例

現在行動裝置普及，增加了人與人之間的交流方式，連帶使行動遊戲也成為普及產品。除了利用社群媒體的影響力外，許多企業亦嘗試使用情感依附的行銷方式去有效地推廣行動遊戲產品及提高營收。本研究即以行動遊戲為例，以使用意願為依變項，社會影響為自變項，情感依附為中介變項，探討它們之間關係。本研究透過線上進行問卷調查，針對回收的60份有效問卷去進行敘述性統計分析、信度分析與迴歸分析。最後根據研究結果提出建議，作為企業採用情感依附策略的參考；具體言之，本研究有下列的重要發現：一、社會影響對於使用意願無顯著影響。二、社會影響對於情感依附無顯著影響。三、情感依附對於使用意願無顯著影響。四、情感依附在社會影響與使用意願之間不具有顯著的中介效果。

關鍵字

社會影響；情感依附；使用意願；行動遊戲

並列摘要

The popularity of mobile devices has increased the way people communicate with each other and has led to mobile games becoming popular products. In order to more effectively promote and the mobile game products and increase revenue, except the use of influence of social media, many companies try to use the marketing method of emotional attachment. This study takes a mobile game as an example, user's intention as a dependent variable, social influence as an independent variable, and emotional attachment as a mediating variable, to explore the relationships among them. This study adopts the online questionnaire survey, and then conducts following statistical analysis for 60 valid questionnaire：descriptive statistical analysis, reliability analysis, and regression analysis. Finally, based on the results of the study, recommendations are made as a reference for enterprises to adopt emotional attachment strategies. In concrete, there are following important findings in this study: 1. social influence has no significant effect on the user's intention. 2. social influence has no significant effect on emotional attachment. 3. emotional attachment has no significant effect on the user's intention. 4. emotional attachment does not have a significant mediating effect between social influence and user's intention.