「遊戲改編之電影」之消費者觀影後行為

Consumers' Post-viewing Behavior of “Films Based on Video Games”

徐孟凡(Hsu Meng-Fan)

指導教授 ： 陳建維

國立政治大學/商學院/國際經營與貿易學系/碩士(2020年)

https://doi.org/10.6814/NCCU202000738

摘要

電影是人們日常生活中的娛樂來源之一，也是人們實現夢想與想像的媒介。近年來，台灣的電影片商以小成本、低風險為製片原則的情況，加上好萊塢電影的佔據，導致電影產業在惡性循環下一直萎靡不振。
《返校》於2019年上映，其劇情改編自同名電腦遊戲，值得注意的是好萊塢之賣座電影，大多也都是改編自其他作品。本研究基於改編之風潮，探討台灣電影市場是否可以朝改編之方向發展，並聚焦於消費者對於遊戲改編之電影的接受度。本研究之實證結果可歸納為以下：
1.消費者對電影的涉入度愈強，會愈重視電影的屬性，進而正向影響對遊戲改編之電影的滿意度。
2.消費者認為電影之原版遊戲與遊戲改編之電影的產品類別契合度愈高，對於遊戲改編之電影的滿意度也會愈高。
3.消費者對於遊戲改編之電影的滿意度愈高，會愈樂意推薦及重複觀看該遊戲改編之電影。
4.消費者普遍對遊戲改編之電影的滿意度及樂意推薦、重複觀看的意願高，亦即消費者對改編遊戲之電影接受度高。

關鍵字

遊戲改編之電影 ； 品牌延伸 ； 觀影後行為

並列摘要

Films are one of the entertainments in our daily lives, and also a medium for people to fulfill their dreams and imaginations. In recent years, film producers in Taiwan make films on the principle of low costs and low risks and the Hollywood blockbuster films occupy the list which cause the film industry to be sluggish under a vicious circle.
“Detention” is a film of Taiwan released in 2019 and based on the video game of same name. It is worth noting that the Hollywood blockbuster films are mostly adapted from other works nowadays. Based on the trend of adaptation, the thesis tries to discuss whether the film market in Taiwan can follow the trend of adaptation and develop. Furthermore, the thesis focuses on the consumer’s acceptance of films based on video games. The induced conclusions of the thesis are summarized as follow:
1.The higher the consumers' involvement in the films, the more attention will be paid to the attributes of the films, which will positively affect the satisfaction of the films based on video games.
2.Consumers consider that the higher the degree of product category fit between the video game of the film and the film based on the video game, the higher the satisfaction with the film based on the video game.
3.The higher the consumers' satisfaction with the film based on the video game, the more willing to recommend and watch it repeatedly.
4.Generally speaking, consumers' satisfaction with the films based on the video games and their willingness to recommend and watch them repeatedly are high, that is, consumers' acceptance of the films based on video games is high.

並列關鍵字

The films based on video games ； Brand extension ； Post-viewing behavior

參考文獻

一、中文部分

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2.文化部影視及流行音樂產業局. (2019). 2019年1月至9月電影市場動態.

3.文化部影視及流行音樂產業局. (2020). 2018影視廣播產業趨勢研究調查報告─電影產業.

4.何慧儀;徐延婷. (2011). 皮克斯動畫電影觀影者動機與滿意度研究. 中華印刷科技年報, 443-456.