國內線上遊戲虛擬寶物之現金交易行為研究

A Study of Virtual Treasure Exchange Behavior by Cash for Massively Multiplayer Online Roleplaying Game in Taiwan

江振維(Chen-wei Chiang)

指導教授 ： 梁朝雲

元智大學/資訊學院/資訊傳播學系/碩士(2005年)

摘要

虛擬寶物在線上遊戲的世界中，扮演著玩家在遊戲進行時不可或缺的角色，舉凡提升玩家角色能力，或是與其他玩家進行互動，虛擬寶物都是不可缺少的遊戲內容，也因為虛擬寶物在遊戲中對玩家的重要性，也使得玩家間交換虛擬寶物的行為從遊戲中轉移到現實生活中以現金進行虛擬寶物的交易，玩家間的現金交易行為也因此成為了遊戲業者必須面對的經營課題之一。本研究主要分為遊戲本身、遊戲玩家以及遊戲業者三個部份進行探討，並以供給與需求為基礎探討遊戲中虛擬寶物物價波動要素。研究方法採用電腦網路問卷調查法，以探討線上遊戲玩家對現金交易虛擬寶物之看法並彙整虛擬寶物物價波動要素，以及焦點團體座談法，將線上遊戲玩家及遊戲業者之看法進行彙整。研究結果發現，線上遊戲玩家對於虛擬寶物現金交易行為表示知情，且有玩家表示可以接受並且以現金的方式購買虛擬寶物以節省遊戲時間。遊戲業者必須針對現金交易對遊戲所帶來的負面影響，對遊戲進行方式提出解決方案，以減少因現金交易虛擬寶物行為對遊戲產生之負面影響。現金交易虛擬寶物之行為若能經由遊戲業者妥善的主導，並能應用線上遊戲玩家對現金交易虛擬寶物之需求，必定能在競爭如此激烈的線上遊戲中替玩家提供更完整的遊戲服務。

關鍵字

大型多人線上遊戲 ； 虛擬寶物 ； 現金交易

並列摘要

For online game players, virtual treasure is the chief objective. Players need it to improve their game characters’ capacities, or to interact with other players; it is the primary store of value and means of exchange. Players therefore exchange virtual treasure not only within the confines of the game, but also in real world exchanges for cash. This raises an issue for Online Game providers, who must control the worth of each virtual treasure. This study divides into three parts the analysis of virtual treasure exchange. From the game itself, and from both the players’ and the Online Game provider's points of view, we will research the demand and supply of virtual treasure that is the root cause of price fluctuations. This research utilizes a web questionnaire to understand the players’ perspectives on virtual treasure exchange, and to discover the main drivers for price fluctuations. Focus groups discuss the views of Online Game providers and players. The research results reveal players’ participation in cash exchanges for virtual treasure, generally in order to shorten the time required for advancement. The Online Game provider must propose an alternative to virtual treasure exchanges for cash, to reduce the negative consequences. If an Online Game provider who is amenable to players’ demands can control the practice of exchanging virtual treasure for cash, that provider could earn an advantage in the extremely competitive Online Game market.

並列關鍵字

Massively Multiplayer Online Roleplaying Game ； Virtual Treasure ； Cash Transaction