創新產品採用、遊戲特色、與玩家動機對行動遊戲使用滿意度的影響

Effects of Innovation Adoption, Product Characteristics and User Types on customer Satisfaction—Case of Mobile Game

簡宏吉(Hung-Gi Jain)

指導教授 ： 賴子珍

元智大學/管理學院/國際企業學系/碩士(2007年)

摘要

本篇研究『探討創新產品屬性、遊戲特色與玩家動機對於行動遊戲的滿意度影響』，因此，本研究透過人與事物兩方面特性著手，分析出什麼樣的遊戲才是消費者喜歡的遊戲，使得業者設出的遊戲受歡迎、賺取更多的利潤。

透過文獻探討，行動遊戲屬於創新產品，本研究將創新產品屬性歸類為『相對優勢』、『複雜性』、『溝通性』、『相容性』；但是遊戲存在已久，只用創新產品衡量行動遊戲也許解釋力不足，因此探討遊戲特色與玩家動機，且定義遊戲特色為『難度』、『社群機制』、『延伸性』、『幻想力』；玩家動機為『殺敵』、『探索寶物』、『社交』、『自我實現』；除此之外，將消費者日常生活行為做為控制變數來衡量消費者對於行動遊戲滿意度影響。

而本文的方法則是採用回歸分析來探討消費者對於滿意度，但是為了更加了解這些因素為什麼能夠造成消費者喜愛的原因，本文採用Kano model來探討這些特色對於消費者本身使屬於哪一種心理需求。而結果顯示，玩家動機方面：遊戲的殺敵與尋寶功能可以提升消費者使用的滿意度；而遊戲特色方面，具有延伸性功能的遊戲也可以提升消費者使用的滿意度。而幻想力、社群、延伸性、尋寶、殺敵、自我實現屬於興奮需求，遊戲只需要提升這些的功能一分，消費者滿意度將會提升超過一分的滿意度。

關鍵字

行動遊戲 ； 滿意度

並列摘要

This study, talking about product innovation attributes, game characteristics and gamers motivations effects on mobile game satisfaction. Therefore, this study uses individual person and product dimensions to analyze what kind of games firms should design in order to make more profits and match consumers preference.
According to references, mobile game belongs to innovative products, this study describes innovative attributes as, relative advantage, complexity, communicability, compatibility; however, game has been existing since a long time, so as to, only using innovative product is not enough to explain mobile game. Therefore, this study discusses game characteristics and gamers motivation, the defines game characteristics as hard, community, familiarity and extension, fantancy; gamers motivations as killer, explorers, socialisers, achiever. In addition to this, the study uses consumer daily behavior as control variables to measure consumer behavior effects on mobile game satisfaction.
The methodology of this research is using regression analysis to describe consumer's satisfaction on mobile game, but in order to understand the reasons behind these effects; why these factors are positive impacts on consumer satisfaction, we can use Kano model to perform the analysis. Kano model can let us distinguish whether the characteristics are a basic, excitement or professional need. The result displays; consumer motivations: game's function of killer and explorers can enhance consumers’ usage satisfaction. As for game characteristics, familiarity and extension can enhance consumers’ usage satisfaction. Fantasy, community, familiarity and extension, explorers, killer, achiever belong to need of excitement, only a small improvement on game can generate a high satisfaction from consumers.

並列關鍵字

mobile game ； satisfaction

參考文獻

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