線上遊戲玩家人格特質與虛擬社群功能對於玩家行為影響之研究

A Study on the Influences of Players’ Personality and Virtual Community on On-line Game Players’ Behaviors

莊春蘭(Chun-Lan Chuang)

指導教授 ： 林傑毓

長榮大學/管理學院/經營管理研究所(博)/碩士(2006年)

https://doi.org/10.6833/CJCU.2006.00059

摘要

近年來隨著網際網路的盛行和寬頻的普及化，使得線上遊戲如雨後春筍般地竄出，並且迅速累積會員玩家。線上遊戲玩家可以經由虛擬社群的平台，與同好做資訊交流和互動；玩家間可以藉由交流的方式，來提昇彼此的情感和凝聚力。因此，本研究將提出一個架構來探討線上遊戲玩家的使用行為；此架構包含五個主要構面：人格特質、虛擬社群功能、玩家需求、線上遊戲品質、使用行為。根據文獻蒐集整理與因素分析結果，玩家人格特質可分成開放型與神經質型，線上遊戲虛擬社群功能包括資訊交換與人際互動，玩家需求包括愛與歸屬、成就感、與自我實現。本研究利用網路問卷對線上遊戲玩家做調查，共回收334份樣本，並且採用迴歸分析來驗證本研究所提之假設。
根據統計分析結果發現，玩家人格特質對線上遊戲玩家需求之影響，以開放型人格特質對成就感之影響較顯著；虛擬社群功能對線上遊戲玩家需求之影響，以資訊交換功能對愛與歸屬和成就感之影響較顯著，人際互動功能對愛與歸屬和自我實現之影響較顯著。需求對線上遊戲玩家行為之影響，以愛與歸屬對目前參與的線上遊戲時間之影響較顯著，愛與歸屬、成就感與自我實現均對每次使用線上遊戲的時間有顯著影響；而線上遊戲品質對需求與玩家行為之關係並無顯著干擾影響。藉由本文研究結果，可提供線上遊戲業者在行銷線上遊戲時的參考依據。

關鍵字

線上遊戲 ； 人格特質 ； 虛擬社群 ； 需求理論 ； 使用行為

並列摘要

The popularizarion of the Internet and broadband services in recent years has driven a plenty of on-line games jumping to the market and attracted more and more players. Through the virtual platform on the on-line game, players can exchange information and interact with those who have the same interest, and consequently they can reinforce their coherence by various communication ways. This thesis will therfore propose a framework to explain on-line game players’ behaviors, which consists of five critical factors: players’ personality, functions of virtual community, players’ needs, quality of on-line games, and players’ behaviors. Based on literature reviews and factor analysis, players’ personaly can be divided into openness and nervousness, functions of virtual community consist of inftomation exchange and interpersonal interaction, players’ needs include nedds for love and belonging, needs for achievement and needs for self-actualization. Web questionnaire survey was conducted to study on-line hgame players’ behaviors, and 334 samples were collected. Regression analysis was used to test the hypotheses proposed in this study.
Based on the results of statistical analysis, we can conclude that only the influence of players’ openness personality on needs for achievement is significant. Both functions of virtual community have significant effects on players’ needs; information exchange function has significant influences on needs for love and belonging, and needs for achievement; interpersonal interaction function has significant influences on needs for love and belonging, and needs for self-actualization. Players’ behaviors are significanttly influenced by players’ needs; players’ participating duration for current games is significantly influenced only by needs for love and belonging; however, the duration for players’ access to on-line games each time is significantly influenced by all three kinds of needs. Moreover, there is no significant interference effect of on-line games’ quality on the the relationship between players’s needs and their behaviors. The results of this study can provide some suggestions for on-line game companies who intend to draw up their marketing strategies for their on-line games.

並列關鍵字

on-line game ； personality ； virtual community ； theory of needs

參考文獻

吳俊昇(民92)。虛擬社群成員滿意度與消費行為相關之研究，國立成功大學國際企業研究所碩士論文，未出版，台南市。

車先蕙，李燦如，帥文慧，陳正文，劉南琦譯，Duane Schultz & Sydney Ellen Schultz著(民86)。人格理論，台北：揚智。

林子凱(民91)。線上遊戲『天堂』之使用者參與動機與滿意度研究，國立成功大學企業管理學系碩士論文，未出版，台南市。

張意珮(民91)。線上遊戲使用者轉換因素之研究，元智大學資訊管理學系碩士論文，未出版，桃園縣。

黃齡嬌(民92)。整合行銷傳播工具之應用與效果評估研究--以線上遊戲為例，國立台灣師範大學大眾傳播研究所碩士論文，未出版，台北市。