從線上遊戲玩家參與之觀點來探討購買意圖

Enhance Purchase Intention Through Online Game Players’ Engagement

林奇忠(HTET AUNG PHYO)

指導教授 ： 許秋萍

國立暨南國際大學/管理學院/國際企業學系/碩士(2022年)

https://doi.org/10.6837/ncnu202200224

摘要

論文名稱：從線上遊戲玩家參與之觀點來探討購買意圖
校院系：國立暨南國際大學國際企業學系 頁數：46 畢業時間：中華民國 111 年 8 月 學位別 : 碩士
研究生 : 林奇忠 指導教授 : 許秋萍博士
摘要
在線上遊戲（多人線上戰術競技遊戲-MOBA）中，玩家的參與受到各種不同因素的影響。本文的目的為探討遊戲的持續玩以及虛擬寶物的購買意圖是否會受到遊戲參與的影響。本研究也探討影響遊戲參與的三個前置因素，包括學習、社會利益及遊戲內獎勵。本研究透過 275 份 MOBA 玩家的樣本資料來進行分析，並利用 Smart PLS 來進行實證分析。本研究實證結果顯示，學習、社會利益及遊戲內獎勵對於玩家的參與有正向顯著的影響。此外，玩家的參與對於持續玩及虛擬寶物的購買意圖有正向顯著的影響。通過研究MOBA線上遊戲的參與，本研究深入了解了玩家的持續玩和虛擬寶物購買意願是如何受到影響。

關鍵字: 購買意向, 遊戲參與, 遊戲內獎勵

關鍵字

購買意向 ； 遊戲參與 ； 遊戲內獎勵

並列摘要

Title of Thesis: Enhance Purchase Intention Through Online Game Players’ Engagement
Name of Institute: Department of International Business Studies, College of
Management, National Chi Nan University Pages: 46
Graduation Time: 08/2022 Degree: Master Student Name: Htet Aung Phyo Advisor Name: Dr. Chiu-Ping Hsu

Abstract
In the world of online games (Multiplayer Online Battle Arenas- MOBA), players' engagement is impacted by multiple factors. The purpose of the paper is to determine whether the continuous play of the games and the desire to purchase virtual items are affected by game engagement. The research also discusses that the three antecedents of game engagement influence continuous play intention and virtual item purchase intention: learning, social benefits, and in-game rewards. A model was estimated by structural equation modeling using Smart PLS based on survey data from 275 MOBA players. Based on the empirical findings, this study indicates that learning, social benefit, and in-game rewards positively and significantly impact game engagement. Furthermore, game engagement positively and significantly impacts players' continuous play intention and virtual item purchase intention. By studying engagement in MOBAs, this study provides insight into how players' continuous play and purchase intentions are impacted.
Keywords: Purchase Intention, Game Engagement, In-Game Rewards

並列關鍵字

Purchase Intention ； Game Engagement ； In-Game Rewards

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