線上遊戲推薦獎勵計畫涉入程度與自我認同關係之相關研究-以魔獸世界以及英雄聯盟為例

隨著科技不斷地進步，網際網路的普及化，導致線上遊戲逐漸變成現代人的休閒娛樂之一。然而因為線上遊戲世界與真實世界相仿，除了使得遊戲玩家容易沉迷之外也可透過遊戲完成無法達成的夢想。而遊戲公司為了維持遊戲人氣度，經常使用推薦獎勵計畫來吸引遊戲玩家持續遊玩。因此遊戲玩家除了自我本身的探索之外，能否透過遊戲公司所推動的推薦獎勵計畫來認同自己並推薦他人參與，這相當值得深究。本研究旨在調查魔獸世界與英雄聯盟玩家特性以及自我認同發展程度對線上遊戲推薦獎勵計畫涉入程度之差異，透過網路問卷發放徵求受測者。本次問卷蒐集共得有效問卷429份。回收資料則以SPSS統計軟體分析，本研究運用描述性統計、獨立樣本t檢定、單因子變異數分析以及二階段集群等分析法來分析資料，結果發現：一、線上遊戲玩家以男性、16到28歲、單身、居住在北部區域以及學生為主，平均年資約為5.01年，每周平均花費時間為12.51小時以及每月平均花費金額為372.16元。二、有73.4%的線上遊戲玩家知道線上遊戲推薦獎勵計畫涉入程度，有61.9%的線上遊戲玩家曾經參與過線上遊戲推薦獎勵計畫，且大部分遊戲玩家喜歡所獲得的推薦獎勵，此外線上遊戲玩家可分為三類，分別為「英雄聯盟玩家」、「英雄聯盟高花費玩家」以及「魔獸世界資深玩家」，並在對於線上遊戲推薦獎勵計畫是否有價值、有需要的以及有吸引力上有顯著差異。三、不同自我認同發展程度的線上遊戲玩家對於自我認同方面具有顯著差異，且分為三類，分別為「易受影響」、「自我肯定」以及「低度自我認同」。四、易受影響的線上遊戲玩家對於線上遊戲推薦獎勵計畫涉入程度顯著大於低度自我認同的線上遊戲玩家；易受影響的線上遊戲玩家在線上遊戲推薦獎勵計畫是否感興趣、有吸引力的、迷人的、想進一步瞭解、有價值的、非常相關以及有意義等方面顯著大於自我肯定的線上遊戲玩家。本研究希望能夠補足線上遊戲推薦獎勵學術研究遺漏以及文獻不足之處，亦可將實證結果提供線上遊戲公司做參考。

關鍵字

推薦獎勵計畫；自我認同；線上遊戲；涉入

並列摘要

The purpose of this study is to discuss different referral reward programs involvement among WoW and LoL player’s characteristics and their ego-identiy. In this study, the researcher applied survey, the online survey in BBS and game websites. A total of 429 valid questionnaires were collected. All statistical analyses were performed with SPSS, using correlations, descriptive statistics, t-test, ome-way ANOVA, and two-step cluster. The results showed：1. Most gamers were student, and males who were single, 16 to 28 years old,living in the northern Taiwan. In average, the gamers have been playing online games for 5.01 years, spenting approximately 12.51 hours per week and NTD $372.16 per month. 2. 73.4% gamers knew,61.9% gamers participated referral rewad programs .Most gamers liked to get their reward,and they were clustered into three categories “LOL players” , ”LOL players who spend more money” ,and “WOW players”.There were significant differences on referral rewad programs involvement by worth, need ,and attraction.3.The gamers were clustered into three categories namely”impressionable gamers” ,”the gamers have poor ego-identity” ,and “the gamers have self-confidence”.There were significant differences among those groups. 4. There were significant differences between impressionable gamers and the gamers have self-confidence on referral rewad programs involvement by interest, attraction, fascinate, involvement, worth, relevance, and meanimg.