遊戲訊息呈現類型、遊戲經驗差異與玩家體驗視角對玩家行為影響—以手機遊戲《戀與製作人》為例

手機遊戲帶給近代的人們許多閒暇時刻的娛樂，手機遊戲玩家也逐年增多，形成愈來愈大的手機遊戲市場，如何留住玩家是手機遊戲設計的要點。為了讓玩家在手機遊戲中獲得猶如現實世界中的遊戲體驗，遊戲配音成為近期品牌設計遊戲的焦點之一。遊戲配音為虛擬世界中的角色添加接近真實的人聲效果，讓玩家能模擬與真人交流的相似感受。由此，本研究認為遊戲配音可以影響手機遊戲玩家的行為。為了證明遊戲配音確實能影響手機遊戲玩家行為，本研究以《戀與製作人》手機遊戲為例，探討配音或文字的遊戲訊息呈現方式、玩家對於遊戲的經驗長短差異，以及體驗遊戲的視角區別，了解三者對於手機遊戲玩家行為之影響，同時加入心流作為中介變項進行研究。本研究採以2（遊戲訊息呈現類型：配音 vs. 文字）×2（遊戲經驗差異：專家玩家 vs. 新手玩家）×2（玩家體驗視角：參與者 vs. 觀看者）三因子組間實驗設計，探討手機遊戲玩家經由三者變項之下，對玩家行為與態度之影響，以及心流在自變項（遊戲訊息呈現類型、遊戲經驗差異、玩家體驗視角）與依變項（購買意願、口碑推薦意願、持續使用意願）之間的中介效果。本研究結果證實：（1）相較於文字型，配音型的遊戲訊息呈現類型會產生較佳的玩家行為；（2）相較於專家玩家，新手玩家會產生較佳的玩家行為；（3）相較於觀看者之玩家體驗視角，參與者會產生較佳的玩家行為；（4）不論是何種遊戲經驗差異，玩家體驗視角之參與者與觀看者，對於玩家行為皆不會產生影響；（5）心流在遊戲訊息呈現類型、遊戲經驗差異與玩家體驗視角，以及玩家行為之間皆具有中介效果。

關鍵字

手機遊戲；遊戲訊息；遊戲配音；遊戲經驗；玩家體驗視角；心流；玩家行為

並列摘要

Mobile games have become a common source of contemporary entertainment. The number of players continues to increase each year, so does the size of the mobile game market. Player retention is the focus of mobile game design. To provide gaming experiences that closely resemble the real world, dubbing has become a focus in game design. By introducing virtual characters with voices similar to those of actual humans, these games create an experience for players similar to interactions with real people. Accordingly, we inferred that dubbing can affect the behavior of mobile game players. To show this inference, this study explored the mobile game Mr. Love: Queen’s Choice and examined three factors, namely the game-information presentation type (through dubbing or text), level of game experience, and view toward player experience. The effects of these factors on players’ behavior were analyzed, and the state of flow was included as a mediator. This study adopted a 2 (game-information presentation type: dubbing vs text) ×2 (level of game experience: experienced vs inexperienced players) ×2 (view toward player experience role: players vs viewers) 3-factor, between-subject experimental design to explore the effect of these factors on players’ behavior and attitude. The state of flow was also examined to analyze its mediating role in the relationship between the independent variables (i.e., game-information presentation type, level of game experience, and view toward player experience role) and dependent variables (purchase intention, intention to generate word of mouth, and continuance intention). The results indicated that (1) compared with textual information, dubbing-based information generated more favorable players’ behavior; (2) compared with experienced players, inexperienced players demonstrated more favorable behavior; (3) compared with viewers, players demonstrated more favorable behavior; (4) no matter what kind of game-information presentation type, level of game experience and view toward player experience role; and (5) flow mediated the relationships of player behavior with game-information presentation type, level of game experience, and view toward player experience role.