國中生手機遊戲使用行為之研究

行動程式分析機構App Annie報告指出，台灣在手機遊戲營收規模為全球第5名，而19歲以下的玩家付費比例高達63.3％，加上電玩競賽的流行，2022年電競更將成為亞運會的正式比賽項目。在國中教育現場發現，投入手機遊戲的學生人口日漸增多，且國中階段的遊戲玩家，大部分為2003年以後出生，其成長在智慧型手機迅速發展的時代，因此有必要針對此年齡的手機遊戲玩家加以分析，進行探討。採用整合型科技接受模式及體驗價值的理論觀點，作為分析變項的依據，以了解本研究對象的共同特色或差異性，作為未來產業經營之參考。本研究採質性研究法，以深入訪談方式進行探索性分析，共訪問四位女性及六位男性國中階段手機遊戲消費者，研究變項主要選取整合型科技接受模式及體驗價值中的七個因素：績效預期、社會影響、促進條件、投資報酬率、服務優越性、美感及趣味性，探討如何影響國中生手機遊戲玩家的使用行為。國中生手機遊戲消費者的使用過程階段，對於績效預期、社會影響、促進條件的影響因素，其中以績效預期較為明顯，其次為社會影響，最後才是促進條件。本研究基於過去在體驗價值相關研究中，主要探討使用者在使用遊戲APP前的考量因素，與使用過程相關，因此針對遊戲過程中的產品使用及購買進行探討，以體驗價值的四個構面來看，發現對國中生手機遊戲使用者在遊戲中的使用及消費狀況不同於過去的研究結果，美感之影響反而較為明顯，其次為投資報酬率及趣味性，而服務優越性的影響較不明顯。綜合以上結果，目前手機遊戲的設計不論在畫面或技術均已相當成熟，業者宜多關注遊戲過程的體驗經驗和科技使用因素，以利掌握消費者的使用行為。

關鍵字

整合型科技接受模式；體驗價值；手機遊戲

並列摘要

App Annie reports that the mobile game revenue in Taiwan is the fifth largest in the world. From the first half of 2018. The paying percentage of players under the age of 19 is as high as 63.3%. Coupled with the popularity of eSports, the 2022 eSports will become the official competition of the Asian Games. The number of junior high school students who have invested in mobile games is increasing, and most of the game players are born after 2003. It is growing in the era of rapid development of smart phones, so it is necessary to analyze and discuss mobile game players of this age. UTAUT and Experiential Value is used as the basis for analyzing the variables to understand the common features or differences of the research objects as a reference for future industrial operations. This research adopts the qualitative research method and conducts exploratory analysis through in-depth interviews. A total of four female and six male of junior high school students mobile game consumers are interviewed. The research variables mainly select seven of the UTAUT and Experiential Value factors: Performance Expectancy, Social Influence, Facilitating Conditions, Consumer Return on Investment, Service Excellence, Aesthetics and Playfulness, explore how to influence the use behavior of mobile games of junior high school students. In the process of using mobile game, the impact factors of performance expectancy is more obvious, followed by social influence, and finally the facilitating conditions. This study is based on the past experiential value related research. It mainly discusses the factors that users consider before using the game app, and it is related to the use process. Therefore, the product use and purchase in the game process are discussed to the four facets of experience value. In view of the results, it is found that the use and consumption of mobile game is different from the past research results. Aesthetics is more obvious in the four facets of experiential value, followed by consumer return on investment and playfulness, the impact of service excellence is less obvious.Based on the above results, the design of mobile games is mature in both the screen and the technology. The industry should pay more attention to the UTAUT and Experiential Value of the game process in order to grasp the consumer's usage behavior.