智慧型行動裝置興起,帶動行動遊戲熱潮。2015年在臺上市的行動遊戲高達600餘款,國內的行動遊戲營運商也從2011年的數十家成長到目前的100餘家。另,根據Newzoo2015年報告指出,臺灣擁有1,280萬的玩家,近五成玩家會於遊戲中消費,每人每年平均遊戲消費金額為116.6美元,高於其他亞洲地區,顯示臺灣行動遊戲市場極為興盛。然在市場蓬勃發展的同時,卻也帶來高度市場競爭。行動遊戲因開發規模小,新產品發行速度快,且類型豐富、玩法多元,使得許多行動遊戲僅僅到三個月即宣告下架。為此,國內遊戲業者無不極力尋求延長產品生命週期的方法,以擴大產品收益,延續市場價值。 本研究將行動遊戲定義為一資訊系統,運用資訊系統成功模式架構為發展,加入社群互動、促銷與獎勵機制、網路外部性等自變數,探討使用者滿意度對產品轉換意圖之影響,並以替代產品吸引力與轉換成本為調節變數、玩家背景與遊戲行為為控制變數,透過問卷調查法,探究影響行動遊戲轉換之要素,以提供國內行動遊戲業者做為未來開發與營運產品之相關建議。 研究結果顯示,資訊系統與服務品質、社群互動、促銷與獎勵機制、網路外部性正向影響使用者滿意度;使用者滿意度、轉換成本負向影響轉換意圖;替代品吸引力正向影響轉換意圖;替代品吸引力與轉換成本對於使用者滿意度與轉換意圖間,並未產生調節效果。
The Taiwan mobile game market is struggling to find a means extend product life cycles, value, and revenue. In this study, we defined mobile games as an information system, and also used the information systems success model, added community interaction, promotion and network externality as independent variables, investigated the effects of user satisfaction on user intent to switch games, and made alternative attraction and switching costs as moderating variable. This was done through questionnaires to explore the success factors in mobile games in order to provide domestic mobile gaming industry with relevant recommendations for the future development and operation of products. The research results of the study showed that information systems and service quality, community interaction, promotion, and network externalities had a positive impact on user satisfaction. User satisfaction and switching costs had a negative impact on switching intention. Attractive alternatives had a positive impact on switching intention. Moreover, attractive alternatives and switching costs did not produce a moderating effect on user satisfaction and switching intention.