運用DEMATEL分析基於擴展型科技接受模型的社群遊戲關鍵因素

Analysis of Critical Factors for Social Games based on Extended Technology Acceptance Model: A DEMATEL Approach

陳柏宇(Po-Yu Chen)

指導教授 ： 張家齊

國立交通大學/管理學院/管理科學系所/博士(2018年)

摘要

社群網站近年來已成為最受歡迎的網站之一。社群遊戲如「開心農場」和「寵物社會」無不引起的極大關注，並且在短時間內就積累超過百萬位玩家，這使得無論是社群網站或是線上遊戲業者必須了解社群遊戲的成功關鍵因素，以維持競爭優勢。
科技接受模型（TAM）是一種普遍地被學者作為系統化了解使用者接受新科技的模型，並藉由此模型探討影響新科技被接受的關鍵因素。本論文以“「享樂」，「吸引力」，「社會規範」，和「服務和形象」”作為影響玩家對社群遊戲的態度的四個關鍵因素，並運用決策實驗室分析法(DEMATE)分析此四因素相互影響的關係和對玩家滿意度，忠誠度和遊戲意願等三個因變數的影響，以及此四因素各中自最具影響力的因子。分析結果顯示「社會規範」是其中最重要的因素。在各因素中，「娛樂性」和「社交性」是「享樂」因素中最具關鍵影響力的兩個因子。同時，「遊戲流程設計」，「遊戲公平性」，「公司聲譽」等三因子各是「吸引力」，「社會規範」，「服務與形象」等三因素中最重要的因子。同時，在建構網路關聯圖(Networking Relationship Map)時也發現因變數之間出現交互影響的現象，口碑行銷(Word of Mouth)和先前使用經驗是可能導致此現象的原因。此結果可以提供社群遊戲廠商做為增進其服務品質的參考。

關鍵字

社群遊戲 ； 科技接受模型 ； 決策實驗室分析法

並列摘要

Social networking sites have become one of the most popular websites in recent years. Social games such as "Farmville" and “Angry Bird” have drawn a great deal of attention, accumulating millions of players in a short amount of time. Its popularity is changing the ecosystem of social websites and online gaming. Companies in this industry must be aware of its key success factors to keep their competitive edge.
Technology Acceptance Model (TAM) has been used pervasively by researchers as this model systematically helps users understand the process of user behavior and explores the impact of factors which influence the attitude and desire of users to adopt new technologies. This study reviews the behavior of social game players using “perceived enjoyment”, “perceived attractiveness”, “social norm”, and “platform service and corporate image” as the factors, and using “customer satisfaction”, “intention to play”, “customer loyalty” as the dependent variables in TAM for social games. DEMATEL is used as the analysis tool in this study. The results show “social norm” as the most important factor. Regarding the most important aspects in each factor, “pleasure” and “sociability” in “perceived enjoyment”, “flow experience” in “perceived attractiveness”, “game fairness” in “social norm”, and “reputation of platform and service provider” in “platform service and corporate image” are the most aspects of the corresponding factors. As well, reciprocal influence is found in constructing the networking relationship map for dependent variables. Word of mouth or prior experience could be the cause of this phenomenon. These findings and analyses provide references for social game providers to improve their services.

並列關鍵字

social games ； TAM ； DEMATEL

參考文獻

[1] Agag, G. and A.A. El-Masry, "Understanding consumer intention to participate in online travel community and effects on consumer intention to purchase travel online and WOM: An integration of innovation diffusion theory and TAM with trust". Computers in Human Behavior, 2016. 60: pp. 97-111.

[2] Al-Gahtani, S.S. and M. King, "Attitudes, satisfaction and usage: factors contributing to each in the acceptance of information technology". Behaviour & Information Technology, 1999. 18(4): pp. 277-297.

[3] Allam, H. and S. Shoib. "A proposed three dimensional hedonic model for intrinsic motivation on social tagging tools". in Proceedings of the 2013 International Conference on Current Trends in Information Technology. 2016. New York: IEEE.

[4] Anderson, J.C. and D.W. Gerbing, "Structural equation modeling in practice - A review and recommended 2-step approach". Psychological Bulletin, 1988. 103(3): pp. 411-423.

[5] Arpaci, I., "Understanding and predicting students' intention to use mobile cloud storage services". Computers in Human Behavior, 2016. 58: pp. 150-157.