玩線上遊戲是計畫行為嗎？以沉浸經驗延伸計畫行為理論

Is Playing Online Games a Planned Behavior? —An Extended TPB with Flow Experience

王渝薇(Yu-wei Wang)

指導教授 ： 范錚強

國立中央大學/管理學院/資訊管理學系/碩士(2010年)

摘要

雖然計畫行為理論 ( Theory of Planned Behavior, TPB ) 對意圖與行為的解釋能力，已在眾多實徵研究中受到相當程度支持與重視。但是，真實世界中人類有許多行為卻不全然都是計畫行為，單純使用計畫型的理論並無法對人類行為解釋完全。本研究採用線上遊戲行為作為研究情境，以「沉浸經驗」作為切入點，試圖探討「非計畫」的因素，對計畫行為理論模型的影響及其在模型中的配置情形，並將描述性規範加入於TPB模型中，探討「規範」在玩線上遊戲的情境中所扮演的角色，此外，本研究將傳統TPB中的「行為意圖」細分成「一般性意圖」和「當次意圖」，針對不同層次的意圖進行剖析探討。
本研究以「問卷調查法」進行資料的蒐集，共蒐集492份樣本，使用 LISREL與 SPSS 來進行 SEM 資料分析，以檢驗本研究模型和相關假說。研究結果發現：一、在線上遊戲的情境中，描述性規範比起主觀規範對個人的意圖影響更為顯著。二、沉浸經驗對實際行為有正向的直接影響，亦即計畫行為理論可以延伸，涵蓋非計畫的影響因素。

關鍵字

描述性規範 ； 社會影響 ； 線上遊戲 ； 沉浸經驗 ； 非計畫行為 ； 計畫行為理論

並列摘要

The Theory of Planned Behavior (TPB) has received considerable attention and empirical support for explaining human behavior in many literatures. However, many human behaviors are not planned in the real world. So the TPB cannot explain all human behaviors. This study is conducted under the scenario of online game platform and uses flow experience as the unplanned factor to explore what are the effects of unplanned factors on the TPB model. This study not only add descriptive norm to the TPB model to examine the role of it, but also split the construct of behavioral intention into general intention and specific intention to deeply discuss the different levels of intention.
The data is collected from 492 respondents through self administered questionnaires. The results revealed that individuals are more likely to be influenced by descriptive norm than subjective norm. Furthermore, flow experience has a directly effect on actual behavior. It is concluded that unplanned factors such as flow experience might profitably be included in TPB.

並列關鍵字

unplanned behavior ； flow experience ； online games ； social influence ； descriptive norm ； theory of planned behavior ( TPB )

參考文獻

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