從動機觀點探討遊戲APP使用意圖之影響因素

Exploring the Impact Factors of Usage Intention of Game Apps from Motivation Theory

洪正翰(Zheng-han Hong)

指導教授 ： 廖則竣

國立中正大學/管理學院/資訊管理學系/碩士(2015年)

摘要

隨著智慧型手機與移動網路的發展，各種APP下載平台不斷的提供越來越多的APP，手機不在單單只是撥打電話傳送簡訊的工具，智慧型手機開始在人們生活中變得不可或缺，現今的智慧型手機功能眾多，其中娛樂方面為APP三大下載類型之一，因此了解哪些因素會促使使用者使用遊戲APP是業者欲研究之主題。本研究目的在於探討動機因素對於遊戲APP使用意圖之影響。

本研究採用網路問卷調查，共蒐集209份有效問卷，並以SmartPLS3.0結構方程模式中的偏最小平方法來驗證研究模式中各個變數之間的因果關係，研究結果發現功能性、樂趣、使用情境、人際影響、外部影響等能動機因素能夠影響使用者對遊戲APP的態度，其中以樂趣影響最為顯著；而便利性、吸引力不會影響使用者對遊戲APP的態度。而態度則進而影響使用意圖。

關鍵字

外在動機 ； 內在動機 ； 社會影響 ； 動機 ； 遊戲APP ； 使用意圖

並列摘要

With the developing of mobile phone and mobile network, more and more apps offered by app download platform like Google Play and App Store. Mobile phone is not only the device which is calling and sending messages, but also become indispensable in life. And mobile phones have many features nowadays. Entertainment is one of three top download types of Apps. Therefore, understanding what factors will encourage users to play apps is the most important. In this study, our purpose is to understand the motive factors that will affect the usage intention of Game apps.
We use online survey questionnaire in this research. Data for the study were collected from 209 valid questionnaires. This research analyzed by structural equation modeling with SmartPLS approach to validate the hypotheses. The results show that users’ attitude to play Game apps can be affected by function, convenience, enjoyment, attractive, use context, interpersonal influence, and external influence and enjoyment is the most significant. In addition, attitude has significant affect usage intention to play game apps. Based on the results, our study provides both the practical implications for Game Apps marketing strategies and the theoretical implications.

並列關鍵字

extrinsic motives ； intrinsic motives ； social influence ； motivation theory ； Game apps ； usage intention

參考文獻

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