性別差異對於行動遊戲忠誠度和付費使用意願因素之影響

Gender differences in reasons for mobile game loyalty and payment intention

張宛惠(Wan-Hui Zhang)

指導教授 ： 蕭國倫

國立臺中科技大學/資訊與流通學院/資訊管理系碩士班/碩士(2014年)

https://doi.org/10.6826/NUTC.2014.00097

摘要

隨著行動網路、智慧型手機、平板電腦等行動裝置的快速發展，越來越多的使用者習慣透過手持式裝置來玩數位遊戲，也有越來越多的廠商開發行動裝置的遊戲，對遊戲開發商而言，吸引越多的玩家持續遊玩能帶來更多的收益，像是：廣告和虛擬商品的銷售，因此，如何能提高玩家遊玩和付費意願是個值得探討的議題。此外，過去研究顯示男女生在數位遊戲遊玩和付費的動機不同，且行動遊戲遊玩和付費是個新興的議題，目前的相關文獻不多，所以，本研究的重點即探索影響玩家遊玩和付費意願的因素為何。過去研究指出，認知價值和忠誠度是使用者付費的重要因素之一，故本研究以認知價值相關文獻為基礎，並訪談行動遊戲的重度玩家，結合質化和量化的研究方法來探索相關因素，同時考量性別差異，建立研究模式，進而探討玩家因性別的差異下，影響玩樂忠誠度以及付費意願的因素，並探討這些因素與價值之間的關係。
本研究以行動手機-神魔之塔的玩家為研究對象，其計回收有效樣本3309份。並使用PLS（Smar Partial Least Squares, PLS）測量和分析研究模型進行驗證。研究結果表示，於各價值因素中會顯著影響玩家願意支付費用的意願的因素，男性分別為娛樂性、響應性、成就感、知覺價格、獎勵性，女性分別為響應性、知覺價格之各因素具顯著影響付費意願。價值因素中會顯著影響遊戲忠誠度的因素，男性分別為娛樂性、響應性、連結性、時間靈活性、成就感、獎勵性。女性則是生動性、知覺價格、獎勵性、成就感之各因素具顯著影響玩家遊戲忠誠度的因素。最後，遊戲忠誠度會顯著影響性別差異對於遊戲的付費意願之行為。本研究之研究結果，可提供行動遊戲業者對遊戲App設計和建置時的參考依據。

關鍵字

行動遊戲,認知價值,付費,忠誠度,性別差異

並列摘要

With the development of mobile Internet, smart phone, and tablet PC, more and more people begin to use these devices to play computer games. In addition, more and more companies develop mobile games for the mobile devices. A game which attracts more players to play can bring more potential profits, such advertisement revenue and virtual goods purchase. Therefore, how to increase the players’ intention to continuously play and to pay for the games is an interesting issue. Moreover, past studies demonstrated that the reasons why male and female players want to play and pay are different. Consequently, this study intends to explore the factors affecting male and female players’ intention to continuously play and to pay. Past research indicated that perceived value is the key factor in purchase issue. For the reason, the research model will be developed based on perceived value theories. The players’ responses （research data） were collected by online questionnaires. The casual model was validated using partial least squares （PLS） techniques.

A total of 3309 valid questionnaires were collected. In male group, the results confirmed that playfulness, responsiveness, achievement, perceived price, and reward would influence the payment intention. In female group, it is found that responsiveness、perceived price would influence the payment intention. In addition, the loyalty influenced significantly the willingness to pay. In male group, the factors significantly affected the loyalty were playfulness, responsiveness, connectedness, time-flexibility, achievement, and reward. In female group, the factors significantly affected the loyalty were vividness, playfulness, achievement, and reward. Finally, this study discussed the possible contributions for mobile game developers and future research.

並列關鍵字

Mobile games, Perceived value, Payment intention, Loyalty, Gender differences

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