影響線上遊戲玩家使用意願之因素探討

線上遊戲已被視為 PC 遊戲的主流，具有全球性的巨大市場。Newzoo 預計，到 2019 年，全球電子競技觀眾總數將從 2018 年的 3.95 億增長到 4.56 億。使得線上遊戲市場持續升溫。本研究針對影響線上遊戲玩家使用意願之因素進行探討，透過文獻分析法彙整過去相關研究之相關因素，並進一步以此作為 AHP 層級架構並設計問卷，再針對線上遊戲玩家進行問卷發放，回收後進行 AHP 層級分析。總共回收 115份問卷，其中有 13 份無效問卷，有效問卷為 102 份。研究結果發現，在影響線上遊戲玩家使用意願三大主要構面「遊戲設計」、「資訊系統及服務品質」、「遊戲口碑」中，「遊戲設計」為線上遊戲玩家最重視的構面。而在「遊戲設計」構面中，「娛樂性」為線上遊戲玩家最重視的因素。「資訊系統及服務品質」構面中，「系統品質」為線上遊戲玩家最重視的因素。而「遊戲口碑」中，「同儕影響」為線上遊戲玩家最重視的因素。以整體十個因素而言，「系統品質」為線上遊戲玩家最重視的因素，其次依序為「資訊品質」，其後依序為「娛樂性」、「特效介面設計」及「服務品質」。

關鍵字

線上遊戲；遊戲玩家； AHP 層級分析法

並列摘要

Online game has become the mainstream of PC games and has a huge global market. Newzoo (2019) predicts the total number of global eSports viewers to increase from 395 million in 2018 to 456 million by 2019. The online game market continues to heat up. This study explores the factors affecting the use intention of online game player through literature analysis to integrate relevant factors from past researches. This study further uses this as the AHP hierarchical structure and design questionnaires and then issue questionnaires for the online game player. AHP hierarchical analysis used to analyze the collected questionnaire. Total 115 questionnaires collected, of which 13 were invalid and 102 were valid. The results of the study found that among three facets of information design, information system and service quality and game word of mouth, which affect the use intention of the online game player, game design is the most important facet for the online player. In the game design facet, entertainment is the most important factor for the online player. In the information system and service quality facet, system quality is the most important factor for the online player. In game word of mouth, peer influence is the most important factor for the online player. In terms of the overall ten factors, system quality is the most important factor for the online player, followed by information quality, entertainment, effect interface design and service quality.