愉悅或成癮? 手遊體驗的心理機制與體驗價值分析—以A手遊為例

科技日新月異，手機的普遍帶來了便利性，然而也帶來了諸多問題。上網、看影片、聽音樂，玩遊戲等都更方便，其中手機遊戲更是琳瑯滿目，為業者是帶來了商機，卻也為消費者帶來了隱憂。在手機遊戲的體驗過程中，會因為每個玩家的心理機制而產生正、負不同的體驗價值，本研究目的在探討何種心理機制會造成正面的體驗價值或成癮，以及人格特質的影響。並擬定以下幾個目的來研究，手遊體驗中，可能出現哪幾種心理機制？可能出現哪幾種體驗價值？何種心理機制，產生哪些正面的體驗價值？何種心理機制，產生成癮症狀，造成成癮？人格特質對心理機制及體驗價值之關係的影響程度？本研究採多重個案研究方法（Multiple Case Study Research Method），進行研究，透過深入訪談之後，藉由紮根理論予以編碼，加以彙整、分析發現到，人格特質對於手機遊戲使用者心理機制及體驗價值之關係是具有一定程度的影響，能愉悅、快樂享受遊戲帶來的感受或是慢慢沉迷於遊戲中，亦取決於玩家們的人格特質對心理機制與體驗價值的影響性。本研究結果獲得幾項結論：結論一：正向心理機制頻率最高的心理機制為解離，其次為掌控，頻率最少的心理機制為自主；負向心理機制頻率最高者為無法自主，其次無法掌控。結論二：在正向體驗價值中，頻率最高的體驗價值為正向的情緒，其次為正向的人際關係，頻率最少的體驗價值為正向的生理價值；在負向體驗價值中，頻率最高的體驗價值為情緒不佳，其次為生理戒斷性，頻率最少的體驗價值為不肯定跟負向的服務性。結論三：針對頻率最高的解離及掌控這兩項心理機制，產生正面體驗價值均以正向情緒的頻率最高。結論四：在無法自主這項心理機制之下，產生負面體驗價值的生理戒斷性頻率次數是最高的；在無法掌控這項心理機制之下，產生負面體驗價值的情緒不佳頻率次數是最高的。結論五：人格特質對於解離這項心理機制與正向體驗價值的關係具有干擾效果，對於掌控則不具有干擾效果；人格特質對於無法自主及無法掌控這兩項心理機制與負向體驗價值的關係均具有干擾效果。本研究並依據結論提出有效建議，做為手機遊戲公司在開發設計遊戲軟體及與規劃體驗行銷活動之參考。

關鍵字

心理機制；體驗價值；成癮；人格特質；紮根理論

並列摘要

With the rapid development of technology, the popularity of mobile phones has brought convenience, but it has also brought many problems. Activities as internet access, watching movies, listening to music, playing games etc. are more convenient, and mobile games are more dazzling, bringing business opportunities to the industry, but also bringing hidden concerns to consumers. In the experience of mobile games, positive and negative experience values are generated because of the psychological mechanism of each player. The purpose of this study is to explore what kind of psychological mechanism will cause positive experience value or addiction, and the influence of personality traits. And to develop the following objectives to study, what kinds of psychological mechanisms may occur in the mobile game experience? What kinds of experience values might there be? What kind of psychological mechanism produces positive positive experience value? What kind of psychological mechanism produces addiction symptoms and causes addiction? The extent to which personality traits affect the relationship between psychological mechanisms and experience values? This study adopts the Multiple Case Study Research Method to carry out the work related to the collection and analysis of research data. After the in-depth interview through this study, it is coded by the grounded theory. Baseed on the data analysis, we find out that, for the mobile phone, the personality trait can affect the relationship between the psychological mechanism of the game user and the value of the experienc. They can enjoy the joy of the game, or slowly indulge in the game also depends on the personality traits of the players, psychological mechanism and experience value. The results of this study have obtained several conclusions: Conclusion 1: The psychological mechanism with the highest frequency of positive psychological mechanism is dissociation, followed by mastering, the psychological mechanism with the least frequency is autonomy; the highest frequency of negative psychological mechanism is unable to be autonomous, and secondly can not be controlled. Conclusion 2: In the positive experience value, the highest frequency experience value is positive emotion, followed by positive interpersonal relationship, the least frequent experience value is positive physiological value. In negative experience value, the highest frequency of the experience value is poor mood, followed by physiological withdrawal, and the least frequent experience value is self un-confidence and the perception of negative service. Conclusion 3: For the most frequent disengagement and mastering of these two psychological mechanisms, the positive experience value is the highest frequency of positive emotions. Conclusion 4: Under the psychological mechanism of being unable to autonomously, the number of physiological withdrawal frequency that produces negative experience value is the highest; under the psychological mechanism that cannot be controlled, the frequency of bad emotions with negative experience value is the highest. Conclusion 5: Personality traits can moderate the relationship between the disengagement and the positive experiencial value, but can’t moderate the relationship between the mastering and positive experiencial value. The personality trait can moderate the relationships between both un-autonomy and un-masterting and the negative experiencial value. Based on the conclusion, this study also provides effective recommendations for practices, in the hope of providing future reference as a mobile game company in the development of game and planning of experience marketing.