線上遊戲中玩家黏性之設計研究-以瑪奇為例

Stickiness design for the players in Online Game - Mabinogi as an example

謝明錡(Ming-Chi Hsieh)

指導教授 ： 王桂沰

朝陽科技大學/設計學院/數位化產品設計產業研發碩士專班/碩士(2010年)

摘要

臺灣地區的線上遊戲環境由於競爭激烈，選擇性過多又雜亂導致傳統行銷上的忠誠度觀念並不適用，因此業界轉而開始探討線上遊戲的玩家黏性訴求；而玩家黏性的建立又屬於傳統人機互動取向遊戲設計中尚未認知的領域，其中技術又牽涉層面甚廣，這不但是目前遊戲產業在線上遊戲發展上最缺乏理論基礎的部分，同時也是本研究的探索方向。

本研究將以「遊戲過程」與「網路互動」來對玩家在線上遊戲中產生駐留行為的抽象過程進行理解；依此兩個方向分別對過去的相關遊戲理論進行整理，並且提出描述玩家遊戲經驗的模型，接著再依據模型進行實際遊戲考察，讓模型能在遊戲設計方面產生回饋。

關鍵字

黏性 ； 網路社會學 ； 線上遊戲

並列摘要

Taiwan''s online gaming environment, due to intense competition and a variety of very different choices, does not have the traditional loyalty model in marketing.
Instead, the industry began to explore the "stickiness demand" from online gamers; and this is not in the area of traditional human-computer interaction and gaming design. This involves a wide range of disciplines, and however the online gaming industry currently does not have any relevant research. This is the aim of the research.

This study will be "gaming" and "Network Interaction" gamers to create online presence in the game process of understanding the abstract behavior; and so the two directions are related to game theory over the last sort, and made the game player description experience model, followed by the actual games based on the model study, so the model can generate back in the game design.

並列關鍵字

Network Interaction ； Stickiness ； Online Game

參考文獻

陳怡安，“線上遊戲的魅力-以重度玩家為例”。南華大學社會所出版，臺北，2003。

李英明，《網路社會學》，揚智出版社，臺灣，2000。

Huizinga,J.1970. Homo Ludens: A Study of the Play Element in Culture. Maurice Temple Smith Ltd.

Rieber, L. P. 1996. Seriously considering play: Designing interactive learning environments based on the blending of microworld s,simulations, and games. Educational Technology Research and Development Volume 44, Number2:4 3- 58.

Smed, J., and H. Hakonen . 2003. Towards a Definition of a ComputerGame.