本研究主要探討遊戲影音串流平台的遊戲直播之使用者動機與消費者購買虛擬商品之消費行為,於2016年3月24日至4月30日,利用IFIND行動問卷調查平台,透過網路發放進行問卷調查,回收共計315份,其中無效問卷4份,有效問卷311份。經彙整調查的資料進行分析,結果發現: (一)此次問卷調查以女性稍多;年齡方面以18至24歲佔多數;職業方面以學生佔最多;教育程度以大學/大專院校佔最多;個人平均收入以無收入佔最多;線上遊戲資歷以三年以上佔多數;平均每天上線時間以1至3小時佔多數;每月花費在線上遊戲之金額以1000元以下最多。(二)在使用者動機中,研究對象大多藉由玩線上遊戲找尋成就感,在虛擬世界裡證明自己的聰明才智及結交各地的朋友。(三)在消費行為中,平均收入越高的研究對象比較肯消費,大多會購買遊戲虛擬商品和遊戲特別關卡。(四)在遊戲直播實際行為中,研究對象多數以了解新遊戲的風格再去嘗試該遊戲,也會研究直播者玩遊戲的技巧來增進自己的技術。
This study explored the motivation of the users of the game streaming of game audio and video streaming platform as well as the consumer behavior related to the virtual goods purchasing. A questionnaire survey was conducted through the Internet during March 24 and April 30, 2016. It is discovered from the survey data analysis that: (1) Most of the respondents are females, aged 18 to 24 years old, students, have university/college degrees, no personal income, more than three years of experience with the online games, spend an average of 1 to 3 hours online time, and spend below 1000NTD per month on online games. (2) In terms of user motivation, most respondents are motivated by looking for the sense of achievement through playing online games, demonstrating intelligence and wisdom in the virtual world and making friends from all places. (3) In terms of consumer behavior, the respondents with higher average income spend more money, and would purchase the virtual game goods and special game checkpoints. (4) Regarding the actual game streaming behavior, most respondents would try a new game after knowing its style, and study the gaming skill from the game streaming.