探討密室逃脫實境遊戲工作室經營成功關鍵因素

To Explore the Key Success Factors of the Escape-room Game Studio

鄭宜東(Yi-Dong Cheng)

指導教授 ： 黃勇富

朝陽科技大學/管理學院/企業管理系高階產業經營碩士在職專班/碩士(2018年)

摘要

「密室逃脫」是帶有神秘色彩的遊戲。最早「密室逃脫」於 2013 年開始在台灣發跡，消費者認為密室逃脫遊戲的燒腦程度和娛樂體驗 並不比線上虛擬遊戲差，且觸及年齡層廣泛，也因此逐漸掀起一股密 室的解謎熱潮。
本研究欲探討密室逃脫實境遊戲經營成功關鍵因素，透過過去文 獻及專家訪談，整理並歸納出適用於密室逃脫實境遊戲評估指標，運 用層級分析法，建立密室逃脫實境遊戲評估模型，並針對台中地區密 室逃脫業者進行問卷調查。實證研究發現，本研究之模型有助於業者 了解台中地區產業方向，可以做為目前以及未來有意加入此產業的新 進業者重要且具體的參考依據。
營運成功密室逃脫實境遊戲的關鍵因素，一方面是要具有持續開 發產品的創新能力，「娛樂性」是吸引消費者的重要因素;另一方面「品 質性」還需要有相應的專業運營團隊，能夠在接待消費者、與玩家交 流時提供更好的服務，此外，還要看品牌是否有足夠的號召力，從而 使消費者產生黏性。研究結果顯示，在「娛樂性」與「品質性」兩大 構面選擇當中，台中地區業者認為最重要的因素依序是:遊戲劇情帶 來的「沈浸經驗」、消費者之間的「團隊合作」以及遊戲過程中軟硬體 給予的「產品品質」。
體驗式娛樂活動是未來的趨勢之一，目前密室逃脫實境遊戲的市 場還處於發展階段，隨著未來逐漸發展，消費者對於產品的要求和標 準不斷提升，低質的密室逃脫會逐漸被淘汰，能夠保持創新，並不斷 為消費者提供更高標準的服務，只有這樣的產品才會得到消費者較為 持久的青睞。

關鍵字

密室逃脫 ； 成功關鍵因素 ； 層級分析法

並列摘要

The "Escape-Room" game is a game full of mystery. The earliest "Escape-Room" began in Taiwan in 2013. Back then customers observed that the experience of the escape-room was just as exhilarating and challenging as that of online games. Furthermore, with a wider reach covering various age ranges, the escape-room fad exploded.
This research sets out to explore the key success factors of the escape-room experience. Through a review of past literature and expert interviews, this research attempts to sort out and summarize the assessment indicators for the escape-room game and then utilizing the analytic hierarchy process to build an assessment model for escape-room games. Moreover, using this model, the research will construct the questionnaire survey to distribute for all the escape-room business owners in the Taichung area to obtain the research data. The research model can help business owners in this field to better understand the direction of the escape-room business in the Taichung area, thus serve as an important reference for new and current players in this industry.
The key success factors in the escape-room game can be summarized into two categories, “Entertainment” and “Quality”. The area of “Entertainment” includes the ability to draw in customers through new products or service innovation, thus drawing in customers. On the other hand, “Quality” includes a professional team operating the logistics, providing quality customer service in terms of greeting and during the gameplay. Furthermore, it also depends on whether the brand has enough appeal to create customer loyalty. The research shows that within the two facets of “Entertainment” and “Quality”, the Taiwanese business owner believe that the most important factors were the “immersive experience” of the game’s storyline, the element of “teamwork’ between players, and the “product quality” provided through the process, whether pertaining to the hardware or software.
Experiential entertainment is one of the trends of the future. At the present, the market for escape-room games is still at the development stage. As time progress, consumer demands and standards for products will continue to increase, thus gradually eliminated low-quality escape-room games. In the long run, having the ability to maintain innovation and being able continue to provide consumers with a higher standard of service will sustain their product popularity amongst the consumers.

Keywords: escape-room, key success factors, analytic hierarchy process

並列關鍵字

Room Escape ； Key Success Factors ； Analytic Hierarchy Process

參考文獻

一、 中文部分

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2. 方威尊（1997）。休閒農業經營關鍵成功因素之研究，國立台灣大學農業推廣研究所碩士論文，台北。

3. 成海清、李敏強（2007）顧客價值概念內涵、特點及評價，西北農林科技大學學報(社會科學版)，34-38頁。

4. 孟晉瑭（2015）。台灣實境遊戲業商業模式初探。未出版碩士論文，國立成功大學，台南。