本研究旨在探討電競遊戲觀賞者行為之內在歷程,主要探討觀賞動機、觀賞體驗與知覺價值對行為意圖之關係。以半年內曾經觀賞過Dota 2電競遊戲之觀賞者為研究對象,以立意抽樣方式於網路進行問卷發放,共計發放410份,有效回收365份,有效回收率89.0%。所得資料經描述性統計、驗證性因素分析及結構方程模式等方法進行假設驗證,本研究結果如下:電競遊戲觀賞者以男性、年齡19-24歲、學生,而影片觀賞頻率每天至少1次、無收入者最多,電競遊戲無消費金額者最多;觀賞者在觀賞動機中以「娛樂動機」之感受較高;在觀賞體驗中以「思考體驗」之感受較高;在知覺價值中以「功利價值」之感受較高;在行為意圖上大多關注於未來改版之相關資訊;另外,觀賞動機認知可透過觀賞體驗直接及間接影響觀賞者之知覺價值,進而促進觀賞者後續產生正向之行為意圖。最後,根據研究結果提出相關建議,供電競遊戲產業參考。
This study intends to investigate the game spectators in behavioral process of watching motivation, watching experience and perceptual value on DOTA 2 game. The research subjects of this study were users who have used to watch DOTA 2 game within in half year, the purposive sampling method and sent out 410 surveys distributed, 365 valid surveys, and 89.0% valid response rate. Descriptive statistics, confirmatory factor analysis and structural equation modeling methods were applied to the collected data to conduct hypothesis testing. The results of this study are as follows: most game spectators of DOTA 2 game are male, age 19-24 (included), student, video viewing frequency at least once a day, no income, and gaming games without spending any money.; The results were as follows: the game spectator in watching motivation has the deepest feeling in “entertainment motivation”. Watching experience deepest feeling in “think experience”. Perceptual value deepest feeling in “think experience”. Behavioral intentions deepest feeling in “I will focus in next upgrade information”. In addition, the game spectators motivation can directly and indirectly affect the perceived value of the viewer through the watching experience, and thus promote the game spectators to produce positive intentions. Finally, relative suggestions are provided according to the results of this study as reference for game industry.