國內線上遊戲虛擬寶物之現金交易行為研究

A Study of Virtual Treasure Exchange Behavior by Cash for the Massively Multiplayer Online Role-Olaying Game in Taiwan

江振維(Chen-Wei Chiang) ； 梁朝雲(Chao-Yun Liang)

《科技管理學刊》 10卷4期 (2005/12) Pp. 139-167

https://doi.org/10.6378/JTM.200512.0139

摘要

虛擬寶物在線上遊戲的世界中，扮演著玩家在遊戲進行時不可或缺的角色，舉凡提升玩家角色能力，或是與其他玩家進行互動，虛擬寶物都是不可缺少的遊戲內容。正因為如此，也使得玩家們會從遊戲中交換虛擬寶物轉移到現實生活以現金進行交易，玩家間的現金交易行為也因此成為了遊戲業者必須面對的經營課題之一。本研究主要是從遊戲、玩家以及業者三個方向來進行探討。研究方法採用電腦網路問卷調查法，以探討線上遊戲玩家對現金交易虛擬寶物之看法，並以焦點團體座談法，更深入地將遊戲玩家及業者之看法進行綜整。研究結果發現，多數線上遊戲玩家表示可以接受並以現金購買虛擬寶物以節省遊戲闖關時間。遊戲業者必須因應此現金交易行為，減少因此行為對遊戲本身造成的負面影響，以為玩家提供更完整的遊戲服務。

關鍵字

大型多人線上遊戲 ； 虛擬寶物 ； 現金交易

並列摘要

For online game players, virtual treasure is one of the most critical objectives. Players need it to improve their game characters' capacities, or to interact with others. It is the primary storage of value and means for exchange. Players exchange virtual treasure not only within the game, but also in real world for cash. Online game providers thus must control the worth of each virtual treasure. This study divides into three parts to analyze of virtual treasure exchange behavior, from the game itself, and from both the players' and the provider's points of view. This research utilizes a web questionnaire to inquire the players' perspectives on virtual treasure exchange. The method of focus group was carried out to integrate the views of providers and players. The research results reveal players' participation in cash exchanges for virtual treasure, generally in order to shorten the time required for advancement. The providers need provide an alternative to virtual treasure exchanges for cash in order to reduce the negative consequences, which in turn could earn back the competitive advantage in the online game market.

並列關鍵字

Massively Multiplayer Online Role-playing Game ； Virtual Treasure ； Cash Transaction

參考文獻

John Smedley Discusses Station Exchange

Introducing Station Exchange

政策大轉向6月底開放虛寶現金交易

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