Leisure Motivation, Experiential Value and Word-of-Mouth: Taking Mobile Game as an Example

Nowadays, the mobile phone is not simply a talking machine, but a movie theater, digital camera, music player and video game. Undoubtedly, such diversity of APPs on the phone has provided people with lots of fun and convenience. Among these APPs, game is one of the best-seller commodities. Just like any consumption product, mobile game needs to be experienced. However, past studies related to experiential value (EV) rarely focused on it. Besides, motivation is defined as the forces accounting for consumer behavior and positive word-of-mouth (WOM). Therefore, this study aims to explore the relationship among leisure motivation (LM), EV and WOM. Collecting 206 valid samples from two famous mobile game players, the empirical findings indicate that the internal motivation (IM) has the advantage over the external motivation (EM) in impacting EV, while EV acts as complete mediator in the relationship between LM and WOM.

關鍵字

leisure motivation ； experiential value ； word-of-mouth ； mobile game

並列摘要

現在的手機不再僅是一個簡單的講話機器，而是集戲院、數位相機、音樂播放器和電子遊戲於一身。毫無疑問，如此多元的手機APPs已經提供人們相當的便利性與娛樂性。在這些APPs當中，遊戲是其中最暢銷的一款商品。就像任何一項消費性商品，手機遊戲也是需要被體驗的。然而。過去的體驗價值的相關研究很少以手機遊戲為題材。除此之外，動機也被定義為解釋消費行為與產生正向口碑的一股驅動力。因此，本研究旨在探索休閒動機、體驗價值與口碑的關聯性。根據來自兩款手機遊戲共206份有效使用者樣本，實證結果顯示：內部動機要比外部動機更能影響體驗價值；體驗價值在休閒動機與口碑之間扮演完全中介的角色。

並列關鍵字

休閒動機；體驗價值；口碑；手機遊戲

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