由於網際網路的發展,帶動電腦遊戲由單機遊戲演變為線上遊戲,加上宅經濟現象的推波助瀾,使得線上遊戲成為國人十分重要的娛樂活動之一。在免費遊戲已成趨勢的現在,線上遊戲營運商以販售虛擬寶物為其主要收入來源,因此本研究以消費價值理論與沉沒成本探討玩家購買虛擬寶物之意圖,然而過去有研究發現不同類型之遊戲,玩家所考量之虛擬寶物消費價值亦有所不同,故本研究鎖定免付費的角色扮演類型線上遊戲並加入滿意與持續使用意圖構面進行探討。 本研究以網路問卷調查具免費角色扮演線上遊戲經驗者,回收有效問卷974份,使用PLS方法進行信效度檢定與路徑模型驗證。結果發現六種虛擬寶物之消費價值中,僅社會自我形象表達價值對於滿意之正向影響關係未獲支持,而沉沒成本確實會正向影響玩家的遊戲持續使用與虛擬寶物購買意圖。本文最後依研究結果提出學術與實務管理意涵及建議。
The Internet has become an integral part of activities of our daily livings, and is used for doing lots of things, playing online games is a part of them. Selling virtual items has become one of the important sources of revenue for online game operators. To increase their character competence and decorate the character to become more powerful and enhance their relationship with others in the game context, gamers would purchase the virtual items. Thus, this study wants to explore the consumption values of virtual items. We utilized theory of consumption values, satisfaction, and sunk cost to measure the intention of gamers to continue playing the game and purchase virtual items. The purposes of this study are: 1. Exploring the consumption values of virtual items of free-to-play MMORPG. 2. Exploring the impact of sunk cost affects on the intention of continuing to play the game and purchasing virtual items