任天堂於2016年2月26日宣布推出第七代的精靈寶可夢GO(Pokemon GO)遊戲,之後數月此遊戲的風潮已席捲全球,任天堂的業績也因此由谷底翻身,轉危為安,由此可見行動遊戲市場的廣大及其威力。依資策會(MIC)估計,台灣在2017年,行動遊戲產值預計可達到101億。綜觀全球的行動應用市場,不論是任何一種行動應用平台,其中下載量和營收排名第一名的皆為行動遊戲,而目前在台灣遊戲業中,投入行動遊戲開發的廠商及資源也是最多的。 在激烈競爭的遊戲市場中,各大相關廠商若想開發引起高度關注的遊戲,勢必得了解消費者喜好及需求,並根據這些消費者實際在意的因素進行遊戲開發和經營。因此,本研究乃針對行動遊戲消費者,以層級分析法特有的系統架構分析方式,找出消費者購買的關鍵因素,使得遊戲廠商能夠根據其研究結果,針對欲開發或現有遊戲進行創新或改善,並助於其提高市場佔有率。 經本研究調查結果,在主要關鍵因素方面,以「售後服務」最重要,其次依序為「遊戲設計」、「遊戲活動」、「遊戲系統」、「遊戲收費」、「遊戲口碑」、「娛樂與社交」。在次要關鍵因素方面,在七項主要關鍵因素下最重要的次要關鍵因素分別為「連線穩定度」、「畫面及音效」、「節日活動」、「遊戲討論度」、「收費合理」、「營運商誠信」、「趣味性」。
On February 26, 2016, Nintendo announced the launch of the seventh generation of Pokémon GO, after a few months this game has swept all over the world and Nintendo's revenue rises rapidly. The opportunity and size of the mobile game market can be easily observed from the success of Pokémon GO. In this highly competitive mobile game market, game makers need to understand the preferences and needs of consumers and then develop games accordingly. Therefore, this study applies the AHP (Analytic Hierarchy Process) to investigate the key factors that consumers consider when they decide to buy or play a mobile game so the game makers can design games according to these key factors and improve their competitiveness. According to the results of this study, the most important major key factors are “after sale service”, "game design", "game activity", "game system", "game fee", "game reputation", "game reputation", and “entertainment and social ". For the secondary key factors, the most important secondary key factors under the seven major key factors are "connection stability", "graphics and sound effects", "festival activities", "game discussion intensity", "reasonable fees ","Game maker”, and "fun".