確認影響下載手機遊戲App之關鍵因素

Recognizing the key factors of downloading game applications

嚴振瑋(Chen-Wei Yen)

指導教授 ： 陳隆昇

朝陽科技大學/資訊學院/資訊管理系/碩士(2015年)

摘要

隨著網路通訊服務與手持裝置(智慧型手機、平板電腦)的增長，帶動了Android與iOS作業系統其行動應用程式呈現爆炸式的發展，為軟體業者帶來廣大的市場商機與競爭。其中手機遊戲市場更令人關注，Gartner研究預估2015年行動遊戲市場產值將佔整體遊戲市場1120億美元的兩成(約220億美元)。在此競爭環境中，對於遊戲App業者而言，設計出符合使用者需求的產品，以吸引使用者下載，並於往後受使用者青睞，持續使用或在App內進行消費，是值得探討的議題。特別是目前遊戲App主要收益模式為免費、付費，以及遊戲內部購買(In-App purchases)。因此，本研究主要目的是以創新擴散理論為基礎，結合科技接受模型之行動服務相關研究，試圖定義影響使用者下載與遊戲內消費之潛在要素，以及區別出不同的採用者類別。再利用四種特徵選取方式，支持向量機遞歸特徵消除(Support Vector Machine-Recursive Feature Elimination)、決策樹(Decision tree)、資訊增益(Information Gain)與迴歸分析(Regression Analysis)，以確認重要因素。最後，比較不同採用者群體間對於下載與消費之重要因素的差異性。研究結果望能為往後遊戲開發商與研究學者做為參考依據。

關鍵字

特徵選取 ； 創新擴散理論 ； 遊戲應用程式 ； 行動應用程式

並列摘要

With the growth of Internet communications services and mobile devices, it leads to the popularity of mobile operating systems such as Android and iOS, and bring the market growth opportunities for the software industry. Among lots kinds of applications (App), the game App has attracted much attention. According to related research, it estimates that in 2015 the market value of game App will reach to 20% of the overall game market. In the fierce competition, how to design products that satisfy the needs of users and attract users to download and consumption has become one of important issues for developers of game App. Therefore, the main purpose of this study is to integrate technology acceptance model (TAM) of mobile service-related research into diffusion of innovation theory (IDT) to define the potential factors that influence users to download App and do in-app purchases. Then, four feature selection methods, Support Vector Machine -Recursive Feature Elimination (SVM-RFE), Decision Trees (DT), information gain (IG) and Regression Analysis will be utilized to identify the key factors. Finally, a comparison between different groups will be provided. The results can be used as a reference for game developers and researchers to design game App.

並列關鍵字

Feature selection ； Diffusion of innovation theory ； Game App ； Mobile applications

參考文獻

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