運用隱喻抽取概念技術(ZMET)來建立線上角色扮演遊戲玩家的共識地圖

Using Zaltman Metaphor Elicitation Technique (ZMET) to Establish Consensus Map for Online Role Playing Game Players

劉明德(Ming-Te Liu) ； 方之光(Zhi-Guang Fang) ； 張裕幸(Yuh-Shihng Chang) ； 謝佩如(Pei-Rue Shieh)

《中山管理評論》 15卷3期 (2007/09) Pp. 667-695

https://doi.org/10.6160/2007.09.06

摘要

爲深入瞭解線上遊戲中角色扮演遊戲(Role Playing Game, RPG)玩家們的想法，本研究有別於一般消費者行為的研究方法，採用隱喻抽取概念技術(Zaltman Metaphor Elicitation Technique, ZMET)為研究方法，由圖像來探索線上遊戲玩家的內心思維，進而找出個人構念(Constructs)、共同構念、相關構念來建立玩家們的共識地圖(Consensus Map)。共識地圖代表消費群對於某一特定產品或服務的深層思維，也是目標市場的消費者心中，對特定議題最直接與鮮明的共識。本研究依據所建立的十個實施階段，獲得的共識地圖計有27個共同構念，這些共同構念也進一步歸納出玩家的三大期望構面，分別是「實現自我」、「認同自我」及「滿意自我」，而此三構面及所涵蓋的共同構念最後皆指向「追求心靈滿足」、「成就感」與「歸屬感」等三項共識地圖的終結構念。研究結果可以提供遊戲研發者作為設計或創意的發展參考來符合玩家們的期望。

關鍵字

線上遊戲 ； 角色扮演遊戲 ； 隱喻抽取概念技術 ； 共識地圖

並列摘要

In order to further understand the mind and thoughts of online role playing game players, this research is done by means of Zaltman Metaphor Elicitation Technique (”ZMET”), not the commonly-used method of consumers' behavior research. Such approach is taken to find out the personal constructs, relative constructs and common constructs by the pictures, then build up the Consensus Map of the players. Consensus Map represents consumers' real thoughts on certain products or services. It also shows consumers' direct and obvious consensus of certain issues in the target market. Though this research, it is found that there are 27 common constructs of the Consensus Map by established 10 stages' operations. In terms of consumers' expectation, the three main frames ”self-fulfillment”, ”self-respect” and ”self-satisfaction” were also obtained respectively. All of these three frames and relevant constructs are associated with the three destination constructs ”pursuing spirit satisfaction”, ”sense of achievement” and ”sense of affiliation.” The above-mentioned findings can be utilized by people in charge of Rand D for online role playing game to match the expectations of players.

並列關鍵字

Online Games ； Role Playing Game ； ZMET ； Consensus Map

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