探討遊戲實況對玩家遊戲意圖之影響─以訊號理論及S-O-R模式為觀點

Investigation of the Impact of Game Broadcasting on Players' Intention to Play the Game─Signaling Theory and S-O-R Model Perspectives

林怡芬(Yi-Fen Lin)

指導教授 ： 廖則竣

國立中正大學/管理學院/資訊管理學系/碩士(2014年)

摘要

遊戲產業無論是在全世界或是台灣，皆具有龐大之商機，並且未來還有可觀的獲利成長空間。因此，如何吸引玩家的目光，提高玩家之遊戲意圖，在遊戲界一直都是相當重要的課題。隨著網路科技的進步，近年來開始出現了實況網站，兼具影音分享及線上即時互動的功能，如：Justin.tv、Twitch等。實況網站已經變成現今最熱門的網路服務之一，其中遊戲實況對網友的影響尤其可觀。無論是在全世界，或是在台灣，遊戲實況都正在蓬勃發展，在實務界也已經引起高度關注，然而學術界目前對於實況網站之研究卻是相當缺乏，更甚少有以遊戲實況為主題之研究。有鑑於此，本研究決定以S-O-R模式為架構，並以訊號理論試圖分析遊戲實況影響玩家遊戲意圖之因素，期能填補此一研究缺口。

　　本研究採用實驗室實驗法，總共招募到120名受測者，並分別以多變量變異數分析及結構方程模式驗證研究模式。研究結果顯示，在不同的訊號頻率或訊號長度的情況下，玩家的知覺樂趣皆有顯著差異，而訊號可觀察性對訊號長度於遊戲品質認知的影響具有調節效果，而遊戲品質認知及持續收看意圖對遊戲意圖皆具有顯著的正向影響，本研究亦發現來自實況主的刺激(實況主特質、擬社會互動)對於玩家的認知具有相當程度之影響力。最後，本研究根據結果提出分析與建議，以供後續研究及遊戲業界以遊戲實況作為行銷手段之參考依據。

關鍵字

擬社會互動 ； 實況主特質 ； 訊號理論 ； 實況網站 ； 遊戲實況 ； S-O-R模式

並列摘要

It is showed that game industry has massive business opportunity, and it will have considerable space to grow in the future. Therefore, how to enhance players' intention to play games is always a quite important issue in game industry. Live streaming platforms, which combine the function of video sharing and online synchronous interaction, has become one of the most popular web services in recent years, such as Justin.tv, Twitch, etc. The effects which game broadcasting brings to netizens is considerable among others. With widespread phenomenon of game broadcasting in Taiwan and all over the world, it has already highly raised game practitioners' awareness. However, there are few researches to probe about live stream platforms. In order to fill this research gap, this research uses S-O-R model and signaling theory to outline the research model of that game broadcasting affects players' cognition and subsequently affects players' intention.

　　This research conducted a 2x2x2 laboratory experiment, which recruited 120 subjects. According to the results of multiple analysis of variance(MANOVA) and structural equation modeling(SEM), it is showed that signal frequency and signal length have significant impact on perceived enjoyment, and signal observability has the moderating effect on perceived game quality to intention to play the game. The extent of intention to play the game is mainly determined by perceptions of game quality and continuance intention to watch the game broadcasting. In addition, it is found that broadcaster' s characteristics and parasocial interaction have significant impact on perceptions of game quality and perceived enjoyment. Based on the results of this study, we discussed the implications for future research and for game practitioners to propose different marketing strategies.

並列關鍵字

Broadcaster' s Characteristics ； Signaling Theory ； Live Streaming Platforms ； Game Broadcasting ； Parasocial Interaction ； S-O-R Model

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