遊戲App的便利性與隨時性讓其成為行動裝置使用者打發時間的首選。根據美國網路研究機構Pew Research Center資料顯示，App下載數量以遊戲App下載比例居冠。重要的是，評斷一個App的成功與否，下載次數是其主要因素之一（Albright, 2012），而現今學術界卻鮮少探討遊戲App的下載意圖與行為。因此，本研究旨在探討影響行動裝至使用者下載的因素並以整合性科技接受模型（Unified Theroy of Acceptance and Use of Technology,UTAUT）為主要架構，考量UTAUT的構面非全部適用於本研究脈絡，故採用努力期望與社會影響為其主要構面，並以遊戲經驗為干擾變數，並於文獻探討後提出研究問題，欲了解使用者人格特質是否能作為影響下載之前置因子。另外，努力期望以及社會影響是否會對遊戲App下載意圖產生影響，以及具備遊戲經驗者對於遊戲App下載意圖的影響。本研究重點在於探討影響下載意圖與行為的相關因素，因此，只要具有下載遊戲App經驗皆為本研究之研究對象。本研究採用便利抽樣，藉由網路蒐集樣本，於BBS、Facebook上張貼網路問卷。並以動差結構分析（Analysis of Moment Structures, AMOS）作為假說驗證之工具，進行模型適配度與信效度檢驗後，以整體模式檢定假說。本研究結果發現，行動裝置使用者的人格特質作為影響下載的前置因素，使用者的努力期望、規範性影響與資訊性影響會顯著影響下載意圖，而下載意圖會對下載行為產生正向影響，研究結果不僅將UTAUT中的社會影響因素完整化，更延伸原本UTAUT的架構，使對於未來行動遊戲下載的行為更具解釋性。

Mobile gaming now accounts for one of the top consumer behaviors on mobile device with estimates of 15billion market value by 2015. The goal of this study is to explore factors affecting mobile device users to download game apps based on the Unified Theory of Acceptance and Use of Technology(UTAUT) model while considering the moderating effects of game experience. Two of the constructs of UTAUT, effort expectancy(EE) and social influence(SI) are adopted and two additional constructs,game review and game popularity are developed..Particularly, this study investigates the role of personality factors in the UTAUT model. 475 participants completed an online survey and analysis of Moment Structures (AMOS) was used to test the measurement and structural model. The results show that the Big –Five personality traits are significant predictors of downloading game apps.EE, normative SI,game review and game popularity also have significantly postive effects on download intention while game-download intention is significantly postively related to download behavior. This study extends the UTAUT model by adding more constextual variables to understand mobile game users’ download intention and behavior. Theoretical and practical implications are also discussed.

論文審定書 i
誌謝 ii
中文摘要 iii
Abstract iv
圖次 vi
表次 vii
壹、 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 5
貳、 文獻探討 7
第一節 行動應用程式（App） 7
第二節 行動遊戲（Mobile Game） 7
第三節 整合性科技接受模式（UTAUT） 12
第四節 人格特質 （Personality） 27
參、 研究方法 31
第一節 研究架構 31
第二節 研究變項操作型定義與衡量方法 32
第三節 研究對象與測量工具 34
肆、 資料分析 37
第一節 前測之執行與結果 37
第二節 正式問卷的發放與檢測方式 38
第三節 敘述性統計分析 39
第四節 信度、效度分析與模式適配度檢測 44
第五節 路徑分析與假說驗證 50
伍、 結論與建議 55
第一節 研究結論 55
第二節 研究結果之意涵 58
第三節 研究限制與未來建議 62
參考文獻 64
附錄　問卷 78

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