由於網際網路爆炸性的成長，而形成許多新型態的線上社群，在這些線上社群當中，線上遊戲一直被視為是最主流的線上娛樂科技，而這個趨勢也將一直延續下去。然而，因為網際網路的特性降低了使用者的轉換成本，使得使用者能夠輕易的由原瀏覽的網站轉換到另一網站瀏覽的網站，而這種情形也同時發生在線上遊戲市場。因此當網站黏著度 (Stickiness)被視為是電子商務成功的一個重要因素的同時，如何吸引遊戲玩家注意，並更進一步使其願意花更多的時間來玩線上遊戲 (Stickiness)便成了各家線上遊戲開發者與公司的一大挑戰。本研究以使用與滿足理論為基礎，結合服務機制 (例如：安全性，公平性及誘因)和媒體的因素 (例如：空間臨場感與社會臨場感)，以研究什麼因素將影響遊戲玩家對線上遊戲的黏著度。本研究總共回收274份有效問卷，並以PLS進行分析。研究結果指出，除了臨場感之外，其餘因素都將影響遊戲玩家對於線上遊戲的持續使用動機 (CM)，而CM也對遊戲玩家對線上遊戲的黏著度有顯著的影響。最後，本研究也同時研究人員及實務上提出一些討論與建議。

The explosive proliferation of Internet usage has enabled a number of new online communities to be established. Among them, online games have been representing the leading technological edge of the entertainment sector and the trend is expected to continue. The nature of Internet has enabled its users easy to hop from one website to another only several clicks away with very little cost. While website stickiness is regarded as a significant factor to e-commerce success, how to attract the attention of gamers and make them stick around has become a big challenge for both online game developers and providers. Based on the uses and gratification theory, this study proposed a model which integrated use and gratification with service mechanism (i.e. fairness, security, and incentive) and media factor (i.e. spatial presence and social presence) to investigate what determines player’s online game stickiness. The partial least squares method was applied to empirically evaluate the proposed model using survey data collected from 274 online gamers. Our findings indicate that all variables except presence have positive significant effects on continuance motivation (CM), and CM also significantly affects gamers’ stickiness. The implications of this work to both researchers and practitioners are discussed.

TABLE OF CONTENT
致謝詞..................................................................................I
摘要...................................................................................II
Abstract..............................................................................III
1. Introduction.........................................................................1
2. Theoretical background and conceptual model development..............................3
2.1 Online games........................................................................3
2.2 Uses and Gratification theory.......................................................4
2.3 Two-Factor Theory...................................................................7
2.4 Presence............................................................................9
3. Methodology.........................................................................12
3.1 Sample.............................................................................12
3.2 Measurement development............................................................12
4. Results.............................................................................13
4.1 Description statistics.............................................................13
4.2 Analysis...........................................................................13
4.3 The measurement model..............................................................14
4.4 Tests of the structural model......................................................15
5. Discussion and Conclusion...........................................................15
6. Limitations and Implication.........................................................17
Appendix A. List of items by construct.................................................24
Reference..............................................................................26

LIST OF FIGURES
Fig. 1 The structure of the online game players.........................................2
Fig. 2 Uses and Gratification Theory....................................................5
Fig. 3 Conceptual model................................................................12
Fig. 4 The empirical results of online game............................................16

LIST OF TABLES
Table 1 Satisfaction-Dissatisfaction of Two-factor theory...............................8
Table 2 Sample demographics............................................................19
Table 3 Factor loadings and Cross Loadings.............................................20
Table 4 Confirmatory factor loadings and t value for the full model....................21
Table 5 Inter-Construct Correlations: Consistency and Reliability Tests................22
Table 6 Path Coefficients..............................................................23

Reference
Bhattacherjee, A., “Understanding information systems continuance: an expectation-confirmation model,” MIS Quarterly, Vol. 25, No. 3, 2001, pp. 351-370.
Bhattacherjee, A., “An empirical analysis of the antecedents of electronic commerce service continuance,” Decision Support Systems, Vol. 32, No. 2, 2001, pp. 201-214.
Biennier, F., and Favrel, J., “Collaborative business and data privacy: Toward a cyber-control?,” Computers in Industry, Vol. 56, No. 4, 2005, pp. 361-370.
Chen, L., Gillenson, M., and Sherrell, D., “Enticing online consumers: an extended technology acceptance perspective,” Information & Management, Vol. 39, No. 8, 2002, pp. 705-719.
Chen, L. H., “Job satisfaction among information system (IS) personnel,” Computers in Human Behavior, Vol. 24, No. 1, 2008, pp. 105-118
Chin, W. W., Overview of the PLS Method, University of Houston, [online information; retrieved 12/31/2005] http://discnt.cba.uh.edu/chin/PLSINTRO. htm, 1997
Chin, W. W., “Issues and Opinion on Structural Equation Modeling,” MIS Quarterly, Vol. 22, No. 1, 1998, pp. 7-16.
Chou, K. S., “The Cognition Offset on the Online Game between Teachers and Students,” unpublished doctoral dissertation, National Sun-Yet-Sen University, Kaohsiung, Taiwan, 2005.
Chung, J., and Tan, F. B., “Antecedents of perceived playfulness: an exploratory study on user acceptance of general information-searching websites,” Information & Management, Vol. 41, No. 7, 2004, pp. 869-881.
Cyr, D., Hassanein, K., Head, M., and Ivanov, A., “The role of social presence in establishing loyalty in e-Service environments,” Interacting with Computers, Vol. 19, No. 1, 2007, pp. 43-56.
Davis, F. D., Bagozzi, R. P., and Warshaw, P. R., “User acceptance of computer technology: a comparison of two theoretical models,” Management Science, Vol. 35, No. 8, 1989, pp. 982-1003.
DFC Intelligence, Who Will Benefit from the Growth of Online Game Subscription Revenue?, [online information; retrieved 17/06/2008.] http://www.dfcint.com/game_article/mar06article.html, 2006
Dickinger, A., Arami, M., and Meyer, D., “Reconsidering the adoption process: enjoyment and social norms-antecedent of hedonic mobile technology use,” Proceedings of 39th Hawaii International Conference on System Sciences, January 04-07, 2006, pp. 1-10.
Eighmey, J. and L. McCord, “Adding Value in the Information Age: Uses and Gratifications of Sites on the World Wide Web,” Journal of Business Research, Vol. 41, No. 3, 1998, pp. 187-194.
Eisenhardt, K. M., “Agency Theory: a review and an assessment, Academy of Management Review,” Vol. 14, No. 1, 1989, pp. 57-74.
Flanagin, A. J., and Metzger, M. J., “Internet Use in the Contemporary Media Environment,” Human Communication Research, Vol. 27, No. 1, 2001, pp. 153-181.
Fornell, C., and Brookstein, L., “Two Structure Equation Models: LISREL and PLS Applied to Consumer Exit-Voice Theory,” Journal of Marketing Research, Vol. 19, No. 4, 1998, pp. 187-194.
Gefen, D., and Straub, D., “Managing user trust in B2C e-services,” E-Service Journal, Vol. 2, No. 2, 2003, pp. 7–24.
Hair, J., F., Black, W.,C., Babin, B., J., Anderson, R., E., and Tatham, R., L., Multivariate data analysis, 6th edition, Prentice Hall, NJ, 2005.
Heeter, C., “Being there: The subjective experience of presence,” Presence: Teleoperators and Virtual Environments, Vol. 1, No. 2, 1992, pp. 262–271.
Heijden, H. V. D., “User acceptance of hedonic information systems,” MIS Quarterly, Vol. 28, No. 4, 2004, pp. 695-704.
Herzberg, F., Mausner, B., and Snyderman, B. B., “The motivation to work,” Wiley, New York, 1959.
Hilton, R., “Gaming as an education tool,” Young Consumers, Vol. 7, No. 2, 2006, pp. 14-19
Hsu, C. L., and Lu, H. P., “Why do people play on-line games? An extended TAM with social influences and flow experience,” Information & Management, Vol. 41, No. 7, 2004, pp. 853-868.
Hsu, C. L., and Lu, H. P., “Consumer behavior in online game communities: a motivational factor perspective,” Computers in Human Behavior, Vol. 23, No. 3, 2007, pp. 1642-1659.
Ijsselsteijn, W., Ridder, H. D., Freeman, L., and Avons, S., Presence: Concept, determinants and measurement, [ online information; retrieved 06/17/2008] http://www.ijsselsteijn.nl/papers/SPIE_HVEI_2000.pdf, 2000.
Ijsselsteijn, W. A., Freeman, J., and Ridder, H. D., “Presence: Where Are We?,” CyberPsychology & Behavior, Vol. 4, No.1, 2001, pp. 179-182.
Jarvenpaa, S.L. and P.A. Todd, “Is There a Future for Retailing on the Internet?” in Electronic Marketing and the Consumer, R. A. Peterson (ed.), Sage, Thousand Oaks, CA., 1997.
Joo, Y. G., and Sohn, S. Y., “Structural equation model for effective CRM of digital content industry,” Expert Systems with Applications, Vol. 34, No. 1, 2008, pp. 63-71.
Karahanna, E., Straub, D. W., and Chervany, N. L., “Information technology adoption across time: a cross-sectional comparison of pre-adoption and post-adoption beliefs,” MIS Quarterly, Vol. 23, No. 2, 1999, pp. 183-213.
Katz, E., Blumler, J. G., and Gurevitch, M., Utilization of mass communication by theIndividual. in Blumler, J. G. & Katz, Elihu (eds.). The Uses of Mass Communication,Beverly Hills, CA, 1974.
Kaye, B., “Uses and gratifications of the World Wide Web: from couth potato to Web potato,” The New Jersey Journal of Communication, Vol. 6, No. 1, 1998, pp. 21-40.
Kaye, B. K., and Johnson, T. J., “A Web for all reasons: uses and gratifications of Internet components for political information,” Telematics and Informatics, Vol. 21, No. 3, 2004, pp. 197-223.
Koufaris, M., “applying the technology acceptance model and flow theory to online consumer behavior,” information systems research, Vol. 41, No. 3, 2002, pp. 377-397.
Kuan-Ta Chen and Chin-Laung Lei, "Design Implications of Social Interaction in Online Games," [online information; retrieved 06/17/2008] http://www.iis.sinica.edu.tw/~cychen/pub/icec06.pdf 2006.
Lazarsfeld, P. F., and Stanton, F. N., “Radio research 1942-1943,” New York: Duell, Sloan and Pearce, 1944.
Lin, C. S., Wu, S., and Tsai, R. J., “Integrating perceived playfulness into expectation-confirmation model for web portal context,” Information & Management, Vol. 42, No. 5, 2005, pp. 683-693.
Lin, J. C.-C., “Online stickiness: its antecedents and effect on purchasing intention,” Behaviour & Information Technology, Vol. 26, No. 6, 2007, pp. 507-516.
Lin, J.C.-C., and Lu, H., “Towards an Understanding of the Behavioural Intention to Use a Web site,” International Journal of Information Management, Vol. 20, No. 3, 2000, pp. 197-208.
Lo, S. S., Wang, C. C., and Fang, W., “Physical Interpersonal Relationships and Social Anxiety among Online Game Players,” CyberPsychology & Behavior, Vol. 8, No. 1, 2005, pp. 15-20.
Lohmoller, J. B., Latent Variable Path Modeling with Partial Least Squares, Physica-Verlag, Heidelberg, Germany, 1989.
Lombard, M., and Ditton, T., “At the heart of it all: The concept of presence,” Journal of Computer-Mediated Communication, Vol. 3, No. 2, 1997.
Martin, J. M., and Schumacher, P., “Loneliness and social uses of the Internet,” Computers in Human Behavior, Vol. 19, No. 6, 2003, pp. 659-671.
McLeod, J.M., and Becker, L. B., The uses and gratifications approaches. in D.D. Nimmo & K.P. Sanders (eds.), Handbook of Political Communication, Beverly Hill, CA, 1981, pp. 67-99.
Moon, J. W., and Kim, Y. G., “Extending the TAM for a World-Wide-Web context,” Information & Management, Vo. 38, No. 4, 2001, pp. 217-230
Palmgreen, P., Uses and gratifications: a theoretical perspective, in Boston, R.N. (eds),Communication Yearbook, Vol. 8, Beverly Hills, CA, 1984.
Pornsakulvanich, V., Haridakis, P., and Rubin, A. M., “The influence of dispositions and Internet motivation on online communication satisfaction and relationship closeness,” Computers in Human Behavior, Vol. 24, No. 5, 2008, pp. 2292-2310
Ran Wei, R., “Motivations for using the mobile phone for mass communications and entertainment,” Telematics and Informatics, Vol. 25, No. 1, 2008, pp. 36-46
Rosengren, K. E., Uses and gratifications: a paradigm outlined. The Uses of Mass Communication. Beverly Hills, CA,1974.
Rubin, A. M.,. The uses-and-gratifications perspective of media effects. In J. Bryant & D. Zillmann (Eds.), Media effects: Advances in theory and research, 2nd edition, Mahwah, NJ., 2002, pp. 525–548.
Sadowski, W., and Stanney, K., M., Presence in virtual environments. In K. M. Stanney (Ed.), Handbook of virtual environments – Design, implementation, and applications, Erlbaum, Mahwah, 2002.
Sheridan, T. B., “Musing on telepresence and virtual presence,” Presence, Vol. 1, No. 1, 1992, pp. 120-126.
Simon, S. J., “The impact of culture and gender on web sites: an empirical study,” The Data Base for Advances in Information Systems, Vol. 32, No. 1, 2001, pp. 18-37.
Siraj, S. A., “Synthesis of the Structure and Functions of the Uses and Gratification Model,” European Journal of Scientific Research, Vol. 17, No. 3, 2007, pp. 399-408.
Slater, M., and Wilbur, S., “A framework for immersive virtual environments (FIVE): Speculations on the role of presence in virtual environments,” Presence: Teleoperators and Virtual Environments, Vol. 6, No. 6, 1997, pp. 603-616.
Tamborini, R., and Skalski, P., “The role of presence in the experience of electronic games,” In P. Vorderer & J. Bryant (Eds.), Playing computer games: Motives, responses, and consequences (pp. 225–240). Erlbaum, Mahwah, 2006.
Tan, M., and Teo, T., “Factors influencing the adoption of Internet banking,” Journal of the AIS, Vol. 1, No. 5, 2000.
Tax, S. S., Brown, S. W., and Chandrashekaran, M., Customer Evaluation of Service Complaint Experiences: Implications for Relationship Marketing, Journal of Marketing, Vol. 62, No. 2, 1998, pp. 60-76.
Teo, T. S. H., Lim, V. K. G., and Lai, R. Y. C., “Intrinsic and extrinsic motivation in internet usage,” Omega, Vol. 27, No. 1, 1999, pp. 25-37.
Vijayasarathy, L. R., “Predicting consumer intentions to use on-line shopping: the case for an augmented technology acceptance model,” Information & Management, Vol. 41, No. 6, 2004, pp. 747-762.
Vroom, V. H., Work and Motivation, Wiley, New York, 1964.
Wang, G. R., “The Influence Of On-line Game’s Quality and Justice on Customer Satisfaction and Loyalty,” Unpublished master’s thesis, Soochow University, Taipei, Taiwan, 2004.
Walczuch, R., Verkuijlen, M., Geus, B., and Ronnen, U., “Stickiness of Commercial Virtual Communities,” Infonomics Research Memorandum series, No. 22, 2001.
Wei, R., “Motivations for using the mobile phone for mass communications and entertainment,” Telematics and Informatics, Vol. 25, No. 1, 2008, pp. 36-46
Weibel, D., Wissmath, B., Habegger, S., Steiner, Y., and Groner R., “Playing online games against computer- vs. human-controlled opponents: Effects on presence, flow, and enjoyment,” Computers in Human Behavior, In Press, Corrected Proof, Available online 27 December 2007
Wu, C. G., Gerlach, J. H., and Young, C. E., “An empirical analysis of open source software developers’ motivations and continuance intentions,” Information & Management, Vol. 44, No. 3, 2007, pp. 253-262
Wu, J., and Liu, D., “The effects of trust and enjoyment on intention to play online games,” Journal of electronic commerce research, Vol. 8, No. 2, 2007, pp. 128-140.
Wu, J., “THE EFFECTS OF TRUST AND ENJOYMENT ON INTENTION TO PLAY ONLINE GAMES,” Journal of Electronic Commerce Research, Vol. 8, No. 2, 2007, pp. 128-140
Yee, N., “Motivations for Play in Online Games,” CyberPsychology & Behavior, Vol. 9, No. 6, 2006, pp. 772-775
Yoo, Y., and Alavi, M., “Media and group cohesion: relative influences on social presence, task participation, and group consensus,” MIS Quarterly, Vol. 25, No. 3, 2001, pp. 371-390.
Zhang P., and Gisela M, V. D., “Satisfiers and dissatisfiers: a two-factor model for website design and evaluation,” Journal of the American Society for Information Science, Vol. 51, No.14, 2000, pp.1253-1268.
Zott, C., Amit, R., and Donlevy, J., “Strategies for value creation in e-commerce: best practice in Europe,” European Management Journal, Vol. 18, No. 5, 2000, pp. 463- 475.