在行動應用程式的商店裡，免費APP的數量逐年增加中，而「軟體內購買(In-App Purchase)」的商業模式也逐漸興起。根據行動應用程式分析網站Flurry的統計資料顯示，免費APP的比例從2010年的84%增加到2013年的90%，預估在2017時，軟體內購買收入將占行動程式商店的48%。本研究以手機遊戲為對象，利用UTAUT模型與沉浸理論作為基礎，並加上產品價值因素構面來解釋玩家在手機遊戲中花費的購買行為。此外，本研究亦進一步將研究樣本分群為曾花費與不曾花費族群，藉此比較不同群體之間的行為差異。
本研究運用PLS與SPSS作為統計分析工具，研究結果發現：(1)「沉浸體驗」、「社會影響」、產品「功能性」與「獨特性」對於購買意圖有顯著影響，「績效期望」與「激勵誘因」則不顯著。(2)曾花費玩家與不曾花費玩家在模型之購買意圖上有著明顯的差異，唯獨「社會影響」在兩群體中皆顯著影響。(3)激勵誘因對於曾花費的玩家而言是有效的，以儲值贈送遊戲道具最有吸引力；對於不曾花費的玩家而言，提供現實誘因比較能使他們願意花費在手機遊戲中。

In the Mobile Applications store, the number of free APPs are increasing year by year and the "In-App Purchase" business models are also gradually raising. According to the statistics analysis of Flurry mobile application website, the proportion of free app was 84% in 2010 and increased to 90% in 2013.It is estimated that the income of In-App purchase will account for 48% of the mobile application store in 2017.In this study, we use mobile games as the research subjects, and use UTAUT model and flow theory as the basis, and add product values as the factors to explain the behavior of In-App purchase. Additionally, this study divides the research sample into two groups, people who have ever spent money on In-App purchase and people who haven’t spent before, and further compares the differences between different groups.
The study uses PLS and SPSS as a statistical analysis tool. Result shows that: (1) "Flow experience", "social influence" and "functionality" and "uniqueness" of product have a significant influence on purchase intentions, but the "performance expectations" and the "incentive" are not such significant factors. (2) The models of purchase intention differ a lot between two groups, but only the "social influence" has the same influence on both models. (3) It is effective for players who have spent money on In-App purchase to motivate inducements. Among these inducements, getting props in games when they store value points is the most attractive way. However, for those who haven’t spent money on In-App purchase, providing real incentives is more possible to make them to purchase In-APP.

審定書 i
摘要 ii
ABSTRACT iii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第二章 文獻探討 4
第一節 行動遊戲 4
第二節 理論基礎架構 10
第三節 群組分析探討 17
第三章 研究方法 19
第一節 研究模型 19
第二節 研究假說 20
第三節 變數概念性定義與衡量問項 21
第四節 資料蒐集與回饋獎勵機制 26
第四章 假說檢定與實驗結果 28
第一節 基本資料分析 28
第二節 敘述性統計分析 31
第三節 整體之信效度檢定 32
第四節 結構模式分析與假說檢定 34
第五節 樣本分群之假說檢定 35
第六節 干擾效果驗證 38
第五章 結論與建議 40
第一節 研究結果與討論 40
第二節 研究貢獻與管理意涵 42
第三節 研究限制 44
第四節 未來研究建議 44
參考文獻 46
附錄、正式問卷 52

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