電子數位產業因近年來因資訊快速發產與科技的更新已進入了爆炸發展的時代，快速變遷的電子數位產業有著不同於一般產業的商業模式，消費者的胃口不斷的求新求變，各種平台載體的更新與變化都是電子數位產業的重要課題，如何在不斷改變的市場當中以過去的經驗配合新型態的產業模式來取得先機成為各家廠商首要的任務。

本研究主要在探討電子數位產業過去的形態在目前的時代下處於何種角色，然後從中尋找消費者在選擇電子數位商品的影響因素為何即為本研究的核心問題，以過去的經驗當做借鏡來做為未來發展的努力目標。

研究主要以計畫行為理論與遊戲軟體設計兩因素做為切入點，針對這兩個主要構面做調查，探究兩者在消費者選擇的過程當中扮演何種角色。選擇計畫行為理論做為研究架構主體是因為此理論已被引用許久，在理論及問卷的設計上都已被多方驗證且成熟，做為研究抉擇過程的載體相當合適。最後再配合新興的免費增值模式進行產業分析與建議，詳細的建議將會在第五章闡述。

由於電子數位產業現在仍在發展當中且快速變化，本研究僅能針對現存的商業模式與廠商做建議，其價值為:

1. 提供現存遊戲產業於投入新市場前的分析與調查
2. 提供現存遊戲產業於投入前設計商品的方向與客群選擇
3. 提供未來新進廠商之資源投入分配參考

Recently, digital electronics industry has a explosive development due to the rapid updating of information and technology. The rapidly changing electronics industry has a different business model from the general industrial. Consumer's appetite for constant innovation and change, the various updates and changes are important topics for digital electronics industry. How to use the past experience in fast changing goods market with new types of industrial model various manufacturers to get the opportunity to become the primary task.

This research aimed to investigate the electronic form of digital industry in the past in the present era is what role, then what's the main factor for consumers to choose and find electronic digital goods is the core issue of this research, In order to learn from past experience as efforts to target future development.

The Theory of Planned Behavior and Game Design as a starting point, to do research for two main facets to explore what role both in the process of choice among consumers. Using the theory of planned behavior as a research subject because this theoretical framework has been cited for a long time, the theory and design of the questionnaire have been multi-party validation and mature as a research decision process is quite suitable carrier. In the end, taking the new freemium model for industrial analysis and recommendations, a detailed proposal will be elaborated in Chapter 5.

As electronic digital industry is now still under development and rapid changes, this study can only focus on the existing business models and manufacturers to do recommend, its value is:
1.Offering former analysis and investigation for existing game company
2.Helping Existing game company to design product and select target customer
3.Offering resource allocation reference for new coming company.

封面............................................................... i
論文審定書......................................................... ii
中文摘要.......................................................... iii
Abstract ............................................................ iv
目錄................................................................ V
圖次............................................................... VI
表次.............................................................. VII
第一章、緒論........................................................ 8

1.1 研究背景與動機 ........................................................................................................... 8
1.2研究目的 ........................................................................................................................ 9
1.3 研究流程 ..................................................................................................................... 10
第二章、文獻探討................................................... 11
2.1網路遊戲之定義 .......................................................................................................... 11
2.2網路遊戲產業回顧 ...................................................................................................... 12
2.3商業模式 ...................................................................................................................... 14
2.4免費增值商業模式 ...................................................................................................... 16
2.5 遊戲設計要素 ............................................................................................................. 18
2.6計畫行為理論 .............................................................................................................. 20
2.7 滿意度 ......................................................................................................................... 21
2.8 相關研究文獻 ............................................................................................................. 23
第三章、研究方法................................................... 25
3.1 概念性架構 ................................................................................................................. 25
3.2 問卷設計 ..................................................................................................................... 26
3.2.1統計人口 .............................................................................................................. 26
V
圖次




3.2.2玩家選擇遊戲時的影響因素 .............................................................................. 29
3.2.3遊戲軟體設計 ...................................................................................................... 30
3.2.4滿意度 .................................................................................................................. 32
3.3 問卷對象及內容 ......................................................................................................... 33
3.4 資料分析方法 ............................................................................................................. 34
第四章、資料分析................................................... 35
4.1 問卷回收及樣本資料分析 ......................................................................................... 35
4.2 實證研究信度與效度 ................................................................................................. 39
4.3 PLS模型分析 .............................................................................................................. 45
4.4 分析結果與發現 ......................................................................................................... 46
第五章、結論與建議................................................. 47
參考文獻........................................................... 50
中文部分: ........................................................................................................................... 50
英文部分: ........................................................................................................................... 50
附錄、研究問卷..................................................... 54
圖1-1 研究流程 .................................................... 10
圖2-1 商業模式表 .................................................. 14
圖2-2 計畫行為理論 ................................................ 20
圖2-3 參考文獻研究架構 ............................................ 24
圖4-1 PLS模型分析................................................. 45
VI
表次
表2-1 商業模式項目 ................................................ 15
表2-2 遊戲軟體設計要素 ............................................ 19
表2-3 學者使用計畫行為理論整理如下表 .............................. 21
表2-4 顧客滿意度的定義 ............................................ 22
表3-1 人口統計 .................................................... 26
表3-2選擇遊戲時的影響因素變項..................................... 29
表3-3遊戲內容相關變項............................................. 30
表3-4 滿意度調查 .................................................. 32
表4-1問卷基本資料................................................. 36
表4-2 信度分析 .................................................... 40
表4-3 效度分析 .................................................... 41
表4-4 區別效度分析 ................................................ 44
表4-5 PLS模型分析摘要............................................. 46

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