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博碩士論文 etd-0616115-160122 詳細資訊
Title page for etd-0616115-160122
論文名稱
Title
「LINE」者不拒:行動遊戲內購意圖探討以LINE品牌遊戲為例
A Study of the Intention of Line Games In-app Purchase.
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
101
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2015-06-22
繳交日期
Date of Submission
2015-07-16
關鍵字
Keywords
行動遊戲、計畫行為理論、LINE games、程式內購買
theory of planned behavior, LINE games, mobile game, In-app purchase
統計
Statistics
本論文已被瀏覽 5713 次,被下載 76
The thesis/dissertation has been browsed 5713 times, has been downloaded 76 times.
中文摘要
台灣人每天平均使用手機上網的時間為197分鐘,居世界之冠,其中有高達72%的人玩手機遊戲,台灣已名列Google Play 前五大應用程式市場,這也顯示著手機遊戲市場的蓬勃。有鑒於行動通訊軟體《LINE》在日本、台灣等亞洲地區相當受到歡迎,由LINE所推出的遊戲也具有高人氣,如LINE Rangers在2015年4月全球下載已突破三千萬人次。本研究從計畫行為理論觀點出發,探討《LINE》所推出遊戲的內購意圖,採用問卷調查法共收集551份問卷,以結構方程式分析,研究結果發現主觀規範、知覺行為控制、遊戲態度會影響遊戲意願。而從眾行為不一定會直接增進玩家使用LINE games的意願,但卻對玩家的主觀規範有正向的影響。玩家本身對LINE這個品牌的態度會正向影響LINE games使用態度與最後在遊戲內消費的意願,另外,遊戲的實際行為以及回饋機制也會影響遊戲的內購意圖。研究理論貢獻方面,將行動和行銷結合行為理論拓展到新的研究領域,實務貢獻部分則是給予廠商遊戲經營以及品牌策略多面向的經營思維。
Abstract
The daily average time Taiwanese connect to the Internet by mobile devices is 197 minutes, which is the longest compared to every country in the world. Up to 72% of Taiwanese people connect to the Internet to play online mobile games. At the same time, according to Google Play, Taiwan is ranked as one of the world’s top five application downloading market, displaying the country’s prosperous mobile games market. Moreover, the instant messaging software, LINE, is also popular in Asian countries such as Japan and Taiwan, and has published popular mobile games. For example, LINE Rangers has been downloaded more than thirty million times in April 2015. Therefore, the overall objective of this study is to discuss the intention of LINE games in-app purchase within the Theory of Planned Behavior. The data is collected from 551 respondents through self-administered questionnaires. Through Structural Equation Modeling, the results revealed that subjective norm, perceived behavioral control, and attitude have influence on the intention of playing games. Meanwhile, conformity doesn’t have direct effect on intention of playing games, but it does affect the subjective norm positively. Besides, the purchase intention is effected by the attitude toward brand, actual behaviors and game rewards. Speaking of the contribution toward the development of theory, this study combines the conception of instant messaging and marketing with the Theory of Planned Behavior as an innovative research field. As for practical contribution, it provides game producers with new suggestions of company operation and brand developing strategy.
目次 Table of Contents
論文審定書 i
誌謝 ii
摘要 iii
英文摘要 iv
目錄 v
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 3
第三節 研究問題 6
第二章 文獻探討 7
第一節 行動遊戲付費方式與LINE games 7
第二節 計畫行為理論 11
第三節 從眾行為 17
第四節 遊戲獎勵系統與回饋機制探討 20
第三章 研究方法 24
第一節 研究架構 24
第二節 研究假說 25
第三節 研究方法與設計 32
第四節 構面與操作性定義與問卷架構 33
第五節 前測執行與結果 36
第四章、資料分析 41
第一節 敘述性統計分析 41
第二節 模型適配度檢視與信效度分析 45
第三節 路徑分析與假說驗證 52
第五章 結論與建議 58
第一節 研究結果 58
第二節 理論與實務意涵 62
第三節 研究限制與未來研究建議 66
參考文獻 68
附錄、正式問卷 86
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