本研究使用線性迴歸方法，研究北美市場（North America, 包含加拿大及美國）家用遊戲機產業競爭行為，包含遊戲機開發商攻擊行動對於對手當月銷售量佔有率之影響。收集資料範圍限定在本世代主要競爭者PlayStation 3、Xbox 360與Wii的硬體與軟體銷售量資料，以及記錄遊戲機開發商公開宣佈之各種攻擊行動。
　　研究結果顯示降價行動、遊戲機改良行動以及當月發售遊戲大作數目對於對手銷售量具有影響力。而降價行動影響力與遊戲機定位有關，定位相近的PlayStation 3與Xbox 360彼此互有影響，但對於定位不同的Wii則無明顯影響。遊戲機改良行動與遊戲大作數目則表現出更明顯的定位相近主機才有影響力的現象。

This study employs the method of linear regression to examine the competition behavior of TV console industry in the North America market and affection of the TV console developer’s action on the competitors’ sales volume share in the same month. The data only include the hardware and software sales volume of the main competitors-PlayStation 3, Xbox 360 and Wii in this generation and their action after publicly announcing.
Main findings of research show that price reduction, console improving and releasing big titles have influence upon the sales volume of opponents. The influence of price reduction action is related to the position of TV console: PlayStation 3 and Xbox 360 have a similar position and their action will affect each other, but the console of different position – Wii not be affected. The action of console improving and releasing big titles apparently shows that TV console in similar position have more influence on each other.

目錄
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 1
第三節 論文架構 3
第二章 文獻探討 4
第一節 產業組織理論（Industrial Organization） 4
第二節 網路關係觀點 5
第三節 資源基礎論（Resource-based View） 6
第四節 競爭互動 7
第五節 假說推導 8
第三章 家用遊戲機產業總體環境分析 13
第一節 前言 13
第二節 產業特性 19
第三節 主要競爭廠商 22
第四節 替代產品 25
第四章 家用遊戲機產業主要競爭者個案 29
第一節 PlayStation 3 開發商Sony (索尼公司) 29
第二節 Wii 主機開發商Nintendo（任天堂）公司 31
第三節 Xbox 360 主機開發商Microsoft（微軟）公司 33
第四節 遊戲主機定位 36
第五章 研究方法 37
第一節 研究架構 37
第二節 研究範圍 37
第三節 資料收集 39
第四節 變數之操作性定義 48
第六章 資料分析 52
第七章 結論與建議 56
第一節 結論與建議 56
第二節 研究限制 59
參考文獻 60

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參考網址
巴哈姆特電玩資訊站
http://www.gamer.com.tw/
加拿大駐台北貿易辦事處
http://www.canada.org.tw/taiwan/index.aspx?lang=zho
英國巴比肯藝術中心
http://www.barbican.org.uk/
美國娛樂軟體協會
http://www.theesa.com/index.asp
遊戲機歷史資料站
http://www.videogameconsolelibrary.com/index.html
Nintendo 公司與分公司官方網站
http://www.nintendo.com/
NPD 銷售資料來源：
DVD Guy’s
http://www.digital-digest.com/blog/DVDGuy/category/gaming/
ITIS 智網
http://www.itis.org.tw/
NPD 公司
http://www.npd.com/
Wiki（包含新聞稿、專題報導所引用資料）
http://vgsales.wikia.com/wiki/Video_Game_Sales_Wiki
Sony 公司與分公司
http://us.playstation.com/
SEGA 公司
http://sega.jp/corp/profile/history/
Xbox 360 主機官方網站
http://www.xbox.com/