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題名:從手遊反思資本主義:以虛擬扭蛋機制與消費實踐為例
作者:陳柏程
作者(外文):CHEN, BO-CHENG
校院名稱:世新大學
系所名稱:傳播研究所(含博士學位學程)
指導教授:秦琍琍
學位類別:博士
出版日期:2019
主題關鍵詞:手遊虛擬扭蛋戰利箱虛擬貨幣資本主義Mobile GamesVirtual GachaLoot BoxVirtual CurrencyCapitalism
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自2010年以降,手遊(mobile games)隨著智慧型載具普及,透過其載具之高黏著性、便利性以及遊戲取得門檻低等技術特質,始為大量生產、並廣為消費者下載。本研究探討對象為手遊營運商將手遊結合了扭蛋機制(ガチャ,又譯為gacha、或稱之loot box)所開創全新的商業模式,此與過往大異其趣的虛擬扭蛋機制,構成本研究主體發展的初衷。
研究者透過深度訪談與參與觀察,理解虛擬扭蛋機制與賭博之差異,並探究玩家於手遊中透過虛擬轉蛋機制所獲得的消費意義;另一方面,研究中也揭示了以虛擬扭蛋機制為主軸的手遊,其所透露衍生的現象與問題。
研究結論有三:
其一,虛擬扭蛋機制目前仍未被明確定義,僅能察覺其「類賭博」(gambling-like) 的性質,這也展現出玩家/消費者從理性架構轉向了對於「機率」(chance)的需求與信仰狀況。手遊產業的主要營運策略,則以極大化玩家人數為目標。
其二,玩家於手遊中的消費實踐,不僅展示了後現代消費的象徵價值,追求機率的過程取得了更多愉悅的可能;而投入越多資本的玩家,越呈現產銷合一者(prosumer)的樣貌;另一方面,虛擬扭蛋機制所產出之虛擬商品則顯現了當代對於物品的廢棄(waste)精神。
其三,手遊中的虛擬代幣系統在手遊內缺乏規範管制,不僅讓玩家忽略了貨幣原本的交換價值,在兌換價值不一、隨意定價以及恣意更改的虛擬扭蛋下,玩家也將面臨在手遊中消費卻一無所獲的情況。為了取得低價的虛擬代幣,玩家們甚而私下交易並形成黑市狀態,但同時也面臨個資外洩與法律上的風險。
手遊中的虛擬扭蛋機制展示了手遊營運如何將機率包裝,並以虛擬商品的消費外衣向玩家們推銷並販售,此也導致玩家們由購買商品轉而成為購買機率,從而讓玩家們投入更多無法預期的金錢。見微知著,由手遊中的虛擬扭蛋機制以及缺乏國家管制的虛擬貨幣,顯示了玩家們正處在晚期資本主義的混沌之內。待手遊營運崩盤的瞬間,那些投入的大量金錢將如泡沫般消逝,而玩家們仍甘之如飴的不明所以。
Since 2010, a huge number of mobile games have beenproduced and widely downloaded by consumers with the popularity of mobile devices which characteristics are strong adhesion, convenience and low threshold of acquiring games. The intention of this thesis is to analyzes the brand-new business model which combines games and loot box mechanism (“ガチャ”,gacha) created by mobile game operators.
Through in-depth interviews and observation of participants, the author comprehends the differences between loot box and gambling and explores the meaning of consumption which consumers discover through such loot box in mobile games. In addition, this thesis also reveals the problems and phenomena of mobile games based on the loot box mechanism.
There are three findings of this research: first, the loot box mechanism has not been clearly defined, and only the quasi-gambling nature is observed; this also shows the players/consumers needs and faith switch from rationality to chance. The mobile game operators’ business strategies are all tailored to maximize the number of players.
Second, the consumption practice in mobile games shows post-modern symbolic value, and the pursuit of chance yields more joy. Those players who consume more become more Prosumer-like, and the output from the loot box mechanism reveals the contemporary spirit of waste.
Third, the lack of regulation of virtual currencies in mobile games not only makes those players neglect the value of exchange of real currencies but also forces the players to face the risk that all their consumption may turn into nothing under the unclear exchange value of virtual currencies and manipulated loot box chance. In order to get cheap virtual currencies, the players trade privately which even forms black markets and bring great danger of personal data leakage and legal duty.
The loot box mechanism demonstrates how the mobile game operators transform the probability into virtual commodities and sell them. Hence, the players purchase probability rather than commodities, which makes the players spend more money due to the unpredictability. The loot box mechanism and the virtual currencies which are lack of control show that the players indulge in the chaos of the Late Capitalism bubble and keep moving toward the inevitable fate of destruction of the mobile games.
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