本研究主要是探討國內大型多人線上遊戲之玩家，其在沉浸狀態中對於遊戲產品的消費者轉換行為。本研究以Keaveney之消費者轉換行為模式為理論基礎，分成滿意度、後悔度、轉換障礙等三個構面來研究。研究群採用網路問卷施測，共回收有效樣本7,558份，其中沉浸玩家達2,203份，研究群發現這些沉浸玩家對於線上遊戲在滿意度部份係以遊戲設計、遊戲管理者服務、連線品質、客戶服務等四項因素，對於轉換意願最具有影響力，其中遊戲設計是最令沉浸玩家滿意與認同的主因。在後悔度部份係以競爭者遊戲更新速度與遊戲設計兩項為主因。而在轉換障礙部份則以精神轉換成本和時間轉換成本，對於轉換意願評估最具影響。將這些結論轉移到數位學習的教材設計、資訊服務、網站經營上，對於鼓勵學習者持續其學習活動，都有相當程度的啟發。

Based upon Keaveney's Customer Switching Model, this study explores the customer switching behavior of flow players in online game. In this study, the researchers reconsider several key factors influencing massively multiplayer online game players, including satisfaction, regret, and switching barriers. The study attempts to find out the facts of the flow player participation motivation and behavior, flow player characteristics and experience, and the motivation of flow player switching behavior. An internet questionnaire was posted and asked for answers. 7,558 were examined as effective samples, in which 2,203 subjects were identified as flow players. The findings of this study include: (1) Game design, online services provided by the game master, network connection quality, and real-word customer services are keys issues for game satisfaction; (2) Update speed of the competing product and their game design are two critical factors for the player's regret; (3) the costs resulted from the switching are the important factors for switching barriers. These results could be transferred into e-Learning material design, information services, and website operation, in order to encourage the learner's continual learning process.