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題名:以改良式IQA方法建立結構化心智模式–以高度投入線上遊戲大專生之成就價值為例
作者:林純雅
作者(外文):Chwen-Yea Lin
校院名稱:雲林科技大學
系所名稱:資訊管理系博士班
指導教授:方國定
張青桃
學位類別:博士
出版日期:2010
主題關鍵詞:心智模式成就價值多人角色扮演遊戲高度投入Mental modelAchievement valueMMORPGsHigh engagement
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隨著線上遊戲的市場不斷成長,學術界探討玩家為什麼要(或持續)玩線上遊戲的研究也愈來愈多,但到目前為止,還沒有任何研究是探討高度投入(high-engaged)玩家之成就價值(achievement value)。以心智模式(mental models)來探討人類價值(value)是適切的方法,但找出心智模式的方法有很多種,同時這些方法也有值得改善的空間,因此本研究有兩個目的:(1)改良產生心智模式的方法,以提高心智模式的精確度(precision) (2)以魔獸世界(World of Warcraft)為例,使用此改良方法找出高度投入之大學生玩家在多人角色扮演遊戲(Massively Multiplayer Online Role-Playing Games, MMORPGs)中得到的成就價值。
本論文進一步將質性研究(qualitative research)和量化研究(quantitative research) 整合成一套創新的研究方法。在質性研究部份,使用改良式的互動質性方法(Interactive Qualitative Analysis, IQA),藉由12位焦點群體成員(focus group member)在魔獸世界的經驗,共產生32個概念(affinity),而這每一個概念等同於一個成就價值,接著請他們指出這些概念間,兩兩相互的因果關係(interrelationship),以形成心智模式。在量化研究的部份,使用網路問卷蒐集資料,問卷內容包含四部份(1)個人基本資料、(2)玩遊戲的狀況、(3)區別沈迷或深度(Addiction-Engagement)玩家,(4)以及由概念所發展出來的成就價值。總共收到315份問卷,其中177份為符合高度投入條件之有效問卷,這些問卷結果一方面用來驗證焦點群體成員所指出的概念間之兩兩關係是否具有代表性,另一方面用於因素分析,將概念分別聚類成6個成就價值構面(construct):幻想滿足(fantasy satisfaction)、冒險(adventure)、勝利(win)、社會化能力(socialization ability),自我實現(self-actualization)、以及進步(advancement)等構面。
研究結果顯示,魔獸世界並非只是一款打打殺殺,多人角色扮演之線上遊戲,它的設計,還隱含著兩股力量讓玩家獲得成就價值:(1)人類追求勝利的內在本質,(2)提供跟真實世界幾乎一模一樣的虛擬世界,滿足玩家心理上的需求。
綜合而言,本研究有三大貢獻:(1)利用決策實驗室分析法(Decision Making Trial and Evaluation Laboratory, DEMATEL)改進互動質性方法以建立更精確的心智模式,(2)找出玩家在魔獸世界所得到的六個成就價值構面中,其中有兩個是在過去的線上遊戲研究中未曾探討過:幻想滿足和冒險,(3)藉由圖形化的心智模式展示出這六個成就價值在管理決策上的優先順序。
The popularity of playing Massive Multiplayer Online Role-Playing Games (MMORPGs) grows rapidly. A great deal of research has been conducted to examine players’ motivations, but there is relatively little research exploring high-engaged players’ achievement value in playing MMORPGs. Mental models represent cognitive activities that are fundamentally serial in nature, and provide a useful tool for helping us to understand decision-making processes and behaviors. Whilst various techniques exist to elicit and represent a mental model, there is potential to improve their precision. This study aims to refine and utilize a reformed mental model-building method to explore achievement values in highly engaged college students, in the specific area of World of Warcraft (WoW), which belongs in the genre of Massively Multiplayer Online Role-Playing Games (MMORPGs).
This study demonstrated the use of an innovative technique that integrated qualitative and quantitative research and analysis methods. In the qualitative research stage, the reformed Interactive Qualitative Analysis (IQA) was introduced to create affinities and their interrelationships from 12 highly engaged college students who played WoW, with one affinity being equal to one achievement value. In the quantitative research stage, 315 respondents were received from questionnaire items administered over the Internet; these were used to verify relationships obtained from previous qualitative results, for the purposes of integrating these affinities into constructs. Factor analysis was used to generate six categories: fantasy satisfaction, adventure, win, socialization ability, self-actualization, and advancement achievement.
Results showed that WoW was much more than an aggressive, fighting game. Two potential forces of achievement value in playing WoW were demonstrated: (1) the natural instinct of players for satisfying their expectations of winning, and (2) the virtual environment’s ability to provide a “real-world impression of places”, thus allowing online players to satisfy a number of psychological needs.
This dissertation makes three important contributions: (1) it uses the Decision Making Trial and Evaluation Laboratory (DEMATEL) technique to improve the IQA mental model building process; (2) it identified six achievement values associated with MMORPG-playing in highly engaged college students, two of which in particular (fantasy satisfaction and adventure), have not been demonstrated in previous online gaming research; (3) it will helps game designers to prioritize achievement values in designing MMORPGs based on the mental model.
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