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題名:結合ZMET與EDTM探索大型多人線上角色扮演遊戲玩家續玩行為
作者:莊東燐
作者(外文):Tung-lin Chuang
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
徐濟世
學位類別:博士
出版日期:2011
主題關鍵詞:隱喻萃取技術民族誌決策樹大型多人線上角色扮演遊戲EDTMZMETMMORPGs
原始連結:連回原系統網址new window
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線上遊戲近年來於網際網路上儼然已成為一種新文化,尤其大型多人線上角色扮演遊戲 (Massively Multiplayer On-line Role-Playing Games) 更是如此,故有許多學者、政府機關及遊戲公司致力於線上遊戲的相關研究,希望挖掘與解釋線上玩家的特性、意圖與行為模式。然而,人類在訊息的傳遞上,有超過93%是非語言表達,而透過文字可表達的意涵也只有30%,故採用傳統的研究方法要窺視線上遊戲的種種現象相當困難;此外,以顧客關係管理角度切入,開發新顧客成本比維繫舊顧客成本多五至十倍,維繫舊顧客所帶來的利潤也相當可觀,但國內外探討線上玩家續玩行為的研究數量卻相對較少。
有鑑於此,本研究提出三個研究目的,第一,採用Zaltman隱喻萃取技術(Zaltman Metaphor Elicitation Technique, ZMET) 獲得高涉入線上玩家的認知概念以便展現其心智圖;第二,利用民族誌決策樹模式 (Ethnographic Decision Tree Modeling, EDTM) 深入瞭解玩家續玩之決策模式;第三,整合 ZMET 與 EDTM 兩種研究方法以便更深入且完整瞭解線上遊戲之現象。
於ZMET階段之研究結果,本研究依循ZMET十步驟收集資料,並利用敘事分析(Narrative analysis)及方法-目的鏈(Means-end chain)分析資料來獲得受訪者之認知概念,透由柏拉圖分析(Pareto analysis)之優點,簡化受訪者認知概念以利繪製八位高涉入玩家其共識心智圖。於EDTM建模階段,經由深入訪談29位線上玩家萃取出17個決策準則,利用正規劃概念分析(Formal concept analysis)與ConExp軟體進行概念分析與簡化,最後採用13個決策準則建立民族誌決策樹;於模式測試階段,透由結構化問卷施測110位高涉入玩家,其中有15個案例未依循決策樹路徑,故此決策樹之預測能力達86.36%。最後,本研究針對不同對象提供多元的思考角度 (如:設計觀點、商業觀點、生理學觀點及心理學觀點)與建議,並為後續研究者提出具體的研究方向。
The emergence of on-line games, especially massively multiplayer on-line role-playing games (MMORPGs), as a new culture on the Internet was apparent in the worldwide electronic game market by 2006, and began to dominate the entire game market within a few years. However, as up to 93% of the underlying meaning found in a message is nonverbal and words comprise no more than 30% of the meaning in a social exchange, it has previously been difficult for the traditional market research field to elicit and explicate exactly what customers want. Moreover, in terms of the majority of the basic aspects of on-line games, little has been done to address the decision process used by players when deciding whether or not to continue to play MMORPGs.
In view of these issues, the main purpose of this study was threefold. First, this study applied the Zaltman Metaphor Elicitation Technique (ZMET) to gain insight into on-line players’ constructs regarding MMORPGs in order to display the players’ mental models. Second, this study utilized the method of ethnographic decision tree modeling (EDTM) to provide a framework and endeavored to gain an in-depth understanding of the decision-making process in relation to players deciding whether or not to continue to play MMORPGs. Third, this study combined the ZMET and EDTM to achieve a more comprehensive and in depth explanation of the phenomenon of playing MMORPGs.
The analysis results are as follow: In the ZMET phase, this study drew a consensus mental map which was developed from eight highly involved on-line game players through narrative analysis, means-end chain analysis and Pareto analysis. In terms of the EDTM, the decision model was built based on qualitative data gathered through in-depth interviews of 29 participants, where 13 criteria were elicited and built through formal concept analysis and the software-ConExp during the model development phase. In the model testing phase, the decision model was tested using qualitative and quantitative data from interviews and a structured questionnaire involving 110 participants. 95 of the 110 decision processes were successfully predicted in the model-testing phase, giving a predictive rate of 86.36%. In conclusion, this study provides insight regarding the design of on-line games, as well as their commercial, physiological, and psychological aspects, for the readers with similar interests.
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