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題名:持續參與線上遊戲意圖之研究- 主觀規範與水仙人格的調節效果
作者:呂振華
作者(外文):LU, CHEN-HUA
校院名稱:國立臺北大學
系所名稱:企業管理學系
指導教授:邱光輝
學位類別:博士
出版日期:2019
主題關鍵詞:遊戲動機持續意圖主觀規範水仙人格遊戲娛樂性Game motivationsContinuance intentionsSubjective NormNarcissismPlayfulness
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遊戲是存在於娛樂媒體產業的消費行為,也作為溝通 (communications) 的形式之一。從古 至今遊戲存在於人類的文明社會之中 (Castronova, 2005; Murray, 2006)。動機 (motivation) 是促 成行動以及持續行為的重要因素,遊戲的娛樂性高低影響了持續參與遊戲的意圖,對於不同動 機的玩家在遊戲過程中獲得的娛樂性也不同。許多人可以持續投入與沉浸在線上遊戲裡從中獲 得不同層次的需求,玩家最終期望追求在遊戲裡的自我實現。本研究藉由混合方法研究 (mixed- methods research) 嘗試從遊戲動機與持續參與線上遊戲意圖中找出其他的干擾因素,其干擾變 數會影響遊戲玩家的持續投入意願。這些持續投入的博弈與非博弈遊戲玩家他們是否擁有強烈 的自戀人格?博弈遊戲玩家是否也受社會主觀規範的調節?社群朋友間的強弱關係是否造成持 續參與遊戲意圖的不同?計畫行為理論中的主觀規範是否可以證明遊戲玩家重視周圍朋友的正 向支持與正向的社會輿論?擁有強烈水仙人格的遊戲玩家,是否會增強遊戲的娛樂性與持續參 與遊戲意圖?
Games are consumer behaviors that exist in the entertainment media industry, and also provide as one kind of communications. Since ancient times game exist in human civilization (Castronova, 2005; Murray, 2006). Motivation is an important factor that contributes to action and continuance behavior, how deep enjoy the game entertainment will be impacted the player’s behavior intention of game, during the game play the player will get different game entertainment due to different motivation of game. many people can continue to investment and immersion of online game to get different hierarchy of needs. The player untimately wants to find self- actualization needs from the game. This study attempts identify other moderating factors from exist game motivation to continuance intention of online game through the Mixed Method research, this moderating variable will impact continuance engage intention of game player. Are these persistent gambler and game players having strong narcissistic personality? Are these gambler players also subject to social subjective norm? Is the strong and weaknesses relationship of social friends cause differences in the continued intention in the game? Can the subjective norm of TPB prove that the game player values the positive support and positive society public opinion of the surrounding friends? Does a game player with a strong narcissism personality enhance the game playfulness and continuous intentions in the game?
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