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題名:線上遊戲中轉蛋抽取的消費者行為探討
書刊名:危機管理學刊
作者:袁行德陳文欽 引用關係張丁才 引用關係戴培豪
作者(外文):Yuan, S. D.Chen, W. C.Chang, D. T.Tai, P. H.
出版日期:2018
卷期:15:1
頁次:頁21-30
主題關鍵詞:轉蛋機制線上遊戲消費者行為AHP層級分析法消費陷阱Gacha mechanismOnline gameConsumer behaviorAnalytic hierarchy processConsumption trap
原始連結:連回原系統網址new window
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  • 點閱點閱:26
在智慧型手機日益普及的如今,極大的刺激了APP的快速發展,導致用途早已不再侷限於商務或傳遞消息,更是融入了大眾的日常生活之中。因此,以智慧型手機下載遊戲APP來玩線上遊戲,已成為了許多人日常消遣的一部分。然而,線上遊戲的商業模式中,多數以免費遊玩的方式來吸引玩家。然後,再推出各式虛擬寶物、時裝來刺激玩家想要獲得的慾望,並限定只能以所謂的轉蛋機制來取得,以此為其主要的營利來源。然而,轉蛋機制存在著很大的消費陷阱,以至於在日本有未成年消費者花費數十萬元日幣來抽取某項指定物件,而引起日本政府機構的關注並且立法限制。然而,目前在台灣也有消費者為某項指定物件花費數萬元的抽取費用。因此,本研究利用問卷調查和層級分析法來探討手機遊戲的轉蛋的選擇要因及其權重,進而設計出兩套轉蛋的評價試算表,以供遊戲玩家評估其欲抽取的轉蛋的價值,以減少陷入消費陷阱。
The smart phone and Tablet PC are increasingly popular nowadays, greatly enhancing the rapid development of APP software. As a result, the applications of the former APP software are not only business utilities or conducting delivery of information, but also merged into the public's daily life. Therefore, to download APP games for playing using smart phone has become a part of the daily recreations for numerous people. However, in the business model of mobile games, most of ways to attract players are free plays, and then stimulating the desires of the players through introduction of all kinds of treasures, fashions in virtual reality, especially using the so-called Gacha (Gashapon machines) mechanism to obtain more profits. They have been more and more prevalent due to its circulation mechanism, and even many people can spend hundreds of thousands Japanese yens to extract Gache in Japan, which causing the highly pay attention by government agencies and taking actions of legislative restrictions. In Taiwan, a lot of people spent tens of thousands NT dollars for one specified Gache. Therefore, this study explores the mobile phone games how to attract players to spend money to extract using the exportor's questionnaires and analytic hierarchical process (AHP). Moreover, in this study, we present two evaluation charts for Gache selection. We hope that players can use those charts to evaluate the Gacha they would like to extract and cut down valueless Gacha to prevent consumption traps.
學位論文
1.張廷宇(2012)。軟體內購買(In-App Purchases)是衝動行為嗎?(碩士論文)。國立中央大學。  延伸查詢new window
2.謝承哲(2015)。使用現實貨幣購買行動遊戲中虛擬物品之研究(碩士論文)。國立中山大學。  延伸查詢new window
圖書
1.Saaty, Thomas L.、Peniwati, Kirti(2008)。Group Decision Making: Drawing Out and Reconciling Differences。RWS Publications。  new window
其他
1.Sodano, D.(20161216)。Mobile Taiwan: A Look at a Highly Mobile Market,https://www.emarketer.com/Article/Mobile-Taiwan-Look-Highly-Mobile-Market/1014877。  new window
2.資策會產業情報研究所(2017)。【APP 使用者調查】遊戲、網購、交通運輸APP 崛起,https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=466。  延伸查詢new window
3.資策會產業情報研究所(2015)。數位遊戲大調查,https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=400。  延伸查詢new window
4.(2017)。今年遊戲市場規模可望破千億美元,http://www.chinatimes.com/newspapers/20170828000070-260204。  延伸查詢new window
5.周書賢(2016)。遊戲付費史免費的陷阱,http://castnet.nctu.edu.tw/castnet/article/9546?issueID=616。  延伸查詢new window
6.(2005)。扭蛋起源與發展史,https://tw.answers.yahoo.com/question/index?qid=20050518000011KK04488。  new window
7.(2016)。停不下來的氪金抽卡,誰來保護你的錢包,https://kknews.cc/zh-tw/game/jnpj3e.html。  延伸查詢new window
8.INSIDE(2017)。你花多少錢抽SSR?談日本「景品法」怎麼修法保障玩家,https://www.inside.com.tw/2017/04/28/mobile-game-ssr-japan。  延伸查詢new window
 
 
 
 
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