以計畫行為理論及體驗價值探討使用者之手機遊戲行為__臺灣人文及社會科學引文索引資料庫

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題名：	以計畫行為理論及體驗價值探討使用者之手機遊戲行為
書刊名：	企業管理學報
作者：	黃莉君／吳筱琦／陳盈治
作者(外文)：	Huang, Li-chung／Wu, Hsiao-chi／Chen, Ying Chen
出版日期：	2018
卷期：	117
頁次：	頁49-76
主題關鍵詞：	體驗價值；計畫行為理論；手機遊戲；Experiential value；Theory of planned behavior；Mobile game
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:1 共同引用:10 點閱:14

本研究的研究焦點著重於使用者玩手機遊戲的行為模式，以計畫行為理論與體驗價值作為研究依據，探討態度、主觀行為規範、知覺行為控制，以及體驗價值－趣味性、顧客投資報酬、美感，與服務優越性，如何影響使用者玩手機遊戲的意圖與行為之關聯性。本研究採用問卷調查法進行探究，回收樣本為410份，無效問卷有19份，有效問卷共計391份。研究結果顯示：（1）態度和主觀行為規範對使用者玩手機遊戲的意圖有正向影響；（2）趣味性與服務優越性對於使用者玩手機遊戲的意圖有正向影響；（3）顧客投資報酬與服務優越性對於使用者玩手機遊戲的行為有正向影響。最後，本研究提出結論與建議，作為後續研究與手機遊戲廠商參考之用。

以文找文

This study aims to explore users' behavior in mobile games. This research conducts a model which is based on the theory of planned behavior and experience value which consists of playfulness, consumer return on investment, aesthetics and service excellence. The model examines the relationships of mobile-game player’s intention and behavior. This study conducts a sample survey. A total of 391 valid questionnaires were returned. The research results demonstrate (1) The attitude and subjective norm in planned behavior theory have significantly positive influence on the intention of playing mobile games; (2) the service excellence and playfulness in experience value also have significantly positive influences on playing intention; (3) customers return on investment and service excellence in experience value have significant positive impact on playing behavior. The findings from this study provide new perspectives to researchers, and help mobile game manufactures in designing games.

以文找文

期刊論文
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會議論文
1.	Bucolo, S.、Billinghurst, M.、Sickinger, D.(2005)。User experiences with mobile phone camera game interfaces。The 4th international conference on Mobile and ubiquitous multimedia，87-94。
2.	Verma, M. A.、McOwan, P. W.(2005)。An adaptive methodology for synthesising mobile phone games using genetic algorithms。The 2005 IEEE Congress。IEEE。864-871。

圖書
1.	McGonigal, J.(2011)。Reality is broken: Why games make us better and how they can change the world。Penguin Press。
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其他
1.	丁鴻裕(2014)。行動遊戲娛樂持續增溫，https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=356。延伸查詢
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圖書論文
1.	Olson, J. C.(1981)。What is an Esthetic Response?。Symbolic Consumer Behavior。Ann Arbor, NY：Association for Consumer Research。
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5.	丁鴻裕、陳泱璇(2014)。全球行動遊戲巿場現況分析。全球行動媒體發展趨勢與新商業模式分析--行動遊戲發展趨勢與新商業模式分析。資策會產業情報研究所。延伸查詢
6.	戴群達(2010)。手機遊戲創新應用趨勢。數位遊戲之創新應用發展趨勢。資策會產業情報研究所。延伸查詢
7.	Block, J.、Henkel, J.(2008)。Peer Influence in Network Markets: An Empirical and Theoretical Analysis。Best Paper Proceedings of the Sixty-seventh Annual Meeting of the Academy of Management。
8.	Juul, J.(2004)。Introduction to Game Time/Time to Play: An examination of game temporality。First person: New media as story, performance and game。
9.	Oliver, R. L.(1999)。Value as Excellence in the Consumption Experience。Symbolic Consumer Behavior。Routledge。
10.	Chin, Wynne W.(1998)。The partial least squares approach to structural equation modeling。Modern methods for business research。Lawrence Erlbaum Associates Publishers。

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