利用遊戲記錄探討VIP玩家於網頁遊戲之遊玩時間影響因素

Abstract

近年隨著網路時代來臨，線上遊戲也越來越被消費者接受，成為主要的休閒娛樂之一。其遊戲市場規模持續成長，各家遊戲廠商都致力於增加玩家於遊戲內停留時間，試圖能了解影響玩家遊玩時間的因素，以成為遊戲公司進行決策時的依據。而其中VIP玩家又佔遊戲公司大部分之營收，而網頁遊戲之資料又是在為齊全，因此本研究即是利用遊戲記錄探討VIP玩家於網頁遊戲之遊玩時間影響因素。 本研究不採用傳統問卷方式，改用遊戲內部玩家遊玩記錄，較真實呈現玩家之行為，並以複迴歸分析模式，並以心理學動機理論為基礎，用玩家特性、遊戲內成就、遊戲社交等三個構面來進行分析，分析影響玩家遊玩時間的因素。 根據結果顯示，角色等級、伺服器開啟天數、擁有聲望值、擁有銀幣值、連續登入天數、競技場交戰次數在影響VIP玩家遊玩時間呈現顯著。並本研究並對顯著原因提出解釋，及對公司策略提出建議供其參考。

In recent year, due to the coming of Internet era, more consumers can accept on-line game as one of main entertainment in daily life. Therefore, on-line game market keeps growing year by year, and game companies dedicate themselves to try to make players to stay in the game longer, and intent to understand the effect of players’ play time, which expected to help company’s decision making. Especially, VIP players account for the majority of game company’s revenue, and the data of web games is more reliable than the others. Therefore, this study is trying to use game data to study the effect of VIP players’ playtime in the browser games. Instead of adopting traditional questionnaire as research method, this study uses VIP player’s real game data to analyze realistic behavior of VIP players. Based on motivation theories, this study is using player characteristic, accomplishment in the games and social networks in the games as dimensions to analyze. The study finds out that levels, server opened days, reputation point, sliver coin, continues login days, fighting numbers are all have impacts on VIP players’ playtime. Based on the findings above, the study proposes some marketing suggestions for the game companies.