影響網頁遊戲玩家黏度之因素探討

Abstract

對於網頁遊戲營運商而言，要如何成功地讓玩家黏著在遊戲上，延長產品生命週期是個重要的課題，本研究採用轉換成本(Burnham et al., 2003)為理論依據，利用網頁遊戲伺服器所記錄下來的歷程資料探討影響網頁遊戲玩家黏度之因素，不同於過去學者發放問卷的形式。實證結果指出角色等級、虛擬財富、遊戲名譽、儲值金額與公會參與對玩家黏度有正向顯著影響，另外加入性別、年齡及風險承受度之調節變數，實證結果顯示，性別正向調節角色等級、虛擬財富、遊戲名譽對於玩家黏度之影響，性別負向調節儲值金額對於玩家黏度之影響；年齡負向調節儲值金額對玩家黏度之影響，年齡正向調節公會參與對玩家黏度之影響；風險承受度正向調節儲值金額對玩家黏度之影響。本研究亦依據研究結果提供遊戲業者在營運與推廣上之建議。

Online game market is thriving but company with fierce competitions. How to make players stick to a web game and extend the product life cycle are critical for the success of online game publishers. This study applies switching cost theory (Burnham, Frels & Mahajan, 2003) as the research framework to identify the key determinants of web game player stickiness, and to explore the moderating effects of individual characters (such as age, gender and user risk tolerance) on the proposed hypotheses as well. The results indicate character level, virtual wealth, game reputation, payment and guild participation are associated with player stickiness positively. Gender exerts moderating effect on paths from character level, virtual wealth, game reputation and payment to player stickiness. Age has moderating effect on paths from payment and guild participation to player stickiness. The path from payment to player stickiness is moderated by user risk tolerance.