以眼動行為分析觀看動機與遊戲經驗對遊戲實況觀看歷程的影響－以爐石戰記為例

Abstract

遊戲是設計給人玩的，但有時候看別人玩遊戲反而比自己玩還有趣。遊戲實況產業近年來快速發展，其結合了遊戲畫面、聊天室及實況主視訊的觀賞方式，讓觀眾在欣賞遊戲過程的同時也能和其他觀眾及實況主互動，吸引了全球數百萬人的加入，而那些不直接參與遊戲但卻跟隨遊戲中的體驗的人－也就是觀眾，對於遊戲實況來說可以說是最重要的角色。 本研究把重點放在觀眾身上，採取實驗法以眼動儀記錄受試者觀看實況的過程，搭配觀看動機量表以及遊戲經驗問卷，並藉由後續的訪談，探討不同類型觀眾的觀看行為，試圖了解遊戲實況中是什麼元素抓住觀眾的目光。 結果顯示，遊戲畫面與聊天室之關係為一主一輔，觀眾的注意力主要會放在遊戲畫面，並因特定的事件而轉移至聊天室。社會互動動機能明顯區分出觀眾在遊戲畫面及聊天室的注意力分配，顯示出聊天室對於此動機的觀眾十分重要；獲取新知動機會讓觀眾將較多的注意力放在遊戲畫面以接收更多新資訊；遊戲經驗越豐富的觀眾，其在看實況的過程越容易覺得無聊，因此在觀看的過程中會頻繁地在不同區域來回。最後本研究也根據結果提出建議，以作為後續研究以及遊戲實況經營方式之參考依據。

Video games are primarily designed for the players, but sometimes it is more fun to watch others play than to play games. The game streaming industry has grown greatly during the past years. It combines gameplay, chat channels, and webcam videos of the streamers so that viewers can interact with others while watching. Viewers, those who watch but do not directly interact with the game, are literally the most roles in this industry. This study focuses on the viewers and tries to understand different watching behaviors and what elements of a game streaming catch viewers’ attention. We took a quantitative way to record the whole watching processes of the subjects by an eye tracker, evaluated their watching motivations and previous gaming experiences, and conducted a qualitative interview to find out more after the experiment. We found that viewers mainly focus on the gameplay, and the chat channel draws their attention away from the gameplay when something interesting happens. We also found that the more social interaction motivation one has, the longer fixation time in the chat channel will be; the more information seeking motivation one has, the longer fixation time in gameplay will be; the more previous gaming experiences one has, the more likely he or she will get bored and look around. Based on the results of this study, we discussed the implications for future research and for game streamers to improve their game streaming.