探討社交手機遊戲持續使用意圖因素之研究

Abstract

本研究旨在探討社交手機遊戲使用者持續使用意圖，透過整理過去有關社交手機遊戲的相關文獻，歸納出影響社交手機遊戲持續使用之相關因素，藉以提出一套能夠適用於社交手機遊戲情境之理論架構。本研究根據文獻，以「社交互動」角度探討其對社交手機遊戲使用上的「心流體驗」和「認知享樂性」的影響力，再以「心流體驗」和「認知享樂性」來瞭解使用者在社交手機遊戲使用上的內在經驗，並結合「期望確認理論」(Expectation Confirmation Theory, ECT)去解釋使用者社交手機遊戲的持續使用意圖；本研究也探討「關鍵多數」和「社會影響力」對社交手機遊戲持續使用意圖的影響。本研究之對象為台灣地區三個月內玩過社交手機遊戲之玩家，透過網路問卷蒐集資料，回收有效樣本496份，利用PLS結構方程模式測試假說，結果顯示除了社會影響力對持續使用意圖的假說不成立外，其餘假說皆成立。本研究並將玩家做族群分類，發現不同因素對不同玩家族群遊戲行為所造成的影響並不相同。最後，根據研究結果提供手機遊戲業者一些有效開發手機遊戲之實務建議。

This paper aims to examine factors affecting one’s intention to continue using (continuance) mobile social game. Based on expectation confirmation theory, this paper presents a theoretical model combined with the factors of “flow experience” and “perceived entertainment”. Furthermore, considering the characteristic of mobile social game, we extend this theoretical model to include the factor of “social interaction” to study the impact on the “flow experience” and “perceived entertainment”. Moreover, we believe in the context of mobile social game usage, the social influence is important, so we also extended this model to include the factors of “social influence” and “critical mass” to study on the impact on the continuance intention. A survey was conducted to collect data from 496 persons in Taiwan who had played mobile social game within three months; then the hypotheses were tested via the Structural Equation Modeling using the partial least square (PLS) approach. The results suggest that except “social influence” has no significant impact on continuance intention, the other hypotheses are confirmed. We also divide players into different types test the model, and found that most of these types are moderator of this model. According to the results of the study, we provide mobile social game industry some effective development of mobile games practical advice.