探索免費型線上遊戲虛擬道具之設計特徵

Abstract

本研究主要是要找到不同類型的玩家在設計特徵的購買上是不是會有差異，而這樣的差異是為什麼造成的，是不是我們可以利用這樣的結果來得到玩家所重視的遊戲內容並進一步的去設計，希望能增進玩家對於遊戲的投入以及購買虛擬道具的行為。 在玩家分群上，我們主要針對動機、性別、遊戲經驗以及遊玩類型這四個面向來進行探討，其中在動機方面，我們分成單一動機以及三個一組的動機組合來探討。 問卷針對457位玩家進行調查，結果顯示有幾種通用的設計特徵是屬於在不同分群中都是屬於高得分的，另外每個分群中都有不同的設計特徵差異，也可以從中來大概瞭解到為什麼會產生這些的差異，例如男女玩家在角色的強化上會有顯著差異，男性顯著在這些類型的設計特徵上的偏好會高於女性玩家；遊戲經驗則會在經驗值相關的設計特徵上有所差異。至於在遊玩類型上則會發現便利性道具以及角色配置的設計特徵，在核心玩家的得分會高於休閒玩家。 至於在遊戲動機方面，單一動機的設計特徵差異很明顯的發現真的是以三種取向也就是成就取向、社會取向以及沉浸取向分成三大類，大類中的動機在設計特徵上都有一定程度上的相關，而動機組合方面，由於選取組合的方法造成動機組合間的差異不明顯，主要差異出現在社會取向和沉浸取向對於社交類的一項設計特徵出現顯著差異。

This research is trying to find out whether there have differences between different types of players in preferences of the design features, and the reason of this difference. In addition, we can use the result to find the game content players interest in, and then design the game content to increase players engagement and the Purchase behavior. In clustering players, we focused on motivation, gender, game experience and the type of play, in motivation, we split into two dimentions which are single motivation and groups of three motivations. Questionnaire surveyed for 457 players, the result revealed that there exist universal design features, these design features get high score in different clusters. Different clusters have entirely different results, like result revealed that the male players high regard the role than female players, so they have more preference in strengthing design features. And result in motivation can cluster like Nick Yees’ research into three components, motivations in the same component have high correlation, and we can explain the difference between the components. These differences allow us to know players focus on which content. So if we want to enhence players’ engagement, maybe we can design the content they focus.