以沉浸理論探討智慧型手機遊戲使用者之 群集分析

Abstract

本研究參考Hoffman的沉浸模型中提到的專注、操控/技巧、探索行為、時間扭曲感、臨場感、互動性、涉入性七大構面進行問卷的設計，共回收229份問卷，刪除無效問卷後仍有206份。透過因素分析得到操作容易、誘發購買、多方嘗試、高度投入四項要素，再透過群集分析得到三個群集，分別為隨意遊玩族、忠實遊玩族、入門新手族。並針對人口統計變數、使用行為、下載與購買意圖進行卡方一致性分析。

結果顯示隨意遊玩族的玩家喜歡嘗試不同的遊戲且男性比例較高，然而這個群集缺乏高度的投入，他們並不會完全的投入於遊戲中，只是蜻蜓點水般的進行遊戲。他們在遊戲中的購買意願極低，並不是一個忠實遊玩的使用者族群；忠實遊玩族這個群集以女性比例較高且在各種種類遊戲的遊玩狀況較為平均。使用者普遍都能在遊戲中找到樂趣。由於是忠實的玩家族群，因此一旦進行某款遊戲的遊玩，相較之下不會有好奇心去嘗試其他新的遊戲，在遊戲購買這個因素中表現最亮眼；入門新手族群的使用者對於遊戲有高度的投入程度。這群集的使用者以新手為主，願意嘗試各種不一樣的遊戲並且容易因為遊戲的內容使得他們願意付費購買虛擬商品，是一個值得關注的潛在顧客群。

除了性別和下載與購買意圖上有顯著差異外，本研究在其他變數的部分皆沒有顯著的現象。亦即在性別以外之人口統計變數以及使用行為上，無論在哪個群集中，皆沒有明顯的差異存在。

This study was based on flow theory and focused on Smartphone games. Flow theory, which was theorized by Csikszentmihalyi in 1975, was defined as ” When people focus on things with enjoyment and satisfaction, it’s called Flow.” There were many dimensions contained in this theory such as tele-presence﹑time distortion﹑ focused attention and more.

This study had collected surveys on Internet and had 229 surveys returned with 209 surveys valided.

Through the factor analysis and cluster analysis, there were four factors and three clusters. The factors are ease of use﹑purchasement﹑innovation and involvement. The clusters are the group with fun﹑the group with loyalty and the group with beginners and then use these data to go through chi-square to get deeper analysis.

The results are as below： The group with fun has more males than females with less involvement in a single game. They like to try new games but less purchasement； The group with loyalty has less males than females. When they are playing a game, they totally involve in it and they have less intention to try other games. Because of their loyalty, they have better purchasement performance than other two groups.； The group with beginners which is consisted of the new-coming users. They are willing to play mobile games and have high level of concentration in game playing. Contrary to the group with fun, the users in this group are more willing to purchase in games and we take them as potential clients.

Besides sex and intention of use, the rest variables are less significant, which means there is barely difference in these three groups in the rest of variables.