運動電玩消費者行為研究-以2007年臺北電玩展為例

Abstract

運動電玩消費者行為研究-以2007年臺北電玩展為例

完成年月：2007年7月 研究生：張宏旗 指導教授：朱文增 博士

中文摘要

國內近年來運動風氣日盛，再加上旅外球星表現亮眼，因而帶動運動相關產業的發展。綜觀國內的學術研究，鮮少研究運動電玩的議題，多著墨於電玩的使用行為及偏差行為上面，甚少注意到運動電玩的消費行為研究。本研究主要目的是依據Engel, Blackwell& Miniard (E.B.M.) 模式 (1995) 所提出的消費決策過程，來探討運動電玩的消費者行為。本研究是以2007年臺北電玩展參觀民眾為研究對象，研究方法採問卷調查法，共回收387份有效問卷，研究結果顯示： 一、多數玩運動電玩的玩家，本身並不會因為旅外球星表現亮眼（10.1%）， 去購買運動電玩，而是以刺激感（52.2%）或類型（43.4%）為最主要考量。 二、價格因素（29.9%）是玩家們最重視的一部份，電視遊戲主機價格大約落在5,001-10,000元（45.5%）最多，運動電玩遊戲以501-1,000元（43.7%）最多。 三、以籃球（53.0%）或棒球系列（43.7%）為主的遊戲還是最受到玩家青睞的運動電玩遊戲；摔角與網球系列的電玩遊戲，也有不少的消費者。 希冀研究結果在未來能供給業界或相關產業在運動電玩遊戲的設計及行銷上的參考。

關鍵字：運動電玩、消費者行為、生活型態

A Study on Consumer Behaviors of Sports Games Consumers- An Example of Taipei Game Show in 2007

Date: July, 2007 Student: Hung-Chi, Chang Advisor: Wen-Tseng, Chu

Abstract

Sports have become more and more popular during recent years in Taiwan. Besides, the overseas players of Taiwan also had great achievement. And this trend promoted a great growth of the game-related industries in Taiwan. By reviewing the past academic researches in Taiwan, there were few studies concerned with the sports games. The purpose of this study used the decision process of the E.B.M. model to discuss the consumer behavior of the sports games. The samples of this study were the visitors from the Taipei Game Show in 2007. The study method was questionnaire and 387 valid samples were collected. The results of this study are as follow. First, when most players buy sports games, the main reasons are the excitement (52.2%) and game type (43.4%), not the performance of the overseas players (10.1%). Second, the price (29.9%) is the most important part that the players concern with. Most game players would like to spend 5,001-10,000 NTD buying a game console (45.5%) and spend 501-1,000 NTD buying a sport game (43.7%). Third, the basketball games (53.0%) and baseball games (43.7%) are the most popular games. And the wrestling games and tennis games also attract many consumers. Finally, the result of this study was concluded with suggestions for future research as well as recommendations for the game-related industries.

Keywords: Sport games, Consumer behavior, Life Style