行動遊戲App心流經驗對玩家忠誠度之影響

Abstract

隨著行動遊戲玩家越來越多及市場越來越競爭，如何把握住消費者的關注，以及如何建立行動遊戲忠誠度留住玩家是不可或缺的任務。近年許多研究認為心流是影響忠誠度的關鍵，基於心流理論的概念，心流需具備前因後果。本研究認為心流的前因包含人機互動、社會互動、技巧與挑戰，後果是由玩家忠誠度所組成。此外心流經驗可以分作知覺娛樂性及集中性注意力。為了瞭解這些前因是否會透過心流經驗影響玩家忠誠度，本研究將會透過目的所提出的假設，以及在臺灣很受歡迎的神魔之塔為例去建立問卷。本研究調查394位玩過神魔之塔的玩家。根據實證結果顯示，人機互動、社會互動、技巧、挑戰皆正向顯著影響心流經驗，進而影響行動遊戲玩家的忠誠度。基於研究結果，從管理意涵我們認為行動遊戲業者應優先增加遊戲的難度以及增設讓玩家互相聊天、討論、互動的平台，行動遊戲業者也必須提供資訊給行動遊戲玩家，讓他們能夠增強他們對遊戲的技巧。除此之外，改善行動遊戲的介面對玩家也相當重要。透過改善以上提及的情況，玩家對行動遊戲的忠誠度就能增強。最後，本研究的實證結果可以做為未來行動遊戲設計與管理的參考。With increasing number of the mobile game players and the fierce competition of mobile game market, how to capture the attention from consumers and how to establish the loyalty of mobile game in retaining game players are the indispensable tasks. In recent years, many studies on consumer behavior have shown that flow was the key factor affecting consumers’ loyalty. However, flow theory often used in terms of antecedents and consequence. In order to use flow theory for exploring the factors impacting game players, this study will identify antecedent factors including human-computer interaction, social interaction, skill, and challenge and consequence factor consisting of the player loyalty. Additionally, flow experience can be divided into two factors: perceived enjoyment and focused attention. To understand whether these antecedent factors will influence the loyalty of game players through flow experience, this research will thereby examine the proposed hypothesis regarding to above mentioned purposes, and the very popular mobile game of Tower of Savior will be a case for conducting questionnaire survey. This research investigates 394 respondents with rich experience in Tower of Savior game. According to the empirical study results, human-computer interaction, social interaction, skill, challenge have positively influence on flow experience, and further have a positive influence on loyalty of mobile game players. For the managerial implication based on findings, mobile game firms should be prioritized increasing the level of difficulty and build up a platform where game players can chat, discuss, and interact with others. Mobile game firms should also provide information with respect to mobile game for game players so that these players can enhance their game skill. Besides, improving the interfaces of mobile game is an essential thing. Through improving aforementioned situations, then the mobile game players’ loyalty could be enhanced. In conclusion, this empirical results can be seen as reference for future similar mobile game design and management.