「MOBA」手遊玩家使用動機與意圖之研究

Abstract

隨著MOBA手遊的普及，瞭解玩家的使用動機與行為意圖成為重要的研究課題。本研究以使用與滿足理論（Uses and Gratifications Theory, UGT）為基礎，探討MOBA手遊玩家使用動機與意圖。研究結合質化訪談與量化問卷調查法，以全面分析玩家的動機和行為。質性訪談部分深入探討玩家在遊戲中的情感需求、社會互動與個人需求，建構量化問卷。量化部分透過問卷調查玩家的遊戲動機與滿足需求的情況，總計收回有效樣本共192份，並利用統計分析相關分析、T檢定、變異數分析，探討使用動機與意圖三構面（競技與競爭、經濟消費、社交互動）與玩家行為的影響。研究結果顯示，MOBA 手遊的玩家以遊玩年資三年以上的青少年為主，其中資深玩家追求手遊中的競技與競爭和達成目標；具有大學學歷的玩家則較常為了社交互動需求而遊玩。此外，使用動機與意圖三構面彼此之間皆呈現中度以上的正相關，顯示這些動機互相影響、具有連動性。例如，重視競技與競爭的玩家，往往也更願意投入時間與金錢，並積極參與社交互動。此外，本研究指出，MOBA手遊在滿足玩家情感與社會需求方面具有獨特優勢，但不同玩家群體的需求滿足程度存在顯著差異，對於遊戲開發商設計差異化內容與增強玩家忠誠度具有實質意涵。With the widespread popularity of MOBA (Multiplayer Online Battle Arena) mobile games, understanding players’ usage motivations and behavioral intentions has become an important research topic. This study, based on the Uses and Gratifications Theory (UGT), investigates the usage motivations and intentions of MOBA mobile game players. A mixed-method approach combining qualitative interviews and quantitative surveys was adopted to comprehensively analyze players’ motivations and behaviors. The qualitative interviews explored players’ emotional needs, social interactions, and personal demands in the game, which were then used to develop the quantitative questionnaire. In the quantitative phase, a total of 192 valid responses were collected through surveys measuring players’ gaming motivations and levels of gratification. Statistical methods including correlation analysis, t-tests, and ANOVA were used to examine the effects of three motivational and intentional dimensions—competition and achievement, economic spending, and social interaction—on player behavior.The findings show that most MOBA mobile game players are adolescents with over three years of gaming experience. Among them, veteran players are primarily driven by competition, challenge, and goal achievement, while those with a university education tend to play more often for social interaction needs. Furthermore, the three dimensions of usage motivation and intention are moderately to strongly positively correlated with one another, indicating mutual influence and interconnectedness. For example, players who value competition and achievement are also more willing to invest time and money and actively participate in social interactions.In addition, this study highlights the unique advantages of MOBA mobile games in satisfying players’ emotional and social needs. However, significant differences exist in the level of need fulfillment among different player groups. These findings offer practical implications for game developers in designing differentiated content and enhancing player loyalty.