從遊戲陪玩到自我角色認同： 以自我決定論探討遊戲陪玩師的動機轉化與角色重構

Abstract

本研究以自我決定論（Self-Determination Theory, SDT）為理論核心，探討遊戲陪玩師在數位平台制度下的動機轉化歷程與角色重構樣態。伴隨遊戲產業興盛與陪伴型服務需求攀升，陪玩師不再僅是技術外包者，更成為情感勞動與社交連結的實踐主體。然而，相關研究多著重於使用者經驗與平台商業機制，對陪玩師自身的動機內化過程與認同建構關注有限。本研究透過質性深度訪談，蒐集來自臺灣主要陪玩平台PlayOne的31位陪玩師經驗，結合動機光譜理論與主題分析法，建構出「動機 × 角色 × 平台制度」的三軸交織分析模型。研究發現，陪玩師的初始動機雖多以經濟需求與遊戲興趣為主，但隨平台規則（如排行榜、語音任務、評價制度）與顧客互動影響，逐步內化為穩定的角色認同。其角色實踐類型涵蓋技術導向、情感導向與混合導向，並呈現動態轉換與即時協商的特性。本研究指出，平台制度同時扮演激勵與規訓的雙重角色，在提升勝任感與行動誘因的同時，也壓縮陪玩師的自主性與心理邊界，導致倦怠與角色模糊。此外，陪玩師作為非典型數位勞動者，其職涯意義與社會定位仍處於模糊與邊緣化狀態，亟需制度回應。在理論上，本研究拓展了自我決定論於數位勞動場域中的應用範疇，並補足現有研究對動機內化與角色流動的理解空白。在實務與政策層面，研究建議推動陪玩職涯分級制度、導入自由職業者納保方案，並將數位陪伴職涯納入青年職涯教育之中，以提升其社會認同與制度保障。本研究不僅重塑大眾對遊戲陪玩之認知，亦揭示數位時代下陪伴勞動的價值與挑戰，期能為未來平台治理、職涯教育與數位勞動政策提供嶄新視角與實證基礎。This study adopts Self-Determination Theory (SDT) as its theoretical foundation to examine the motivational transformation and role reconstruction of game companions within digital platform systems. Amidst the growing gaming industry and increasing demand for companionship-based services, game companions are no longer mere providers of technical assistance but have evolved into agents of emotional labor and social interaction. However, existing literature tends to focus on user experiences and platform business models, while paying limited attention to the internalization processes and identity construction of the companions themselves.Drawing on in-depth qualitative interviews with 31 game companions from Taiwan's leading platform, Play One, this study integrates the motivational continuum model and thematic analysis to construct a tri-axial framework: “Motivation × Role × Platform Governance.” The findings reveal that while companions often begin with extrinsic motivations such as financial need or gaming interest, their motivations become progressively internalized through interactions with platform mechanisms (e.g., ranking systems, voice tasks, rating systems) and client engagement. Their role performances fall into technical, emotional, and hybrid categories, characterized by fluid transitions and real-time negotiations.The study highlights the dual nature of platform governance—as both an incentive and a form of regulation—which enhances competence and participation incentives, while simultaneously diminishing autonomy and personal boundaries, leading to burnout and role ambiguity. As atypical digital laborers, game companions face unclear career trajectories and marginal social recognition, calling for urgent institutional responses.Theoretically, this study extends the application of SDT to digital labor contexts and fills the research gap concerning motivational internalization and role fluidity. Practically, it proposes a graded career system for companions, recommends including them in freelance labor insurance schemes, and suggests integrating digital companionship into youth career education to enhance occupational identity and institutional support.This research seeks not only to reframe the public perception of game companionship but also to reveal the inherent values and challenges of companionship labor in the digital era, thereby offering new insights and empirical grounding for platform governance, career development, and labor policy formulation.