玩家認知價值對購買移動遊戲虛擬商品意圖影響之研究

Abstract

現今遊戲產業蓬勃發展，然而有關遊戲消費行為的研究仍有缺口，本研究旨在探討免費移動遊戲中，玩家對於遊戲虛擬商品的認知價值與購買意圖之影響，以了解遊戲玩家於免費遊戲中消費的影響因素，並加入遊戲涉入程度作為調節變項，進一步探討不同涉入程度的玩家對遊戲商品的認知價值與購買意圖之間的影響，以期提供遊戲營運商於遊戲商品設計及行銷的相關建議，並滿足玩家潛在的消費需求。本研究以曾經於免費移動遊戲中購買遊戲虛擬商品之玩家為研究對象，透過問卷調查法收集相關玩家資訊，繼而以SPSS Statistics做為資料分析工具，對本研究之研究架構與假說進行分析與驗證。研究結果顯示：(1)對於免費移動遊戲玩家而言，認知價值對購買意圖具有正向影響 (2)遊戲涉入程度高的玩家，其對於功能價值與購買意圖之間的影響較大 (3)遊戲涉入程度低的玩家，其對於社會價值與購買意圖之間的影響較大。Nowadays, the video game industry is thriving, but there are still fields worth exploring in the consumer behavior in the gaming industry. Thus, the aim of this research is to focus on the influence of players’ perceived value upon their purchase intention of virtual goods, so as to understand the factors that affect the game players' consumption in free mobile games. This project takes the level of game involvement as a moderating variable to delve into the extent of impact on players in terms of perceived value and purchase intention in order to provide game operators with suggestions on game product design and marketing strategies as well as meeting the potential needs of consumers.

In this study, players who have purchased game virtual goods in free mobile games are recruited as objects, and their respective player information are collected through questionnaire survey. Then, SPSS Statistics is applied as a data analysis tool to analyze and verify the research framework and hypotheses of this research.The result of this project indicates that first, for free mobile game players, perceived value has a positive impact on purchase intention. Second, players with a higher degree of game involvement have a greater impact on the relationship between functional value and purchase intention. Third, players with a lower degree of game involvement have a greater impact on the relationship between social value and purchase intention.