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研究生: 黃芷萱
HUANG, Jhih-Syuan
論文名稱: 遊戲訊息呈現類型、遊戲經驗差異與玩家體驗視角對玩家行為影響—以手機遊戲《戀與製作人》為例
Influence of Game-information Presentation Type, Difference in Game Experience, and View toward Player Experience on Players' Behavior: A Study on a Mobile Game "Mr. Love: Queen's Choice"
指導教授: 林慧斐
Lin, Hui-Fei
口試委員: 施琮仁
Shih, Tsung-Jen
蔣旭政
CHIANG, Hsu-Cheng
林慧斐
LIN, Hui-Fei
口試日期: 2021/10/06
學位類別: 碩士
Master
系所名稱: 大眾傳播研究所
Graduate Institute of Mass Communication
論文出版年: 2021
畢業學年度: 110
語文別: 中文
論文頁數: 161
中文關鍵詞: 手機遊戲遊戲訊息遊戲配音遊戲經驗玩家體驗視角心流玩家行為
英文關鍵詞: mobile game, game information, game dubbing, gaming experience, view, flow, player behavior
研究方法: 實驗設計法
DOI URL: http://doi.org/10.6345/NTNU202101666
論文種類: 學術論文
相關次數: 點閱:225下載:47
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  • 手機遊戲帶給近代的人們許多閒暇時刻的娛樂,手機遊戲玩家也逐年增多,形成愈來愈大的手機遊戲市場,如何留住玩家是手機遊戲設計的要點。為了讓玩家在手機遊戲中獲得猶如現實世界中的遊戲體驗,遊戲配音成為近期品牌設計遊戲的焦點之一。遊戲配音為虛擬世界中的角色添加接近真實的人聲效果,讓玩家能模擬與真人交流的相似感受。由此,本研究認為遊戲配音可以影響手機遊戲玩家的行為。為了證明遊戲配音確實能影響手機遊戲玩家行為,本研究以《戀與製作人》手機遊戲為例,探討配音或文字的遊戲訊息呈現方式、玩家對於遊戲的經驗長短差異,以及體驗遊戲的視角區別,了解三者對於手機遊戲玩家行為之影響,同時加入心流作為中介變項進行研究。
    本研究採以2(遊戲訊息呈現類型:配音 vs. 文字)×2(遊戲經驗差異:專家玩家 vs. 新手玩家)×2(玩家體驗視角:參與者 vs. 觀看者)三因子組間實驗設計,探討手機遊戲玩家經由三者變項之下,對玩家行為與態度之影響,以及心流在自變項(遊戲訊息呈現類型、遊戲經驗差異、玩家體驗視角)與依變項(購買意願、口碑推薦意願、持續使用意願)之間的中介效果。
    本研究結果證實:(1)相較於文字型,配音型的遊戲訊息呈現類型會產生較佳的玩家行為;(2)相較於專家玩家,新手玩家會產生較佳的玩家行為;(3)相較於觀看者之玩家體驗視角,參與者會產生較佳的玩家行為;(4)不論是何種遊戲經驗差異,玩家體驗視角之參與者與觀看者,對於玩家行為皆不會產生影響;(5)心流在遊戲訊息呈現類型、遊戲經驗差異與玩家體驗視角,以及玩家行為之間皆具有中介效果。

    Mobile games have become a common source of contemporary entertainment. The number of players continues to increase each year, so does the size of the mobile game market. Player retention is the focus of mobile game design. To provide gaming experiences that closely resemble the real world, dubbing has become a focus in game design. By introducing virtual characters with voices similar to those of actual humans, these games create an experience for players similar to interactions with real people. Accordingly, we inferred that dubbing can affect the behavior of mobile game players. To show this inference, this study explored the mobile game Mr. Love: Queen’s Choice and examined three factors, namely the game-information presentation type (through dubbing or text), level of game experience, and view toward player experience. The effects of these factors on players’ behavior were analyzed, and the state of flow was included as a mediator.
    This study adopted a 2 (game-information presentation type: dubbing vs text) ×2 (level of game experience: experienced vs inexperienced players) ×2 (view toward player experience role: players vs viewers) 3-factor, between-subject experimental design to explore the effect of these factors on players’ behavior and attitude. The state of flow was also examined to analyze its mediating role in the relationship between the independent variables (i.e., game-information presentation type, level of game experience, and view toward player experience role) and dependent variables (purchase intention, intention to generate word of mouth, and continuance intention).
    The results indicated that (1) compared with textual information, dubbing-based information generated more favorable players’ behavior; (2) compared with experienced players, inexperienced players demonstrated more favorable behavior; (3) compared with viewers, players demonstrated more favorable behavior; (4) no matter what kind of game-information presentation type, level of game experience and view toward player experience role; and (5) flow mediated the relationships of player behavior with game-information presentation type, level of game experience, and view toward player experience role.

    第壹章、緒論 1 第一節、研究背景、動機與目的 1 第二節、研究問題 8 第貳章、文獻探討 9 第一節、手機遊戲 9 一、手機遊戲發展與分類 9 二、《戀與製作人》遊戲特色 11 三、小結 13 第二節、遊戲訊息呈現類型 15 一、遊戲配音 15 二、遊戲文字 16 三、遊戲訊息呈現類型之相關研究 17 四、小結 21 第三節、玩家體驗視角 23 一、參與者 23 二、觀看者 23 三、遊戲玩家體驗視角相關研究 24 四、小結 25 第四節、遊戲經驗差異 26 一、遊戲經驗差異定義與分類 26 二、遊戲經驗差異之相關研究 28 三、小結 29 第五節、心流理論 31 一、心流理論定義 31 二、心流理論與遊戲 32 三、小結 33 第六節、玩家行為 34 一、購買意願 34 二、口碑推薦意願 35 三、持續使用意願 36 四、小結 37 第七節、假設推導 38 一、遊戲訊息呈現類型和購買意願、口碑推薦意願、持續使用意願的關係 38 二、遊戲經驗差異和購買意願、口碑推薦意願、持續使用意願的關係 39 三、玩家體驗視角和購買意願、口碑推薦意願、持續使用意願的關係 40 四、遊戲訊息呈現類型與遊戲經驗差異的交互關係 42 五、遊戲訊息呈現類型與玩家體驗視角的交互關係 43 六、遊戲經驗差異與玩家體驗視角的交互關係 45 七、遊戲訊息呈現類型、遊戲經驗差異與玩家體驗視角的交互關係 46 八、心流之中介效果 47 第參章、研究方法 51 第一節、研究架構 51 第二節、實驗設計與刺激物 52 一、實驗設計 52 二、自變項的定義與操弄 53 三、自變項操弄檢定 56 第三節、前測:遊戲實驗片段驗證 60 一、前測 60 二、前測結果 60 第四節、依變項與中介變項測量 62 一、依變項 62 二、中介變項 64 第五節、主實驗刺激物呈現與實驗程序 66 一、主實驗刺激物之呈現 66 二、實驗程序 66 第肆章、研究結果 67 第一節、樣本結構與敘述統計 67 第二節、信度分析 69 第三節、正式實驗之操弄檢定 70 一、遊戲訊息呈現類型操弄檢定結果 70 二、遊戲經驗差異操弄檢定結果 71 三、玩家體驗視角操弄檢定結果 71 第四節、研究假設之驗證 73 一、遊戲訊息呈現類型對玩家行為之影響 75 二、遊戲經驗差異對玩家行為之影響 76 三、玩家體驗視角對玩家行為之影響 78 四、遊戲訊息呈現類型與遊戲經驗差異對玩家行為之影響 79 五、遊戲訊息呈現類型與玩家體驗視角對玩家行為之影響 80 六、遊戲經驗差異與玩家體驗視角對玩家行為之影響 83 七、遊戲訊息呈現類型、遊戲經驗差異與玩家體驗視角對玩家行為之影響 84 八、中介效果 86 第五節、研究假設檢定結果 105 第伍章、結論與建議 112 第一節、研究發現與討論 112 一、配音型之遊戲訊息呈現類型相較於文字型,對於玩家行為有較正面的 影響 112 二、遊戲經驗差異之新手玩家對於玩家行為有較佳的影響 113 三、玩家體驗視角之參與者相比觀看者,擁有較佳的玩家行為 114 四、不論是何種遊戲訊息呈現類型,遊戲經驗差異之新手相較於專家有較 佳的購買意願;而口碑推薦意願與持續使用意願方面,不論是何種遊戲訊息呈現類型,遊戲經驗差異之專家與新手皆不會有差異 115 五、在配音型的遊戲訊息呈現類型之下,玩家體驗視角之參與者相較於觀 看者皆有較佳的持續使用意願;文字型的遊戲訊息呈現類型之下,玩家體驗視角之參與者相較於觀看者皆有較佳的玩家行為 116 六、不論是何種遊戲經驗差異,玩家體驗視角之參與者與觀看者,對於玩家行為皆不會產生影響 117 七、遊戲訊息呈現類型、遊戲經驗差異與玩家體驗視角,對玩家行為的交互作用影響 118 八、心流在遊戲訊息呈現類型、遊戲經驗差異,以及玩家體驗視角,對於 玩家行為的影響中皆有中介效果 120 第二節、學術貢獻與實務建議 123 一、學術貢獻 123 二、實務建議 123 第三節、研究限制及未來研究方向 126 一、研究限制 126 二、未來研究方向 128 參考文獻 130 附錄一、前測問卷 152 附錄二、主實驗問卷 155

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