手機遊戲美學與動漫跨界聯名配適度對購買意願影響之研究─以心流體驗與消費價值為中介變數

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/50952

Title:	手機遊戲美學與動漫跨界聯名配適度對購買意願影響之研究─以心流體驗與消費價值為中介變數 The Influence of Aesthetics of Mobile Game and The Fit of Anime Crossover on Purchase Intention – Using Flow Experience and Consumption Value as Intervening Variables
Authors:	黎偉進
Contributors:	國際企業管理學系
Keywords:	手機遊戲美學跨界聯名配適度心流體驗消費價值購買意願 Aesthetics of Mobile Game The Fit of Crossover Flow Experience Consumption Value Purchase Intention
Date:	2021
Issue Date:	2023-02-15 13:11:41 (UTC+8)
Abstract:	鬼滅之刃席捲全世界並製造出現象級的熱潮，成功的背後有日本No.1動畫製作公司ufotable的輔助，觸動人心的動漫劇情配上毫無瑕疵的CG特效與背景配樂，動漫角色之間的人物特質與情感流露，甚至能夠引起現實生活中人們的共鳴。因此，動漫開始逐漸崛起並得到社會大眾的認同，看動漫彷彿瞬間成為一種潮流。本研究目的為探討手機遊戲美學是否會影響遊戲使用者之心流體驗與消費價值，進而影響在遊戲商城中的購買意願。此外，探討手機遊戲美學與動漫跨界聯名之間的配適度會否影響遊戲使用者的消費價值並提升遊戲商城中的購買意願。根據研究結果顯示，手機遊戲與動漫跨界聯名配適度高，建議手機遊戲業者積極與人氣動漫合作，並強化手機遊戲美學以增加玩家之消費價值與心流體驗進而促進購買意願。本研究共八個假說符合研究之預期。由於目前並無手機遊戲與動漫跨界聯名等相關研究，希望本研究的成果與數據能供學術研究參考並提供手機遊戲業者未來發展建議。 Kimetsu no Yaiba become ultra-popular and receiving critical acclaim worldwide. Of course, behind the biggest success assistance by Japan’s No.1 animation production company ufotable. These touching animation plots cooperate with flawless CG special effects and background music. The personality traits and emotional expression between anime characters can even resonate with people in real life. Therefore, animation has gradually risen and been recognized by the public. Nowadays, watching animation has become a trend in an instant. The purpose of this research is to discuss whether the Aesthetics of Mobile Game will affect the Flow Experience and Consumption Value of game users, and then affect the Purchase Intention in the game mall. In addition, discuss whether the Fit between the Aesthetics of Mobile Game Crossover Anime, then affect the Consumption Value of game users also increase the Purchase Intention in the game mall. According to the research results, The Fit of Mobile Game Crossover Anime is moderately high. It is recommended that mobile game companies actively cooperate with popular anime, and strengthen the Aesthetics of Mobile Game to increase players' Consumption Value and Flow Experience to promote Purchase willingness. A total of eight hypotheses in this research meet the expectations of this research. As there is currently no related re-search on The Fit of Mobile Game Crossover Anime. I hope that the results and data of this research can be used for academic research and provide suggestions for the future development of mobile game provider.
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