遊戲玩家創造力對計劃行為的影響：以手機遊戲為例

CCUR > College of Business > Department of International Trade 7 Graduate Institute of International Trade > Thesis > Item 987654321/48271

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/48271

Title:	遊戲玩家創造力對計劃行為的影響：以手機遊戲為例 The Effects of the Gamer's Creativity on Theory of Planned Behavior: Take Mobile Games as an Example
Authors:	鄧人毓
Contributors:	國際貿易學系
Keywords:	計劃行為理論態度主觀行為規範知覺行為控制行為意圖創造力實際行為 The Theory of Planned Behavior Attitude Subjective Code of Conduct Perceptual Behavior control Behavioral Intention Creativity Actual Behavior
Date:	2020
Issue Date:	2020-08-06 14:39:24 (UTC+8)
Abstract:	本研究以手機遊戲為例，探討遊戲玩家創造力於計劃行為理論的影響。而本研究採用複迴歸法，共發放網路問卷 232 份，剔除所有答案填相同者共 10 份問卷後，回收 222 有效問卷。由於現今手機遊戲的火紅，不論哪一個年齡層都是人手一機，而本研究將針對全台有遊玩過手遊的玩家來研究其遊玩意願，以手遊玩家為研究對象。本研究結果如下:1. 創造力正向影響態度;2. 創造力正向影響主觀行為規範;3. 創造力正向影響知覺行為控制;4. 態度正向影響行為意圖;5. 主觀行為規範正向影響行為意圖;6. 知覺行為控制正向影響行為意圖;7. 知覺行為控制正向影響實際行為;8. 行為意圖正向影響實際行為。而根據本研究結果顯示，研究結果之假設均為成立，1. H1a:創造力對態度呈正相關;2. H1b:創造力對主觀行為規範呈正相關;3. H1c:創造力對知覺行為控制呈正相關;4. H2:態度對行為意圖呈正相關;5. H3:主觀行為規範對行為意圖呈正相關;6. H4:知覺行為控制對行為意圖呈正相關;7.H5:知覺行為控制對實際行為呈正相關;8. 行為意圖對實際行為呈正相關。 This study takes mobile games as an example to explore the influence of game players' creativity on the theory of planned behavior. In this study, a total of 232 Internet questionnaires were sent out by multiple regression method, and 222 valid questionnaires were recovered after all the same answers were removed and 10 questionnaires were filled out. Due to the popularity of mobile games nowadays, no matter what age group is a single player, this study will study the willingness of players who have played mobile games in the whole Taiwan, taking mobile players as the research object. The results of this study are as follows: 1. Creativity positively influences attitude; 2. Creativity positively influences subjective behavior norm; 3. Creativity positively influences perceptual behavior control; 4. Attitude positively influences behavior intention; 5. Subjective behavior norm positively influences behavior intention; 6. Perceptual behavior control positively influences behavior intention; 7. Perceptual behavior control positively influences actual behavior; 8 The intention of behavior has a positive effect on the actual behavior. According to the results of this study, the hypotheses of the expected results are all valid: 1. H1a: creativity has a positive correlation with attitude; 2. H1B: creativity has a positive correlation with subjective behavioral norms; 3. H1C: creativity has a positive correlation with perceptual behavioral control; 4. H2: attitude has a positive correlation with behavioral intentions; 5. H3: subjective behavioral norms have a positive correlation with behavioral intentions; 6 H4: perceptual behavior control has positive correlation with behavior intention; 7. H5: perceptual behavior control has positive correlation with actual behavior; 8. behavior intention has positive correlation with actual behavior.
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