探討線上遊戲參與者動機與沉迷關係之研究 -以《決勝時刻：現代戰爭》為例

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题名:	探討線上遊戲參與者動機與沉迷關係之研究 -以《決勝時刻：現代戰爭》為例 Video Game User Motivation and Addiction Research Analysis Based on Call of Duty®: Modern Warfare 2019 Franchise
作者:	蔡萬達
贡献者:	全球品牌與行銷碩士在職學位學程
关键词:	線上遊戲決勝時刻射擊遊戲參與動機網路沉迷 Online Game Call of Duty First-Person Shooter Motives Video Game Addiction
日期:	2020
上传时间:	2020-08-12 10:13:27 (UTC+8)
摘要:	線上遊戲由於玩家的技術難度或競賽公平性等考量因素，不同操作平台的玩家通常會被區隔，導致隨著遊戲上市時間增加，玩家流失速度增快；然後，數量減少的玩家又加速剩下的玩家退出遊戲的惡性循環。然而，動視遊戲公司於2019年便重啟製作線上射擊遊戲，此一新款商品特別增加了跨平台配對的選項，提供玩家選擇的權利，也縮短了不同平台玩家可以配對進入遊戲的時間。本研究探討不同平台玩家對於《決勝時刻：現代戰爭》遊戲參與動機之統計分析。能夠透過分析不同參與動機的玩家對於此遊戲網路沉迷程度的市場調查，來對業者提出適當的行銷策略以及建議。　　本研究除了探討相關遊戲之研究，並以社會調查研究設計之自填式問卷針對《決勝時刻：現代戰爭》玩家族群為研究對象並對玩家行為模式進行抽樣調查，蒐集《決勝時刻：現代戰爭》玩家的產品使用偏好、產品使用動機、消費行為與網路上癮沉迷度等資訊。最終以SPSS統計軟體分析，研究結果為玩家參與動機將對於其網路沉迷程度有顯著差異，尤其是電玩技巧、滿足幻想以及逃離現實的參與動機對於此第一人稱射擊遊戲沉迷有顯著的正相關。此外，本研究發現不同玩家參與動機與沉迷線上遊戲之關係，並提供遊戲行銷參考依據。 When it comes to video games, players are usually separated by different platforms due to technical or competition fairness reasons. Video games lose their players as time went by, and having less players result in an increase rate in losing players. However, Call of Duty: Modern Warfare made by Activision in 2019 added a new feature which enable players to match making with players from different platforms such as PC, XBOX and PlatStation4. This feature significantly speeds up players’ match making time. The thesis studies player base of Call of Duty: Modern Warfare, and their motives to play and their video game addiction. The result is helpful for developing future marketing strategies such as promotion and new video game product strategies. 　　The research investigates related studies toward the franchise, and send out surveys to Call of Duty players in Asia to study their behavior. The survey contains questions related to their gaming preference, gaming motives, consumer behavior, and internet addiction, is analyzed by using SPSS software. The result in this research is that there is a significant difference between player motives and their internet addiction level. Mechanical skill, fantasy, and escape from reality is the most significant motives for players addict to this first-person shooter game. Activision should also improve anti-cheat mechanism to improve players’ sentiment. Finally, this research shows the relationship among players that have different motives and their addiction could be a reference for video game marketing strategies.
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