| 摘要: | 隨著全球遊戲市場中免費遊戲和訂閱制模式的快速增長，付費遊戲仍在行業中扮演著關鍵角色。本研究分析社群影響、遊戲價格、遊戲品質與遊戲內容對消費行為決策過程的影響，並檢視這些因素如何影響付費遊戲玩家從初次接觸遊戲到最終做出購買決定的過程。
研究採用問卷調查法，以量化方式收集資料，以曾經有購買付費遊戲經驗的消費者為研究對象，分析遊戲的不同面對玩家行為的影響。本研究依據AISAS消費行為模型（注意、興趣、搜尋、行動、分享）進行分析，並檢驗社群影響、遊戲價格、品質和內容如何在這五個階段中作用。調節變項則包括年齡、性別、每月可支配收入等人口統計特徵，分析這些因素如何進一步影響消費行為。
研究結果顯示，社群影響在「注意」、「興趣」及「分享」階段對玩家行為具有顯著作用，特別是高社交活躍度的玩家更易受社群評價的影響。遊戲價格對消費行為呈現兩極化，價格優惠在「行動」階段提升收入較低或價格敏感玩家的購買意願；而對收入較高的玩家，價格非決定性因素，品質和內容價值更為重要。此外，遊戲品質和遊戲內容在「興趣」和「行動」階段顯著影響購買意願，良好的畫面、音效和創新內容均促使玩家進行購買行動。人口變項分析進一步顯示，年齡、遊戲年資和每月可支配收入對消費行為具有顯著調節作用，但在性別與教育程度的調節效應則不顯著。
整體來說，付費遊戲玩家的消費行為深受社群影響，因此遊戲公司應積極經營社群平台，以口碑效應提升市場影響力。優質的遊戲品質與內容也是影響付費遊戲玩家消費行為的重要因素。價格策略方面遊戲公司應考量客群特徵靈活運用促銷來平衡吸引力與利潤需求。遊戲公司也須針對不同的遊戲根據受眾特徵調整行銷策略，以在市場競爭中獲取優勢。
With the rapid expansion of free-to-play games and subscription models in the global gaming market, paid games continue to hold a crucial role within the industry. This research examines the effects of social influence, game price, game quality, and game content on the consumer decision-making process, exploring how these factors shape the journey of paid game players from initial exposure to eventual purchase decisions.
A questionnaire survey method was employed to collect quantitative data from consumers with experience in purchasing paid games, analyzing how different aspects of games impact player behavior. This study applies the AISAS consumer behavior model (Attention, Interest, Search, Action, Share) to investigate the influence of social influence, game price, quality, and content across each stage. Demographic characteristics such as age, gender, and monthly disposable income serve as moderating variables to assess their additional effects on consumer behavior.
The results indicate that social influence plays a significant role in the “Attention,” “Interest,” and “Share” stages, especially among players with high social engagement who are more easily influenced by community reviews. Game price reveals a polarizing effect on consumer behavior; discounts during the “Action” stage enhance the purchase intent of lower-income or price-sensitive players, whereas for higher-income players, price is a less decisive factor, with game quality and content value carrying greater weight. Furthermore, game quality and content significantly boost purchase intention in the “Interest” and “Action” stages, as appealing graphics, sound, and innovative content motivate players to make a purchase. Analysis of demographic factors further reveals that age, gaming experience, and monthly disposable income significantly moderate consumer behavior, while the effects of gender and education level are not significant.
In conclusion, the consumer behavior of paid game players is highly influenced by social factors, suggesting that game companies should actively manage social platforms to enhance market influence through word-of-mouth effects. High-quality game experiences and content are also crucial in driving consumer behavior for paid games. Regarding pricing strategies, game companies should consider audience characteristics and flexibly apply promotions to balance appeal with profitability. Companies should also adjust marketing strategies according to audience characteristics for various games to achieve a competitive advantage in the market. |
