| Summary: | 碩士 === 國立臺灣科技大學 === 資訊管理系 === 93 === In the internet-related industries, the online game industry grew rapidly both in revenue and the number of player. The phenomenon shows the huge potential of the online game. Most of the related studies were focused on industry analysis, business model, game design , implementation or how online game impact the society. In player's behavior, what the on-line game industry cared about is how to promote the player participates in the on-line game again. The domestic and foreign literature of player behavior was lacked or focused on only a portion of the online game. In addition, relevant research point out that the gender causes players to participate in the on-line game behavior different to some extent in recent years. Therefore , the purposes of this research are:
1. To investigate the factors influencing player behavior with multiple perspective.
2. Is there any differences between players in gender.
Based on the TAM (Perceived Ease of Use, Perceived Usefulness), this study purposed: ”Social Influence”(Perceived Critical Mass, Perceived Meaningful Less), “Group Influence”(Perceived Cohesiveness), ”Intrinsic Motivation”( Perceived Playfulness, flow experience) as the research framework and classified players into gender.
In this study, a web-based questionnaire was designed to verify the theoretical model. 646 samples were collected from PTT(the biggest BBS in Taiwan) and www.gamer.com.tw (the most famous website of game). The implications of findings for practitioners and academicians are:
1. Base on TAM, this study purposed the multiple-perspective framework to investigate the phenomenon of online game player behavior with acceptable explaining power, and the framework has better R2 on ”Attitude” and “Intention to play ”. This study contributes to find other important factors that influence player’s behavior, such as “Social Influence”, “Group Influence”, and “Intrinsic Motivation”.
2. Player’s behavior is different on gender. Male players concern about “Intrinsic Motivation” more, but female players concern about “Social Influence” and ”Group Influence” more.
3. The results presented suggest that developers of online games should design friendly interface that will improve attitude and perceived usefulness. The administrator can use mass medium or free trial marketing to attract more players to join. Players will be affected by meaningful less’s power. Organize a periodic party or contest to create users’ cohesive feelings. To strengthen online game design will contribute to improve player’s perceived playfulness and flow experience, too.
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