| Summary: | 碩士 === 國立勤益科技大學 === 企業管理系 === 100 === According to the research of MIC(2012), Global game population more than 300 million and market scale reaches as high as 6 billion, including TV/handheld game at 50%, online game at 30%, mobile game at 15% and PC game at 5%. Under the influence of the global financial tsunami in 2008, but the Taiwan digital game industry swam with the tide of the “stay-at-home economy” and output value from 283 billion in 2008 grew up to 354 billion in 2009(Digital Content Industry in Taiwan, 2010). Past digital gaming industry research seldom discussed that how players gained goal value when they join the game, therefore this research wants to find out digital game (including console game, computer game and mobile game) players’ goal value.
This study drew on the Means-end Chain (MEC) method used in marketing as a theoretical basis. "Soft Laddering" from the "Laddering" method was also adopted as a tool for in-depth interviews. Content analysis was used to analyze the "Attributes - Consequence - Value" for Digital gaming players, then converted into a Hierarchical Value Map (HVM).
The study found that interaction, popular fashion trends, checkpoint, Interface Design, Variety and role playing were the order of game attributes players took into consideration when playing digital game. The consequences benefits for the players were, in order, Enhanced Interaction, Enhanced learning ability, game addiction, competition and cooportation, kill time and Fantasy Fulfillment. The value targets sought by players were concluded to be Fun and Enjoyment in Life, Sense of Accomplishment, Sense of Belonging, Warm Relationships with Others and Excitement in order of importance.
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