| Summary: | 碩士 === 國立高雄師範大學 === 事業經營系 === 102 === With the popularity of free-to-play online games, many game companies hope to attract more users to participate online games. Game companies’ profit model has changed over to selling virtual characters or treasure to make a profit. Accordingly, This study attempted to explore why players are willing to buy virtual characters or treasure while choosing to play free-to-play online games. This study of framework was developed and tested a research model by Animesh &; Oh (2011) model-based study to explore the stimulus- organisms -response model (SOR model), which technology (interactivity and sociability) and the space environment (density and stability) in League of Legends would affect the participant's virtual experience (telepresence, social presence, flow), and test the organism experiences how to affect their react (purchase intention).We use the results of our survey of 464 League of Legends players to test model and hypotheses of this study, and with SmartPLS version2.0 M3 and SPSS statistical analysis as the tool. The results of our survey indicate that:(1) In the context of free online games, All the environmental stimuli’s factors except for sociability have a significant positive impact on flow.(2) social presence in the virtual experience has a significant positive impact on flow.(3) The positive impact of virtual experience in the flow on purchase intentions is significant, but telepresence, social presence, and influence on purchase intentions are not positive significant.
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