A Study of the Participation Behavior of the Online Game Players: Based on TAM

• Main Authors: Yi-Ting Chang, 張怡婷
• Other Authors: Jui-Yen Yen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/pzm2ug

碩士 === 國立臺北商業大學 === 商學研究所 === 102 === In this study, the perspective of using internal and external motivation to explore the impact of the behavior of the players’ continuous participation, motivation is a primary antecedent of continuous behavior. However the researches about online games are seldom been discussed about the effect of motivation. Most studies only investigate its behavior from the perspective of extrinsic or intrinsic motivation, but not from an overall perspective of this continuance. So many studies can not be discussed in depth to express their reasons completely. The purpose of this study is to investigate the relationship among the functional design of the game, perceived ease of use, perceived playfulness, attitudes of players and behaviors of players. After using S-O-R Model to differentiate between internal and external motivations, then explain the external motivation with TAM model by the result of this research, hoping to improve enterprises’ decisions on the online game consumers. The result of the research shows that, the more effort that company pays for functional design of the game, perceived ease of use and perceived playfulness, the more positive effort on attitude of players and behavior of players. This research suggests that companies can focus on the functional design of the game, naturally the players are more likely to spend more time and effort to carry out this online games.