Exploring Player Satisfaction、Flow Experience and Continuance Intention by Consumption Values Theory: An example of the Moblie Game Pokémon Go

• Main Authors: SUNG, CHIA-HAO, 宋家豪
• Other Authors: Lin, Chein-Hung
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/z77s38

碩士 === 開南大學 === 商學院碩士班 === 107 === Exploring Player Satisfaction、Flow Experience and Continuance Intention by Consumption Values Theory: An example of the Moblie Game Pokémon Go Abstract With the development of mobile devices and networks, people depend on mobile phone in their daily life, in accompany with the advent of more functional and playful. Recently, a very popular mobile game - Pokémon Go has caused the public entering a frenzy . With the combination of kinds of technologies, Augment reality (AR) and GPS positioning. Players can experience the adventure of game in their real life. This study aims to explores the perceived values of Pokémon go players, and how these factors leads players continuing play this game. The purpose of this study is to explore the impacts of perceived values (e.g.," utilitarian value", " hedonic value", "social value", "epistemic value", "emotional value" on "satisfaction ","flow experience" and "continuance intention". The survey method was conducted to collect research data. In the end, 367 valid questionnaires were collected. PLS software was used to carry out the research hypothesis. The results show that perceived "utilitarian value" has a positive effect on "satisfaction" but no significant effect on " flow experience"; " hedonic value " has a positive impact on both "satisfaction" and " flow experience ", " social value" has no positive effect on "satisfaction" and on “ flow experience", "emotional value" positively affects "satisfaction" and " flow experience ", " epistemic value" has a positive impact on "satisfaction" and " flow experience ". In addition "satisfaction" and "flow experience" have a significant impact on " continuance intention ". Gender differences exist in the relationship between "satisfaction" and " continuance intention", and that of "social value " and " flow experience". The study suggests that the company sure be increasing "satisfaction" and "flow experience" to increasing the intention of continuance . Keywords: Pokémon Go, Perceive Value, Consumer Value, Satisfaction, Flow Experience, Continuance Intention