Probing the experience and value of Pokemon GO players by Means-End chains

• Main Authors: Meng-Fan Li, 李孟凡
• Other Authors: I-Wei Shang
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/994xk4

碩士 === 國立東華大學 === 體育與運動科學系 === 107 === 　　This study was to explore the experience and value of Pokémon players by Means-End chains. We conducted one-on-one interviews with 34 Pokémon players, and further divided the sample into two clusters through cluster analysis. Next, based on the clustering results, we established their meaning matrix and HVM. Finally, we compared the value structure differences of different clusters. The results were as following: 1. The ultimate value of the Pokémon players is to expand 　 　 interpersonal relationships, lifestyle changes, physical health, 　 deep understanding of the environment and getting a sense of 　 accomplishment. 2. In terms of value structure differences. The results show that 　 　 different clusters have different cognitive experience results 　 and pursuit of value for Pokémon, and the high-involved player 　 　 group has more "Getting a sense of accomplishment" in the value 　 part than the low-involved player group. 3. In terms of value chains differences. " Attracted by the public - 　 Creating a common topic - Expanding interpersonal relationships" 　 is the most import value chain for low-involved player group. 　 "Attracted by the public - Improved social relationships - 　 Expanding interpersonal relationships" is the most import value 　 chain for high-involved player group. 　　We hope that the results of this study, these findings will provide related units into game development or event planning reference to create more players for future.