隨著台灣消費者智慧型手機使用時間的拉長，手機遊戲產業也隨之快速成長，而本研究欲探討消費者對手機遊戲之忠誠度的影響因素，換言之，哪些因素會影響消費者持續使用手機遊戲的意願。 　　本研究參考過去的文獻資料，並引用邱志聖(2014)策略行銷分析理論，整理出十二項影響因子：「人機互動」、「社交互動」、「實用主義結果期望」、「享樂主義結果期望」、「信任」、「同儕影響」、「使用知識的專屬資產」、「心理層面的認同」、「感知結合型社會資本」、「感知橋接型社會資本」、「流暢經驗」與「態度」，探討各個因子是否對消費者忠誠度有所影響。而研究結果顯示，消費者在人機互動和社交互動皆對流暢經驗有顯著且正面的影響，而享樂主義結果期望、信任、使用知識的專屬資產和心理層面的認同皆對態度有顯著且正面的影響，然感知結合型社會資本對態度的結果顯著但呈現負向關係。而流暢經驗、實用主義結果期望、同儕影響和感知橋接型社會資本對態度的影響因結果不顯著，因此無法有效推論這五個構面的假設。而態度、同儕影響、使用知識的專屬資產和心理層面的認同皆對忠誠度有顯著且正面的影響。然流暢經驗、信任、感知結合型社會資本和感知橋接型社會資本對忠誠度的影響因結果不顯著，因此無法有效推論這四個構面的假設。 　　本研究亦進一步闡述研究結論背後的行銷意涵，廠商可根據此建議而調整自己未來的行銷策略，進而達到提高消費者忠誠度之目標。 / With the usage time extension of smartphones in Taiwan, mobile gaming industry will grow rapidly. This study wants to explore factors influencing consumer loyalty of mobile games. In other words, this study would reveal factors which affect consumers to continue to use mobile games. Referring to the past literatures and citing the 4C Exchange Cost Theory, this study sorts out 12 factors: Human-Computer Interaction, Social Interaction, Utilitarian Outcome Expectations, Hedonic Outcome Expectations, Trust, Peer Influence, Exclusive Asset of Use Knowledge, Psychological Identity, Perceived Bonding Social Capital, Perceived Bridging Social Capital, Flow Experience and Attitude. According to the research result, both Human-Computer Interaction and Social Interaction have a significant and positive impact on Flow Experience. Hedonic Outcome Expectations, Trust, Exclusive Asset of Use Knowledge and Psychological Identity have a significant and positive impact on Attitude. But Perceived Bonding Social Capital has a significant and negative impact on Attitude. Flow Experience, Utilitarian Outcome Expectations, Peer Influence and Perceived Bridging Social Capital have no significant impact on Attitude. Furthermore, Attitude, Peer Influence, Exclusive Asset of Use Knowledge and Psychological Identity have a significant and positive impact on Loyalty. However, Flow Experience, Trust, Perceived Bonding Social Capital and Perceived Bridging Social Capital have no significant impact on Loyalty. This study also proposes the marketing implications behind the research findings. Manufacturers of mobile games can adjust their marketing strategies to achieve the goal of enhancing consumer loyalty in the future.

近年手機遊戲產業發展迅速，不論是在全球或是台灣皆呈現高潛力的發展趨勢，手機遊戲有望在不久的將來成為遊戲界營收佔比最高的類別。相應著這樣的潮流，對手機遊戲的相關研究也跟著大量出現，研究題材如遊戲內容品質、平台營造以及營利模式等等，均為手機遊戲的開發有諸多貢獻。但是，儘管手機遊戲的研究正在興起，其走向仍以遊戲本質為主，鮮少有針對手遊玩家使用心態的研究，更遑論探討其與消費行為之間的關聯。 為了解決這樣的理論空缺，本研究欲以玩家的遊玩動機與遊戲特質偏好，結合科技接受模式中的知覺娛樂性，探討其對手機遊戲消費行為之間的關係。本研究將遊玩動機區分成「成就型動機」、「社交型動機」以及「沉浸型動機」；遊戲特質偏好則以「奇幻性偏好」、「合理性偏好」、「神祕性偏好」和「控制性偏好」四大構面分析。至於玩家的消費行為，本研究將其分為「付費意願」、「付費金額」和「上癮度」。 本研究以發放網路問卷的方式進行，總共獲得有效問卷共1043份。經過統計迴歸分析後發現，三種遊玩動機均對付費意願有顯著正向影響，而遊戲特質偏好雖然同樣對付費意願與顯著關係，但在付費金額方面則呈現不相關，唯有「奇幻性偏好」高的玩家有高消費的傾向。「奇幻性偏好」、「合理性偏好」以及「神秘性偏好」都對遊戲的上癮度有顯著影響。其他顯著影響的因素將待於研究中一一解釋。 / The mobile game industry has been developing rapidly in recent years. Its high growing potential can be observed both in global and Taiwan markets. Some marketing studies even claim that mobile games would become the most profitable genre among the gaming market in the near future. The amount of research related to mobile games marketing increases in a fast pace, only reflecting this booming trend However, most of the studies by far merely focus on the content of games. Little academic research has been conducted on the players’ attitude toward games. Therefore, this study aims to bridge the gap between mobile gamers’ psychological status and their purchasing behaviors, offering a possible explanation for the reasons behind their purchases. This study used players’ motivation and preference on game characteristics as the independent variables, in which players’ motivation was classified into “achievement,” “social,” and “immersion,” while preference on game characteristics was divided into four categories: “fantasy,” “rationality,” “mystery,” and “control.” As for gamers’ behavior, it was analyzed in terms of three dimensions: “purchasing intention,” “spending,” and “addiction.” After the regression analysis, the results show that all of the above-mentioned motivation constructs exhibit significant association with purchasing intention. Players with high preference on fantasy theme have greater tendency to spend more on mobile games. Furthermore, preferences on fantasy, rationality, and mystery, have positive relationships with game addiction.

台灣曾創造出軒轅劍、大富翁、仙劍奇俠傳等膾炙人口的經典國產遊戲，而隨著線上遊戲的興起，台灣的遊戲市場開始充斥著來自日本、韓國等海外作品，遊戲公司也多以代理為主要業務，國產遊戲便漸漸地消失在市場上。時至今日，隨著手機遊戲平台的興起，台灣的自製遊戲公司又有如雨後春筍般冒出，而其中，雷亞遊戲是相當具有代表性的一間公司。 　　雷亞遊戲成立於2011年9月，至今不過五年左右的時間，就已創造出數款深受全世界玩家喜愛的遊戲，甚至在許多國家的付費排行榜上名列前茅。雷亞不僅僅是一間遊戲公司，更將其IP（Intellectual Property；智慧財產權）做跨領域應用，不斷地學習成長，拓展自己的營運範疇，持續朝泛娛樂產業的方向發展。 　　本研究以雷亞遊戲公司為個案，透過商業模式圖及策略鑽石的架構，分析其在商業模式與策略上的創新。研究的資料來源包括訪談、實地觀察與次級資料，透過其與文獻之間的互動，漸漸描繪出個案公司的模樣，並試著去找出其創新之處。 　　最後，本研究將雷亞遊戲之創新歸納為三點：原創內容及一源多用、平台與共創價值、有機式粉絲經營。然而，這樣的商業模式及策略創新並不一定適用於其他組織，本研究期許的是透過個案研究的方式，對於雷亞遊戲有完整且深入的了解，提供台灣遊戲業者一些不同的觀點與做法做為參考。 / Taiwanese companies had produced several prestigious and successful games such as The Legend of Sword and Fairy, Xuan-Yuan Sword and Richman. However, since the age of online-game came, the game market in Taiwan had been filled with games coming from Japan, Korea or any other country overseas. Accordingly, the game companies became the agency of foreign games, Taiwanese-produced games had disappeared. Today, along with the rise of mobile games, Taiwanese-produced game companies sprung up. This research will mainly focus on the discussion about Rayark. 　　Established in September, 2011, Rayark has produced plenty of games which are hit around the world. Rayark is not only a game company, they also applied their intellectual property in different areas and keep growing. Trying to extend their business scope, in order to develop themselves in pan-entertainment industry. 　　This research is the case study of Rayark, to analyze the innovation on business model and strategy through Business Canvas and Strategy Diamond. The material came from interview, participant observations and secondary datas. Through the interaction with the literatures, depicts the appearance of the company then discover the innovation inside. 　　At last, this research concludes the innovation of Rayark into the following 3 points: original contents and one-source-multi-use; platform and value co-production; organic fans business. Yet, the intention of this research is not to apply the innovation to other organizations. This research aims to provide complete and in-depth introduction of Rayark, hoping that it could give some insights to Taiwanese game companies.