Facebook在台灣的流行及使用習慣皆與社群遊戲功能息息相關，社群遊戲整合、複製真實人際網絡至線上，藉由遊戲互動增強線下的人際關係，社群遊戲使用行為與社會連結的關係，「真實與虛擬人際關係的相互增強」成為本研究關注的焦點。基於社群遊戲的特殊性質，使用者是否透過遊戲行為同時滿足社交需求，以及給予「沉迷」於線上遊戲者大多疏於發展真實人際網絡此刻板印象翻轉的契機，藉本研究一探其互動關係。 本研究以網路問卷調查的方式於PTT的熱門版發放，問卷發放日期自2012年5月9日至5月18日，為期十天，回收問卷共計666份。研究結果發現： （1）使用社群遊戲可滿足「娛樂」與「社交」需求，並且可實際提升與朋友之間的「親密感」，藉由社群遊戲的互動，使用者會更了解他們原本不是很熟的朋友，社群遊戲對於發展「弱繫」的人際關係有顯著的功能。（2）「過與不及」的社群遊戲使用行為，對於增強社會連結不會產生實質幫助。社群遊戲使用者若長時間投入於遊戲使用行為，對於發展實質社交關係並沒有幫助，導致社會連結程度下降；但若是每天持續使用社群遊戲，將其當作一種與朋友聯繫感情的社交工具，而非沉迷於遊戲中，則對「主動建立關係」仍有實質幫助。（3）人格特質「嚴謹性」程度較低者與「神經質」程度越高者，較容易產生社群遊戲成癮；人格特質「外傾性」特質愈明顯者，愈傾向社群遊戲「習慣成癮」。 Facebook社群遊戲的使用有助於發展社交網絡，達到社會連結的調節作用，積極、主動與他人建立關係，若從中得到社交滿足感，便會持續地使用社群遊戲，強化人格特質、遊戲行為與社會連結的相互作用關係，但使用者若過度沉迷其中則會達到反效果。 / The popularity of Facebook in Taiwan is said to be closely linked with social games features. Because social games carry certain characteristics, users may meet their social needs by playing social games. Also wonder if the assumption of online game players who addicted to playing games may neglect to develop the interpersonal relationship in real world. Social games integrate and copy the interpersonal networks in real world to online games. Furthermore, the interaction in social games may enhance the offline relationships. This study adopted online questionnaire survey via the Facebook board on PTT. With a total of 666 valid questionnaires, the results showed that (1) playing social games could not only satisfy the needs for entertaining and social contact, but also increase the sense of intimacy with friends. Through interactions via social games, users could understand more about the acquaintances. Therefore, playing social games will help develop weak ties;（2）an excessive use of social games makes little differences on enhancing the relationships, in terms of social connectedness. However, instead of addicting to the social games, if players use social game as a tool for communicating with others, then the social games can be seen as constructive on relationship building; and（3）users who have lower degree of conscientiousness or higher degree of neuroticism of personality trait may be more likely to be addicted to social games. People with higher degrees of extraversion are more likely to addict habitually to social games. Playing social games shows an impact on developing people’s social network. If players meet their social needs, it would reinforce the relations between personality, game use and social connectedness. In conclusion, the social game on Facebook can still contribute to the development of social network, but over-indulgence may cause the opposite effect.

數位娛樂產業為新型態產業，自2000 年數位元年起，全球各國無不積極推 動相關建設，期望帶動相關動畫、線上影音、數位遊戲等的整體發展。由於數位 內容關係到一般大眾有關生活上有關娛樂、文化、教育、出版等產業脈動，近幾 年迅速成為眾所期待的焦點。數位化娛樂從技術面開始帶動產業的革新，各種因 素相互發生變化，加上消費者行為發生變化的結果，使得企業發覺過往商業模式 有所不足。企業必須審視自身、重新界定價值才能抓住機會。台灣科技業實力堅 強，聞名於世；但是相對於日韓等國，數位娛樂產業之發展規模尚淺。然而數位 化議題日趨重要，相關發展機會如雨後春筍般出現，不得等閒視之。 本論文在文獻探討主題上，把焦點放在幾個重點：數位娛樂產業、商業模式、 商業模式創新。本研究試圖了解當今數位化趨勢與特徵為何，並從學者文獻中整 理理論架構，找出商業模式重要面向為何。接下來以任天堂與Sony Computer Entertainment 兩間公司為分析個案，描述兩間公司如何發展商業模式面對社群 遊戲挑戰，用以實證關於商業模式理論架構以及歸納個案產業特徵與發展特色。 最後，本研究歸納出以下結論：商業模式之建立以核心價值為中心，且核心 價值做為一切的基礎，不會隨意變動。企業應該妥善運用資源擺脫惰性，求新求 變，以靈活、充滿彈性的商業模式來發揮核心價值，因應挑戰。當環境條件允許 的情況下，企業便能夠以自身能力來改變環境，或者有時亦須被動地因應環境需 求做調整。最後，商業模式之建立為一連續過程，而在模式建立的過程中，產業 之間也有機會產生連結，進而合作，共創、共享價值。 關鍵字：數位娛樂產業、商業模式、電玩產業、任天堂、SCE、社群遊戲。 / Digital entertainment industry is a new style industry. Since 2000s, the first year of digital era, the whole world began to boost the related projects of the industry, and looked forward to drive the development of animations, online studios and digital games. Because digital contents have a lot to do with activities of general entertainment, culture, education and publishing, recently it has brought everyone’s eyes on it. Digital entertainment brought the innovation from the technique side, different elements started to have an effect on the others. What’s more, the change of consumer behavior made enterprises found that old business models are no longer apply to new environment. They needed to check themselves again and try to redefine their core value, so can they catch new chances. Technology industry in Taiwan is strong and world-famous. But when it comes to compare with Japan, Korea or other countries, development of digital entertainment industry is still in the beginning stage. However, digital issues are more important, opportunities also sprang up like mushrooms. It should not be treated lightly. This study has focused on several subjects: digital entertainment industry, business model and innovation of business models. First, the study had tried to realize the characteristic of current trend of digitization, and then tried to find out major factors of building business models by classification of research documents. Second, the study has chosen two target companies: Nintendo and Sony Company Entertainment as goal of analysis, and tried to tell how the two companies faced the challenges of social games and online games by developing their own business models. Thus, we can prove how the business model theories work and generalize the feature and characteristic of target industry. In the end, the study has conclusions as below: The establishment of business should be based on core value, and it is the foundation of everything and will never be changed easily. Companies need to use their resources by flexible applications to get rid of laziness, fully perform their core values by varied business models and face the challenges. With the availability of environment, enterprises can actively change the world by their own power, or they have to adjust themselves to adapt the circumstance. At last, Building of business model is a continuous process. When running a new model, there may be cooperation between different industries and different companies can create and share the value together. Key words: digital entertainment industry, business model, game industry, Nintendo, SCE, social game.