探討影響網路遊戲生命週期技術接受之因素

Abstract

隨著網際網路與行動網路日益普及與網速大幅提昇，即時性與消費門檻低的線上遊戲已成為人們重要的休閒活動之一。新型冠狀病毒疫情的蔓延，更加速推動線上遊戲的流行。儘管過去已有研究探討線上遊戲產業，然而研究影響各生命週期消費者接受線上遊戲產品關鍵因素之文獻極為缺乏，但相關因素對於相關產品行銷策略之訂定極為重要。因此，本研究旨在探討影響玩家使用線上遊戲意願的因素。本研究應用資料探勘、主題建模，探勘社群網站上網路遊戲之相關貼文，並擷取主題。其後，依據延伸整合型科技接受模式(Unified Theory of Acceptance and Use of Technology， UTAUT 2)提出假設，並將萃取之主題分群後，以階層式群落分析法分群，歸入模式之各個構面，再同時以結構方程式(Partial Least Squares Structural Equation Modeling，PLS-SEM)與結合決策實驗室(Decision Making Trial and Evaluation Laboratory，DEMATEL)之網路分析流程(DEMATEL-based Analytic Network Process，DANP)驗證各個主題間之關聯性或影響關係。依據實證研究的結果，結構方程模式與多準則決策分析方法所推衍之研究結果一致。影響使用者接受線上遊戲產品在生命週期各階段之關鍵因素均為使用意向與價格價值。本分析架構與研究結果可作為未來分析線上遊戲之消費行為與行銷策略之用，亦可作為分析其他社群媒體使用者之基礎。

Abstract With the increasing popularity of the Internet and mobile networks and the substantial increase in network speed, online games with immediacy and low consumption thresholds have become one of the most important leisure activities for people. The spread of the new coronavirus epidemic has accelerated the popularity of online games. Although there have been studies on the online game industry in the past, the literature on the key factors affecting the acceptance of online game products by consumers in each life cycle is extremely lacking, but the relevant factors are extremely important for the formulation of relevant product marketing strategies.Therefore, this study aims to explore the factors that affect players' willingness to use online games. This research applies data mining, topic modeling, and mining related posts on online games on social networking sites, and extracts topics. Afterwards, hypotheses were proposed based on the Unified Theory of Acceptance and Use of Technology (UTAUT 2), and the extracted topics were grouped into groups by hierarchical cluster analysis, and then classified into various aspects of the model. At the same time, each theme was verified by Partial Least Squares Structural Equation Modeling (PLS-SEM) and DEMATEL-based Analytic Network Process (DANP) combined with Decision Making Trial and Evaluation Laboratory (DEMATEL). relationship or influence.According to the empirical research results, the structural equation model is consistent with the research results derived from the multi-criteria decision analysis method. The key factors affecting users' acceptance of online game products at all stages of the life cycle are usage intention and price value. This analysis framework and research results can be used as a basis for analyzing the consumption behavior and marketing strategies of online games in the future, and can also be used as a basis for analyzing other social media users.