台灣電腦遊戲產業發展已久，隨著產業技術的快速變化，產業價值鏈也有了與以往截然不同的面貌，一些國家隨著數位文創的發展，迅速竄升為遊戲開發的產業新星，台灣卻依舊未能掌握趨勢乘勢而起，這不單只是市場大小、開發資源與人才技術的問題，而是未能理解遊戲產業價值鏈的改變，本研究針對遊戲產業價值鏈中的兩個新角色：數位下載平台與遊戲實況主/實況平台，進行解析，試圖釐清這兩個角色在台灣市場的認知與接受度，以及其崛起背後的商業模式與關鍵成功因素。
本研究使用量化研究與商業模式圖模型分析兩種方式進行，在量化研究部分，針對台灣電腦遊戲玩家對於Steam平台與遊戲實況平台之使用行為、喜好與購買行為連結等，利用線上問卷蒐集樣本，並進行統計分析；另一方面，本研究亦針對選擇的案例套用商業模式圖模型，分析其可能的關鍵成功要素，最後再將研究結果予以整合，提出給台灣遊戲開發者的一些建議，做為企業開發與推廣遊戲時的決策依據。
結果顯示，台灣玩家對於像是Steam的數位下載平台與像是Twitch的遊戲實況平台之接受度與熟悉度高，但在社群參與及互動上較為不足，Steam的功能和實況的體驗在某些層面上能引發玩家購買遊戲之意願，但卻較少玩家願意直接付費支持實況主；本研究彙整結果後，建議台灣遊戲開發者可將數位下載平台與遊戲實況視為開發決策的中心，與其共同演化、加深互動，也可以鎖定在地市場開發文化性濃厚的產品以引發實況主興趣，並與實況主建立長期合作關係，提供適合實況的遊戲要素，並讓玩家們能夠在開發早期就以共同創作的模式互動並給予回饋；妥善利用產業價值鏈中的重要角色，可以協助企業以有效的方式觸及潛在玩家，讓產業能創造更高的價值。

It has been decades since the establishment of computer game industry in Taiwan. Along with the rapid evolution of game developing techniques, the value chain of the industry has dramatically changed. Some countries, which leverage the trend of cultural and creative business, become new stars in game development industry, whereas Taiwan is still struggling at the edge of this trend. This issue is not just about the market size, financial and human resources, and techniques. It is the lack of understanding the value chain evolution that matters. In this research, we focus on two new roles in the game industry value chain: digital distribution platform and streamer/ streaming platform. We try to clarify the awareness and acceptance of these two roles in Taiwan, and the business model and key success factors behind the rise of them.
In this research, we apply online quantitative survey method to collect the data of usage, preferences and purchasing behaviors on Steam and streaming platforms of Taiwan PC gamers, and to run statistical analysis. We also apply Business Model Canvas analysis and analyze the possible key success factors of Steam platform and game streaming business. We then sort out some practical advices for game developers in Taiwan, which might be used as a decision-making reference for enterprises to develop and promote their games.
The result indicates that Taiwan PC gamers have high awareness and acceptance toward digital distribution platforms such as Steam and game streaming platforms such as Twitch but have lower level of community engagement and interaction. The functions on Steam and experiences of streaming do induce the willingness to purchase games under certain situations, but there are only few gamers willing to directly pay for supporting the streamers. After sorting out the results, we suggest game developers in Taiwan to regard digital distribution platform and game streaming as the core of their development decision and direction. They should co-evolve with these two new roles in the value chain and reinforce the interaction between themselves and the gamers through the platforms. Besides, they could also focus on developing games with rich local cultural elements to induce the interests from streamers. They should establish long-term cooperation relationships with streamers and embed game elements which are suitable for streaming. Furthermore, they could also establish a co-creation relationship with gamers at earlier development stage to collect feedbacks. Leverage the resources from important roles in the value chain can help enterprises reach potential customers effectively, which in turn can create higher values for the industry.

論文審定書…………………………………………………………………………i
誌謝…………………………………………………………………………………ii
摘要…………………………………………………………………………………iii
Abstract ………..………………………………………………………………..…iv
目錄…………………………………………………………………………………vi
圖次…………………………………………………………………………………vii
表次…………………………………………………………………………………ix
第一章 緒論………………………………………………………………………01
第一節 研究背景與動機……………………………………………………01
第二節 研究目的……………………………………………………………04
第三節 研究流程……………………………………………………………05
第四節 研究範圍與限制……………………………………………………05
第二章 產業現況趨勢 …………………….…………………………………….06
第一節 遊戲產業價值鏈現況……..……………………………………......06
第二節 Steam–數位下載還沒普及前的數位下載平台…………………..12
第三節 Steam的功能與服務……………………………………………….14
第四節 Steam生態圈對電腦遊戲產業的影響…………………………….20
第五節 玩出商業價值的遊戲實況產業現況………………………………21
第六節 台灣遊戲產業對於Steam平台與遊戲實況之因應………………25
第三章 文獻探討…………………………………………………………………27
第一節 Steam生態圈的創新點與產業價值……………………………….27
第二節 遊戲實況商業化的成功因素與產業價值…………………………30
第三節 遊戲產業價值鏈的新商業模式發想………………………………32
第四章 研究設計…………………………………………………………………34
第一節 研究結構……………………………………………………………34
第二節 研究模式……………………………………………………………34
第三節 研究方法……………………………………………………………37
第五章 研究結果與商業模式圖分析……………………………………………41
第一節 台灣玩家於數位發行平台與遊戲實況之使用行為………………41
第二節 Steam之商業模式圖模型分析 …………………………………...63
第三節 遊戲實況之商業模式圖模型分析 ………………………………..67
第六章 結論與建議………………………………………………………………71
第一節 結論…………………………………………………………………71
第二節 建議…………………………………………………………………73
第三節 管理意涵……………………………………………………………74
參考文獻……………………………………………………………………………76
附錄：量化研究問卷內容…………………………………………………………78

一、中文

蔡佶良，2015，「獨樂樂不如眾樂樂？玩家的遊戲實況是否能激起觀看者的遊玩意圖」，中華傳播學會2015年年會論文。

吳冠潁，2017，「個人電腦遊戲的數位平台策略」，國立臺灣大學管理學院資訊管理學研究所碩士論文。

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二、英文

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W. Cai et al. 2016. The Future of Cloud Gaming. Proceedings of the IEEE 104(4):687-691.

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F. Zhu & N. Furr. 2016. Products to Platforms: Making the Leap. Harvard Business Review 94, no. 4 (April 2016): 72–78.

三、網路

Big Fish Games. 2017. 2017 Video Game Trends and Statistics – Who’s Playing What and Why?

Newzoo. 2017. Global Games Market Report: Q2 2017 Update.