近年來，娛樂產業快速地發展，其中又以電玩產業的成長潛力最大。在過去的十年間，遊戲已經成為重要的娛樂與消費文化的基礎，並且成了人們生活的一部分；與過去相比，人們玩遊戲和使用遊戲的方式變得更加多元，消費者們花在遊戲上的金錢與時間也更多。對遊戲開發商來說，如何吸引玩家選擇自身的產品並產生一定的黏著性，便成了一個值得深思的問題。
本研究乃是從遊戲玩家類型著手，嘗試瞭解遊戲玩家類型的差異對其後續消費行為的影響。本研究蒐集了457位近一年曾有電玩遊戲經驗的玩家資料，進行統計分析。研究結果顯示，某些玩家類型確實對涉入程度、期望確認程度及持續使用意圖有正向影響；同時，期望確認與涉入行為扮演了關鍵的中介角色。
根據本研究結果，遊戲開發商可以嘗試將不同類型的玩家特性納入遊戲設計的考量中，並且重視使用者購買後的後續使用體驗，藉此提升玩家的持續使用意圖，同時也增加其對後續產品的購買意願

In recent years, entertainment industry has developed rapidly, and game industry is one of the most potential industry. In past ten years, gaming becomes the basic of entertainment and consumer culture, as well as a part of daily life for people. Comparing to the past time, it becomes more various for people to play and apply game, and cousumers have more willness to pay more money and time on game. Due to this reason, it is a thoughtful question for game developer that how to attract players to choose their products and increase players loyalty.
This research would like to use player’s types for a perspective to understand wheather different type of players would influence their consumer behaviors. For this reason, this research will study the affectton of different player’s types to expectation confirmation, involvement and repurchase&continuance intentions.
The research collects 457 valid samples from those who played video game in past one year. Statistical results show that some types of players will affect player’s expectation confirmation, involvement, and repurchase & continuance intentions, in which player’s expectation confirmation and involvement play key mediating roles.
According to the result of research, game developer can consider the player type as an important factor when they design new game. Besides, they should pay attention on users’ experience after they buy the product so that it can effectively increase the intention of players’ repurchase and continuance intentions

論文審定書 i
誌 謝 ii
摘 要 iii
Abstract iv
目錄 v
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 2
第二章 文獻探討 5
第一節 電玩遊戲 5
第二節 涉入理論 8
第三節 期望確認理論 14
第四節 玩家類型 19
第五節 假說推導 25
第三章 研究方法 29
第一節 研究結構 29
第二節 研究樣本與資料來源 29
第三節 研究假說彙整 30
第四節 變數定義與衡量工具 31
第五節 資料分析方法 36
第四章 實證分析 39
第一節 樣本結構分析 39
第二節 信效度分析 41
第三節 相關分析 44
第四節 結構模型分析 46
第五章 結論與建議 53
第一節 研究結論 53
第二節 實務建議 54
第三節 研究意涵 56
第四節 研究限制與日後研究建議 56
參考文獻 58
附錄1 67

論文部分
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2. 李學然(2017)。從玩家涉入程度探討行動裝置遊戲設計的魅力因素
3. 李冠緯(2011)。Wii Fit持續使用意願之探討： 期望確認理論之應用
4. 林瑞琳(2012)。線上遊戲玩家的涉入程度、滿意度及忠誠度對商城道具購買意願之影響
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6. 莊春蘭(2006)。線上遊戲玩家人格特質與虛擬社群功能對於玩家行為影響之研究
7. 翁佩瑜(2010)。融合期望確認與承諾信任理論探討持續使用網購意圖之研究
8. 蔡秉峯(2017)。遊戲數位發行平臺持續使用行為之研究
9. 蔡湘湘(2014)。應用期望確認理論探討個人持續使用 雲端服務之意圖
10. 蔡芳蘭(2012)。應用期望確認理論以探討醫師 對於電子病歷系統滿意之影響因素
11. 楊曜聰(2012)。以期望確認理論探討平板電腦持續使用之研究
12. 謝忠政(2012)。影響再購意願因素之探討-以涉入為干擾變數並以隱形眼鏡為例
13. 吳玫瑩、林怡君(2011)，「臺灣的大學院校師生對 Library 2.0 網站的使用意圖及使用行為之探討」
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