行動遊戲廠商想要讓玩家花錢，會根據遊戲內容不同，推出不同的程式內加值型方案，也衍生出了轉蛋抽卡的一種商業模式。本研究結合了轉蛋抽卡此一現今最為普遍的行動遊戲商業模式，與行動遊戲玩家對於轉蛋抽卡引發的情感狀態、收藏心理以及轉蛋抽卡過程心理，並期望能幫助遊戲廠商了解並誘發尚未花費於轉蛋抽卡的玩家之未來消費意願。本研究將玩家分為曾經花費以及未曾花費在轉蛋抽卡之玩家為例，並透過線上問卷方式取得了 324 份有效問卷 (187 份曾經花費玩家及 137 份未曾花費玩家)，再進一步使用 Partial Least Squares 方法來找出各構面之間的關係。藉由實證數據可以發現，兩組玩家都期望藉由在收藏轉蛋抽卡的過程中，對於自身遊戲的社群產生認同感並進一步與其他玩家在遊戲上擴大交際圈，建立起與他人的聯繫，而在未曾花費的玩家中則更為強烈，未曾花費玩家比起曾經花費玩家，他們願意為了在社群中產生認同感而購買轉蛋抽卡。收藏與轉蛋抽卡過程構面中，兩組玩家皆會期望轉蛋抽卡取得的獎勵收藏會有增值的空間，而藉由轉蛋抽卡取得更好的虛寶獎勵。過程構面中，藉由在轉蛋抽卡中得到虛寶大獎或是在過程
中獲得的驚喜感、興奮感或成就感，皆可以促使他們在未來持續或繼續花費在轉蛋抽卡中。而未曾花費的玩家則期望能藉由轉蛋抽卡過程帶來的正向感受，與遊戲中的社群分享、交流。未曾花費玩家更認為這樣的正向感受能增加遊戲對於玩家們所帶來的樂趣。本研究期望結果為遊戲開發人員和營銷人員提供對於誘發玩家購買轉蛋抽卡的心理動機，並提供具商業價值的實務意涵。

To attract mobile game players to spend more money on their game products, mobile game developers have derived the loot box business model. This study considers the intention of players who have never engaged and have engaged in loot box to consider it in their future game sessions. Relationships between loot box process, in-game virtual-item collection, MMORPG, and intention to use loot boxes were considered. Partial least square method was used to analyze the collected data. The analysis showed how fun and social elements perpetuate and affect how players view loot box process and collection. Rewards aspect of loot box process plays second fiddle to positive feelings.

國立中山大學研究生學位論文審定書 i
第一章 緒論 4
第二章 文獻探討與假說建立 7
第一節　遊戲構面 10
第二節　收藏構面 12
第三節　轉蛋抽卡過程構面 15
第三章 研究方法 17
第一節 研究架構與假說路徑 17
第二節 研究構面 17
第三節 操作型定義 18
第四節 問卷施測與分析工具 19
第四章 數據分析 20
第一節 樣本結構 20
第二節 研究構面分析 21
第三節 信度與效度檢定 22
第四節 假說驗證 25
第五章 結論與建議 28
第一節 討論與結論 28
第二節 理論貢獻 31
第三節 實務意涵 32
第四節 研究限制與未來建議方向 34
參考文獻　35

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