行動遊戲滿意度之因素分析研究-以青少年為例

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∗∗∗∗ safari68@ms26.hinet.net hkchiang@cc.ncue.edu.tw ∗ (NSC93-2515-S-018-006 )

PDA smart phone

980

895 91.3%

145 750

ABSTRACT

The emergence of advanced wireless network and the popularity of mobile devices have created a new application paradigm – the Digital Content Industry (DCI). Of DCI applications, the mobile gaming has shown great potential as one of the killer applications in mobile commerce. Before companies invest resources into the mobile gaming market, an understanding of factors affecting teenagers’ satisfaction towards mobile gaming is worthwhile. Our research model extended the TAM model and studied many literature regarding users’ satisfaction models. Eight factors that might influence teenagers’ satisfaction were constructed. Questionnaires collected from 750 teenagers were analyzed and six out of the eight factors showed significance. They are “system interface”, “information quality”, “game play”, “convenience”, “uniqueness”, and “degree of immersion”. Results and implications were discussed, and future studies were suggested.

Keywords teenagers mobile games satisfaction digital content

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2004 2 25,089 111.4 [2] 65000 Java GPRS 2002 11 Java Java 2003 [5] IN-FUSIO 78% 25 92% 34 [1]

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2.1

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(game)

446 [6]

PDA ( Game Boy N-gage) smart

phone

( Java game )

(Arcade game) (PC game) (TV

game)

2.2

1963 Cyert March

[3] “A Behavioral Theory of the Firm” 1965 Cardozo[7]

1963 Cyert March A Behavioral Theory of the Firm

[8] (expectancy disconfirmation) Oliver 1988 [13] (expectancy) (performance) (disconfirmation) Delone Mclean 1992 [9] Myers 1997 [11][12] Ives Olson 1984 [10] 2002 [3] ( )

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1. 2. 3. 4. 5. 6. 7. 8. 9. 3.1 1. 2. 3. 4. 5. 1. 2. 3. 4. 5. 1. 2. 3.

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1 1 Delone Mclean[9] Delone Mclean[9] Myers Marchand Leitch Davis[12][11] [3] Ives Olson[10] (capability/price) ( ) 1 1. 2. 3. 4. 5. 6. 7. 8. 9. 1 ( ) 1. 2. 3. 4. 5. 6. 7. 8. ( ) 3.2 ( ) H1 H2 H3 H4 H5 H6 H7 H8 3.3 2 1-7 Delone Mclean[9] 8-10 Delone Mclean[9] 11-14 Myers Marchand Leitch Davis[12][11] 15-24 [3] 25-28 29-32 33-37 38-42 Ives Olson[10] 43-49 Delone Mclean[9]

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Likert 1 7 1. 2. 3. 4. 5. 6. 7. 8. 9. 2 2005 6 13 2005 6 30 18 980 895 91.3% (missing value) 145 750 3.4 SPSS 13.0 SPSS 13.0

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Cronbach’s 4.1 1. 2. 3. 4. 5. ( ) 51.5% 48.5% 3% ( ) 12-15 16-18 19-27 43.5% 30.0% 26.5% ( ) 43.5% 30.0% 26.5% ( ) 100% ( ) 1000 69.6% 1001~3000 3001~5000 5001~15000 10.4% 8.4% 11.1% 15001~30000 0.3% 60000 4.2 Cronbach’s 0.7 0.5 9 1. 2. 3. 4. 5. 6. 7. 8. 9. SPSS13.0 9 1. Cronbach’s 0.884 0.5 2. Cronbach’s 0.820 0.5 3. Cronbach’s 0.837 0.5 4. Cronbach’s 0.906 24 0.5 0.5 5. Cronbach’s 0.840 0.5 6. Cronbach’s 0.825 0.5 7. Cronbach’s 0.850 0.5 8. Cronbach’s 0.865 0.5 9. Cronbach’s 0.889 0.5 Cronbach’s 0.7 24 0.5 0.5 24 0.915

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4.3

(factor analysis) (principle

component methods) (varimax)

(eigenvalue) 1 (factor loading) 0.5 0.5 SPSS 13.0 24 (KMO) 0.951 Bartlett 2 22596.375( 1128) [4] 1 1 66.179% 0.5 SPSS 13.0 9 0.5 22 23 32 47 48 49 6 6 24 7 4.4 Cronbach’s 0.7 1. 2. 3. 6 3 1. 2. 3. 1. 2. 3. 3 Cronbach’s 0.7 4.5 SPSS 13.0 1. (SI) 2. (SE) 3. (IQ) 4. (G) 5. (C) 6. (U) 7. (V) 8. (I) 1 (S) 3 4 (1) 3 P 0.05 3 B Error Std. t (P ) Tolerance VIF 0.172 0.180 0.954 0.341 0.198 0.041 4.805 0.000 0.435 2.298 0.003 0.032 0.090 0.928 0.610 1.640 0.104 0.036 2.932 0.003 0.601 1.663 0.337 0.038 8.917 0.000 0.452 2.212 0.079 0.025 3.234 0.001 0.877 1.140 0.095 0.030 3.174 0.002 0.562 1.780 0.056 0.032 1.760 0.079 0.654 1.529 0.137 0.026 5.182 0.000 0.641 1.560 S=0.172+0.198SI+0.003SE+0.104IQ+0.337G+0.079C+0.095U+0.056V+0.137I (1) 4

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5 2 H2 H7 2 R2 R2 0.554 ( )55.4% 4 0.325 0.179 0.159 0.104 0.093 0.085 0.053 0.003 5 H1 0.179*** H2 0.003 H3 0.093** H4 0.325*** H5 0.085** H6 0.104** H7 0.053 H8 0.159*** *** P<0.001 ** P<0.01 * P<0.05 2 *** P<0.001 ** P<0.01 * P<0.05

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1. 2. 3. 4. 3G 3G [1]2300 http://www.2300.com.tw/prog/default.asp 2003 11 [2] http://www.dgt.gov.tw/chinese/Data-statistics/data statistics.shtml#data-2 2005 1 [3] 2001 6 [4] 1996-1999 1999 [5] http://www.nmipo.org.tw/files/top_3/2/3/D.pdf 2005 2 [6] http://www.digitalcontent.org.tw/image/DC/3.pdf 2005 1

[7] R. N. Cardozo, “An Experimental Study of Consumer Effort, Expectation and Satisfaction”, Journal of Marketing Research, pp. 244-249, 1965.

[8] R. M. Cyert, J. G. March, A Behavioral Theory of the Firm, New Jersey Englewood Cliffs, Rrentice-Hall, 1963.

[9] W. H. DeLone and E. R. McLean, “Information Systems Success: The Quest for the Dependent Variable”, Information Systems Research, Vol.6, No. 2, pp. 252-263, 1992.

[10] B. Ives and M. H. Olson, “User Involvement and MIS Success: A Review of Research”,

Management Science, Vol. 30, No. 5, pp. 586-603, May 1984.

[11] D. Marchand, Managing Information Quality, In Book Information Quality: Definitions and Dimensions., Edited by Wormell, I., Taylor G., Los A., pp. 7-17, 1990.

[12] J. P. Meyer and N. J. Allen, Commitment in the Workplace:Theory, Research and

application,Thousand Oaks, CA:Sage., 1997. [13] R. L. Oliver and De Sarbo and S. Wayne,

“Response Determinants in Satisfaction Judgements”, Journal of Consumer Research, Vol. 1, No. 14, pp. 495-507, 1988.

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