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研究生： 林榮明
Wonodihardjo, Julius
論文名稱： The Effects of Envy and Flow Experience Toward Purchase Intention on Freemium Social Game
The Effects of Envy and Flow Experience Toward Purchase Intention on Freemium Social Game
指導教授： 陳正忠
Chen, Jeng-Chung (Victor)
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所
Institute of International Management
論文出版年： 2019
畢業學年度： 107
語文別： 英文
論文頁數： 88
外文關鍵詞： Freemium, Online social game, In-app purchase, Flow theory, Envy theory, Skill/Challenge, Control, Social interaction, Perceived enjoyment, Perceived fairness, Benign envy, Malicious envy
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    • Freemium business model has been used widely by developers. In fact, most of the players use this opportunity to download and play the game for free that makes developer trapped with high operating cost. In the social game context, there are some players who feel envy of what other players have, including in-app purchase products. This study applies envy theory and flow experience to investigate what factors that make people want to do in-app purchase. An experiment of 2x3x2 between-subjects, such as perceived fairness, skill/challenge, and control. The result shows that perception of fairness toward in-app purchase can make players feel envy to others. When players feel benign envy, they are willing to pay more for in-app purchase items that are owned by other players. Interestingly, the result also shows that imbalance condition, which is boredom also could evoke enjoyment. But for malicious envy, the result is not consistent in this present research.

    ABSTRACT I ACKNOWLEDGEMENTS II TABLE OF CONTENTS III LIST OF TABLES VII LIST OF FIGURES IX CHAPTER ONE INTRODUCTION 1 1.1 Research Background. 1 1.2 Research Gap. 8 1.3 Research Objectives and Contributions. 9 1.3.1 Research Objectives. 9 1.3.2 Research Contributions. 9 1.4 Research Procedure and Scope of Study. 10 CHAPTER TWO LITERATURE REVIEW 12 2.1 Freemium Social Game. 12 2.2 Flow Theory. 13 2.2.1 Skill/Challenge. 15 2.2.2 Control. 15 2.2.3 Perceived Enjoyment. 15 2.3 Social Interaction. 16 2.4 Envy Theory. 17 2.4.1 Perceived Fairness. 17 2.4.2 Envy. 18 2.5 Hypothesis Development. 19 2.5.1 Skill/Challenge Towards Perceived Enjoyment. 19 2.5.2 Skill/Challenge Towards Benign Envy. 19 2.5.3 Control Towards Perceived Enjoyment. 20 2.5.4 Social Interaction Towards Perceived Enjoyment. 20 2.5.5 Perceived Fairness Towards Benign and Malicious Envy. 20 2.5.6 Perceived Fairness Towards Perceived Enjoyment. 21 2.5.7 Perceived Enjoyment Towards In-App Purchase Intention. 21 2.5.8 Benign and Malicious Envy Towards In-App Purchase Intention. 22 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 23 3.1 Research Framework. 23 3.2 Definition of Variables. 24 3.3 Summary of Hypothesis. 24 3.4 Research Design. 25 3.5 Manipulation for Experimental Independent Variables. 26 3.5.1 Freemium Social Game Selection. 26 3.5.2 Manipulation for Skill/Challenge. 27 3.5.3 Manipulation for Control. 28 3.5.4 Manipulation for Perceived Fairness. 28 3.6 Stimuli Development and Procedures. 31 3.7 Construct Measurement. 33 3.7.1 Skill/Challenge. 33 3.7.2 Control. 34 3.7.3 Social Interaction. 35 3.7.4 Perceived Enjoyment. 35 3.7.5 Perceived Fairness. 36 3.7.6 Benign Envy. 36 3.7.7 Malicious Envy. 37 3.7.8 In-App Purchase Intention. 38 3.8 Control Variables. 38 3.9 Sampling Plan. 39 3.10 Data Analysis Procedure. 39 3.10.1 Descriptive Statistical Analysis. 39 3.10.2 Factor Analysis and Reliability. 40 3.10.3 Structural Equation Model. 40 3.10.4 Multiple Regression Analysis. 40 CHAPTER FOUR RESEARCH RESULTS 41 4.1 Data Collection. 41 4.2 Characteristics of the Respondents. 41 4.3 Descriptive Statistical Analysis. 43 4.4 Factor Analysis and Reliability Test. 47 4.5. Manipulation Check in Main Experiment. 51 4.5.1 Manipulation Check for Skill/Challenge. 51 4.5.2. Manipulation Check for Control. 51 4.5.3. Manipulation Check for Perceived Fairness. 52 4.6 Hypothesis Testing. 53 4.7 Control Variables. 57 CHAPTER FIVE CONCLUSION AND SUGGESTIONS 58 5.1 Research Discussion and Conclusions. 58 5.2 Theoretical Contributions and Practical Implications. 61 5.2.1. Theoretical Implications. 61 5.2.2. Managerial Implications. 62 5.3 Research Limitations and Suggestion for Future Research. 63 REFERENCES 64 APPENDICES 70 Appendix 1: Google Play Store 70 Appendix 2: Gaia World’s Interface 71 Appendix 3: Gaia World (Assessment Interface) 72 Appendix 4: Gaia World (High Challenge Interface) 73 Appendix 5: Gaia World (Low Challenge Interface) 73 Appendix 6: Gaia World (High Control Interface) 74 Appendix 7: Gaia World (Low Control Interface) 74 Appendix 8: Gaia World (Fair Interface) 75 Appendix 9: Gaia World (Not Fair Interface) 76 Appendix 10: Gaia World’s In-App Purchase Shop 78 Appendix 11: The Questionnaire Items and Experiment Design 78

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