現今手機線上遊戲的主要收費方式，以付費下載手機線上遊戲、遊戲內廣告收入以及虛擬道具購買，三種方式為最主要的收益來源。其中，進行遊戲內購買意圖之相關的研究，較其他兩類少，因此，本研究希望能透過研究手機線上遊戲使用者之心理因素，增加其進行遊戲內購買之意圖。
本研究核心目的為透過手機線上遊戲使用者的使用經驗，探討手機線上遊戲之忠誠度與其進行遊戲內購買之意圖的影響。以Ajzen (1991)建立之計畫行為理論為基礎，加入兩種不同類別之互動：人機互動與社交互動以及沉浸體驗，探討互動對於態度、主觀規範以及知覺行為控制之影響；以及對於該款手機線上遊戲之忠誠度；最終探討忠誠度對於遊戲內購買意圖之影響。並探討使用者手機成癮與否、其用於搜尋手機線上遊戲相關之社群媒體以及遊戲內是否具有聊天系統等，是否對於使用者之遊戲內購買意圖有影響。
研究結果顯示，互動除透過沉浸對使用者之於手機線上遊戲之態度造成影響之外，確立人機互動對於知覺行為控制、社交互動對於主觀規範之顯著正向影響；此外，使用者對於該款手機線上遊戲的忠誠度，在態度與主觀規範上之正向影響大於知覺行為控制之影響。其他人口統計變項以聊天系統之影響最為顯著，具有聊天系統之手機線上遊戲可以強化使用者社交互動以及主觀規範，增加其對於手機線上遊戲之忠誠度與遊戲內購買意圖。然而，社群媒體對於使用者之影響於本研究中並不顯著，未來研究可以透過實驗法或其他分群方式，找出何者較顯著影響使用者之忠誠度與遊戲內購買意圖。

There are three main profitable way of mobile online games: paid for download, in-game advertising revenue, and in-game virtual item purchase. Despite other two categories, there are fewer studies on in-game purchase intention. Therefore, this study aims to increase users in-game purchase intention by investigate the psychological factors.
In this study, base on Theory of Planned Behavior (TPB), interaction and flow are added Besides, three TPB factors’ impact on loyalty are observed. Also, the influence of loyalty on in-game purchase intention is discussed. Furthermore, this study also explores whether users’ other information have an impact on their in-game purchase intention, such as mobile phone addiction, social media, in-game chat system, etc.
The results show that in addition to the influence of flow on users’ attitude towards mobile online games, human-computer interaction and social interaction also has a significant positive influence on perceived behavior control and subjective norm. Besides, the positive relationship between attitude and loyalty and between subjective norm and loyalty are greater than the relationship between perceived behavior control. Chat system has impact on social interaction and subjective norm. However, social media’ impact is not significant in this study and need to be reclassified in order to find whether it has influence.

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