因手機硬體規格持續提升加上行動網路普及化,個人電腦已不再是玩家唯 一的遊戲平台,遊戲開發商已陸續推行各式類型手機遊戲搶佔手遊市場。然而 除了手機平台外,目前主要桌上遊戲類型為大型多人線上角色扮演遊戲 (Massively multiplayer online role playing games),其穩居各大遊戲 平台熱門遊戲寶座。在行動化的潮流下,本研究欲探討不同平台的遊戲體驗因 素對玩家選擇遊戲平台的影響,以推拉繫模型(Push-Pull-Mooring Model) 為研究理論,將各種影響遊戲體驗的因素歸類在PPM模型中,檢驗其推力效果 (感知操控、感知人數、低娛樂感、低態度性忠誠度)、拉力效果(感知社交、 感知團隊、感知逃脫現實、感知連結性、沈溺感、遊戲心流體驗)對平台轉換 的意圖,並以繫住效果(社會規範、負面手機遊戲口碑、轉換成本)為調節因 子。研究方法採結構方程模型與階層回歸分析,針對同時具有個人電腦及手機 上大型多人線上角色扮演遊戲體驗的玩家為研究對象,共回收678份有效問卷。 資料分析結果顯示,PPM模型能解釋玩家於不同遊戲平台的轉換意圖; 遊戲心 流體驗及低態度忠誠度對平台轉換意圖有直接且正向的關係; 社會規範、轉換 成本及負面手機遊戲口碑對平台轉換意圖有正向調節效果。最後,本研究建議 手機遊戲開發業者可以針對手機的裝置特性,設計新的遊戲內容,透過提升遊 戲操作難度增加玩家之間競爭性,以及加強遊戲平台上的玩家互動機制,藉此 提高玩家忠誠度並另創不同於個人電腦平台上的遊戲體驗以吸引消費者。

Due to the continual improvement of smart phone hardware and the popularity of mobile networks, personal computers are no longer the only gaming platform. Game developers have thus started to implement a variety of types of mobile games to gain a share of these new markets. However, despite the rise of mobile platforms, massively multiplayer online role playing games (MMORPGs) are currently the most popular type of gaming on desktop computers, ranking high also on the other major gaming platforms. Therefore, this study tries to explore the game experience factors related to personal computers and smartphones that affect the choice of gaming platform among gamers. This research applies the Push-Pull-Mooring (PPM) model, classifying various factors that would affect gaming experience in different constructs of PPM. The push effects from smartphone (perceived control, perception of sufficient participants, low entertainment, and low attitudinal loyalty) and pull effects from personal computers (perceived socialization, perceived teamwork, perceived escapism, perceived fantasy, perceived connectedness, immersion, and gameflow) are then tested with regard to their impacts on gamers’ return intentions with regard to various gaming platforms. In addition, the mooring effects serve as a moderator in this study. Players with experience of playing role-playing games on personal computers and smartphones were the research subjects, and a total of 678 valid questionnaires were collected and analyzed by structural equation modelling and hierarchical regression analysis. The results of the data analysis showed that the PPM model was able to interpret gamers’ switching intention between different gaming platforms; gameflow and low attitudinal loyalty have direct and positive effects on return intention of gaming platforms; and social norms, switching costs and the negative electronic word of mouth (e-WOM) of mobile games positively moderate the return intention with regard to the gaming platform. Lastly, the results of this research suggest that mobile game developers should work to design new game contents by targeting the specific characteristics of smartphones. They could also work to enhance the levels of competition and interaction among gamers by increasing the difficulty of the games, thereby enhancing their loyalty. In sum, different gaming experiences from those available on desktop platforms should be provided for smartphone users in order to attract existing and potential MMORPGs gamers, thus making mobile MMORPGs more profitable.

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