隨著無線網路及行動裝置的發達，對大眾娛樂方式造成極大的改變，其中，行動遊戲產業的蓬勃發展，使得遊戲業者前仆後繼的投入該市場，根據Newzoo 2018全球遊戲市場報告，台灣手機遊戲市場規模在亞洲地區僅次於南韓，為極具潛力之行動遊戲市場，且行動遊戲市場競爭之激烈，尤其以MMORPG行動遊戲最為激烈，其主打以免費遊玩吸引玩家，再以遊戲內購方式獲取利潤。是故，本研究之主要研究目的，為研究為何這些玩家選擇以免費的方式進行遊玩，但在進行遊戲後，卻願意以真實貨幣購買遊戲中之虛擬道具。本研究試圖以消費者感知價值、角色認同感、沉浸體驗作為研究變數，探討其對玩家購買意圖的影響。

本研究回收之有效樣本數共 161 份，並以SPSS Statistics 17.0作為資料分析工具，對本研究之研究模型與假說進行分析與驗證。經分析後，本研究發現：(1) 對免費MMORPG行動遊戲玩家而言，虛擬道具的功能性與社會性價值對玩家購買意圖具有顯著正向，且對於高收入族群而言，其對虛擬道具的社會性價值的需求顯著高於其他族群；(2) 玩家角色認同感對其購買意圖具有顯著正向影響；(3)玩家沉浸體驗對其購買意圖具有顯著正向影響。

關鍵字搜尋：免費行動遊戲、使用者購買意圖、消費者感知價值、角色認同感、沉浸體驗

SUMMARY
This study attempts to use Consumer Perceived Value, Character Identification, and Flow Experience as research variables to explore their impact on players’ purchase intentions.
This study uses Multiple Regression and ANOVA Analysis to analyze and verify the research model and hypothesis, and find:
1. For free-to-play mobile Massively Multiplayer Online Role-Playing Game players, the Functional and Social Value of virtual goods, player's Character Identification, and player Flow Experience have a significant positive effect on players’ purchase intentions.
2. For high-income groups, their demand for Social Value is significantly higher than other groups.
Based on this result, this study draws the following conclusions:
1. For students or low disposable income groups, mobile game manufacturers should provide functional props instead of personalized props.
2. For high disposable income groups: mobile game manufacturers should add more tasks that require teamwork to increase players' willingness to cooperate, which can enhance virtual items’ social value for high income group players.
Keyword: free-to-play mobile games, user purchase intentions, Consumer Perceived Value, Character Identification, Flow Experience

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