在數位遊戲蓬勃發展的今日，節奏街機遊戲憑藉其結合音樂節奏與肢體操作的沉浸式體驗，在亞洲地區（尤其是臺灣、日本與韓國）仍具有高度人氣與市場潛力。然而，相較於行動遊戲與大型多人線上遊戲，節奏街機遊戲在學術研究中，尤其對玩家持續遊玩行為之探討較為稀少。因此，本研究嘗試從「情緒歷程」的視角切入，結合S-O-R（Stimulus-Organism-Response）模型與P-A-D（Pleasure-Arousal-Dominance）模型作為理論基礎，系統性探討玩家在遊戲過程中所經歷的外部刺激如何影響其內在情緒狀態，進而推動其持續遊玩的行為意圖。本研究以節奏變化、觸覺回饋與觀眾效應作為外部環境刺激構面，愉悅感、喚醒感與支配感作為內在感知構面，持續遊玩意圖為行為反應構面，建構完整的研究架構與假設模型。本研究透過網路問卷調查法蒐集600份實際曾經遊玩過節奏街機遊戲之玩家樣本，並採用結構方程模型（PLS-SEM）進行統計分析與假設驗證。研究結果顯示：（1）節奏變化顯著正向影響支配感與喚醒感；（2）觸覺回饋對喚醒感有正向影響；（3）觀眾效應正向影響支配感；（4）支配感與喚醒感皆正向影響愉悅感；（5）愉悅感對持續遊玩意圖具顯著正向影響。然而，觸覺回饋對支配感、觀眾效應對喚醒感以及支配感對喚醒感皆沒有產生正面影響。此外，亦透過多群組分析進一步比較不同遊玩時長者在各路徑關係上的顯著差異，結果顯示：對於遊玩時常較短者而言，支配感對愉悅感、愉悅感對持續遊玩意圖的影響更為顯著。本研究的理論貢獻在於補足節奏街機遊戲在行為意圖與情緒歷程方面的研究缺口，並驗證S-O-R與P-A-D模型於互動遊戲情境之適用性與延展性。實務上，本研究亦提供遊戲開發者與街機場所經營者具體建議，透過優化節奏變化設計、強化觸覺操作回饋與創造觀眾參與氛圍，提升玩家情緒體驗，進而強化其持續遊玩意圖與遊戲忠誠度。

Rhythm arcade games, which integrate music and physical interaction, remain popular in Asia, especially in Taiwan, Japan, and South Korea. However, academic research on player retention in this genre is limited. To address this, the study adopts an emotional-process perspective by integrating the Stimulus-Organism-Response (S-O-R) model with the Pleasure-Arousal-Dominance (P-A-D) framework. It investigates how external stimuli—tempo variation, haptic feedback, and audience effect—influence emotional states (pleasure, arousal, dominance) and players’ intention to continue playing.
An online survey of 600 experienced rhythm arcade game players was conducted, and data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results showed that tempo variation significantly enhanced dominance and arousal, haptic feedback increased arousal, and audience effect strengthened dominance. Dominance and arousal positively influenced pleasure, which strongly predicted continued play intention. However, haptic feedback did not significantly affect dominance, nor did audience effect affect arousal. Multi-group analysis revealed that players with shorter gaming experience exhibited stronger emotional responses, especially in the paths from dominance to pleasure and from pleasure to continued intention.
This study contributes theoretically by extending S-O-R and P-A-D models to rhythm arcade games, a relatively underexplored context. Practically, it suggests that enhancing tempo variation, improving tactile feedback, and designing for visible audience engagement may help boost emotional involvement and long-term player retention.

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