臺灣博碩士論文加值系統

隨著網路通訊服務與手持裝置(智慧型手機、平板電腦)的增長，帶動了Android與iOS作業系統其行動應用程式呈現爆炸式的發展，為軟體業者帶來廣大的市場商機與競爭。其中手機遊戲市場更令人關注，Gartner研究預估2015年行動遊戲市場產值將佔整體遊戲市場1120億美元的兩成(約220億美元)。在此競爭環境中，對於遊戲App業者而言，設計出符合使用者需求的產品，以吸引使用者下載，並於往後受使用者青睞，持續使用或在App內進行消費，是值得探討的議題。特別是目前遊戲App主要收益模式為免費、付費，以及遊戲內部購買(In-App purchases)。因此，本研究主要目的是以創新擴散理論為基礎，結合科技接受模型之行動服務相關研究，試圖定義影響使用者下載與遊戲內消費之潛在要素，以及區別出不同的採用者類別。再利用四種特徵選取方式，支持向量機遞歸特徵消除(Support Vector Machine-Recursive Feature Elimination)、決策樹(Decision tree)、資訊增益(Information Gain)與迴歸分析(Regression Analysis)，以確認重要因素。最後，比較不同採用者群體間對於下載與消費之重要因素的差異性。研究結果望能為往後遊戲開發商與研究學者做為參考依據。

With the growth of Internet communications services and mobile devices, it leads to the popularity of mobile operating systems such as Android and iOS, and bring the market growth opportunities for the software industry. Among lots kinds of applications (App), the game App has attracted much attention. According to related research, it estimates that in 2015 the market value of game App will reach to 20% of the overall game market. In the fierce competition, how to design products that satisfy the needs of users and attract users to download and consumption has become one of important issues for developers of game App. Therefore, the main purpose of this study is to integrate technology acceptance model (TAM) of mobile service-related research into diffusion of innovation theory (IDT) to define the potential factors that influence users to download App and do in-app purchases. Then, four feature selection methods, Support Vector Machine -Recursive Feature Elimination (SVM-RFE), Decision Trees (DT), information gain (IG) and Regression Analysis will be utilized to identify the key factors. Finally, a comparison between different groups will be provided. The results can be used as a reference for game developers and researchers to design game App.

目錄
中文摘要...............................................................I
Abstract..............................................................II
致謝.................................................................III
目錄..................................................................IV
表目錄...............................................................VII
圖目錄.................................................................X
第1章 緒論...........................................................1
1.1 研究背景.......................................................1
1.2 研究動機.......................................................3
1.3 研究目的.......................................................5
第2章 文獻探討.......................................................7
2.1 行動應用服務相關研究：App與App Store...........................7
2.2 App潛在要素定義...............................................10
2.2.1 創新擴散理論(Diffusion of Innovations theory, IDT)............10
2.2.2 科技接受模型(Technology Acceptance Model, TAM)................16
2.3 特徵選取(Feature Selection, FS)...............................26
2.3.1 支持向量機遞歸特徵消除(Support Vector Machine-Recursive Feature, SVM-RFE)..............................................................27
2.3.2 決策樹(Decision Tree, DT).....................................28
2.3.3 資訊增益(Information Gain, IG)................................29
2.3.4 支持向量機(Support vector machines, SVMs).....................30
第3章 研究方法......................................................32
第4章 實驗結果與分析................................................40
4.1 要素定義......................................................40
4.2 樣本敘述統計..................................................42
4.3 信度與效度分析................................................45
4.4 迴歸分析(Regression Analysis).................................47
4.5 特徵選取......................................................54
4.5.1 支持向量機遞歸特徵消除(SVM-RFE)...............................54
4.5.2 資訊增益(Information Gain, IG)................................57
4.5.3 決策樹(DT)....................................................60
4.6 實驗結果與分析................................................62
4.7 專家訪談結果..................................................68
4.8 小結..........................................................70
第5章 討論與結論....................................................71
5.1 討論..........................................................71
5.2 結論..........................................................78
5.2.1 學術貢獻......................................................78
5.2.2 實務貢獻......................................................79
5.3 研究限制與未來研究建議........................................83
參考文獻..............................................................84
附錄(問卷)............................................................89

表目錄
表 2-2採用者特性......................................................11
表 2-3 創新擴散理論之行動服務應用相關研究.............................15
表 2-5行動服務&科技應用相關研究.......................................24
表 4-1影響下載遊戲App&遊戲內消費之定義表..............................40
表 4-2受訪者基本資料統計..............................................42
表 4-3創新採用群體基本資料統計........................................44
表 4-4構面信度表......................................................45
表 4-5總構面信度......................................................46
表 4-6 KMO與Bartlett檢定..............................................46
表 4-7自變數對依變數解釋力............................................47
表 4-8影響下載免費遊戲App(整體群體)...................................47
表 4-9影響下載付費遊戲App(整體群體)...................................48
表 4-10影響遊戲App內消費(整體群體)....................................48
表 4-11影響下載免費遊戲App(領先群體)..................................49
表 4-12影響下載付費遊戲App(領先群體)..................................49
表 4-13影響遊戲App內消費(領先群體)....................................50
表 4-14影響下載免費遊戲App(後續群體)..................................50
表 4-15影響下載付費遊戲App(後續群體)..................................51
表 4-16影響遊戲App內消費(後續群體)....................................51
表 4-17影響下載免費遊戲App(落後群體)..................................52
表 4-18影響下載付費遊戲App(落後群體)..................................52
表 4-19影響遊戲App內消費(落後群體)....................................53
表 4-20 各群體之顯著因素..............................................53
表 4-21影響免費下載遊戲App要素排名....................................55
表 4-22影響付費下載遊戲App要素排名....................................56
表 4-23影響遊戲內消費之要素排名.......................................57
表 4-24影響免費下載遊戲App要素排名....................................58
表 4-25影響付費下載遊戲App要素排名....................................59
表 4-26影響遊戲App內消費之要素排名....................................60
表 4-27 決策樹分類準確率..............................................61
表 4-28 決策樹選取之重要特徵..........................................61
表 4-29 SVM分析特徵排序之重要因素結果(免費遊戲App)....................62
表 4-30 SVM績效評估分析結果(免費遊戲App)..............................63
表 4-31 SVM分析特徵排序之重要因素結果(付費遊戲App)....................64
表 4-32 SVM績效評估分析結果(付費遊戲App)..............................65
表 4-33 SVM分析特徵排序之重要因素結果(遊戲內消費).....................66
表 4-34 SVM績效評估分析結果(遊戲內消費)...............................67
表 4-35 專家基本資料統計..............................................68
表 4-36 專家訪談之重要因素排名........................................69
表 4-37專家訪談VS影響下載免費/付費遊戲App與遊戲內消費.................70
表 5-1下載免費遊戲App.................................................74
表 5-2下載付費遊戲App.................................................75
表 5-3遊戲內消費......................................................77

圖目錄
圖 2-1採用者類別......................................................12
圖 2-2科技接受模型(Technology Acceptance Model , TAM)(Davis, 1989).................................................................17
圖 2-3潛在要素彙整圖..................................................25
圖 2-4 SVM示意圖(修改自Deka, 2014)....................................31
圖 2-5 SVM非線性分類示意圖(修改自Deka, 2014)..........................31
圖 3-1 研究流程圖.....................................................33

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