近年來科技之迅速發展，網路越來越發達，由於線上遊戲越來越普遍導致遊戲公司的競爭也越來越大，為了讓遊戲玩家能夠長時間的遊玩遊戲，遊戲公司不僅要開發出好遊戲另外遊戲公司近幾年推出越來越多樣化的虛擬商品，例如：遊戲通行證、遊戲組合包、戰利品箱。才能深深綁住遊戲玩家遊玩在線上遊戲裡，所以本研究探討遊戲玩家對於線上課金意圖之影響，內容主要探討玩家遊玩線上遊戲的情況與玩家課金購買虛擬商品的行為意圖之關係，以及使用計畫行為理論來探討玩家對於購買虛擬商品之意願。本研究以網路發放問卷的方式玩家遊玩線上遊戲使否會對課金購買虛擬商品造成影響，因此本研究架構建立此研究問卷，並提出研究假設，以遊玩線上遊戲且在遊戲上課金之玩家或未來會在遊戲上課金之玩家為發放對象，研究問卷採用李克特五點量表之設計，讓受訪者進行問卷調查，根據研究結果發現遊戲參與度、持續遊玩意願、態度、社會影響、描述性規範皆會影響遊戲玩家的課金意願。最後本研究所有分析整理後，可以讓遊戲公司知道哪一種虛擬商品讓遊戲玩家更加喜愛，而針對這部分進行設計並讓遊戲玩家可以進行購買虛擬商品。

In recent years, with the rapid development of technology and the increasing prevalence of the internet, online gaming has become more widespread. This has led to intense competition among gaming companies to retain players for longer durations. To achieve this, companies not only need to develop compelling games but also introduce a variety of virtual goods such as game passes, bundles, and loot boxes. These strategies are aimed at deeply engaging players in online games. Therefore, this study investigates the impact of these factors on players' intentions to engage in in-game purchases. It explores the relationship between players' gaming behavior and their willingness to purchase virtual goods. The study utilizes the Theory of Planned Behavior to examine players' intentions to buy virtual items. The research employs an online survey distributed to players who currently engage in or intend to engage in in-game purchases. The questionnaire is designed using a Likert five-point scale to gather responses. Based on the findings, factors such as game involvement, willingness to continue playing, attitudes, social influence, and descriptive norms are identified as influencing players' willingness to make in-game purchases. Finally, after the analysis of this study, the game companies can know which virtual goods to make the game players love them more, and design for this part and allow the game players to buy the virtual goods.

摘要 ...i
Abstract ...ii
誌謝 ...iii
目錄 ...iv
表目錄 ...vi
圖目錄 ...ix
第一章 緒論 ...1
1.1 研究背景與動機 ...1
1.2 研究目的 ...2
1.3 研究流程 ...3
第二章 文獻探討 ...4
2.1 線上遊戲 ...4
2.2 虛擬商品 ...5
2.2.1 戰利品箱 ...5
2.2.2 遊戲通行證 ...6
2.2.3 遊戲組合包 ...6
2.3 遊戲參與度 ...7
2.4 持續遊玩意願 ...7
2.5 在線上遊戲中的玩家課金行為 ...7
2.5.1 態度 ...8
2.5.2 主觀規範 ...8
2.5.3 課金意願 ...9
2.6 描述性規範 ...9
第三章 研究方法 ...11
3.1 研究架構 ...11
3.2 構面之操作型定義與問卷設計 ...11
3.3 研究對象 ...14
3.4 研究工具 ...14
3.5 前測問卷 ...15
3.5.1 問卷回收 ...15
3.5.2 敘述統計分析 ...15
3.5.3 項目分析、信度、效度分析定義 ...18
3.5.4 項目分析 ...20
3.5.5 探索性因素分析 ...23
3.5.6 信度分析 ...30
3.5.7 問卷題目更正 ...32
第四章 資料分析與研究結果 ...37
4.1 敘述性統計 ...37
4.2 皮爾森積差相關分析 ...42
4.3 迴歸分析 ...43
4.4 研究結果與驗證 ...48
第五章 結論與建議 ...50
5.1 研究結論 ...50
5.2 研究限制與建議未來發展方向 ...51
參考文獻 ...52
附錄一 前測問卷 ...56
附錄二 正式問卷 ...62
Extended Abstract ...68

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