社交遊戲魅力體驗因子探討

Exploring the Attractive Experience Attributes of Social Network Games

10.7060/KNUJ-ES.201106.0063

陳俊智(Chun-Chin Chen)；徐德芬(De-Fen Shiu)

社交遊戲 ； 臉書 ； 體驗 ； Kano品質模式 ； 滿意度 ； 評價構造法 ； social network game ； Facebook ； experience ； Kano model ； satisfaction ； evaluation grid method

高雄師大學報：自然科學與科技類

30期（2011 / 06 / 01）

63 - 83

繁體中文

本研究目的在探討遊戲玩家對社交遊戲之體驗行為與偏好，並應用二維尺度概念之Kano品質模式，以Facebook中六款社交遊戲為探討對象，釐清遊戲體驗屬性與使用者遊戲偏好評價之相關性。首先，透過遊戲玩家的深度訪談，應用魅力工學之評價構造法，歸納出社交遊戲的魅力體驗特質。研究並以訪談結果做為體驗問卷設計之基礎，針對遊戲之體驗品質與滿意度評價進行調查。透過遊戲體驗品質屬性與滿意度調查，藉由因素分析歸納出使用者對於社交遊戲之體驗因子，包括：社交與認同、挑戰與成就、互動感和新奇感等四個構面，且各因子構面對於偏好度評價具備了不同程度的影響力。同時，藉由Kano品質分類的應用，18個體驗品質屬性被歸類為不同Kano品質，包括一元的、魅力的與必要的，說明各體驗品質項目與滿意度之間確實存在不同線性與非線性關係。藉由Kano品質概念可釐清消費者對於社交遊戲體驗品質之需求差異，辨別影響玩家滿意度提昇之重要因子，以為遊戲改進之參考，協助設計者有效提升遊戲玩家滿意度。

The purpose of this study is to explore the users' preference and experience on playing social network games. To identify the attractive and important experience attributes, Kano model is used to explore the relationships between experience quality performance and user satisfaction from the case study of 6-social network games on Facebook. Firstly, the users' interviews were held, and the evaluation grid method was applied to generalize the attractive experience attributes during playing social network game. Then the questionnaire survey was conducted to gather the users' experience evaluations and overall satisfaction on 6 social network games. The factor analysis was used to explore the users' experience dimensions of game playing, from which four factors: social relationship and community identification, novelty, challenging and entertainment were identified. Moreover, each experience factor has different effects on user satisfaction. Then the Kano's regression method was conducted. The 18 experience attributes were categorized as different Kano's classifications, including must-be quality, one-dimensional quality and attractive quality. Furthermore, four factors could also be classified into different Kano's classifications. This implies that there exist linear and non-linear relationships between experience attributes performance and user satisfaction. The result of Kano categorization can help designers to better understand user requirements for social network game design, to identify the critical and high-return factors of user satisfaction, and to provide useful insights into game designing for enhancing user satisfaction.

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