電競產品風格對消費者購買意願之影響－以羅技G無線遊戲組合為例

The Impact of Gaming Product Aesthetics on Consumer Purchase Intentions:A Case Study of Logitech G Wireless Gaming Combo

薛彥予

電競產品 ； 知覺娛樂性 ； 購買意願 ； 羅技 ； Gaming products ； perceived entertainment ； Purchase intentions ； Logitech

圖文傳播藝術學報

2024（2024 / 04 / 01）

82 - 93

繁體中文;英文

本研究旨在探討電競產品風格對於消費者購買意願之影響，以電競產品市佔率最高之羅技公司所生產之鍵盤滑鼠組為例，調查與探討不同職業、性別、年齡對於該風格產品的購買意願之影響及其相關要素之研究，研究的目標對象為曾經使用鍵盤及滑鼠遊玩遊戲或使用電腦之民眾。本研究以自行編寫之問卷為研究工具，以科技接受模型中的知覺有用性為基礎，再加入知覺娛樂性的判斷要素構成此問卷。研究結果：對於電競產品來說，消費者對於知覺有用性與知覺娛樂性的感知會直接影響其對於電競產品的購買意願。

This study aims to explore the influence of the stylistic features of gaming products on consumer purchasing intention, using the keyboard and mouse set produced by Logitech, a company with the highest market share in gaming products, as an example. The research investigates and discusses the impact of different professions, genders, and ages on the willingness to purchase products with such stylistic features, as well as related factors. The study targets individuals who have used keyboards and mice for gaming or computer use. The research tool is a self-designed questionnaire based on the Technology Acceptance Model, incorporating perceived usefulness and adding elements of perceived entertainment.Research findings indicate that, for gaming products, consumers' perception of usefulness and entertainment directly influences their willingness to purchase such products.