社群行動遊戲使用者創新抵制之研究

Innovation Resistance of Community Mobile Game Users

10.6144/JIC.2014.0501.04

湯椀婷(Wan-Ting Tang)；林如森(Ju-Sen Lin)；李怡曄(Yi-Yeh Lee)

行動遊戲 ； 虛擬社群 ； 創新抵制 ； Mobile game ； Virtual community ； Innovation resistance

資訊傳播研究

5卷1期（2014 / 10 / 01）

61 - 78

繁體中文

越來越多行動遊戲與虛擬社群結合，但是有些行動遊戲APP的使用者，並不會選擇使用結合社群的行動遊戲。因此本研究以創新抵制理論作為基礎架構，探討行動遊戲的使用者在採用結合社群之行動遊戲的過程中可能會面臨了哪些因素的影響或阻礙，並提供行動遊戲業者在推動行動遊戲與社群結合策略上的建議。研究結果顯示，使用者的價值障礙、產品使用風險以及負面刻板印象對結合社群之行動遊戲的創新抵制具有顯著影響。而使用者之背景變項方面，不同性別、年齡、職業、使用線上遊戲或單機遊戲的年資及使用行動遊戲APP的年資的使用者對產品使用習慣衝突、價值障礙、傳統信念、負面刻板印象及創新抵制具有部分顯著性。最後根據研究結果建議行動遊戲業者在開發或制定其行銷策略時可朝消除以上影響使用者之因素為目標。

The number of game downloads is higher than that for other categories and a growing tendency of mobile games is to include virtual communities; however, some users are reluctant to play such games. By adopting the theory of innovation resistance as a research framework, this study indicated factors or barriers that mobile game users might confront when using mobile games that include virtual communities. The paper also provides suggestions regarding promoting such games in the mobile game industry. The results of this study demonstrated a major difference in users' value barriers, product uses and risks, and negative stereotypes. User background factors, such as gender, age, occupation, use of online or offline games, and use of mobile games, also exerted major effects on product use, habitual conflict, value barriers, traditional beliefs, and negative stereotypes. The results imply that the mobile game industry should eliminate these factors when developing marketing strategies.

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