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    题名: 手機遊戲上市前行銷策略之研究，以事前預約為例
    A Study on Pre-Launch Marketing in Moblie Game: Using Pre-Registration as an example
    作者: 陳妘
    Chen, Yun
    贡献者: 陳建維
    陳妘
    Chen, Yun
    关键词: 手機遊戲
    感知價值
    網路外部性
    獨特性需求
    從眾行為
    日期: 2022
    上传时间: 2022-07-01 15:59:10 (UTC+8)
    摘要: 　　近年來全球遊戲市場逐年成長，根據全球遊戲市場研究與數據分析公司 Newzoo分析指出，全球遊戲市場於 2021 年達到 1,803 億美元，全球玩家總數估計已超過 30 億人，而在台灣，遊戲產業的年營收成長比例更是遠高於全球平均。特別在手機遊戲中，由於手機遊戲平均的生命週期較短，且大部分的收入都集中在上市後的第一週，因此許多遊戲業者會在遊戲正式上市前以事前預約活動(又稱事前登錄活動)作為凝聚人氣的手法，增加遊戲整體的曝光率與話題性，在推廣的成效上都可以為遊戲整體帶來正面效益。
    　　本研究的主要目的，除了探討哪些正面和負面的感知因素會影響潛在玩家進行手機遊戲事前預約行為之外，玩家本身的獨特性需求、從眾行為特質是否也會間接影響執行遊戲事前預約的行為，也是欲研究的重點。
    　　本研究透過網路問卷調查的方式，共蒐集到 280 份有效問卷，探討遊戲相關價值、情感價值、系統品質價值、社交價值、網路外部性與資訊隱私安全，在玩家進行遊戲事前預約的行為上影響的程度，同時將獨特性需求和從眾行為特質作為調節變數，了解對於部分因子在執行遊戲事前預約的直接效果上，是否會影響其變化。
    　　透過 SPSS 分析的研究結果發現，除了資訊隱私安全外，較高的消費者感知價值與網路外部性對玩家執行遊戲事前預約有顯著正向影響。另外，研究發現當玩家的獨特性需求越低或從眾行為越高時，在遊戲相關價值越高時，均有越高的執行遊戲事前預約的意願；反之，獨特性需求越高或從眾行為越低時，在遊戲相關價值越高時，執行遊戲事前預約的意願則越低。但在社交價值與網路外部性的高低對遊戲事前預約行為程度上則不具顯著性。後續將根據研究結果提出相關行銷策略與建議。
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    描述: 碩士
    國立政治大學
    國際經營與貿易學系
    109351014
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0109351014
    数据类型: thesis
    DOI: 10.6814/NCCU202200602
    显示于类别:[國際經營與貿易學系 ] 學位論文

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