線上遊戲虛擬角色扮演之策略研究

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Title:	線上遊戲虛擬角色扮演之策略研究
Authors:	徐嘉良
Contributors:	經營管理學系
Keywords:	角色扮演、玩家沉浸、行銷策略、Role play、Player immersion、Marketing strategy
Date:	2018
Issue Date:	2018-08-02 02:26:42 (UTC+0)
Publisher:	亞洲大學
Abstract:	本研究以角色扮演模式為前提進行玩家是否會對於此種模式而沉浸進而達到花費或是因為沉浸而被遊戲內所使用的策略影響，也探討著角色扮演本身所含有之元素與行銷策略關聯，是否可以更加在此元素上進行行銷策略之影響加大化。本研究針對角色扮演玩家共發放330份問卷，回收305份，回收率達92%並採用SPSS22.0版進行敘述性統計、信度、因素分析與迴歸分析等。根據研究結果發現角色扮演對於沉浸與行銷策略影響是正向的，這代表著角色扮演本身之元素不論是在使玩家沉浸著迷上或是本身元素所衍生之商品都具有良好之成效而玩家沉浸對行銷策略影響也是正向的，因此可以解釋成因為角色扮演模式易使玩家達到沉浸狀態而讓行銷策略更會有效。 This study is based on the RPG (role-playing game) model. Whether the player will be immersed in this mode to achieve cost or be influenced by the strategy within the game, In addition, it is discussed that the characteristics dimensions of RPG game it selfare related to the marketing strategy, and whether the RPG game dimensions can be enhanced to influence the marketing strategy. In this study, 330 questionnaires were distributed for RPB gamer, 305 were recovered, and the recovery rate was 92%. By performing SPSS22.0 analysis tool for descriptive statistics, reliability analysis, factor analysis and Regression analysis. it is found that RPG has a positive impact on immersion and marketing strategies. This represents the RPG model's dimensions. Whether the gamers been fascinated or products derived from these dimensions, the impact of gamer immersion on marketing strategies is positive. Therefore, it can be explained that the RPG mode make the gamer more immersive led to marketing strategy more effective.
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