| 摘要註: |
在MMORPG公會社群中,玩家們經由長時間的互動、交流後所產生的氛圍,會形成某種群體意向與共識,能夠使公會成員們有意願一同去完成某件事,例如一起持續玩某款遊戲的意圖。對遊戲廠商而言,比起單一玩家的個人意願,一整個群體玩家有意願一同持續遊玩MMORPG更會是他們所樂見的。因此,本研究以玩家持續遊玩MMORPG群體意圖作為研究主軸,並且將社會互動因素(社會支持、領導者熱情、社會臨場感、虛擬社群意識),與規範因素(主觀規範、群體規範)納入探討群體意圖模型。研究結果顯示,在社會互動因素因果關係中,社會支持、領導者熱情、社會臨場感均正向影響虛擬社群意識;且領導者熱情、社會臨場感也會正向影響社會支持。而社會互動後的結果「虛擬社群意識」與規範因素也會正向影響玩家持續遊玩MMORPG群體意圖。此外,本研究亦針對群體意圖之後續行為「群體意圖的轉移」進行深度訪談,希望能對持續遊玩MMORPG群體意願的影響因素與後續行為做進一步的釐清,對學術界與實務界提供有益的理論與實務意涵。 Massively multiplayer online role-playing games (MMORPG) communities, also known as guilds, create an atmosphere that forms a kind of group intention and consensus through which members tend to interact with other members and participate in joint actions. Besides individual intentions, it is also a positive sign for online game operators to see a group of players with high group intentions to continue playing MMORPG. This study thus focuses on the influence of social interaction factors (i.e., social support, leader's enthusiasm, social presence, and sense of virtual community) and norm factors (i.e., subjective norm and group norm) on player's we-intention to continue playing MMORPG. Results show that social interact factors of social support, leader's enthusiasm, and social presence positively influence sense of virtual community (SOVC). Moreover, leader's enthusiasm and social presence positively affect social support. For the consequences of social interaction, SOVC, subjective norm, and group norm are positively associated with we-intention to continue playing MMORPG. This study also conducted an in-depth interview to investigate possible consequences of the switching behavior based on we-intention. This study not only clarifies the antecedents and consequences of we-intention to continue playing MMORPG but also provides theoretical as well as practical implications on the study of MMORPG. |