游戏玩家对移动端游戏的依恋机制研究

发布时间：2018-03-15 19:43

本文选题：消费者行为　切入点：移动端游戏　出处：《南京理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着移动端游戏市场不断发展、移动端游戏应用竞争加剧,企业与玩家建立起正常、高质量的关系越来越重要。已有的研究表明,游戏公司之所以没有与玩家形成起非成瘾状态下的稳定关系,是没有与玩家建立起正常稳定的情感关联。起源于心理学的依恋理论为商业环境下探究这种玩家与企业之间的情感关系提供了新的理论视角。依恋理论被认为是解释不同关系主体间亲密关系的最优理论。同时,目前还没有研究就玩家对移动端游戏的依恋(本文中称为游戏依恋)进行过系统的探察。本研究在阅读大量文献的基础上构建了包括方便性、娱乐性、社交性、游戏认同、游戏喜爱、游戏依赖、关系质量与依恋焦虑水平的理论模型,并基于相关理论和文献推导了五组假设。随后在现有理论的基础上选取了合适的量表对各个变量进行测量,最终获得了 399份有效问卷。本研究使用了 SPSS、AMOS等统计软件对数据进行了分析,得到的实证研究结果如下:方便性对游戏依恋、游戏认同、游戏喜爱和游戏依赖有显著正向影响;娱乐性对游戏依恋、游戏认同和游戏喜爱有显著正向影响,对游戏依赖的正向影响不显著;社交性对游戏依恋、游戏认同和游戏依赖有显著正向影响,对游戏喜爱的正向影响不显著;游戏依恋、游戏认同、游戏喜爱和游戏依赖对关系质量均有显著正向影响;依恋焦虑水平在游戏依恋、游戏认同、游戏喜爱、游戏依赖与关系质量之间均有显著负向的调节作用。最后,在研究结论的基础上,本研究提出了对策和建议:游戏制作商在提高游戏趣味性的同时,应当尽可能提高游戏应用的方便性和社交性,从而获得更好的关系质量;在运营游戏时,应当对不同的玩家实施不同的激励措施和奖励机制,采取更有针对性的营销策略。
[Abstract]:With the continuous development of the mobile game market, the competition of mobile game application intensifies, and it is more and more important for enterprises and players to establish a normal and high-quality relationship. The reason that game companies don't have a stable relationship with players in a non-addictive state, The attachment theory, which originates from psychology, provides a new theoretical perspective for exploring the emotional relationship between the player and the enterprise in the business environment. Attachment theory is considered to be. Explain the optimal theory of intimate relationship between different subjects. At the same time, There has been no research on players' attachment to mobile games (referred to as game attachment in this paper). Based on reading a lot of literature, this study has built on convenience, entertainment, social, game identity, The theoretical models of game love, game dependence, relationship quality and attachment anxiety level were established, and five hypotheses were deduced based on relevant theories and literature. Then, appropriate scales were selected to measure each variable on the basis of existing theories. Finally, 399 valid questionnaires were obtained. In this study, the data were analyzed by using SPSS Amos and other statistical software. The results of the empirical research are as follows: convenience to game attachment, game identity, etc. Game affection and game dependence had significant positive influence; entertainment had significant positive influence on game attachment, game identity and game love, but had no significant positive effect on game dependence; social nature had significant positive effect on game attachment. There were significant positive effects on game identity and game dependence, but no significant positive effects on game affection; game attachment, game identity, game love and game dependence had significant positive effects on relationship quality; attachment anxiety level was in game attachment. Game identity, game love, game dependence and relationship quality are all significantly negative moderators. Finally, on the basis of the conclusion of the study, this study puts forward some countermeasures and suggestions: game makers improve the game fun at the same time, The convenience and sociability of the game application should be improved as much as possible so as to obtain better relationship quality. In the operation of the game, different incentives and incentive mechanisms should be implemented for different players and more targeted marketing strategies should be adopted.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：B842;F49

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