不同涉入程度的玩家對精靈寶可夢遊戲中具體設計特質的認知差異/Cognition difference between players of different involvement toward the concrete design features in the game of Pokémon GO
摘要
為了探討Pokémon GO玩家的抽象感受，以及對應於玩家在實際操作時，所用使用的功能及介面的具體設計特質，本研究以魅力工學與評價構造法為理論基礎，深度訪談20位達人玩家後，獲得38個遊戲的具體設計特質及6個原始評價項目；另外，運用CIP量表把233位受測者分成高中低三個涉入群體，採用複迴歸分析找出不同涉入程度的玩家是否對遊戲的具體設計特質有不同的認知，研究結果證實不同的涉入群體確實有不同的認知差異存在，只對高涉入群體有顯著差異影響的特質有：「寶可夢的造型模擬真實生物成長，如蝌蚪變青蛙等」；只對中涉入群體有顯著差異影響的特質有：「設有補給站，玩家靠近才能獲得補給道具」、「生物進化有精彩的特效動畫」等；只對低涉入群體有顯著差異影響的特質有：「寶可夢造型可愛」、「道館攻佔的機制讓玩家結盟」等，但也有共通影響的部分，包含：「除了捕捉之外，還可以孵蛋來獲得寶可夢」與「訓練寶可夢可以與其他寶可夢對戰並攻佔道館」等具體設計特質。最終，希望透過這個案例，來建立一個取得遊戲具體設計特質的過程，結果可作為未來擴增實境遊戲設計決策時的方向調整與創新方式。
In order to explore the abstract feelings and the specific design features of the functions and interfaces operated by the game players of Pokémon GO, this study, based on Miryoku Engineering and the Evaluation Grid Method, interviewed 20 frequent users to get 38 concrete features of game design and six original evaluations items of game design; Moreover, 233 subjects were divided into high, medium, and low involvement groups according to CIP measures, and then this study used Multiple Regression analysis to determine whether players with different levels of involvement had different perceptions of the design features of Pokémon GO. The results found that there were many perception differences in different involvement groups. The design feature significantly influencing only high-involvement group was “Pokémon characters which exhibit real biological growth, such as tadpoles becoming frogs”. Ones influencing only medium-involvement group were “The designed supply stations to which players must get near in order to obtain items”, “Wonderful special effects when Pokémon evolve”, and so on. Ones influencing only low-involvement group were “The cute Pokémon characters”, “The designs of conquering gyms to make players form alliances”, and so on. Only two concrete design features significantly influenced all three groups:“Hatching eggs to get Pokémon, in addition to catching wild Pokémon” and “The designs of training Pokémon to battle other Pokémon and conquer gyms”. This study builds a process obtaining concrete design features of mobile games through this case and the results can serve as an orientation and innovation during design decision-making in Augmented Reality games.
關鍵詞
全文：
2019_1-1_PDF參考文獻
Asano, H. (1998). An Hierarchical Representation of the Consumer Value Structure using Qualitative Data. In Report of Modeling the Evaluation Structure of Kansei (Vol. 2, pp. 223-231).
Browne, K., & Anand, C. (2012). An empirical evaluation of user interfaces for a mobile video game. Entertainment Computing, 3(1), 1-10. doi:https://doi.org/10.1016/j.entcom.2011.06.001
Chen, J.-Y. (2011). The Research of Involvement and Purchase Decision in Facial Care Products Market. (Master Thesis). National Sun Yat-Sen University, Kaohsiung.
Chen, K.-H., Shen, K.-S., & Ma, M.-Y. (2012). The functional and usable appeal of Facebook SNS games. Internet Research, 22(4), 467-481. doi:http://dx.doi.org/10.1108/10662241211250999
Chou, S.-I., Su, S.-P., & Lin, C.-Y. (2006). The Study of Relationships between the Involvement Levels and the Related Factors of Purchasing Decision of the Fitness Club Member Card Consumers. Journal of Sport, Leisure and Hospitality Research(3), 42.
Chu, K., Wong, C. Y., & Khong, C. W. (2011). Methodologies for Evaluating Player Experience in Game Play. In C. Stephanidis (Ed.), HCI International 2011 – Posters’ Extended Abstracts: International Conference, HCI International 2011, Orlando, FL, USA, July 9-14, 2011, Proceedings, Part I (pp. 118-122). Berlin, Heidelberg: Springer Berlin Heidelberg.
Corporcal, A. H. (1991). Repertory grid research into cognition of prospective primary school teachers. Teaching & Teacher Education, 7(4), 315-329.
Cota, T. T., Ishitani, L., & Vieira Jr, N. (2015). Mobile game design for the elderly: A study with focus on the motivation to play. Computers in Human Behavior, 51, Part A, 96-105.
doi:http://dx.doi.org/10.1016/j.chb.2015.04.026
Devika, V. (2017). How gamers process in-game brand placements under different game-involvement conditions. Management Research Review, 40(4), 471-490. doi:10.1108/MRR-07-2015-0163
Du, K.-H. (2010). A study on the correlation between the user's emotion and the product affordance and charm - a case study of faucet. (Master thesis). National Cheng Kung University, Tainan, Taiwan.
Embacher, J., & Buttle, F. (1989). A repertory grid analysis of Austria’s image as a summer vacation destination. Journal of Travel Research, 27(3), 3-7.
Feixas, G., & Cornejo, J. M. (2002). A manual for the repertory grid: Using the GRIDCOR programme. (version 4.0).
Fransella, F., Bell, R., & Bannister, D. (2004). A Manual for Repertory Grid Technique (Vol. 2nd ed). Hoboken, NJ: Wiley.
Greechan, J. (2008). The Market for Casual Games In D. Rohrl (Ed.), 2008‐2009 Casual Games White Paper (pp. 8-10): International Game Developers Association.
Greenberg, B. S., Sherry, J., Lachlan, K., Lucas, K., & Holmstrom, A. (2010). Orientations to Video Games Among Gender and Age Groups. Simulation & Gaming, 41(2), 238-259. Retrieved from http://search.proquest.com/docview/763665583?accountid=170225
Grodal, T. K. (2000). Video Games and the Pleasure of Control. In Media Entertainment: The Psychology of its Appeal (pp. 197-214). Mahwah, New Jersey: Lawrence Erlbaum Associates, Incorporated.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis : a global perspective (7th ed.). Upper Saddle River, N.J. ; London: Pearson Education.
Hallsworth, A. G. (1987). Repertory grid methodology and the analysis of group perceptions in retailing. International Journal of Retailing, 3(4), 43-53.
Huang, L.-Y., & Hsieh, Y.-J. (2011). Predicting online game loyalty based on need gratification and experiential motives. Internet Research, 21(5), 581-598. doi:http://dx.doi.org/10.1108/10662241111176380
Kapferer, J.-N., & Laurent, G. (1993). Further Evidence on the Consumer Involvement Profile: Five Antecedents of Involvement. Psychology and Marketing, 347-356.
Kelly, G. A. (1955). The psychology of personal constructs (Vol. 2). New York: Norton.
Li, M.-S. (2010). The Influence of Brand Personality and Product Involvement on Consumer Purchase Decisions—An Empirical Study of Automobile Market in Taiwan. (Master Thesis). National Chiao Tung University, Hsinchu, Taiwan.
Liao, C.-h. (2012). Research on Gameplay classification of Video Games-Using APP STORE Games as an Example. (Master). National Central University, Taoyuan City.
Lin, C.-C. (2006). An attractiveness study of consumer electronic product. (Master Thesis). National Cheng Kung University, Tainan, Taiwan.
Lin, C.-Y., Hung, W.-H., Fang, K., & Tu, C.-C. (2015). Understanding players' achievement values from MMORPGs: an exploratory study. Internet Research, 25(5), 829-851. Retrieved from http://search.proquest.com/docview/1716886761?accountid=170225
Liu, J., Kauffman, R. J., & Ma, D. (2015). Competition, cooperation, and regulation: Understanding the evolution of the mobile payments technology ecosystem. Electronic Commerce Research and Applications, 14(5), 372-391. doi:http://dx.doi.org/10.1016/j.elerap.2015.03.003
Lu, C.-C. (2010). Research on the Attractive Factors of Pleasurable Products and Pleasure Durability. (Master Thesis). National Cheng Kung University, Tainan, Taiwan.
Lu, H.-P., & Wang, S.-m. (2008). The role of Internet addiction in online game loyalty: an exploratory study. Internet Research, 18(5), 499-519. doi:http://dx.doi.org/10.1108/10662240810912756
Ma, M.-Y., Chen, C.-Y., & Wu, F.-G. (2007). A design decision-making support model for customized product color combination. Computers in Industry, 58(6), 504-518. doi:http://dx.doi.org/10.1016/j.compind.2006.11.001
Ma, M.-Y., Chen, Y.-C., & Li, S.-R. (2011). How to Build Design Strategy for Attractiveness of New Products (DSANP). Advances in Information Sciences and Service Sciences, 3(11), 17-26.
Ma, M.-Y., Chen, Y.-C., & Li, S.-R. (2012). Exploration of Attributes Affecting Consumers' Adoption Rate of New Products. Advances in Information Sciences and Service Sciences, 4(10), 138-148.
Ma, M.-Y., & Yang Tseng, L.-T. (2012). Applying Miryoku (Attractiveness) Engineering for Evaluation of Festival Industry. Advances in Information Sciences and Service Sciences, 4(1), 1-9.
Ma, M.-Y., Yang Tseng, L.-T., Wu, Y.-T., Tsai, Y.-L., & Ren, T.-C. (2012). Evaluation Attractiveness of Wedding Dresses: Qualitative to Quantitative. Journal of Convergence Information Technology, 7(5), 263-272.
Mohamed, H., & Jaafar, A. (2010). Development and potential analysis of Heuristic Evaluation for Educational Computer Game (PHEG). Paper presented at the Computer Sciences and Convergence Information Technology (ICCIT), 2010 5th International Conference, Seoul.
Nelson, R. (2016). Mobile Users Are Spending More Time in Pokémon GO Than Facebook. Retrieved from https://sensortower.com/blog/pokemon-go-usage-data
Nielsen, J. (1993). Usability engineering. Boston: Academic Press.
Nielsen, J. (2001). First Rule of Usability? Don't Listen to Users.
Nitta, Y. (1986). Problems of machine translation systems: Effect of cultural differences on sentence structure. Future Generation Computer Systems, 2(2), 101-115. doi:http://dx.doi.org/10.1016/0167-739X(86)90004-X
Priceonomics. (2016). These are the highest grossing apps in the U.S. Retrieved from https://medium.com/@sm_app_intel/these-are-the-highest-grossing-apps-in-the-u-s-9d935d5423eb
Reynolds, T. J., & Jonathan, G. (1984). Advertising as Image Management. Journal of Advertising Research, 24, 27-38.
Sanui, J. (1996). Visualization of users’ requirements: Introduction of the Evaluation Grid Method. Paper presented at the The 3rd Design & Decision Support Systems in Architecture & Urban Planning Conference.
Sanui, J., & Ujigawa, M. (1999). Extracting Baby-Boomers' Future Expectations by the Evaluation Grid Method Through E-Mail. Paper presented at the HCI International 1999 - The 8th International Conference on Human-Computer Interaction, Munich, Germany.
Shen, K.-S. (2013). Measuring the sociocultural appeal of SNS games in Taiwan. Internet Research, 23(3), 372-392. doi:http://dx.doi.org/10.1108/10662241311331781
Trefry, G. (2010). Casual game design : designing play for the gamer in all of us. Burlington, MA: Morgan Kaufmann.
Ujigawa, M. (2000). The evolution of preference-based design: Research and Development Institute.
Wu, S.-I., & Huang, S.-L. (2003). An Empirical Study of the Antecedents and Consequences about Consumer Involvement Degree toward Coffee Chain. Web Journal of Chinese Management Review, 6(6), 135-155.
Yee, N. (2007). Motivations for play in online games. Cyber Psychology & Behavior, 9(6), 772-775.