本文選題：游戲衍生品 + 使用行為�。� 參考：《華南理工大學(xué)》2010年博士論文

【摘要】： 在1999年7月我國游戲玩家真正接觸網(wǎng)絡(luò)游戲的十年里,中國的網(wǎng)絡(luò)游戲市場迅速發(fā)展,已經(jīng)成為全球數(shù)字娛樂市場最為重要的組成部分。2009年國內(nèi)市場規(guī)模(僅包括面向玩家的游戲運營收入)為258億元人民幣,海外出口收入1.06億美元。遠(yuǎn)遠(yuǎn)超過傳統(tǒng)的三大娛樂內(nèi)容產(chǎn)業(yè)—電影票房、電視娛樂節(jié)目和音像制品發(fā)行收入的總和。 從全球來看,電子游戲(以下簡稱游戲)市場同樣一片繁榮,成為受金融風(fēng)暴影響最小的行業(yè)之一。在美、日、韓三國,游戲產(chǎn)業(yè)也早已成為其重要產(chǎn)業(yè),甚至支柱產(chǎn)業(yè)。 游戲與動漫同屬文化創(chuàng)意產(chǎn)業(yè)。在美、日、韓三國動漫產(chǎn)業(yè)鏈上,動漫衍生品的收入往往數(shù)倍于動漫的播出收入。因此,對于游戲衍生品,游戲開發(fā)或運營商也早已為之心動,并紛紛進(jìn)行開發(fā)嘗試,但成功者寥寥。這令全世界游戲業(yè)界人士都非常困惑。 從文獻(xiàn)檢索的情況來看,在全球范圍內(nèi),對游戲衍生品消費者行為的研究都尚屬空白。本研究旨在對此開展應(yīng)用性理論研究,希望研究成果能夠為游戲開發(fā)商開發(fā)經(jīng)營其衍生產(chǎn)品提供理論支持和實踐幫助,為游戲產(chǎn)業(yè)鏈均衡發(fā)展做出貢獻(xiàn)。 在沿著兩條主線:理性行為理論及其深化和拓展成果;鮑德里亞的符號化消費理論進(jìn)行文獻(xiàn)研究的基礎(chǔ)上,首先采用深度訪談的形式對游戲衍生品使用行為影響因素進(jìn)行了探索性定性研究;接著對有關(guān)概念進(jìn)行了界定,并提出了初始假設(shè);然后通過前測分析,對變量、測量變量和假設(shè)進(jìn)行了調(diào)整;最后創(chuàng)新性提出了一個影響消費者游戲衍生品使用行為的多因素結(jié)構(gòu)方程模型,并采用自編問卷予以了驗證。 經(jīng)驗證的模型由兩個前置變量,游戲體驗和信息感知;六個中間變量,情感符號、風(fēng)險控制、描述規(guī)范、認(rèn)知態(tài)度、情感娛樂和使用意愿;一個結(jié)果變量,使用行為構(gòu)成。模型變量間的關(guān)系為游戲衍生品的開發(fā)與經(jīng)營提供了豐富的信息。 本研究的創(chuàng)新點有: 1、拓展了游戲衍生品的定義。根據(jù)游戲玩家的特點和需求將游戲開發(fā)商、運營商、游戲等品牌的延伸產(chǎn)品納入游戲衍生品之中。游戲衍生品的定義擴展后,可以為游戲衍生品開發(fā)與設(shè)計、生產(chǎn)與經(jīng)營企業(yè)開創(chuàng)更廣闊的思維與實踐空間,可以更好地滿足消費者對游戲衍生品的需求。 2、創(chuàng)造性地歸納出影響消費者游戲衍生品使用行為的情感娛樂、情感符號和風(fēng)險控制三個變量。歸納充分反映出消費者對游戲的情感,是其對游戲衍生品感知娛樂和符號化感知的基礎(chǔ),其對游戲衍生品的情感態(tài)度是其對游戲本身的情感態(tài)度在現(xiàn)實社會的延伸;歸納精煉了模型,突出了影響消費者使用游戲衍生品的主要因素。 3、創(chuàng)新性地提出并驗證了一個游戲衍生品使用行為影響因素模型。填補了游戲衍生品消費者行為理論研究的空白。 4、探討了性別、年齡、收入水平等控制變量對使用行為的影響,進(jìn)一步豐富了模型,增加了模型在不同的控制變量作用下的解釋力度。 5、根據(jù)模型、模型各變量之間的相互關(guān)系以及關(guān)系強度、各個測量變量對相應(yīng)因素的影響強度,提出了若干企業(yè)開發(fā)與經(jīng)營游戲衍生品的指導(dǎo)性建議。
[Abstract]:In the ten years of real contact with online games in July 1999, China's online game market has developed rapidly. It has become the most important part of the global digital entertainment market in.2009. The domestic market scale (including game operating income for players) is 25 billion 800 million yuan, and the overseas export income is 106 million dollars. Far more than the traditional three entertainment content industries - movie box office, television entertainment programs and audio-visual products distribution revenue.
From the global point of view, the market of electronic games (hereinafter referred to as games) is also booming, becoming one of the least affected sectors of the financial storm. In the United States, Japan, and Korea, the game industry has already become an important industry, even a pillar industry.
Games and animation are the same cultural and creative industries. In the United States, Japan, and the Korean animation industry chain, the income of anime derivatives is often several times more than the animation broadcast income. Therefore, for game derivatives, game development or operators have long been the heart, and have been developing attempts, but few successful people. This makes all the world game industry people It's very confusing.
From the case of literature retrieval, the research on the consumer behavior of game derivatives is still blank in the global scope. This study aims to carry out the application theory research. It is hoped that the research results can provide theoretical support and practical help for the game developers to develop and manage their derivatives, and give tribute to the balanced development of the game industry chain. Offer.
On the basis of the two main lines: the theory of rational behavior and its deepening and development; on the basis of the literature study of Baudrillard's symbolic consumption theory, this paper first explores the influence factors of the use behavior of game derivatives by means of deep interview, then defines the related concepts and puts forward the initial leave. Secondly, the variables, measurement variables and assumptions are adjusted by the pre test analysis. Finally, a multi factor structural equation model which affects the use behavior of consumer game derivatives is innovatively proposed, and the self-made questionnaire is used to verify it.
The verified model consists of two prepositional variables, game experience and information perception; six intermediate variables, emotional symbols, risk control, description of norms, cognitive attitudes, emotional entertainment and willingness to use; a result variable, use behavior composition. The relationship between model variables provides rich information for the development and management of tourism derivatives.
The innovative points of this study are:
1, expand the definition of game derivatives. According to the characteristics and needs of the game players, the game developers, operators, games and other brands are incorporated into the game derivatives. After the definition of the game derivatives is expanded, the game derivatives can be developed and designed, and the production and business enterprises create broader thinking and practice space, To better meet consumer demand for game derivatives.
2, creatively generalize the emotional entertainment, emotional symbol and risk control three variables that affect the use behavior of the consumer's game derivatives. The induction fully reflects the emotion of the consumer to the game. It is the basis for the perception of the game derivatives, and the emotional attitude to the game derivatives is their feelings to the game itself. The extension of sense and attitude in the real society; the induction and refinement of the model, highlighting the main factors that affect consumers' use of game derivatives.
3, a model of influencing factors of game derivatives usage is proposed and verified, which fills the gap of theoretical research on consumer behavior of game derivatives.
4, the effects of control variables such as gender, age and income level on the use of behavior are discussed, which further enriches the model and increases the explanation of the model under the effect of different control variables.
5, according to the model, the relationship between the variables of the model, the intensity of the relationship and the intensity of the influence of each measurement variable on the corresponding factors, some guiding suggestions for the development and operation of game derivatives for enterprises are put forward.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2010
【分類號】：F224;F49

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本文編號：1947176