行動遊戲玩家儲值行為分析—以Ａ公司之B遊戲為例

Abstract

台灣近年遊戲市場成長快速，遊戲產業營收約10億美元，於全球遊戲營收中排第15名，為遊戲營收前20高之國家中人口數最少的國家。隨著網際網路、行動裝置之進步，以及遊戲上架成本的大幅降低，行動遊戲發展日趨快速，市面上的行動遊戲競爭越趨激烈，如何吸引玩家下載遊戲並進行儲值，成為業者的一大挑戰。 本研究以遊戲之原始資料，萃取出所需部分，使用敘述統計、卡方檢定及線性迴歸，對創新擴散理論、行銷活動及媒體來源與玩家之儲值行為是否相關進行量化分析。於創新擴散理論、行銷活動及媒體來源之分組可知玩家進入遊戲之時間點、原因及管道皆對玩家儲值與否顯著相關，而特定的創新擴散理論階段及行銷活動也對玩家儲值金額顯著相關，媒體來源則對儲值金額無顯著影響。 本實證研究使用之統計方法及建議，能協助行動遊戲業者針對收集到的玩家資訊進行整理及分析，並視分析結果調整當前行銷、營運方式及未來策略，使業者能透過更了解玩家行為，在降低行銷及營運成本的同時，提升遊戲整體營收。

In recent years, the game industry in Taiwan has grown rapidly. The revenue of the game industry in Taiwan is approximately US$1 billion, ranking 15th in the world. And Taiwan is the country with the lowest population among the top 20 countries in game revenue. With the advancement of the Internet, mobile devices, and the drastic cost reduction in game release, the development of mobile games has become increasingly rapid, and the competition among mobile games is also getting fiercer. How to attract players to install games and to purchase in games has become one of the biggest challenges in this industry. This study applies the raw data of a game to extract required parts. By descriptive statistics, chi-square test, and linear regression, it analyzes whether the relationship between innovation diffusion theory, marketing events, media sources and players' charge behaviors are relevant quantitatively. As a result, time, reason and channel for players to enter the game are all significantly related to the player's charge rate by grouping of innovation diffusion theory, marketing events and media sources. Whereas the specific stage of innovation diffusion and marketing events are significant for player's charge amount, social networking media sources have no significant effect on it. The statistical methods and recommendations in this empirical research are used to assist companies in organizing and analyzing players' information. Based on the analysis results, the companies can adjust current marketing, operating methods, and future strategies so that they can better understand players' behavior. With better understanding on players' behaviors, marketing and operating costs could be reduced, and the overall revenue of the game will be increased as well.