數位化廠商的國際化研究-以中國手遊廠商為例

Abstract

隨著網路科技的發展與手機的普及，人們使用 APP 的頻率越來越高，同時也 越來越多人將手機遊戲當作閒暇時消遣的娛樂活動，近年來中國的高質量手機遊戲逐漸佔領公眾的視野，其類型多元、玩法多樣、畫面精緻，快速地佔據應用程式商城的前 20 手機遊戲排行榜，在這樣的情況下，中國虛擬手遊廠商不滿足於國內的市場，開始逐漸往海外發展並取得很好的成果，且市場潛力也極為巨大，在這樣的情況下為本研究提供了良好的研究基礎環境。 通過文獻的探索與調查發現，許多關於平台與 app 國際滲透發展的研究都以網路效應理論去解釋用戶規模與國際滲透的關係，同時不少研究也會加入更新次 數作為網路效應體現在用戶與公司進行共同創新的結果，探討其對於國際滲透的影響。然而雖然手機遊戲的市場目前發展極為良好，中國手機遊戲開發商佔據世界 前十大遊戲公司的比例也逐年升高，卻少有研究單獨研究中國手機遊戲的海外滲透發展相關議題，也少有單獨討論外部環境作為調節變數觀察手遊海外發展變化的研究，因此本研究便採用網路效應作為基礎理論，探討現有用戶規模與更新次數 對於手遊國際滲透率的影響，同時加入制度環境與地主國市場競爭力作為外部環境調節變數分別探討兩者對於主變因之間關係的影響。 本研究透過 app 數據監測網站七麥數據觀察 2020 年 9 月到 2022 年 5 月期間，五款熱門並建立海外伺服器之中國手機遊戲在全球 28 國的每日排名、評論數與更新次數以迴歸模型分析本研究的主效果與調節效果，實證結果如下: 一、現有用戶規模越多，對於國際滲透效果會越好。 二、手機遊戲的更新次數越多，對於國際滲透的效果會越好。 三、當制度距離越長時，會增強現有用戶規模與國際滲透的正向關係。 四、地主國市場競爭力不會影響更新次數與國際滲透之間的正向關係。

With the development of Internet technology and the popularity of cell phones, people use APPs more and more frequently, and more and more people use cell phone games as leisure time entertainment activities. Under such circumstances, Chinese mobile game developers are not satisfied with the domestic market, and start to develop overseas gradually with good results, which provides a good research base environment for this study. Through literature exploration and investigation, many studies on the development of international penetration of platforms and apps have used the network effect theory to explain the relationship between user base and international penetration, and at the same time, a number of studies have also included the number of updates as the result of the network effect embodied in the co-creation of users and companies to explore its impact on international penetration. However, although the mobile game market is developing extremely well and the proportion of Chinese mobile game developers among the top ten game companies in the world is increasing year by year, few studies have been conducted to study the issues related to the overseas penetration development of Chinese mobile games, and there is also little research that discusses the external environment as a moderating variable to observe the changes of mobile game development overseas. Therefore, this study adopts the network effect as the basic theory to investigate the influence of the existing user base and update frequency on the international penetration rate of mobile games, and adds the institutional environment and the market competitiveness of the host country as the external environment moderating variables to investigate the influence of these two variables on the relationship between the main factors. In this study, we observe the daily ranking, number of reviews and number of updates of five popular Chinese mobile games with overseas servers in 28 countries from September 2020 to May 2022 through the app data monitoring website QiMai Data to analyze the main and moderating effects of this study by regression model. 1. The more the existing user base, the better the international penetration effect will be. 2.The more the number of updates of mobile games, the better the effect on international penetration. 3.The longer the institutional distance, the more the positive relationship between the existing user base and international penetration will be enhanced. 4.The competitiveness of the host market does not affect the positive relationship between the number of updates and international penetration.