Using Technology Acceptance Model to Examine the Attitude and Purchase Intention of Virtual Goods of APP Game User -The case of Tower of Saviors

• Main Authors: Wu, Han-Chen, 吳函真
• Other Authors: Chen, Yen-Shen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/df8qv2

碩士 === 國立交通大學 === 傳播研究所 === 103 === APP game is the new trend of the market of games. This research mainly discuss the factors that affect the attitude and purchase intention of virtual goods of APP game user. This research use the “Tower of Saviors” as an example, examining the new phenomena and element of APP games. This research use both qualitative research method and quantitative research method. First, the main purpose in the in-depth interview is to understand the game behavior and the purpose of APP game user. The result shows that usefulness, ease of use and enjoyment can affect the game attitude of APP game user. Moreover, enjoyment and game attitude can affect purchase intention of virtual goods of APP game user. Second, this research validate the results of in-depth interview and compare the difference of results through questionnaire survey. The result shows that sociality and enjoyment are main factors that affect the game attitude of APP game user. Besides, enjoyment and game attitude can affect purchase intention of virtual goods of APP game user. At the last, this research provides some advice for the game market.