資訊管理學報
陳美如;王渝薇;范錚強;
頁: 217-245
日期: 2016/04
摘要: 雖然計劃行為理論（Theory of Planned Behavior, TPB）對意圖與行為的解釋能力，已在眾多實徵研究中受到相當程度支持與重視。但是，真實世界中人類有許多行為卻不全然都是計劃行為，單純使用計劃型的理論並無法對人類行為解釋完全。因此，本研究以雙重處理模式（Dual Process Model）為立論基礎，在線上遊戲的研究情境下，將焦點放在可能對使用者實際行為造成改變的「當時狀態」，試圖探討「非計劃型」因素，對計劃行為理論模型的影響。本研究以問卷調查方式進行資料的蒐集，共取得344份有效樣本。研究結果發現：(1)行為意圖在研究中能夠被細緻化為玩線上遊戲意圖與當次投入遊戲時間量意圖，並分別為不同因素所影響。(2)在線上遊戲的情境下，沉浸經驗確實能夠延伸TPB來提高對實際投入 遊戲時間量的瞭解；(3)描述性規範亦有助於對玩線上遊戲意圖的瞭解。
關鍵字: 雙重處理模式;計劃行為理論;非計劃行為;沉浸經驗;線上遊戲;描述性規範;
Abstract: Purpose-The Theory of Planned Behavior (TPB) has been supported by many empirical studies for explaining the relationship between intention and behavior. In fact, many human behaviors do not always have plan before they actually display in the real world. Therefore, it is difficult to explain adequately human behavior simply through the TPB. The aims of this research are to think outside of TPB and to explore how the unplanned factor affects the subsequent behavior. Design/methodology/approach-Through the dual process model, the study focuses on the concept of temporal stability that could lead to the behavior changed from the unplanned behavior realm. Under the context of online game, 344 usable samples were collected from an empirical survey in Taiwan. Partial Least Square, a latent structural equations modeling technique, was utilized to test the posited research hypotheses. Findings-The results reveal that the behavior intention could be divided into general intention and specific intention for user to play online game. Besides, flow experience not only positively affects on actual time amount of playing game, but also negatively moderates the relationship between specific intention to play online game and actual time amount to play. Finally, the results also reveal that the descriptive norm could be seen as a good antecedent for explaining the behavior intention of playing online game. Research limitations/implications-Several limitations of this study should be acknowledged. First, we examined the posited model within the online game context of role playing and simulation of operating. Thus, future investigations should test the robustness of these relationships across multiple online game contexts. Second, we selected the time available as a proxy construct of perceived behavior control which still have other concept not including such as self-efficacy and convenience. Practical implications-This paper provides several managerial implications with online game practitioners. First, game developers should concentrate on creating the flow experiences to their customers. Specifically, online game developers have to provide various mechanisms and opportunities to socialize in order for users to achieve complex goals and advance in the game. Furthermore, marketers should focus their attention on attracting more potential users by using various social media, such as Facebook, Line, etc. Originality/value-This paper is the first that apply dual process model to investigate the unplanned behavior in the online game context. It advances TPB literature in explaining a novel realm of unplanned behaviors.
Keywords: dual process model;theory of planned behavior (TPB);unplanned behavior;flow experience;online game;description norms;
瀏覽次數: 25695 下載次數: 1396
引用 導入Endnote
頁: 217-245
日期: 2016/04
摘要: 雖然計劃行為理論（Theory of Planned Behavior, TPB）對意圖與行為的解釋能力，已在眾多實徵研究中受到相當程度支持與重視。但是，真實世界中人類有許多行為卻不全然都是計劃行為，單純使用計劃型的理論並無法對人類行為解釋完全。因此，本研究以雙重處理模式（Dual Process Model）為立論基礎，在線上遊戲的研究情境下，將焦點放在可能對使用者實際行為造成改變的「當時狀態」，試圖探討「非計劃型」因素，對計劃行為理論模型的影響。本研究以問卷調查方式進行資料的蒐集，共取得344份有效樣本。研究結果發現：(1)行為意圖在研究中能夠被細緻化為玩線上遊戲意圖與當次投入遊戲時間量意圖，並分別為不同因素所影響。(2)在線上遊戲的情境下，沉浸經驗確實能夠延伸TPB來提高對實際投入 遊戲時間量的瞭解；(3)描述性規範亦有助於對玩線上遊戲意圖的瞭解。
關鍵字: 雙重處理模式;計劃行為理論;非計劃行為;沉浸經驗;線上遊戲;描述性規範;
Is Playing Online Games a Planned Behavior? An exploration of the Realm of Unplanned Behavior
Abstract: Purpose-The Theory of Planned Behavior (TPB) has been supported by many empirical studies for explaining the relationship between intention and behavior. In fact, many human behaviors do not always have plan before they actually display in the real world. Therefore, it is difficult to explain adequately human behavior simply through the TPB. The aims of this research are to think outside of TPB and to explore how the unplanned factor affects the subsequent behavior. Design/methodology/approach-Through the dual process model, the study focuses on the concept of temporal stability that could lead to the behavior changed from the unplanned behavior realm. Under the context of online game, 344 usable samples were collected from an empirical survey in Taiwan. Partial Least Square, a latent structural equations modeling technique, was utilized to test the posited research hypotheses. Findings-The results reveal that the behavior intention could be divided into general intention and specific intention for user to play online game. Besides, flow experience not only positively affects on actual time amount of playing game, but also negatively moderates the relationship between specific intention to play online game and actual time amount to play. Finally, the results also reveal that the descriptive norm could be seen as a good antecedent for explaining the behavior intention of playing online game. Research limitations/implications-Several limitations of this study should be acknowledged. First, we examined the posited model within the online game context of role playing and simulation of operating. Thus, future investigations should test the robustness of these relationships across multiple online game contexts. Second, we selected the time available as a proxy construct of perceived behavior control which still have other concept not including such as self-efficacy and convenience. Practical implications-This paper provides several managerial implications with online game practitioners. First, game developers should concentrate on creating the flow experiences to their customers. Specifically, online game developers have to provide various mechanisms and opportunities to socialize in order for users to achieve complex goals and advance in the game. Furthermore, marketers should focus their attention on attracting more potential users by using various social media, such as Facebook, Line, etc. Originality/value-This paper is the first that apply dual process model to investigate the unplanned behavior in the online game context. It advances TPB literature in explaining a novel realm of unplanned behaviors.
Keywords: dual process model;theory of planned behavior (TPB);unplanned behavior;flow experience;online game;description norms;
瀏覽次數: 25695 下載次數: 1396
引用 導入Endnote