近年来,游戏产业不断大众化,亚运会和奥运会纷纷计划推动电子竞技项目为正式比赛项目。预计将在2024年成为奥运会的正式项目。在电子竞技项目中有6款游戏被定为2018年亚运会的表演项目,2款为MOBA类型的游戏,而其中之一就是本次研究对象 - 《王者荣耀》。随着移动互联网科技的日益发展和智能手机的普及使用,越来越多的手机用户通过玩手机游戏来打发零碎时间,手机游戏占据了大量市场份额。开发者在争取提高下载量和玩家数量的同时,也面临着其它厂商的竞争,这时,玩家的忠诚度就成为影响一款游戏乃至一个开发商是否能成功的关键。提高用户忠诚度可以极大地提高玩家留存率,但是,存在哪些变量影响着手游用户忠诚度,它们之间存在怎样的相关性,尚且缺乏系统的、理论的研究。《王者荣耀》自2015年发行至今成为了全球用户数量最多的手游,并在2019年4月份的世界营收榜中排名第一。所以本次研究的目的是在《王者荣耀》使用者身上提取出影响其忠诚度要因,通过统计学把影响数字化,分析出这些要因之间存在的关系。提供给游戏企划或游戏设计人员一些参考资料和建议。第二章为理论研究。这一章考察了游戏和移动游戏的理论背景,移动MOBA游戏理论背景,移动MOBA游戏由五个部分构成,在五个部分中选择角色设定和技能系统这两个不断更新的部分进行项目分析。并对游戏忠诚度的理论性背景进行了考察。第三章是实证研究。在这一章中提出了玩移动MOBA游戏《王者荣耀》时影响忠诚度的要因这一研究问题,为了验证研究问题,基于TALING DATA移动数据中心的报告,选择对20-29岁玩移动MOBA游戏《王者荣耀》的用户进行问卷调查。为了考证忠诚度要因,问卷设计中考使用了김민수在2014年研究RPG游戏忠诚度考证问题考证用户忠诚度,并基于项目分析设计了忠诚度要因推测问题。SQ问题除外忠诚度考证问题和忠诚度要因推测问题选项皆使用5分法。调查于2018年10月进行,并收集调查问卷78份。在此基础上,对收集的数据进行整理,统计分析使用SPSS程序进行了要因分析、信赖度分析和相关分析。第四章对问卷结果进行了研究,根据数据整理了人口统计结果,根据性别和年龄对用户进行了分类,并对数据进行了分析,汇总数据得出最后分离出具有忠诚度的用户。对研究假设进行了验证,并对结果进行了检验。第五章是结论部分,最后得出结论,并进行分析。第一,通过分析移动MOBA游戏《王者荣耀》项目,分类出游戏排名项目,角色限量版和皮肤限量版项目。第二,根据人口统计学结果,《王者荣耀》使用者为了达到自己的等级,或者为了维持自己的上位等级,玩了很长时间的游戏。以此为基础,移动MOBA游戏《Honour of Kings》可以看出这是使用者的忠诚度很高的游戏。第三,推测了移动MOBA游戏《王者荣耀》忠诚度要因。推测的六个要因分别是社交性、炫耀性、风格性、创新性、挑战性和参与性。第四,分析了忠诚度要因的平均影响值,结果显示使用者在游戏过程中对游戏的忠诚度最大的原因就是社交性要因。这些研究表明,在研究和开发高效移动MOBA型游戏时,应该提高游戏的社交性因素,个人社交页面优化和游戏中强化用户之间的关系。第五,移动MOBA游戏《王者荣耀》的忠诚度要素中参与性因素和风格性要素的关系最为密切。这表明必须提供游戏的背景以及角色蒙皮和设计要素,以便用户能够积极参与。研究者的未来研究方向是关于20-29岁的用户以外的用户作为研究对象研究可以影响其忠诚度的要因,此次调查对象中20-29岁的使用者只占比52.4%,因此抽取的要因可能有局限性。今后的研究中,不仅要对20-29这一年龄段进行研究,还要对10-19和30-39的使用者进行更深入的研究。希望这些研究成果能给游戏企划或游戏设计人员在做游戏或设计时提供一些提高游戏忠诚度的建议。
In recent years, with the popularity of the game industry, the Asian games and the Olympic Games have planned to promote e-sports as the an official competition, and it is expected to become an official event of the Olympic Games in 2024. "Strike of Kings" was one of the two MOBA type games which among six games designated as the performance programs of the 2018 Asian Games, and is the subject of this research. With the increasing development of mobile Internet technology and the widespread use of smart phones, more and more mobile phone users spend fragmented time by playing mobile games, and mobile games occupy a large market share. While trying to increase the number of downloads and players, developers are also facing competition from other manufacturers. The player loyalty has become the key to the success of a game or even a developer. Increasing user loyalty can greatly improve the retention rate of players, but there is still a lack of systematic and theoretical research on which variables affect the loyalty of mobile game users and the correlation between them. Since its release in 2015, "Strike of Kings" has become the world's largest mobile game with the largest number of users, and ranked first in the world revenue list in April 2019. So the purpose of this research is to extract the factors that affect the loyalty among users of "Strike of Kings", digitize the impact through statistics, and analyze the relationship between these factors to provide some reference materials and suggestions for game planners or game designers. The second chapter is theoretical research. This chapter examines the theoretical background of games, mobile games, and mobile MOBA games. Among the five parts which compose the mobile MOBA games, this research chooses the two parts of character setting and skill system for project analysis, and also examines the theoretical background of game loyalty. The third chapter is empirical research. In this chapter, a research question on the factors that affect loyalty when playing the mobile MOBA game "Strike of Kings" is proposed. In order to verify the research question, the research conduct a questionnaire survey on users at 20-29 years old, based on the report of the TALING DATA mobile data center. In order to verify the factors of loyalty, the questionnaire design used the RPG game loyalty verification problem by김민수 in 2014 to verify user loyalty, and design the loyalty factor inference problems based on the project analysis. Except for the SQ question, the loyalty test question and the loyalty factor speculation question option all use the 5-point method. The survey was conducted in October 2018, and 78 questionnaires were collected. On this basis, the collected data were sorted out, and the statistical analysis was carried out by using the SPSS program for key factor analysis, reliability analysis and correlation analysis. The fourth chapter studies the questionnaire results, sorts the demographic results based on the data, classifies users based on gender and age, analyzes the data, and aggregates the data to finally isolate users with loyalty. The research hypothesis was verified and the results were tested. The fifth chapter is the conclusion part. Finally, the conclusion is drawn and analyzed. First, by analyzing the mobile MOBA game "Strike of Kings", the games ranking items, character limited edition and skin limited edition items are classified.Second, according to demographic results, users of "Strike of Kings" have played games for a long time in order to reach the level or to maintain their upper level. Based on this, the mobile MOBA game "Strike of Kings" can be seen as a game with high user loyalty.Third, the reason for the loyalty essentials of the mobile MOBA game "Strike of Kings" was speculated. The six factors inferred are social, ostentatious, stylistic, innovative, challenging and participatory. Fourth, the average influence value of the loyalty factor is analyzed, and the result shows that the user's greatest loyalty to the game during the game is the social factor. These studies indicate that when researching and developing efficient mobile MOBA type games, the social factors of the game should be improved, personal social page optimization and the relationship between users in the game should be strengthened. Fifth, among the loyalty factors of the mobile MOBA game "Strike of Kings", the relationship of stylistic element and participatory is close. This means that the background of the game, character skinning as well as the design elements must be provided so that the user can participate actively. The future research direction of the researchers is to study the factors that can affect their loyalty as users besides 20-19 years old. The factors may have limitations as the users at 20-29 year old in this survey only account for 52.4%. In future research, not only the 20-29 age group will be studied, but also the 10-19 age group and 30-39 age group of users will be further studied. It is hoped that these research results will provide some advice to game planners or game designers to improve game loyalty when playing games or designs.