MMORPG中，組織正義及會長與成員間交換關係對公會認同、遊戲認同及購買意圖影響

Abstract

MMORPG全名為大型多人線上角色扮演遊戲，是現今線上遊戲中遊戲規模快速成長的一種類型，和其他線上遊戲不一樣的特色為其富有高度人際互動的社交結構環境，而這些人際互動主要來自MMORPG中的特別組織－也就是由公會長所創立並管理的公會。為了探討公會會長及公會的組織正義如何影響公會成員對於公會、MMORPG的認同以及對虛擬寶物的購買意圖，本研究應用社會交換理論及組織正義理論，將組織文獻中的組織正義和領導者與成員交換關係應用到MMORPG遊戲的玩家認同模型，以瞭解公會會長與組織正義在線上遊戲中的重要性。 本研究透過線上問卷對最近三個月有參與MMORPG的台灣地區玩家進行調查，共回收321份有效樣本，並使用線性結構關係模式(LISREL)分析資料。實證結果顯示：公會會長若促進公會內的資訊正義、分配正義及程序正義，將顯著增進會長與公會成員間的領導者與交換關係，進而提升公會成員對於公會及MMORPG的認同感，這將有助於提升玩家對於虛擬寶物的購買意圖。最後將根據研究結果，討論並提出學術與實務的相關建議，供線上遊戲業者及未來研究者做為參考。MMORPG, one of the fastest-growing forms of online game, is distinguished from other game because of its highly social and structured environment full of interpersonal interaction. Most of these interpersonal interaction come from guilds, the special organizations established and managed by the guild leader in MMORPG. To investigate how the guild leaders and the organizational justice within guild influence the guild members’ identification towards the guild and the MMORPGs, and further enhance guild members’ purchase intension of virtual items, this study integrates the social exchange theory and the organizational justice theory to construct a model for relating organizational justice to leader-member exchange, guild identification, game identification, and purchase intention in MMORPG. The model was empirically analyzed by structural equation modeling (LISREL) with respect to data obtained from 321 MMORPG players who have played MMORPG within past three months. The results showed that guild leaders who promote informational justice, distributive justice and procedural justice will foster leader-member exchange relationships among them and their guild members, further enhance their gild members’ identification toward the guilds and the MMORPGs, and subsequently increase their gild members’ purchase intention of virtual items in the MMORPGs. The implications for theory and practice and future research are discussed.