在以免費的手機網路遊戲為主的市場中，廠商為了設計出玩家易高涉入的遊戲，而開發貼近消費者休閒之免費手機網路遊戲。這些遊戲有許多以知名小說故事為主軸，並以精緻的畫面搭配上合適的音效，再加上玩家們所熟悉的小說故事情節。 本文的研究對象為有涉略手機網路遊戲的青少年。我們主要探討小說進行手機網路遊戲之策略及消費者決策的相關理論，並以消費者決策模式為基礎，透過問卷調查方式蒐集資料，採SPSS進行統計資料分析，衡量小說中各種影響消費者之向度，並深究青少年於手機網路遊戲中，小說的涉入度的提昇是否影響遊戲玩家之決策。 研究結果發現：「遊戲時間」在「2-3小時內」消費者對小說導入手機網遊效果有較高的認同度；「消費額度較高」之消費者在小說手機網路消費決策上有高認同度；消費者對小說導入手機網路遊戲效果認同度愈高，其於手機網路遊戲商品消費決策型態的表現愈明顯；消費者小說導入手機網路遊戲效果傾向「小說記憶」；手機網路遊戲商品消費決策型態以「實用購買型」居多。這些研究結果，可以提供給手機網路遊戲業者經營決策之參考。 In the market that of free mobile phones online pagegames, the aim of the game company is to design games that can highly involve the players. Many free online games are created to be as closely related to the consumer's leisure activities as possible. Among these games, many are orientated based on famous novel stories. Their highly delicate pictures with specially designed sound effects are added to the story that the players are already familiar with. This thesis will investigate the effect of the story on teenagers in the following aspects: internet marketing strategy, phones online pagegame strategy and consumer decision-making. Using the consumer decision-making model as the basis, the extent of the impact of the story on users is evaluated. This can be achieved through the collection of questionnaires and after which, SPSS software is adopted for statistical analysis. In addition, the outcome obtained can be used to examine the impact of the story on the level of engagement of the gamers and the decisions that they make. It was found in the study that the consumers with “playing game time” of 2-3 hours are significantly identified more with special effects of mobile phones online pagegames when stories are involved. The consumers with “higher expenditure” have higher identification level with the decision making aspect of the story directed mobile phones online pagegames. The greater the acceptance towards the phones online games which incorporate the story the more obvious is the decision pattern of phones online pagegame product consumption. Furthermore, the effects of the mobile phones online program are related to the “memory of the story”. The consumer decision-making model is more orientated towards it's usefulness. Finally, the above research results can provide business decision-making for the mobile online pagegames developers.
