透過社群的力量，臉書的普及率越來越高，越來越多人接觸臉書，隨著使用者的增加，接觸臉書遊戲的人也隨之提升，臉書遊戲普及率的上升，探索臉書遊戲有極大的重要性。本研究針對臉書遊戲的玩家，探討使用者對於臉書遊戲商品的購買意願與原因，主要研究目的：
1. 以文獻探討臉書遊戲的特性，研究特性所帶來的沉浸現象。
2. 探索使用者對於商城商品認知影響購買意願的因素。
3. 利用「沉浸理論」檢驗玩家購買臉書遊戲商品的意願。
4. 區別臉書遊戲與線上遊戲特性的不同，臉書遊戲的特性有社交與認同、互動性、挑戰與成就、新奇感，檢視兩者之間的差異。
本研究利用線上問卷與紙本問卷的方式，回收 194 份問卷後利用統計分析軟體進行資料分析，研究發現到臉書遊戲與線上遊戲之特性有極大的差異，一般特性與臉書遊戲特性影響玩家沉浸於遊戲中的特性也不相同，並發現玩家在臉書遊戲中的沉浸體驗，對於玩家商品購買意願的影響程度，以及遊戲商城的商品吸引玩家購買的商品認知因素。
藉由臉書遊戲與線上遊戲差異性特徵，不同遊戲類型使玩家沉浸於遊戲的特性也不相同，未來遊戲廠商設計遊戲時，可針對不同特性進行設計與開發，加強臉書遊戲之特殊性，如互動性的直覺性遊戲設計、遊戲操作容易、介面帶給我快樂、系統送禮，與照相功能，與新奇感的商品時常更新、時節性商品、個人化配置、其他遊戲廣告，與其他遊戲獎勵，並避免偏向線上遊戲的特性，如挑戰與成就的耗時通關等特性，進而吸引更多臉書遊戲玩家。並提供廠商設計臉書遊戲商
城商品的方向，提高玩家購買臉書遊戲商品的意願，對於廠商獲利有所助益。

Through the power of community, the penetration rate of facebook is getting higher and higher, more and more people contact with the facebook. As the users increasing, the contaction with facebook games are increasing, and with the penetration of facebook game rising, exploring the facebook
game becomes very important. In this study, we try to explore the purchase intention and reason in the facebook game. So the main purposes are:
1. Use research review to explore the characteristics of the facebook game to study the immersion phenomenon.
2. With the cognitive factors of users, find out factors affect users to buy goods in the Mall of facebook game.
3. Use "Flow Theory" to test the buying intension of players to buy facebook game goods.
4. Differenciate the characteristics between facebook game and online game. There are four factors in facebook games like social and identity, interaction, challenges and achievements, and novelty. Use these to view the differences between the games.
The online questionnaire and paper questionnaire were used, and recieved 194 questionnaires which were analyzed by statistical analysis software. the research found there are a lot of differences between facebook games and online games, the factors in facebook games which affect people
to play are not the same. And the cognitive factors like the immersion experience of the players in the game of facebook, the degree of influence for the players to the buying intention, and the factor of game store goods attracting players purchased were found. By differences in characteristics of facebook games and online games,
the reasons that different game types make the player immerse in the game are not the same, game manufacturers can design the game with the different characteristics developed, strengthen the special nature of face book game,
such as intuitive game design,easy game playing, the interface bringimg happiness, gift-giving system, and the camera of interaction.frequently updated, merchandise, season goods, personal configuration, other games,
advertising, and other game rewards of novelty.Try to avoid the bias of the characteristics of the online game,for example time-consuming games, and other features such as the challenges and achievements, and thus attract more Facebook gamers. Support manufacturers the way to design the facebook
game and store, provide direction to improve the intersion for players to buy facebook game goods. This will be helpful for vendors’ profit.

Argyle, M., 1996, “The social psychology of leisure.,” New York: Penguin.
Artz, J., 1996, “Computers and the quality of life: Assessing flow in information systems.,” Computers and Society 26, 3 (1996), 7-12.
Bagozzi, R. P., & Yi, Y.(1988). On the evaluation structural equation models. Academic of Marketing Science, 16, 74-94.
Choi, D.S. and Kim, J.W., 2004, “Why people continue to play online games: in search of critical design factors to increase customer loyalty to online contents.,” CyberPschology & Behavior, (7), pp.11-23.
Chu, C.W. and Lu, H.P., 2007, “Factors influencing online music purchase intention in Taiwan,” Internet Research, (17:2), pp.139-155.
CRM2 ，2011，[臉書] 台灣 Facebook 使用人數 1000 萬臉書使用人數，上網日期2012年3月3日：，取自http://crm2.tw/?p=944
Csikszentmihalyi, M., 1975, “Beyond boredom and anxiety.,” San Francisco, CA: Jossey-Bass
Csikszentmihalyi, M., 1990, “Flow: the psychology of optimal experience,” New York.
Dodds, W. B. and Kent B. Monron, 1985, “The Effect of Brand and Price Information on Subjective Product Evaluations.,” Advancesin Consumer Research, Vol. 12, Elizabeth Hirschman and Morris Holbrook, eds. Provo, UT: Association for Consumer Research, 85-90.
Dodds, W. B., Monroe, K. B., and Grewal, G., 1991, “Effects of price, brand, and store information on buyers product evaluations.,” Journal of Marketing Research, 3, 307-319.
Fabricatore, C., Nussbaum, M. and Rosas, R., 2002, “Playability in Action Video games. A Qualitative Design Model.,” Human Computer Interface. Volume17, issue 4, 311-368.
Fishbein, M. and Ajzen, I., 1975, “Belief, attitude, intention, and behavior: an introduction to theory and research, reading.,” Massachusetts: Addison-Wesley.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(3), 39-50.
Fortin, David R., 1997, “The Impact of Interactivity on Advertising Effectiveness in the New Media.,” unpublished dissertation, University of Rhode Island.
Gross, 1991, “Consumption values and market choices: theory and applications, Cincinnati.,” OH: Southwestern Publishing.
Ha, I., Yoon, Y., and Choi, M., 2008, “Determinants of adoption of mobile games under mobile broadband wireless access environment.,” Information & Management, 44 (3), 276-286.
Ha, L., and James, E. L. 1998, “Interactivity reexamined: A baseline analysis of early business web sites.” Journal of Broadcasting & Electronic Media, 42(4), 457 –474.
Hsu, C.L. and Lu, H.P., 2004, “Consumer behavior in online game communities: a motivational factor perspective.,” Computers in Human Behavior, (23), pp.1642-1659.
Jackson, S. A. and Csikszentmihalyi, M., 1999, “Flow in Sport.,” Champaign, IL: Human Kinetics.
Jennings, M., 2000, “Theory and models for creating engaging and immersive ecommerce websites.,” In Proceedings of the 2000 ACM SIGCPR Conference on Computer Personal Research. ACM, New York, 77-85
Kashyap, R. and Bojanic, D. C., 2000, “A structural analysis of value, quality and price perceptions of business and leisure travelers.,” Journal of Travel Research, (39), pp.45-51.
Kim, K. H., Park, J. Y., Kim, D. Y., Moon, H. I. and Chun, H. C., 2002, “E-Lifestyle and motives to use online games.,” Irish Marketing Review, (15:2), pp.71-77.
Laurel, B., 1993, “Computer as Theatre.,” Addison-Wesley.
Lazzaro, N., 2004, “Why we play games: Four keys to more emotion without story.,” Technical report, XEO Design Inc.
Lo, Shao-Kang, Wang, Chih-Chien, and Fang, Wen-Chang, 2005a, “The exploratory research of on-line game consumer purchasing decision process and switching factors.,” Electronic Commerce Research, 3,289–306.
Lo, Shao-Kang, Wang, Chih-Chien, and Fang, Wen-Chang, 2005b, “Physical interpersonal relationships and social anxiety among online game players.,” CyberPsychology and Behavior, 8, 15–21
Malone, Thomas W., 1980, “What Makes Things Fun to Learn? A Study of Intrinsically Motivating Computer Games.,” Cognitive and Instructional Sciences Series, 162-169, CIS-7, SSL-80-11. Palo Alto: Xerox Palo Alto Research Center.
McClland, D., Atkinson, J. W., Clark, R. W. and Lowell, E. L., 1953, “The achievement motive.,” New York: Appleton-Century-Crofts.
Murray, H. A., 1938, “Exploration in Personality.,” N.Y.: Oxford University Press.
Myers, J. G., 1998, “Donations to charity as purchase incentives: how well they work may depend on what you are trying to sell.,” Journal of Consumer Research, (24), pp.434-446.
Pachet, F. and Addressi, A.R., 2004, “Music: When children reflect on their own playing style: Experiments with continuator and children.,” Computers in Entertainment 2, 1 (2004) 14.
Pagulayan, R., Keeker, K., Wixon, D., Romero, R., and Fuller, T., 2003, “User-centered design in games.” In The Human-Computer Interaction Handbook: Fundamentals, Evolving Techniques and Emerging Application. J.A. Jacko and A. Sears(eds.). Lawrence Erlbaum Associates, Mahwah, NJ, 883-905.
Penelope S. and Peta W., 2005, “GameFlow: A model for evaluating player enjoyment in games.,” ACM Computers in Entertainment, Vol.3 ,No. 3, Article 3A
Rafaeli, S. and Sudweeks, F., 1997, “Networked Interactivity.,” Journal of Computer-Mediated communication, 2(4)
Schutz, W. C., 1966, “The interpersonal underworld.,” Palo Alto, CA: Science & Behavior Books.
Skadberg, Y. X. and Kimmel, J. R., 2004, “Visitors'' Flow experience while browsing a web site: Its measurement, contributing factors and consequences.,” Computers in Human Behavior, 20 , 403-422.
Snyder, C. R. (1992), “Product scarcity by need for uniqueness interaction: a consumer catch - 22 carousel?,” Basic and Applied Social Psychology, (13:1), pp.9-24.
Snyder, C. R. and Formkin, H. L., 1977, “Abnormality as a positive characteristic: the development and validation of a scale measuring need for uniqueness.,” Journal of Abnormal Psychology, (86:5), pp.518-527.
Steuer, J., 1992, “Defining virtual reality: Dimensions determining telepresence.,” Journal of Communication, 42, 73-93.
Sung, J., Bjornrud, T., Lee, Y., and Wohn, D. Y., 2010, “Social network games: exploring audience traits.,” In Proceedings of the 28th of the international Conference Extended Abstracts on Human Factors in Computing Systems, NY.
Tian K. T. and McKenzien M., 2001, “The long-term predictive validity of the consumers’ need for uniquess scale.,” Journal of Consumer Research, (10:3), pp.171-193.
Trevino, L.K. and Webster, J., 1992, “Flow in computer-mediated communication: Electronic mail and voice mail evaluation and impacts.,” Communication Research, 19: 539-573.
Vass, M., Carroll, J., and Shaffer, C.A., 2002, “Supporting creativity in problem solving environments”. In Proceedings of the Fourth Conference on Creativity and Cognition. 31-37
Williams, F., Rice, R. E., and Rogers, E. M. (1988). Research methods and the new media. New York:Free Press
Zeithaml V.A., 1998, “Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence.,” Journal of Marketing Research , Vol. 52, No. 7, pp.2-22.
王靜惠，1998，“網路瀏覽涉入與流暢經驗之相關性探討”，國立中正大學企業管理研究所碩士論文。
林娟娟、沈芝帆，2005，“線上遊戲商城道具購買意願之探討”，私立東吳大學商學院資訊管理學系碩士論文
林娟娟、蘇政泓，2007，“以社群觀點研究線上遊戲使用者參與原因”，電子商務研究，5，31-54。
林淑華，2002，“國小學童情緒管理與人際關係之研究”，國立屏東師範學院國民教育研究所碩士論文。
林榮欽，2001，人際關係與溝通，台北：揚智文化。
范錚強、王渝薇，2011，“玩線上遊戲是計畫行為嗎？─以沉浸體驗延伸計畫行為理論”，國立中央大學資訊管理研究所碩士論文。
時蓉華，1996，社會心理學(初版)，台北市：東華書局股份有限公司。
張宏文、邱文芳，1996，實用人際關係學，台北市：商鼎文化。
張春興，1992，現代心理學，台北：東華書局。
張春興，2000，教育心理──三化取向，台北：華東書局。
張淑慧、李馨嫻，2007，“國中導師領導風格與學生學習態度、學業成就、生活適應之關聯性研究”，私立中原大學教育研究所碩士論文。
張德儀，1998，“WWW使用者之瀏覽行為與心理探究”，國立中正大學企業管理研究所碩士論文。
許士軍，1987，管理學，台北：東華書局。
陳俊智、徐德芳，2011，“社交遊戲魅力體驗因素探討”，高雄師大學報2011, 30, 63-83