近幾年女性向遊戲開始蓬勃發展，從起初的單機遊戲，拓展市場至手機平台，不少遊戲廠商都發行了女性向手遊，從統計資料也發現，女性在智慧型手遊中的比例高達82%（資策會，2015）。在遊戲百家爭鳴的階段，如何留住玩家是遊戲公司的第一要務，遊戲可玩性是製作遊戲的基本，過往研究也指出能夠影響玩家的持續使用意願，故本研究旨在探討女性向戀愛型手遊可玩性對玩家持續使用意願影響之情形。本研究使用問卷調查法，分析玩家對於女性向戀愛型手遊可玩性的重視程度與持續使用意願之情形，以敘述性統計、單因子變異數分析與皮爾森相關係數與迴歸分析所得資料，最後，根據研究所得之結論，分別給予女性向戀愛型手遊業者及後續研究者相關具體建議。茲將本研究重要發現分述如下：

一、 玩家最重視的女性向戀愛型手遊可玩性為「遊戲介面」與「遊戲故事」。
二、 女性向戀愛型手遊可玩性對玩家續使用意願有影響，其中以「遊戲故事」、「遊戲互動」與「遊戲介面」對持續使用意願的影響力最大。
三、 不同年齡玩家在女性向戀愛型手遊可玩性中的「遊戲機制」與「遊戲互動」有顯著差異；不同遊玩資歷的玩家對於女性向戀愛型手遊可玩性中的「遊戲故事」與持續使用意願方面有顯著差異。

In recent years, women's mobile games have witnessed booming development, extending the market from original single-player games to mobile platforms. By far, many game developers have released women's mobile games. Statistics showed that the proportion of female players in smartphone games reached up to 80.2% (MIC, 2015). In the context of high competition, how to retain players turns out to be the top priority for game companies. Game playability is the basis of game development and has been proved to influence players’ continuous usage. Based on the above, this study aims to explore the impact of women’s romance mobile games playability on continuous usage. With a questionnaire survey, this study attempts to analyze the importance attached to women’s romance mobile game playability by players and their continuous usage using descriptive statistics, single-factor variance analysis, Pearson's correlation coefficient, and regression analysis. Finally, based on the findings obtained, specific suggestions are put forward for women’s romance mobile game developers and follow-up researchers. The major findings of this study are summarized as follows:
1. “Game interface” and “game story” are the two playability elements in women’s romance mobile games that are valued most by players.
2. The playability of women's romance mobile games has an impact on continuous usage, and “game story”, “game play”, and “game interface” are the top three elements affecting players’ continuous usage.
3. For the playability of women’s romance mobile games, there are significant differences in “game mechanics” and “game play” among players of different ages; there are significant differences in “game story” and continuous usage among players with different play experience.

一、 中文文獻
DataYogurt（2019年2月18日）。2018台灣民眾手機遊戲使用行為研究【市場調查】。2020年5月18日，取自：https://datayogurt.tw/article/info/7/1121
Kantar（2019年4月23日）。男女偏好大不同！台灣手遊市場要如何繼續成長？【市場調查】。2020年5月18日，取自：http://www.tns-global.com.tw/News_detail.php?nid=44
小出治都子, 尾鼻崇（2018)）「乙女ゲーム」の歴史的研究 ―キャラクター分析を中心に―。大阪樟蔭女子大学研究紀要，8，69-74。
王曉玫、謝淑玲、魏孝庭、張佩宸、許哲偉與李立平。（2015）。持續使用熱門遊戲APP之影響因素調查-以台中市民為例。嶺東學報，(38)，1-14.。
台灣遊戲產業合作發展協會（2016年11月11日）。日本女性向遊戲開發商暢談戀愛手游現狀【新聞報導】。2020年5月18日，取自：https://www.tgcda.org/%e6%97%a5%e6%9c%ac%e5%a5%b3%e6%80%a7%e5%90%91%e9%81%8a%e6%88%b2%e9%96%8b%e7%99%bc%e5%95%86%e6%9a%a2%e8%ab%87%e6%88%80%e6%84%9b%e6%89%8b%e6%b8%b8%e7%8f%be%e7%8b%80/
巫俊采、李靜怡（2007）。從遊戲設計與遊戲業者角度探討線上遊戲自動程式之解決方案。嶺東學報，22，49-60。
李隆安、章英華、楊孟麗、杜素豪、廖培珊、于若蓉、胡克威、傅仰止（2007）。調查研究方法。臺北市：三民。
吳明隆（2011）。SPSS統計應用學習實務：問卷分析與應用統計。新北市：易習。
吳明隆、張毓仁（2018）。SPSS問卷統計分析快速上手祕笈。臺北市：五南。
周文欽（2004）。研究方法實徵性研究取向。臺北市：心理。
林宇玲、林祐如（2006）。從召喚觀點解讀線上遊戲的性別再現。載於成露茜、黃鈴媚（主編），世新五十學術專書——傳播研究的傳承與創新（77-202頁）。台北：世新大學出版中心。
近藤智子（2018年4月19日）“女性向けゲーム”約20年の歴史とその分化や進化。はじまりの『アンジェリーク』からVR・ARまで【乙女ゲーム、BLゲーム、育成ゲーム】【技術文章】。電ファミニコゲーマー。2019年1月14日，取自：http://news.denfaminicogamer.jp/kikakuthetower/180419/2
洪維聯、黃志方、陳菁惠（2012）。音樂節奏遊戲之可玩性研究－以《節奏天國》為例。資訊傳播研究，3(1)，43-57。
張銀益、劉上嘉、陳松輝、陳慧玲、蔡幸蓁（2010）。手機線上(Online)遊戲之消費者使用意願影響因素研究。輔仁管理評論，17(3)，55-84。
陳圳卿、陳嘉妮（2011）。多點觸控手持式行動裝置之互動介面使用性評估研究。臺北科技大學學報，44(1)，89-118。
陳禹辰、尚榮安、陳東龍、鄭靜婷（2012）。遊戲動機與線上遊戲持續參與意圖之研究：不同玩家族群之比較。資訊管理學報，19(2)，349-387。
陳祈年（2005）。動機、可玩性與社交性對於多人線上角色扮演遊戲玩家沉浸經驗之影響。國立交通大學傳播研究所碩士論文，新竹市。取自https://hdl.handle.net/11296/6xt5f7
陳莞欣（2015）。初探乙女遊戲性別意涵。國立臺灣大學新聞研究所碩士論文，台北市。 取自https://hdl.handle.net/11296/nkvcp2
陳靜（2018年7月16日）Switch：單機乙女遊戲的下一個救世主？【新聞報導】。聯合新聞。2019年1月14日，取自：https://game.udn.com/game/story/10453/3238329
陳靜儀、蔣世寶、賴盈雯（2014）。遊戲可玩性之通則探討。嶺東學報，35，127-146。
溫彩雲、周宣任（2018）。戀愛•遊戲•白日夢：女性向戀愛類游戲的心理作用機制分析。藝術評論，41-50。
資策會產業情報研究所（2014年4月28日）行動遊戲娛樂持續增溫【市場調查】。2019年1月10日，取自https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=356
資策會產業情報研究所（2015年8月7日）《數位遊戲大調查》16歲至35歲的玩家族群占整體80%【市場調查】。2019年1月14日，取自：https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=400
褚志鵬、吳佳盈（2005）。影響線上遊戲玩家持續使用行為之研究。第九屆科際整合管理研討會，45-62。
劉季清（2018年5月10日）女性向、二次元夯辣椒搶進【新聞報導】。中時。2019年1月14日，取自：https://www.chinatimes.com/newspapers/20180510001140-260204
劉嫚儒（2019）。台灣地區女性向遊戲消費趨勢－以20歲至30歲女性為例。世新大學數位多媒體設計學系碩士論文，臺北市。取自https://hdl.handle.net/11296/34bzgk
霍連彬、米丹（2018）。替代性滿足：親密關係視角下手游《戀與製作人》的用戶研究。東南傳播，166(6)，112-115。
盧騰宇、陳昌郎（2019）。行動遊戲設計因素使用者滿意度之研究。中華印刷科技年報，129-139。
蕭文康（2018年1月23日）看好女性玩家商機台北電玩展4家廠商打造專區【新聞報導】。蘋果即時。2019年1月14日，取自：https://tw.appledaily.com/new/realtime/20180123/1284134/
謝雨忻（2018）。對中國女性向手機遊戲發展歷程中女性用戶群體的解讀。RADIO＆TV JOURNAL，151-152。
藍立晴（2018年8月26日）。【手遊課金分析室2】課出新高度：《戀與》女玩家砸錢規模超越你想像！【新聞報導】。匯流新聞網。2020年5月18日，取自：https://cnews.com.tw/mobile-games-kakin-02/
羅心華、陳姿伶、陳祈年（2004年12月）。線上遊戲中的虛擬實境程度對專家與生手的沈浸影響—以線上遊戲天堂、天堂二為例。「第5屆媒介與環境學術研討會」發表之論文，臺北，臺灣。

 
二、 英文文獻
App Annie. (2018). A Year in Review: Mobile Highlights of 2018 [Survey]. Retrieved from https://www.appannie.com/en/insights/market-data/a-year-in-review-mobile-highlights-of-2018/
Andlauer, L. (2018). Pursuing One’s Own Prince: Love’s Fantasy in Otome Game Contents and Fan Practice. Mechademia: Second Arc, 11(1), 166–183.
Andy, F. (2000). Discovering statistics using spss for windows: Advanced techniques for the beginner. London, England: Sage Publications.
Blacker, A. (2018, June 21). 4 Years of Top Grossing Games Demystified [Online forum comment]. Retrieved from https://blog.apptopia.com/apple-grossing-ranks
Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 25(3), 351–370.
Blythe, M., & Wright, P. (2003). From usability to enjoyment. Funology: From Usability to Enjoyment, 33-35.
Clanton, C. (1998, April). An interpreted demonstration of computer game design. CHI 98 Conference Summary on Human Factors in Computing Systems, 1-2.
Churchill, E. F., Bowser, A., & Preece, J. (2013). Teaching and Learning Human-Computer Interaction: Past, Present, and Future. ACM Interactions, 20(2), 44-53.
Choi, D., Kim, H., & Kim, J., 1999. Toward the construction of fun computer games:
Differences in the views of developers and players. Journal of Personal Technologies, 3(3), 92-104.
Colgate, M., & Lang, B. (2001). Switching Barriers in Consumer Markets: An Investigation of the Financial Services Industry. Journal of Consumer Marketing, 18, 332-347.
Cummings, K. (2018). Gendered Choices: Examining the Mechanics of Mobile and Online Girl Games. Television & New Media, 19(1), 24–41.
Desurvire, H., Caplan, M., & Jozsef, A.T. (2004). Using Heuristics to Evaluate the
Playability of Games. Computer Human Interaction. 24-29.
Dickey, M. (2006). Game Design Narrative for Learning: Appropriating Adventure
Game Design Narrative Devices and Techniques for the Design of Interactive Learning Environments. Educational Technology Research and Developmen, 54(3), 245-263.
Fabricatore, C., Nussbaum, M., & Rosas, R., 2002. Playability in action videogames:a qualitative design model. Human-Computer Interaction, 17, 311–368.
Federoff, M. A. (2002). Heuristics and usability guidelines for the creation and evaluation of fun in video games. (Master's thesis, Department of Telecommunications, University of Indiana). Retrieved from http://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.89.8294
Huang, L., & Hsieh, Y. (2011). Predicting online game loyalty based on need gratification and experiential motives. Internet Research, 21(5), 581-598.
Hwang, B., Pai, N. & Wu, C. (2017). Fuzzy AHP for determining the key features and cognitive differences of mobile game development among designer and game player. Multimed Tools Applications, 76(18).
Jarvinen, A., Helio, S. & Frans, M. (2002). Communication and Community in Digital
Entertainment Services. (Master's thesis, University of Tampere ) Retrieved from http://tampub.uta.fi/tup/951-44-5432-4.pdf
Jayanth, M. (2014, Sep 18). 52% of gamers are women–but the industry doesn’t know it. [Online forum comment]. Retrieved from https://www.theguardian.com/commentisfree/2014/sep/18/52-percent-people-playing-games-women-industry-doesnt-know
Jeng, J. (2005). What Is Usability in the Context of the Digital Library and How Can It Be Measured? Information Technology & Libraries, 24(2), 47-56.
John, Y. & Ding, Y. (2002). HCI and Game Design: From a practitioner’s point of
view. Retrieved from http://www.ye-brothers.com/documents/HCIGAMEDESIGN.pdf
Jones, H., & Farquhar, J. D. (2003). Contact management and customer loyalty. Journal of Financial Services Marketing, 8(1), 71-78.
Khalaf, S. (2014). Mobile Gaming: Females Beat Males on Money, Time and Loyalty. FLURRY. Retrieved from https://www.flurry.com/blog/post/115192642055/mobile-gaming-females-beat-males-on-money-time
Khalaf, S. (2016). Media, Productivity & Emojis Give Mobile Another Stunning Growth Year. FLURRY. Retrieved from https://mobilefomo.com/2016/01/media-productivity-emojis-give-mobile-stunning-growth-year/
Kim, H. (2009). Women’s Games in Japan Gendered Identity and Narrative Construction. Theory, Culture & Society, 26(2-3), 165–188.
Kim, J., & Jang, C. (2014), “A study of factors affecting continuous intention of social network games:focusing on smart device users”, Journal of the Korea Society of IT Services, Vol. 13 No. 3, pp. 235-255.
Kothandapani, S., Goh, D., & Razikin, K. (2012). Influence of Playability and Usability in a Mobile Human Computation Game. Proceedings of 32nd IEEE International Conference on Distributed Computing Systems Workshops, 75-78. doi: 10.1109/ICDCSW.2012.44.
Liang, T. P., & Yeh, Y. H. (2011). Effect of use contexts on the continuous use of mobile services: the case of mobile games. Personal and Ubiquitous Computing, 15(2), 187-196.
Liao, S. (2018, August 20). Women are 79 percent more likely to spend money on
mobile games. [Online forum comment]. Retrieved from https://www.theverge.com/2018/8/20/17759522/mobile-games-in-app-purchase-women-female-users-ios-android
Liftoff. (2019). Mobile Gaming Apps Report [Survey]. Retrieved from https://liftoff.io/resources/#casestudies
Liu, L., Wagner, C., & Suh, A. (2017). Understanding the success of Pokémon Go: impact of immersion on players’ continuance intention. Proceedings of the Enhancing Cognition and Behavior in Complex Human Environments, 514-523.
Liu, Y., Liu, D., Yuan, Y., & Archer, N. (2018). Examining situational continuous mobile game play behavior from the perspectives of diversion and flow experience. Information Technology & People, 31(4), 948–965.
Lee, J. (2015). The factors affecting perceived playability of hardcore
and casual players in online role-playing games, Journal of Information
Mauagement, 22(4), 353-402.
Merikivi, J., Tuunainen, V., & Nguyen, D. (2017). What makes continued mobile
gaming enjoyable?. Computers in Human Behavior, 68, 411–421.
NewZoo. (2018). 2018 Global Game Market Report [Survey]. Retrieved from https://newzoo.com/insights/infographics/taiwan-games-market-2018/
NewZoo. (2019). 2019 Global Game Market Report [Survey]. Retrieved from https://newzoo.com/insights/trend-reports/
Nguyen, D. (2015). Understanding perceived enjoyment and continuance intention in mobile games (Master’s thesis). Retrieved from　https://aaltodoc.aalto.fi/handle/123456789/18326
Nokia (2003). Nokia Game Usability Guidelines and Implementation Model.
Retrieved from http://www.cin.ufpe.br/~mlearning/intranet/chi_guidelines/Nokia_Series_40_J2ME_Game_Usability_Guidelines_and_Implementation_Model_v1_0.pdf
Oliver, R. L. (1980). A cognitive model for the antecedents and consequences of
satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
Patzer, B., Chaparro, B., & Keebler, J. R. (2020). Developing a Model of Video Game Play: Motivations, Satisfactions, and Continuance Intentions. Simulation & Gaming, 51(3), 287–309.
Poels, Y., Annema, J. H., Verstraete, M., Zaman, B., & De Grooff, D. (2012). Are you a gamer? A qualititive study on the parameters for categorizing casual and hardcore gamers. Iadis International Journal on www/internet, (1), 1-16.
Preece, J. (2001). Sociability and usability: Twenty years of chatting online.
Behaviorand Information Technology Journal, 20(5), 347-356.
Reijmersdal, E. A., Jansz, J., Peter, O., & Noort, G. (2013) Why girls go pink: Game character identification and game-players’ motivations. Computers in Human Behavior, 29(6), 2640-2649.
Reichheld, F. F., & Schefter, P. (2000). E-loyalty: Your secret weapon on the web. Harvard Business Review, 78(4), 105–113.
Saltzman, M. (2000). Game design: Secrets of the sages. Macmillan Digital Publishing.
Sánchez, J., Vela, F., Simarro, F., & Padilla-Zea, N. (2012). Playability: analysing user experience in video games. Behaviour & Information Technology, 31(10), 1033–1054.
Soh, J., & Tan, B (2008). Mobile gaming. Communications of the ACM, 51(3), 35-39.
Song, W., & Fox, J (2016). Playing for Love in a Romantic Video Game: Avatar Identification, Parasocial Relationships, and Chinese Women's Romantic Beliefs. Mass Communication and Society, 19(2), 197-215.
Tanikawa, M., & Asahi, Y. (2013). The Study to Clarify the Type of “Otome-Game”
User. In S. Yamamoto (Ed.), Human Interface and the Management of Information. Information and Interaction for Learning, Culture, Collaboration and Business, 625-631
Taylor, E. (2007). Dating-Simulation Games:Leisure and Gaming of Japanese Youth Culture. Southeast Review of Asian Studies, 29, 192-208.
Teng, C.-I. (2017). Strengthening loyalty of online gamers: Goal gradient perspective. International Journal of Electronic Commerce, 21(1), 128–147.
Teng, C.-I., & Chen, W.-W. (2014). Team participation and online gamer loyalty. Electronic Commerce Research and Applications, 13(1), 24–31.
Usability-First. (2009). Playability definition. Retrieved from http://www.usabilityfirst.com/glossary/playability/
Voida, A., & Greenberg, S. (2012). Console gaming across generations: exploring intergenerational interactions in collocated console gaming. Universal Access in the Information Society, 11(1), 45-56.
Wimmer, R.D. & Dominick, J.R. (2014). Mass media research: An introduction (10th ed.). Belmont, CA: Wadsworth, Cengage Learning.
Zheng, Q., & Liu, L. (2019). What Drives Female Players’ Continuance Intention to Play Mobile Games? The Role of Aesthetic and Narrative Design Factors. In International Conference on Human-Computer Interaction, 96-103.