从网络游戏玩家类别探讨游戏玩家行为模式-毕设论文.doc

毕业论文手册
从网络游戏玩家类别探讨游戏玩家行为模式

序号
名 称
数量
备注
１
任务书
1份

2
外文翻译
2篇

3
文献综述
1篇

4
开题报告
1份

5
中期检查表
1份

6
指导记录
6次

7
论文（包含封面、声明、中文摘要关键词、英文摘要关键词、目录、
正文、致谢、参考文献、附录等）
1份

8
指导教师评语表
1份

9
评阅教师评语表
1份

10
评审与答辩表
1份

11
成绩表
1张

浙江传媒学院
毕业论文任务书
专业 文化产业管理 班级 08文化产业管理一班 学生姓名 张欢 指导教师 关萍萍
一、毕业论文题目：
《从网络游戏玩家类别探讨游戏玩家行为模式》
《Behavior Model Study on Online Game Players Classification》

二、主要任务与目标：
1、查阅不少于10篇的相关资料，其中英文文献不少于5篇，完成文献综述、开题报告。
2、进行论文的撰写和修改。通过所学的知识，尤其是与文化产业学、消费者行为等相关的知识对网络游戏玩家进行分类，并从玩家类别中探讨网游玩家的行为模式，得出网游玩家的一般特征，了解网游市场需求，为游戏制作提供基础，为网络政策制定提供依据。
3、完成不少于2000字的英文文献翻译。
4、完成题为《从网络游戏玩家类别探讨游戏玩家行为模式》论文。

三、主要内容与基本要求：
第一，分析现阶段网络游戏产业发展概况，并对网络游戏玩家范畴进行界定。
第二，按照一定维度对网络游戏玩家分类，获得不同维度下不同类型的网络游戏玩家分类，剖析网络游戏玩家组成，为网络游戏玩家研究提供基础。
第三，针对不同类型的游戏玩家，分析不同类型游戏玩家的行为模式。这一部分是整个论文的重要部分，承接第二部分的玩家分类，详细的以分类为导向，分析不同类型网游玩家的行为模式，研究其游戏行为，对比网络游戏玩家在游戏虚拟世界行为与人类真实个体在社会生活中的行为，试比较网络游戏虚拟化程度与仿真度。
第四，通过上述的分析，得出网络游戏玩家的行为特征，以现实案例为基础，分析网络游戏玩家行为的影响（对网络游戏世界的影响及现实生活的影响） ，展望未来网络游戏发展方向，并对网络游戏政策提出建议。
四、毕业论文进度安排：
2011年11月20日－12月27日：查阅相关文献资料，明确研究内容，了解研究所需基础资料。确定方案，完成开题报告答辩。
2011年12月27日—2012年1月4日：根据学院有关毕业论文的格式要求，完成文献综述、外文翻译、开题报告撰写等工作。
2012年1月4日—1月15日完成论文的初期检查，上交精确到三级目录的论文提纲。
2012年1月16日—3月15日：根据开题报告和任务书的安排，进行论文的进一步写作，形成论文初稿。
2012年3月2日—3月31日：与导师交流修改论文。
2012年4月1日—4月20日：完成并修改毕业论文。
2012年4月21日—5月1日: 准备论文答辩。

五、主要参考文献：
[1]黄石、丁肇臣、陈妍洁.数字游戏策划[M].北京：清华大学出版社，2008年，32-82,216-228
[2]万太平、代晓蓉.游戏设计概论[M]北京：电子工业出版社，2010年：111-126
[3]Richard Rouse 著 尤晓东等译.Gamer Design:Theory and Practice 游戏设计——原理与实践[M]北京：电子工业出版社2003年：1-15
[4]钟智锦.网络游戏玩家的基本特征及游戏中的社会化行为[J].现代传播，2011年第一期：111-115
[5]杨鹏.游戏、心理与环境：以系统思维综合对待网络游戏成瘾[J].中国青年研究，2006年6月：8-12
[6]刘洋　杨学成.中国网络游戏玩家的消费行为及其影响因素分析[J].中国社会科学院研究生院学报，2010年5月第三期：84-89
[7]王继瑛.网络游戏玩家的心理诉求[J].南京邮电大学学报（社会科学版），2011年6月第13卷第二期20-24
[8]雷莎莎.网络游戏中的虚拟经济解读[J].中国科教创新导刊，2011 No.01：100-101
[9]Jesper Juul文、关萍萍译.游戏、玩家、世界：对游戏本质的探讨[J].文化艺术研究，2009年5月第2卷第3期：220-230
[10]刘秀峰.浅析我国网络游戏产业的发展趋势[J].价值工程 Value Engineering,2011年02期：171-172.
[11]叶恒.美日韩网络游戏产业发展模式研究[J].企业家天地，2010年2月号：24-25
[12]孙欢.网络游戏的玩家群体行为探析及其社会影响[D]长春：吉林大学，2007年
[13]刘健.中国网络游戏运营商的营销策略分析[D].北京：对外经济贸易大学，2006年
[14]Distasteful new game pokes fun at immigrants[J]. THE NEW YORK AMSTERDAM NEWS, February 17-February 23,2011:14
[15]Yimei Hu and Olav Jull Sørensen. Innovation in virtual networks:evidence from the Chinese onlinegame industry[J].JKIC 3,3:198-215
[16]Eui Jun Jeong, M.A.and Doo Hwan Kim, Ph.D. Social Activities, Self-Efficacy, Game Attitudes,and Game Addiction [J].JEONG AND KIM, Volume 14, Number 4, 2011:213-221
[17]Main, Brendan, Trent University. I Smash the Body Electric: An Ethic of Digital Impact[J]. Digital Arts and Culture, December 12–15, 2009, Irvine, California, USA.
[18]Eladhari, Mirjam P., Gotland University，Mateas, Michael, University of California, Santa Cruz. Rules for Role Play in Virtual Game Worlds Case Study: The Pataphysic Institute[J]. Digital Arts and Culture 2009,2009-12-12

指导教师 年 月 日
系 主 任 年 月 日
分管院长　 　 　　 年 月 日

本科毕业论文外文翻译

论文题目：从网络游戏玩家类别探讨游戏玩家行为模式
Behavior Model Study on Online Game Players Classification

学 生 姓 名： 张 欢 学 号： 080905107
二级学院名称： 管理学院 专 业： 文化产业管理
指 导 教 师： 关萍萍 职 称： 讲 师
填表日期： 2011 年12 月23日
浙 江 传 媒 学 院 教 务 处 制

Online computer gaming: a comparison of adolescent andadult gamers
M.D. Griffiths*, Mark N.O. Davies, Darren Chappell
Journal of Adolescence 27（2004）87-96

Abstract
Despite the growing popularity of online game playing, there have been no surveys comparing adolescent and adult players.Therefor e, an online questionnaire survey was used to examine various factors of online computer game players (n=540) who played the most popular online game Everquest.The survey examined basic demographic information playing frequency (i.e. amount of time spent playing the game a week), playing history (i.e. how long they had been playing the game, who they played the game with,whether they had ever gender swapped their game character, the favourite and least favourite aspects of playing the game, and what they sacrifice (if anything) to play the game.Results showed that adolescent gamers were significantly more likely to be male, significantly less likely to gender swap their characters,and significantly more likely to sacrifice their education or work.In relation to favourite aspects of game play, the biggest difference between the groups was that significantly more adolescents than adults claimed their favourite aspect of playing was violence.Results also showed that in general, the younger the player,the longer they spent each week playing.
Discussion
Although the number of variables examined was limited, the study did provide some interesting results.The number of adolescents who play Everquest is predictable given that the game itself is geared towards the older player.In order to play the game, players have to pay a subscription (traditionally by credit card).The fact that most adolescents do not have a credit card would explain the lower numbers who played the game.However, this may change as Sony has introduced a game card that enables players who cannot have a credit card to play the game (similar to a mobile phone top up card).There were significantly more males among the adolescent group although males were predictably predominant in both groups.This may be in part due to the extensive violence within the game (i.e. a player has to fight to level). In addition,the Everquest packaging always has a female character on it (which is more likely to appeal to males).
Given that Everquest first started in the US, uses US terminology, and there is a predominance of US servers worldwide (over 80%), it was perhaps unsurprising that the nationality of players in both groups were predominantly North American.However, the results did reveal that there were significantly more adolescents in the North American sample compared to the rest of the world (18.7% versus 9.6%). Although there are significant differences between the two groups in terms of educational level, they are entirely self-evident given that many of the adolescents are not old enough to be at universityFurthermore, other socio-demographic variables such as marital status
and occupation produced self-evident results given the group comparison.Given that Everquest has only been available to play since 1999, it was perhaps unsurprising that there was only small differences between age groups in their playing history (i.e. the number of months they had been playing the game).However, in terms of weekly play, results
demonstrated that adolescents played slightly more than adults.However, by breaking up the agebands, results showed that play frequency was generally associated with age (i.e. the younger the person, the more hours a week they play) although this was not linear (see Fig.1 ).There are a number of reasons that could account for this.Adolescents are more likely to have more disposable leisure time and have less other responsibilities than adults.They may also have far more flexibility in their weekly schedules in which to play the game.
The group comparisons on game playing variables produced a lot of significant differences.In relation to gender swapping, there was clear evidence that adolescents engaged in significantly less gender swapping than adults (45.5% adolescents versus 61.8%). One possible explanation may be that adolescents (who were almost all male in this sample) prefer very masculine type characters (e.g. Warriors). They may be insecure about their own identity in the offline world and may still be developing their own identity.Only one adolescent female (1.1%) had ever played a male character compared to 39 adolescent males (11.5%) who have played a female role. In the adult group over half of males (52.2%) said that they had gender swapped compared to only 9.6% of female adults.Females were significantly less likely to gender swap in both groups.This may because females do not want to contradict gender stereotypes surrounding aggression and violence.
An examination of favourite and least favourite aspects of Everquest also revealed some very significant differences.Although both groups’ favourite aspects related to the social aspects of playing, more adults (54.5%) than adolescents (44.3%) preferred these aspects (although this just failed to reach significance).The biggest difference between the groups was that significantly more adolescents than adults claimed their favourite aspect of playing was violence.This was also demonstrated in the least favourite aspects with significantly more adults than adolescents reporting that violence was their least favourite feature.There were no other significant differences between the groups.
Given that the weekly play frequency for both groups was quite high, it was unsurprising that various aspects of their lives were sacrificed.Just over one-fifth of both groups stated that nothing was sacrificed in order to play Everquest. However, this does mean that almost 80% of both adults and adolescents reported sacrificing at least one thing in their lives in order to play at the level that they did.Adults were significantly more likely to sacrifice social events whereas adolescents were significantly more likely to sacrifice their education or work.If this is a true reflection of what is sacrificed, then there is some cause for concern for the adolescent group as the sacrificing of education or work may have more severe repercussions than sacrificing other parts of their lives. Almost one-fifth of both groups said they sacrificed sleep in order to play.This too may have repercussions for both groups on productivity in other areas of their lives.
The findings relating to excessive play here suggest that some online gamers may be
experiencing addictive like experiences similar to findings in other types of video game play (e.g.Griffiths & Hunt, 1998) and is an area for further research.It could be that because of both the competitive and co-operative aspects of the game, that Everquest is perhaps more addictive than console video games where gamers play against the machine rather than other people. Furthermore, based on offline video game play, it may be the case that adolescents are more vulnerable to online video gaming addiction than adults.However, the data presented here can neither confirm nor deny such a speculation and further study is again needed.Finally, it is worth noting that Charlton’s (2002) factor analytic study of computer addiction showed a blurring of distinction between non-pathological high engagement and addiction.Therefore, it could alternatively be the case that there are very excessive online gamers who show few negative consequences in their life.However, this study suggests that both adult and adolescent high engagement players do appear to have at least some negative consequences in their lives.

关于成人网络游戏玩家与未成年网络游戏玩家的比较研究
摘要：
现如今网络游戏尽管日益流行，但是并没有比较成人游戏玩家与未成年人游戏玩家的调查，为此，我们对“无尽的任务”（EQ，美国是由美国索尼在线娱乐公司开发的知名网络游戏）的游戏玩家相关特征进行网上的问卷调查，此次调查主要调查玩家的基本人口学特征、游戏频率、玩游戏的历史、游戏偏好、玩游戏的代价。通过调查得出：未成年的游戏玩家中男性占多数，比较成年玩家，成年玩家不喜欢变换较色的性别，个人性别与角色性别统一，成年玩家更能花费学习和工作的时间进行游戏。在游戏偏好角度的比较上，成年玩家认为他们喜欢游戏的因素主要由于游戏的暴力性如何。同时，此次调查证实玩家越是年轻，就越是在每周花费更多时间进行游戏。
讨论：
如果本游戏仅仅适合年龄大的游戏玩家，则未成年人的数量还是可以预测的，玩游戏的玩家必须申请一个信用卡绑定的账号，但由于未成年人没有信用卡，导致了此游戏未成年人玩家人数不多的原因。然而索尼空死最近推出了一款不需要信用卡支付游戏的用户卡的游戏，这一状况逐渐改善。在这两个群体中尽管男性占大多数，但男性比例在未成年人群体中更为高值。大部分的原因是由于游戏中的暴力元素组成，玩家需要战斗升级获得个人成长。且EQ的游戏包装中美女人物对男性的吸引更大。
此游戏产于美国，美国服务器占了绝对多数，因此在成年人群体与未成年人群体中北美人口占多数也是正常同时，此次调查结果页表明与非北美地区玩家相比较，北美玩家中包括更多的未成年人玩家，尽管两个群体在教育水平上存在明显差异，但是肯定的一点是未成年人玩家中的大部分是未达到上大学的年龄。此外，其他的社会人口统计变量，如婚姻与职业在两组的比较重也是不言而预的。EQ运营于1999年，因此不同年理工饿玩家在游戏历史角度上不会体现较大差异，所以，按照年龄分组样本时，结果呈现游戏频率与年龄相关，年龄越小，玩游戏时间越久，并非呈现线性关系。导致这一结果的原因有这几个方面：未成年人的时间随意性大，无需和成年人一样担负一些责任，他们在平时玩游戏的时间上更具弹性。
我们发现了很多重要的差异在每组间的比较上，在转换角色性别方面，异性角色的选择者多为成年人，未成年人认为武士等更具有男子气概，这可能由于玩家在现实世界中对自我的同一性还不确认，还处于发展自我同一性的过程之中。未成年女性有1.1%扮演过男性，对比来看，11.5%的男性玩家扮演过女性。成人组有一半以上的男性玩家扮演过女性角色，女性只有9.6%。在成年人与未成年人两个组中，女性都不愿改变角色性别，因为可能是在暴力的环境下，他们不愿意与传统的性别角色违抗。
游戏中“最喜欢和最不喜欢”的因素对比上也有明显在差异，调查对象都喜欢游戏的社会性内容，但是成年人更倾向于此，未成年人小于成年人10%左右。两组之间最大的区别在于未成年人喜欢游戏中的暴力因素。成年人则表示他们最不喜欢暴力因素。
如果做一个两个群体都在每周花费大量时间欧系的假设，则他们必须牺牲生活中的很多方面，仅仅有1/15的玩家表示没有因为游戏牺牲自己的生活时间。也就是换一种说法：有80%的人为了游戏牺牲自己的一部分时间，至少是一件事情。成年人牺牲的时间多是社交，未成年人则是学习和工作。如果这些绝对真实，则未成年人牺牲自己的学习和工作时间玩游戏带来的负面影响要比牺牲生活中的其他时间要严重的多。
许多网络游戏者可能出现电子游戏中的游戏上瘾，这是一个继续深入研究的方面。网络游戏具有竞争性与合作性的内容，EQ可能比一般的电玩游戏更容易使人上瘾。更进一步说，基于一般的游戏，未成年人更容易上瘾。当然，此次研究的数据不能支持或推翻此类假设，还有待研究。最后，值得我们注意的是，Charlton（2002）对电脑沉溺现象做的因子分析表明，非病理性的高度参与与过分沉溺症之间差别很小。因此，本研究发现网络游戏者大多因为游戏对生活产生负面影响，不管是成年人还是未成年人。

The Value of Virtual Assets – The Role of Game Characters
in MMOGs
Tony Manninen

INTRODUCTION
The seemingly virtual domains of massively multiplayer online games (MMOGs) have escaped the boundaries of cyberspace. Virtual economies, artificial currencies and intangible property are all inherent phenomena of contemporary virtual worlds that exist in the depths of the computer devices and networks. The likes of science fiction authors William Gibson (1984), with his Cyberspace, and Neal Stephenson (1992), who used the term Metaverse, have long ago predicted the future of networked online communities. While the society has perceived these as mere fictional playgrounds,the virtual worlds have slowly evolved to places and spaces of – at least – half-real assets.
There are numerous examples of cases that illustrate the shift and crossover between virtual and real. Making a profitable business by selling virtual property (Anshe Chung Studios 2006;BusinessWeek online 2006), running a ‘gold farmer’ company whose only aim is to collect and sell virtual resources (BBC News 2006; TheObserver 2005) and of course the wide spread auctioning of ones game characters (Washington Post Online 2005; BBC News 2005) are just but a few occurrences of future trends in economy. From the business point-of-view, these examples are far from the domain of ‘playgrounds for kids’. The money involved is real money and these people make a living out in the cyberspace.
In this article we discuss the evolution of MMOGs by analysing the value of virtual assets in these
non-physical realms. Since the central role of game characters as virtual asset ‘warehouses’ is the key,we align our approach to character-oriented study. We tackle the question of what is the value of ones virtual identity in the online game community. Furthermore, we delineate the motivation components of play, in relation to the perceived net worth of different aspects of character value. We approach the topic from the field of game studies, but we focus on the implications that would contribute to the field of business.
Before venturing into the intricacies of virtual assets, it is necessary to offer a rationale behind the evolution and success of MMOGs. We will start by