管理學院: 商學研究所指導教授: 江俊毅王翊馨Wang, Yi-HsingYi-HsingWang2017-03-032018-06-292017-03-032018-06-292016http://ntur.lib.ntu.edu.tw//handle/246246/274491數位遊戲開發被歸為創新產業的一環，並要面對多變市場環境的挑戰 (Storz, 2008)。遊戲開發公司必須不間斷地開發創新遊戲來滿足遊戲玩家千變萬化的需求，「遊戲產品的市場配適度」成為遊戲開發公司能否在市場上生存的關鍵。創新又可分類為探勘式創新(Exploration)與開發式創新(Exploitation)兩種創新型態。近期的研究指出，唯有將探勘式創新與開發式創新視為連續線上的兩端來權衡，創新一詞本身才能發揮該有的效益 (Gupta, Smith, & Shalley, 2006)。對競爭激烈的遊戲產業而言，為維持市場表現與分散風險，開發人員亦常採用「懷二心」(Ambidexterity) 開發方式，兼顧探勘與開發兩種創新方法。本研究首先檢視「懷二心」開發方式在遊戲開發的情境脈絡下，對於產品市場配適度的效果。又有視遊戲開發過程中，開發團隊一貫仰賴遊戲測試人員所給予的外部資訊去做產品上的修正，本研究檢視測試人員回饋如何影響「懷二心」創新遊戲產品與市場配適度的關係。研究結果發現，測試人員的及時回饋在與「懷二心」創新能力交互作用下可以為產品配適度帶來正向的影響，然而明確的回饋卻為「懷二心」創新方式與遊戲產品市場表現之間的關係帶來負向調節。Digital-game industry, a subset of the creative industry, often faces dynamic market environments (Storz, 2008). Game development firms must develop innovative games constantly to satisfy players'' ever-changing demands to sustain the “product-market fit” for surviving. To realize the innovation, developers often adopt an ambidextrous approach, both the exploration and exploitation (e.g., Gupta, Smith and, Shalley, 2006). Furthermore, the game development teams often rely on game testers’ feedback to improve the developing games. In the literature, however, a debate about the effect of feedbacks on innovation has occurred. Given the popularity of ambidextrous approach and the use of game testers for feedbacks on digital-game development, unfortunately, no study has been devoted to this issue. Based upon a survey of 119 paired samples on digital-game development projects, the results show that “timely” feedback by game testers positively moderates the relationship between the ambidextrous approach and the final game development performance, while “specific” feedback negatively affects the effectiveness of ambidextrous innovation.2074044 bytesapplication/pdf論文公開時間: 2026/6/25論文使用權限: 同意有償授權(權利金給回饋學校)懷二心創新遊戲市場配適回饋及時性回饋明確性遊戲開發Ambidextrous InnovationGame Market FitFeedback TimingFeedback SpecificityGame Developmentthesis10.6342/NTU201600497http://ntur.lib.ntu.edu.tw/bitstream/246246/274491/1/ntu-105-R02741076-1.pdf