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| Title: | 元宇宙遊戲平台商業模式之個案分析
A Case Study on the Business Model of Metaverse Gaming Platform |
| Authors: | 劉佳欣
Liu, Chia-Hsin |
| Contributors: | 邱奕嘉
Chiu, Yi-Chia
劉佳欣
Liu, Chia-Hsin |
| Keywords: | 元宇宙
遊戲平台
用戶生成內容
平台策略
平台商業模式
Metaverse
Gaming platform
User-generated content
Platform strategy
Platform business model |
| Date: | 2025 |
| Issue Date: | 2025-08-04 13:31:14 (UTC+8) |
| Abstract: | 近年來，隨著數位技術、沉浸式體驗與虛擬經濟的快速發展，元宇宙（Metaverse）概念逐漸成為科技產業的關注焦點。遊戲平台，特別是以Roblox為代表的虛擬世界社群平台，因結合用戶生成內容（UGC）、虛擬貨幣經濟、社交互動與跨平台連結，被視為元宇宙的先驅。
本研究以Roblox為個案，採用單一個案研究法，以平台畫布作為研究分析架構，結合平台經濟中相關的網路效應、平台覆蓋、平台補貼、平台貨幣化、UGC經濟等概念，探討Roblox如何設計互動流程、促成機制與刺激誘因，以促進多邊使用者的參與及價值交換，同時分析其如何運用財務報表資訊與關鍵營運指標，優化平台策略及商業模式設計。
本研究歸納出七項主要研究發現：平台互動流程設計促進用戶黏著、平台促成機制降低創作門檻、平台刺激誘因推動內容生成、網路效應自我強化推動平台成長、平台覆蓋策略鞏固市場地位、數據指標監控驅動策略優化，以及財務報表損益未必能即時反映平台營運狀況。
根據研究發現，進一步提出三項研究命題：平台互動設計與促成機制為推動多邊參與及網路效應擴張之關鍵要素；平台適當設計經濟誘因能有效促進內容生成並強化平台生態與用戶黏度；以數據指標監控為基礎的策略調整與平台覆蓋行動有助於平台的競爭力與持續成長。
綜合以上分析可知，Roblox透過系統性互動設計、促成誘因與數據驅動策略整合，持續推動平台生態成長、網路效應累積與商業模式優化，並藉由平台覆蓋策略強化市場競爭力，成為元宇宙遊戲平台的重要典範之一。
In recent years, with the rapid development of digital technologies, immersive experiences, and virtual economies, the concept of the Metaverse has gradually become a significant focus in the technology industry. Gaming platforms, particularly virtual community platforms represented by Roblox, are regarded as pioneers of the Metaverse by integrating user-generated content (UGC), virtual currency economies, social interactions, and cross-platform connections.
This study adopts Roblox as a case study, employing a single-case study method and utilizing the platform canvas as the research framework. It integrates key concepts from network effects, platform envelopment, platform subsidy, platform monetization, and UGC to explore how Roblox designs its interaction processes, facilitation mechanisms, and economic incentives to promote user participation and value exchange in a multi-sided market. Additionally, it analyzes how Roblox utilizes financial statement information and key operational metrics to optimize its platform strategy and business model design.
This study identifies seven main research findings: platform interaction processes enhance user engagement, platform facilitation mechanisms lower the barriers to content creation, platform economic incentives stimulate UGC production, network effects are self-reinforcing and drive platform growth, platform envelopment strategies consolidate market leadership, data-driven monitoring supports strategy optimization, and financial statement profits and losses may not accurately reflect the platform's real-time operational conditions.
According to research findings, three research propositions are proposed: platform interaction design and facilitation mechanisms are critical drivers for promoting multi-sided user participation and expanding network effects; well-designed economic incentives can effectively stimulate content generation and enhance both the platform ecosystem and user stickiness; and data-driven strategic adjustments combined with platform envelopment actions enhance platform competitiveness and promote sustainable growth.
In conclusion, Roblox continuously promotes the growth of its platform ecosystem, accumulates network effects, and optimizes its business model by integrating systematic interaction design, facilitation incentives, and data-driven strategies. Additionally, it strengthens its market competitiveness through platform envelopment strategies, making it a key benchmark for the Metaverse gaming platforms. |
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| Description: | 碩士
國立政治大學
科技管理與智慧財產研究所
107364131 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0107364131 |
| Data Type: | thesis |
| Appears in Collections: | [科技管理與智慧財產研究所] 學位論文
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