由於網路科技的進步，帶動了台灣線上遊戲的發展，隨著台灣線上遊戲近幾年市場已逐漸趨於飽和，使得線上遊戲成長率下滑。遊戲廠商為了另尋獲利方式，推出了免費制線上遊戲，遊戲公司的營收來源轉為主要依靠販賣遊戲中的虛擬道具，以期能吸引玩家的目光。 因此本篇研究為了瞭解影響免費線上遊戲玩家購買遊戲中虛擬道具的因素為何，以科技接受模型（Technology Acceptance Model；TAM）為研究之理論基礎，並融合以自我效能(Self-Efficacy)與消費價值（consumption value）為外部變數，提出自我效能會正向影響易用性，消費價值會正向影有有用性。透過網路問卷調查的方式，總共回收共466份問卷，進行實證性研究。 研究結果顯示自我效能會正向影響易用性，三種消費價值（功能性價值、社會性價值、享樂性價值）亦會正向影響有用性。 Thanks for the improvement of internet technology and that brought the prosperity of Taiwan online game. However, the market is nearly saturated and the growth rate is gradually slipping down. For benefiting, the firms designed free online game and benefited by selling the virtual items in the game. Hence, for understanding what are the factors will affect the game player to buy virtual items. We employed the Technology Acceptance Model (TAM) for our based theory and set the Self-Efficacy and Consumption Value for our moderator. We hypothesized Self-Efficacy will moderate the perceived ease of use positively and Consumption Value will moderate the perceived usefulness positively. We used the 466 questionnaire of internet for empirical study to support it. This study showed that the Self-Efficacy will moderate the perceived ease of use positively and three kind of Consumption Value （function value、social value、emotional value） will moderate the perceived usefulness positively.
