傳播科技的發展日新月益，加上網際網路的普及，讓手機的功能有極大的改變。從過去的傳統型手機漸漸轉變為智慧型手機，手機的功能不斷增加，不僅成為目前最受年輕世代依賴的媒體，也改變人類的生活型態。特別是手機應用程式(APP)層出不窮，食、衣、住、行、育、樂等各種生活面向所需的內容，皆可經由手機APP獲得，也因此手機成為行銷各種新觀念與新知識的重要媒介。
龐大的手機APP使用者，也帶動手機遊戲的盛行。在手機遊戲中，有許多的因素造成使用者是否願意付費購買，而遊戲廠商如果能得知目前玩家的需求及喜好去評估設計，就可以增加競爭力、降低風險，創造更多的商機。而目前在手機遊戲中，《神魔之塔》( Tower of Saviors )是深受大眾喜愛的遊戲，因此本研究以此為研究對象。
本研究採用量化的方式進行研究，研究方法為問卷調查法。研究結果發現，玩家的遊戲滿意度與遊戲忠誠度與其消費金額存在顯著的正向相關，因此玩家對遊戲的滿意度與忠誠度為遊戲廠商保障市場規模應考慮的面向。研究結果發現，在控制「外部吸引力」下，「遊戲設計」、「服務品質」、「公平性」、「成就認同」、「社會認同」與「沈浸認同」對於遊戲滿意度與遊戲忠誠度的重要性。
Rapid changes in communication technology and the universal accessibility of internet have helped the push of the extreme transformation of mobile phones. Now, the mobile phones have already developed into smart phones that the plenty of functions make the new generations much more dependent on it, and that have changed the lifestyle of mankind. Especially nowadays, people use various Applications through their own smart phones that covered services all needs in life. Therefore smart phone became an important medium to spread new concept and knowledge to people.
The large number of Applications users have enhanced the popularity of mobile games in smart phones. In those mobile games, there are a lot of factors that influence users weather to pay bill for it or not, so that if the game companies could evaluate and design games due to what users do need and what they are fond of, then game companies could be more competitive while lowering the risk and making more opportunities. Among mobile games, Tower of saviors is the most popular game, so this thesis would study and analyze it as research subject.
This thesis is a quantitative research, and would be using questionnaire survey as method. The research found out, satisfaction and loyalty of game users have positive relation to the pay bill amount. In hence, satisfaction and loyalty of the game users is the crucial factor to consider with as a market assurance of mobile game companies. Further research results found out, while external attraction is under control, game design, quality service, fairness, achievement identity, social identity and immerse identity are important to the satisfaction and loyalty of game users.
