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https://ah.lib.nccu.edu.tw/handle/140.119/79021
題名: | From Game to Gamification: Preliminary Research of Gamification Marketing Theory | 作者: | Wu, Dai-Yun 吳岱芸 |
貢獻者: | 傳播學院 | 日期: | 2015 | 上傳時間: | 23-Oct-2015 | 摘要: | This article aims to provide a new understanding of the theoretical foundations of gamification and the related phenomena in the field of marketing communication. We started from redefining the concept of marketing gamification, and tried to point out the mechanisms of the phenomena by proposing theoretical basis from brand and consumer perspective separately. Finally, we tried to clarify some similar concepts, and put forward a marketing gamification model and a gamification concept map as the preliminary theoretical framework for further research in the future. | 關聯: | Mass Communication Research , 124, 215-251 | 資料類型: | article |
Appears in Collections: | 期刊論文 |
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