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題名 不同遊戲化行銷策略與消費者態度效果之研究 – 以行動支付及行動下單產品為例
A Study on Effects of Different Gamification Strategies on Consumers’ Attitudes – Using Mobile Payment and Mobile Trading Products as Examples
作者 孔昱棠
Kung, Yu-Tang
貢獻者 邱志聖
Chiou, Jyh-Shen
孔昱棠
Kung, Yu-Tang
關鍵詞 遊戲化
意義型
獎勵型
行動下單
行動支付
金融商品
態度
認知
情感
行為
gamification
meaningful gamification
reward-based gamification
attitude
mobile payment
mobile trading system
日期 2021
上傳時間 1-Jul-2021 16:15:24 (UTC+8)
摘要 數位化的浪潮來襲，許多產品及服務在推動上，皆紛紛的往數位進行發展。尤其2020年以來的COVID-19疫情，大大的加速了數位化產品及服務的需求及發展。因此，在數位化產品的推出，對於企業來說是越來越重要。而在推出產品之外，要如何用該產品的內容做為行銷設計？許多企業紛紛的在數位服務的推廣上，以遊戲化的方式進行推動。而遊戲化的方式及策略相當廣泛，該運用何種遊戲化方式才能達到更好的效益，是行銷人員會需要注意的。本研究根據不同產品內容，與不同遊戲化的方式，進行2x2的實驗設計研究，希望能夠對於企業進行產品設計時能夠有更清楚的想法及進行的方式。
　　而在變數選擇上，本研究從文獻回顧中了解到遊戲化方向有不同內容，有人將遊戲化歸類為獎勵型遊戲化及意義型遊戲化的內容。而在產品上，由於本研究觀察到現在數位世代對於金融產品的服務使用越發頻繁，因此針對金融服務的行動支付及行動下單服務進行探討，並期以從分析中了解到不同商品是否會適用不同遊戲化內容。此外，本研究則針對消費者的態度進行分析，從文獻回顧中了解到態度由認知、情感及行為組成。因此，本研究總共以2(獎勵型遊戲化及意義型遊戲化) x 2(行動下單及行動支付)進行實驗設計，並針對態度的認知、情感及行為進行探討。
　　而本研究也在假設驗證中部份得到驗證，實驗結果如下：在行動下單時，在態度上，意義型遊戲化相較於獎勵型遊戲化，能夠帶來更多讓消費者的想法提升；而行動支付則沒有顯著哪一種遊戲化策略較好。因此，未來金控若想針對金融商品進行遊戲化內容進行設計，也可以參考本研究之結果，思考不同遊戲化方向是否會帶來給消費者不同的效果。
After COVID-19 starting in 2020, demands and product development forms are transferred into digital versions. Therefore, as a product manager, utilizing digital marketing has been critical and important in this era. Many digital products has been used with gamification recently. However, are the gamifications used correctly? This research is examining the effect of the gamifications across different product and to realize how different product react to different gamification strategies.
For the gamification variables, we examined past researches and chose to use the “meaningful gamification” and “reward-based gamification” as our variable; and for the product variables, we used the mobile payment and mobile trading system products as financial services are transforming into digital versions and are highly required by people in Taiwan. At last, we used attitude as our dependent variable, so that we can see if customers react different when the circumstances are different. Therefore, our 2 (meaningful gamification & reward-based gamification) x 2(mobile payment & mobile trading system) are decided.
After our experiments, we can see that users are actually more attracted to meaningful gamification when they are using mobile trading systems, and as in mobile payment, there’s nothing of a difference in regards to customers’ attitude.
To develop a successful gamification design, product managers ought to know how to approach to customers so as to attract them with least resources. Hopefully this research helped product managers be more clear about how to develop a gamification strategy.
參考文獻 中文部分
1. 王妍文(2017)。20～35歲千禧世代 數位新金融全解析。遠見雜誌，8-26。
2. 邱志聖(2016)。行銷研究：實務與理論應用。台北市：智勝文化。
3. 高敬原(2020A)。全台瘋股市！30歲以下投資人數創新高，券商如何搶賺數位商機？https://www.bnext.com.tw/article/60899/broker-dealer-digital-transformation-strategy。搜尋日期：2021年5月3日。
4. 高敬原(2020B)。連線銀行秒變「斷線銀行」？LINE BANK開業第一天人潮塞爆系統大當機。https://www.bnext.com.tw/article/62441/line-bank-opening。搜尋日期：2021年5月3日。

英文部分
1. Ahn, J., & Back, K. J. (2018). Influence of brand relationship on customer attitude toward integrated resort brands: a cognitive, affective, and conative perspective. Journal of Travel & Tourism Marketing, 35(4), 449-460
2. Ajzen, I., and B. L. Driver (1992). “Application of the Theory of Planned Behavior to Leisure Choice.” Journal of Leisure Research, 24 (3): 207-24.
3. Allport, G. W. (1933). 1. Attitudes. terminology, 219.
4. Arrasvuori, J., Boberg, M., Holopainen, J., Korhonen, H., Lucero, A., & Montola, M. (2011, June). Applying the PLEX framework in designing for playfulness. In Proceedings of the 2011 Conference on Designing Pleasurable Products and Interfaces (pp. 1-8).
5. Baptista, G., & Oliveira, T. (2017). Why so serious? Gamification impact in the acceptance of mobile banking services. Internet Research.
6. Cacioppo, J. T., Harkins, S. G., & Petty, R. E. (1981). The nature of attitudes and cognitive responses and their relationships to behavior. Cognitive responses in persuasion, 31-54.
7. Caillois, R. (2001). Man, play, and games. University of Illinois Press.
8. Chong, L. L., Ong, H. B., & Tan, S. H. (2021). Acceptability of mobile stock trading application: A study of young investors in Malaysia. Technology in Society, 64, 101497.
9. Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. psychometrika, 16(3), 297-334.
10. Dahlberg, T., Mallat, N., Ondrus, J., & Zmijewska, A. (2008). Past, present and future of mobile payments research: A literature review. Electronic commerce research and applications, 7(2), 165-181.
11. Dicheva, D., Dichev, C., Agre, G., & Angelova, G. (2015). Gamification in education: A systematic mapping study. Journal of Educational Technology & Society, 18(3), 75-88.
12. Deci, E. L. (1971). Effects of externally mediated rewards on intrinsic motivation. Journal of personality and Social Psychology, 18(1), 105.
13. Deci, E. L., Koestner, R., & Ryan, R. M. (2001). Extrinsic rewards and intrinsic motivation in education: Reconsidered once again. Review of educational research, 71(1), 1-27.
14. Derbaix, C., & Pham, M. T. (1991). Affective reactions to consumption situations: A pilot investigation. Journal of Economic Psychology, 12(2), 325-355.
15. Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011, September). From game design elements to gamefulness: defining" gamification". In Proceedings of the 15th international academic MindTrek conference: Envisioning future media environments (pp. 9-15).
16. Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes. Harcourt brace Jovanovich college publishers.
17. El-Khuffash, A. (2013). Gamification. Ryerson University, Torondo, Canada.
18. Elangovan, N. (2016). Design quality of Mobile trading system application software for Smartphones. Asian Journal of Management, 7(3), 207-212.
19. Hamari, J., Koivisto, J., & Sarsa, H. (2014, January). Does gamification work?--a literature review of empirical studies on gamification. In 2014 47th Hawaii international conference on system sciences (pp. 3025-3034). Ieee.
20. Hillman, S., Neustaedter, C., Oduor, E., & Pang, C. (2014, September). User challenges and successes with mobile payment services in North America. In Proceedings of the 16th international conference on Human-computer interaction with mobile devices & services (pp. 253-262).
21. Hopia, H., & Raitio, K. (2016). Gamification in healthcare: perspectives of mental health service users and health professionals. Issues in mental health nursing, 37(12), 894-902.
22. Huang, W. H. Y., & Soman, D. (2013). Gamification of education. Report Series: Behavioural Economics in Action, 29.
23. Bogost, I. (2014). Why gamification is bullshit. The gameful world: Approaches, issues, applications, 65-80.
24. Kwon, J., & Vogt, C. A. (2010). Identifying the role of cognitive, affective, and behavioral components in understanding residents’ attitudes toward place marketing. Journal of Travel Research, 49(4), 423-435.
25. McGonigal, J. (2011). Reality is broken: Why games make us better and how they can change the world. Penguin.
26. McKinsey (2020). How COVID-19 has pushed companies over the technology tipping point—and transformed business forever. Retrieved from May 22, 2021. https://www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-insights/how-covid-19-has-pushed-companies-over-the-technology-tipping-point-and-transformed-business-forever
27. Moon, M. A., Khalid, M. J., Awan, H. M., Attiq, S., Rasool, H., & Kiran, M. (2017). Consumer`s perceptions of website`s utilitarian and hedonic attributes and online purchase intentions: A cognitive–affective attitude approach. Spanish Journal of Marketing-ESIC, 21(2), 73-88.
28. Nicholson, S. (2013). Two paths to motivation through game design elements: Reward-based gamification and meaningful gamification.
29. Nicholson, S. (2015). A recipe for meaningful gamification. In Gamification in education and business (pp. 1-20). Springer, Cham.
30. Palazn-Vidal, M., & Delgado-Ballester, E. (2005). Sales promotions effects on consumer-based brand equity. International Journal of Market Research, 47(2), 179-204.
31. Rodrigues, L. F., Costa, C. J., & Oliveira, A. (2013, July). The adoption of gamification in e-banking. In Proceedings of the 2013 International Conference on Information Systems and Design of Communication (pp. 47-55).
32. Rodrigues, L. F., Oliveira, A., & Costa, C. J. (2016). Does ease-of-use contributes to the perception of enjoyment? A case of gamification in e-banking. Computers in Human Behavior, 61, 114-126.
33. Tauni, M. Z., Fang, H. X., & Iqbal, A. (2017). The role of financial advice and word-of-mouth communication on the association between investor personality and stock trading behavior: Evidence from Chinese stock market. Personality and Individual Differences, 108, 55-65.
34. Thiel, S. K. (2016, October). Reward-based vs. social gamification: Exploring effectiveness of gamefulness in public participation. In Proceedings of the 9th Nordic Conference on Human-Computer Interaction (pp. 1-6).
35. Werbach, K., & Hunter, D. (2012). For the win: How game thinking can revolutionize your business. Wharton digital press.
36. Xu, F., Tian, F., Buhalis, D., Weber, J., & Zhang, H. (2016). Tourists as mobile gamers: Gamification for tourism marketing. Journal of Travel & Tourism Marketing, 33(8), 1124-1142.
37. Zichermann, G., & Cunningham, C. (2011). Gamification by design: Implementing game mechanics in web and mobile apps. " O`Reilly Media, Inc.".
描述 碩士
國立政治大學
國際經營與貿易學系
108351030
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108351030
資料類型 thesis
dc.contributor.advisor 邱志聖zh_TW
dc.contributor.advisor Chiou, Jyh-Shenen_US
dc.contributor.author (Authors) 孔昱棠zh_TW
dc.contributor.author (Authors) Kung, Yu-Tangen_US
dc.creator (作者) 孔昱棠zh_TW
dc.creator (作者) Kung, Yu-Tangen_US
dc.date (日期) 2021en_US
dc.date.accessioned 1-Jul-2021 16:15:24 (UTC+8)-
dc.date.available 1-Jul-2021 16:15:24 (UTC+8)-
dc.date.issued (上傳時間) 1-Jul-2021 16:15:24 (UTC+8)-
dc.identifier (Other Identifiers) G0108351030en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/135902-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 108351030zh_TW
dc.description.abstract (摘要) 數位化的浪潮來襲，許多產品及服務在推動上，皆紛紛的往數位進行發展。尤其2020年以來的COVID-19疫情，大大的加速了數位化產品及服務的需求及發展。因此，在數位化產品的推出，對於企業來說是越來越重要。而在推出產品之外，要如何用該產品的內容做為行銷設計？許多企業紛紛的在數位服務的推廣上，以遊戲化的方式進行推動。而遊戲化的方式及策略相當廣泛，該運用何種遊戲化方式才能達到更好的效益，是行銷人員會需要注意的。本研究根據不同產品內容，與不同遊戲化的方式，進行2x2的實驗設計研究，希望能夠對於企業進行產品設計時能夠有更清楚的想法及進行的方式。
　　而在變數選擇上，本研究從文獻回顧中了解到遊戲化方向有不同內容，有人將遊戲化歸類為獎勵型遊戲化及意義型遊戲化的內容。而在產品上，由於本研究觀察到現在數位世代對於金融產品的服務使用越發頻繁，因此針對金融服務的行動支付及行動下單服務進行探討，並期以從分析中了解到不同商品是否會適用不同遊戲化內容。此外，本研究則針對消費者的態度進行分析，從文獻回顧中了解到態度由認知、情感及行為組成。因此，本研究總共以2(獎勵型遊戲化及意義型遊戲化) x 2(行動下單及行動支付)進行實驗設計，並針對態度的認知、情感及行為進行探討。
　　而本研究也在假設驗證中部份得到驗證，實驗結果如下：在行動下單時，在態度上，意義型遊戲化相較於獎勵型遊戲化，能夠帶來更多讓消費者的想法提升；而行動支付則沒有顯著哪一種遊戲化策略較好。因此，未來金控若想針對金融商品進行遊戲化內容進行設計，也可以參考本研究之結果，思考不同遊戲化方向是否會帶來給消費者不同的效果。		zh_TW
dc.description.abstract (摘要) After COVID-19 starting in 2020, demands and product development forms are transferred into digital versions. Therefore, as a product manager, utilizing digital marketing has been critical and important in this era. Many digital products has been used with gamification recently. However, are the gamifications used correctly? This research is examining the effect of the gamifications across different product and to realize how different product react to different gamification strategies.
For the gamification variables, we examined past researches and chose to use the “meaningful gamification” and “reward-based gamification” as our variable; and for the product variables, we used the mobile payment and mobile trading system products as financial services are transforming into digital versions and are highly required by people in Taiwan. At last, we used attitude as our dependent variable, so that we can see if customers react different when the circumstances are different. Therefore, our 2 (meaningful gamification & reward-based gamification) x 2(mobile payment & mobile trading system) are decided.
After our experiments, we can see that users are actually more attracted to meaningful gamification when they are using mobile trading systems, and as in mobile payment, there’s nothing of a difference in regards to customers’ attitude.
To develop a successful gamification design, product managers ought to know how to approach to customers so as to attract them with least resources. Hopefully this research helped product managers be more clear about how to develop a gamification strategy.		en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題 3
第三節 研究目的 5
第四節 研究方法及流程 5
第二章 文獻回顧 7
第一節 遊戲化 7
第二節 獎勵型遊戲化及意義型遊戲化 13
第三節 金融產品 16
第四節 態度 19
第五節 研究推論 20
第三章 研究方法 22
第一節 研究架構 22
第二節 研究假設 23
第三節 研究變數定義及衡量 23
第四節 實驗設計 25
第五節 信度及效度分析 31
第四章 研究結果 32
第一節 正式問卷結果 32
第五章 結論與建議 39
第一節 研究結果與討論 39
第二節 行銷意涵與建議 40
第三節 研究限制與未來建議 42
參考文獻 44
附錄 50
前測問卷1：獎勵型遊戲化及行動支付問卷 50
前測問卷2：意義型遊戲化及行動支付問卷 53
前測問卷3：獎勵型遊戲化及行動下單問卷 56
前測問卷4：意義型遊戲化及行動下單問卷 59
正式問卷1：獎勵型遊戲化及行動支付問卷 62
正式問卷2：意義型遊戲化及行動支付問卷 67
正式問卷3：獎勵型遊戲化及行動下單問卷 71
正式問卷４：意義型遊戲化及行動下單問卷 76		zh_TW
dc.format.extent 3312610 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108351030en_US
dc.subject (關鍵詞) 遊戲化zh_TW
dc.subject (關鍵詞) 意義型zh_TW
dc.subject (關鍵詞) 獎勵型zh_TW
dc.subject (關鍵詞) 行動下單zh_TW
dc.subject (關鍵詞) 行動支付zh_TW
dc.subject (關鍵詞) 金融商品zh_TW
dc.subject (關鍵詞) 態度zh_TW
dc.subject (關鍵詞) 認知zh_TW
dc.subject (關鍵詞) 情感zh_TW
dc.subject (關鍵詞) 行為zh_TW
dc.subject (關鍵詞) gamificationen_US
dc.subject (關鍵詞) meaningful gamificationen_US
dc.subject (關鍵詞) reward-based gamificationen_US
dc.subject (關鍵詞) attitudeen_US
dc.subject (關鍵詞) mobile paymenten_US
dc.subject (關鍵詞) mobile trading systemen_US
dc.title (題名) 不同遊戲化行銷策略與消費者態度效果之研究 – 以行動支付及行動下單產品為例zh_TW
dc.title (題名) A Study on Effects of Different Gamification Strategies on Consumers’ Attitudes – Using Mobile Payment and Mobile Trading Products as Examplesen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部分
1. 王妍文(2017)。20～35歲千禧世代 數位新金融全解析。遠見雜誌，8-26。
2. 邱志聖(2016)。行銷研究：實務與理論應用。台北市：智勝文化。
3. 高敬原(2020A)。全台瘋股市！30歲以下投資人數創新高，券商如何搶賺數位商機？https://www.bnext.com.tw/article/60899/broker-dealer-digital-transformation-strategy。搜尋日期：2021年5月3日。
4. 高敬原(2020B)。連線銀行秒變「斷線銀行」？LINE BANK開業第一天人潮塞爆系統大當機。https://www.bnext.com.tw/article/62441/line-bank-opening。搜尋日期：2021年5月3日。

英文部分
1. Ahn, J., & Back, K. J. (2018). Influence of brand relationship on customer attitude toward integrated resort brands: a cognitive, affective, and conative perspective. Journal of Travel & Tourism Marketing, 35(4), 449-460
2. Ajzen, I., and B. L. Driver (1992). “Application of the Theory of Planned Behavior to Leisure Choice.” Journal of Leisure Research, 24 (3): 207-24.
3. Allport, G. W. (1933). 1. Attitudes. terminology, 219.
4. Arrasvuori, J., Boberg, M., Holopainen, J., Korhonen, H., Lucero, A., & Montola, M. (2011, June). Applying the PLEX framework in designing for playfulness. In Proceedings of the 2011 Conference on Designing Pleasurable Products and Interfaces (pp. 1-8).
5. Baptista, G., & Oliveira, T. (2017). Why so serious? Gamification impact in the acceptance of mobile banking services. Internet Research.
6. Cacioppo, J. T., Harkins, S. G., & Petty, R. E. (1981). The nature of attitudes and cognitive responses and their relationships to behavior. Cognitive responses in persuasion, 31-54.
7. Caillois, R. (2001). Man, play, and games. University of Illinois Press.
8. Chong, L. L., Ong, H. B., & Tan, S. H. (2021). Acceptability of mobile stock trading application: A study of young investors in Malaysia. Technology in Society, 64, 101497.
9. Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. psychometrika, 16(3), 297-334.
10. Dahlberg, T., Mallat, N., Ondrus, J., & Zmijewska, A. (2008). Past, present and future of mobile payments research: A literature review. Electronic commerce research and applications, 7(2), 165-181.
11. Dicheva, D., Dichev, C., Agre, G., & Angelova, G. (2015). Gamification in education: A systematic mapping study. Journal of Educational Technology & Society, 18(3), 75-88.
12. Deci, E. L. (1971). Effects of externally mediated rewards on intrinsic motivation. Journal of personality and Social Psychology, 18(1), 105.
13. Deci, E. L., Koestner, R., & Ryan, R. M. (2001). Extrinsic rewards and intrinsic motivation in education: Reconsidered once again. Review of educational research, 71(1), 1-27.
14. Derbaix, C., & Pham, M. T. (1991). Affective reactions to consumption situations: A pilot investigation. Journal of Economic Psychology, 12(2), 325-355.
15. Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011, September). From game design elements to gamefulness: defining" gamification". In Proceedings of the 15th international academic MindTrek conference: Envisioning future media environments (pp. 9-15).
16. Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes. Harcourt brace Jovanovich college publishers.
17. El-Khuffash, A. (2013). Gamification. Ryerson University, Torondo, Canada.
18. Elangovan, N. (2016). Design quality of Mobile trading system application software for Smartphones. Asian Journal of Management, 7(3), 207-212.
19. Hamari, J., Koivisto, J., & Sarsa, H. (2014, January). Does gamification work?--a literature review of empirical studies on gamification. In 2014 47th Hawaii international conference on system sciences (pp. 3025-3034). Ieee.
20. Hillman, S., Neustaedter, C., Oduor, E., & Pang, C. (2014, September). User challenges and successes with mobile payment services in North America. In Proceedings of the 16th international conference on Human-computer interaction with mobile devices & services (pp. 253-262).
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dc.identifier.doi (DOI) 10.6814/NCCU202100605en_US