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題名 遊戲化行銷對品牌黏著度之影響
The Impact of Gamification Marketing on Brand Stickiness作者 周聖傑
Jou, Sheng-Chieh貢獻者 白佩玉
Pai, Pei-Yu
周聖傑
Jou, Sheng-Chieh關鍵詞 遊戲化行銷
遊戲化忠誠度方案
品牌黏著度
購買意願
自我決定理論
Gamification marketing
Gamified loyalty programs
Brand stickiness
Purchase intention
Self-determination theory日期 2021 上傳時間 4-Aug-2021 16:36:03 (UTC+8) 摘要 當電子商務蓬勃發展，眾多電商平台競爭激烈時，各家企業紛紛結合自身資源與能力，以開創出獨有的特色：例如，藉由易用的操作介面、消費者可共同參與的社群討論方式、各項遊戲化設計等，以求增加用戶使用平台次數及停留時間，進而提升品牌黏著度。本論文以「新加坡商蝦皮娛樂電商有限公司-台灣分公司」的遊戲使用者作為本論文研究對象，並進一步探討以下研究問題：1. 遊戲化如何提升消費者對平台的使用意願與停留時間。2. 遊戲化如何改變消費者的行為模式與提升購買意願。3. 消費者如何透過遊戲化培養平台忠誠度及遊戲忠誠度。而本論文採深度訪談的方式，針對10位具有代表性的受訪者進行訪談，而訪談後經詳細分析與整理，得出以下結論：(1)為了促使用戶開始遊玩遊戲，企業應提供足夠誘因，並善用遊戲規則的設計、關卡的挑戰等元素，吸引用戶外在動機的提升；(2)企業應讓用戶在遊玩的過程中，習慣每日遊玩遊戲，且經由達成遊戲目標，而提升內在的能力感與自主感；(3)遊戲應規劃社群功能，使用戶間可以彼此互動，以滿足內在的關係感，提升用戶的內在動機；(4)當用戶的內在與外在動機提升後，用戶持續遊玩遊戲，進而對遊戲產生忠誠度，同時因大幅增加使用平台的次數與停留時間，造成黏著度的上升；(5)遊戲化行銷讓用戶提高在平台上的購物頻次與金額，最終對平台與品牌產生正面印象，並將平台作為網路購物的首選，達到平台的品牌忠誠。根據研究結果，本論文提出企業若要進行遊戲化的做法與建議方向：首先需考量企業自身的資源與能力，將目標與遊戲化結合。遊戲介面能避免操作上的延遲，在遊戲內容設計上帶給用戶娛樂與挑戰，當達成目標時，亦提供相對應的獎勵，例如：提供蝦幣，讓用戶直接使用於平台購物。企業應致力提供用戶更完整的遊玩與使用體驗，以維繫黏著度。在後續經營遊戲化的方向上，應持續更新遊戲及提供更適切的服務，讓用戶感受到企業的用心，最終提升用戶使用平台服務的頻次及停留時間、進而達成黏著度與購買意願的提升。
When e-commerce is booming and many e-commerce platforms are highly competitive, companies need to combine their own resources and capabilities to create unique features. For example, more and more e-commerce platforms adopt easy-to-use interface, co-created community discussions, and involving game designs to increase more visits and longer stay, which in turn leads to brand stickiness. This research aims to provide a better understanding of gamification marketing by studying "Shopee Taiwan" (known for its entertainment strategies) and its users’ gaming behaviors, addressing the following research issues:1. How gamification enhances consumers’ willingness to buy and time to use the platform.2. How gamification changes consumer behavior and increases purchase intention.3. How consumers develop platform loyalty and game loyalty through gamification.This paper adopted in-depth interviewing that involves conducting intensive interviews with 10 representative interviewees. Analysis and evaluation of interview findings has drawn the following conclusions: (1) To initiate game playing, businesses need to provide rewarding incentives, through the comprehensive planning and design of game, including: design in game rules, level challenges, etc., increase the extrinsic motivation of users. (2) Businesses are suggested to increase users’ inner sense of autonomy and competence, in the progress of game playing and goal achievement, and to make users get used to play games every day. (3) Interactions among game players in social media also satisfy the sense of relatedness and further enhance the users’ intrinsic motivation. (4) Due to the increment of extrinsic and intrinsic motivation during the game playing, it develops the loyalty towards games and further increases the visiting frequency and staying time, as well as enhances the platform stickiness. (5) Using gamification marketing, businesses can increase the frequency and amount of purchase of users at the platform, and eventually lead to a positive impression of platform brand, which unlocks the achievement on brand loyalty of platform when it becomes the best shopping platform for those game players.According to the results of the study, this paper provides both theoretical implications and practical guidelines for enterprises in gamification, which the resources and capabilitis of enterprise should be taken into consideration firslty, and integrating gamification scheme and ultimate goal of enterprise. Entertaiment and challenges on game playing provide corresponding incentives, such as Shopee Coin that can be used at shopping platform by game players after goal achievement, which eventually enables the users to have comprehensive experiences on game playing as well as to user experience. Good user experience has signigicant influence on users’ continued playing intentions, visiting frequency and time of page, so that it could further elevate platform stickiness. While in the gamification management, enterprises should update the games continuously, provide attentive and more pertinent services to users, increase the use of platform services, and eventually enhance the intention to purchase and brand stickiness.參考文獻 一、 中文文獻1. 邱志聖（2020）。行銷研究: 實務與理論應用。台北：智勝文化。2. 林烘煜、唐淑華（2008）。讀書治療在大學通識課程上的應用-自我決定理論觀點。教育心理學報，39（3），377-394。3. 柯文敏譯（2020）。遊戲化行銷：打造讓顧客無法自拔的消費體驗。（原作者：Griffin, D., & van der Meer, A）。台北：商周出版。（原著出版年：2019）4. 胡天玫、周玉萍譯（2016）。蚱蜢：遊戲、生命與烏托邦（原作者：Suits, B）。台北：心靈工坊。（原著出版年：1978）5. 潘淑滿（2003）。質性研究: 理論與應用。台北市: 心理出版社。二、 英文文獻1. Bernard, H. R. (2017). Research methods in anthropology: Qualitative and quantitative approaches. Rowman & Littlefield.2. Corbin, J. M., & Strauss, A. (1990). Grounded theory research: Procedures, canons, and evaluative criteria. Qualitative Sociology, 13(1), 3-21.3. Deci, E. L., & Ryan, R. M. (1985). Conceptualizations of Intrinsic Motivation and Self-Determination. In intrinsic motivation and self-Determination in human behavior, New York: Plenum Press, 33(6), 11-40.4. Denzin, N. K. and Lincoln, Y. S. (2005). Introduction: The Discipline and Practice of Qualitative Research. In: Denzin, N.K. and Lincoln, Y. S., Eds., Handbook of Qualitative Research, 3rd Edition, Sage, Thousand Oaks, 1-32.5. Deterding, S., Sicart, M., Nacke, L., O`Hara, K., & Dixon, D. (2011). Gamification: using game-design elements in non-gaming contexts. Paper presented at the CHI`11 Extended Abstracts on Human Factors in Computing Systems, 2425-2428.6. Friedrich, T., Schlauderer, S., & Overhage, S. (2019). The impact of social commerce feature richness on website stickiness through cognitive and affective factors: An experimental study. Electronic Commerce Research and Applications, 36(5). doi: 10.1016/j.elerap.2019.100861.7. Guba, E. G. (1990). The Paradigm Dialog. Newbury Park, Ca : Sage Publications.8. Gwinner, K. P., Gremler, D. D., Bitner, M. J., 1998. Relational benefits in services industries: the customer’s perspective. Journal of the Academy of Marketing Science 26(2), 101-114.9. Holland, J., & Menzel Baker, S. (2001). Customer participation in creating site brand loyalty. Journal of Interactive Marketing, 15(4), 34-45.10. Hollebeek, L. D., Das, K., & Shukla, Y. (2021). Game on! How gamified loyalty programs boost customer engagement value. International Journal of Information Management. doi: 10.1016/j.ijinfomgt.2021.102308.11. Lin, L., Hu, P. J. H., Sheng, O. R. L., & Lee, J. (2010). Is stickiness profitable for electronic retailers?. Communications of the ACM, 53(3), 132-136.12. Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic Inquiry. SAGE.13. Mayer, J., & Filstead, W. J. (1979). The adolescent alcohol involvement scale. An instrument for measuring adolescents` use and misuse of alcohol. Journal of Studies on alcohol, 40(3), 291-300.14. Minichiello, V., Aroni, R., & Hays, T. N. (2008). In-depth interviewing: Principles, techniques, analysis. Pearson Education Australia.15. Moe, W. W., & Fader, P. S. (2004). Dynamic conversion behavior at e-commerce sites. Management Science, 50(3), 326-335.16. Nagel, T. (1975). The possibility of altruism. Princeton University Press.17. Paharia, R. (2013). Loyalty 3.0: How to revolutionize customer and employee engagement with big data and gamification. New York, NY: McGraw-Hill.18. Polites, G. L., Williams, C. K., Karahanna, E., & Seligman, L. (2012). A theoretical framework for consumer e-satisfaction and site stickiness: An evaluation in the context of online hotel reservations. Journal of Organizational Computing and Electronic Commerce, 22(1), 1-37.19. Reeve, J. (2002). Self-determination theory applied to educational settings. Handbook of Self-Determination Research, 2, 183-204.20. Strauss, A. L. (1998). Qualitative analysis for social scientists. Cambridge University Press.21. Suh, A., Wagner, C., & Liu, L. (2018). Enhancing user engagement through gamification. Journal of Computer Information Systems, 58(3), 204-213.22. Thom, J., Millen, D., & DiMicco, J. (2012). Removing gamification from an enterprise SNS. Proceedings of the ACM 2012 Conference on Computer Supported Cooperative Work (pp. 1067–1070). Seattle, WA.23. Tobon, S., Ruiz-Alba, J. L., & García-Madariaga, J. (2020). Gamification and online consumer decisions: Is the game over?. Decision Support Systems, 128, 113167.24. Werbach, K., & Hunter, D. (2012). For the win: How game thinking can revolutionize your business. Wharton digital press.25. Xu, J., & Liu, Z. (2010, January). Study of online stickiness: its antecedents and effect on repurchase intention. In 2010 International Conference on e-Education, e-Business, e-Management and e-Learning , pp. 116-120. IEEE.26. Zichermann, G., & Linder, J. (2010). Game-based marketing: inspire customer loyalty through rewards, challenges, and contests. John Wiley & Sons.27. Zott, C., Amit, R., & Donlevy, J. (2000). Strategies for value creation in e-commerce: best practice in Europe. European Management Journal, 18(5), 463-475. 三、 網路文獻1. 中華民國經濟部統計處（2020），「宅經濟」發酵，帶動網路銷售額成長（民110年02月10日，取自：https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=7590）2. 台灣公司網，新加坡商蝦皮娛樂電商有限公司（2021）（民110年04月15日，取自：https://www.twincn.com/item.aspx?no=56801904）3. 周郁芬（2021）。2021品牌經營大解密：娛樂行銷為王 蝦皮化身接觸消費者的第一哩路。（民110年04月15日，取自：https://www.bnext.com.tw/article/61832/entertainment-marketing-shopee-ecommerce-reaches-consumers-directly）4. 淘寶官方網站：（民110年02月10日，取自：https://world.taobao.com/qingdan/200655619046.htm）5. 蝦皮購物品牌行銷部長：電商媒體流量紅利時代到來（2021）（民110年04月15日，取自：https://www.inside.com.tw/article/23331-ectrend-ecAsMedia）6. 樂購蝦皮官方網站（2021）（民110年02月10日，取自：https://careers.shopee.tw/）7. Beddoe-Stephens, P.（1999）, “Yahoo: Gettin` Sticky with It”, From: （民110年02月10日，取自：http://www.wired.com/culture/lifestyle/news/1999/03/18229）8. momo集團官方網站（2021）（民110年02月10日，取自：http://www.fmt.com.tw/index.php）9. PChome集團官方網站（2021）（民110年02月10日，取自：https://corporate.pchome.com.tw/）10. Pseric（2011）Dropquest 2011 解謎遊戲，完成後 Dropbox 再增加1GB！（民110年02月10日，取自：https://free.com.tw/dropquest-2011/）11. See集團官方網站（2021）（民110年02月10日，取自：https://www.sea.com/home） 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
108363040資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108363040 資料類型 thesis dc.contributor.advisor 白佩玉 zh_TW dc.contributor.advisor Pai, Pei-Yu en_US dc.contributor.author (Authors) 周聖傑 zh_TW dc.contributor.author (Authors) Jou, Sheng-Chieh en_US dc.creator (作者) 周聖傑 zh_TW dc.creator (作者) Jou, Sheng-Chieh en_US dc.date (日期) 2021 en_US dc.date.accessioned 4-Aug-2021 16:36:03 (UTC+8) - dc.date.available 4-Aug-2021 16:36:03 (UTC+8) - dc.date.issued (上傳時間) 4-Aug-2021 16:36:03 (UTC+8) - dc.identifier (Other Identifiers) G0108363040 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/136721 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 108363040 zh_TW dc.description.abstract (摘要) 當電子商務蓬勃發展，眾多電商平台競爭激烈時，各家企業紛紛結合自身資源與能力，以開創出獨有的特色：例如，藉由易用的操作介面、消費者可共同參與的社群討論方式、各項遊戲化設計等，以求增加用戶使用平台次數及停留時間，進而提升品牌黏著度。本論文以「新加坡商蝦皮娛樂電商有限公司-台灣分公司」的遊戲使用者作為本論文研究對象，並進一步探討以下研究問題：1. 遊戲化如何提升消費者對平台的使用意願與停留時間。2. 遊戲化如何改變消費者的行為模式與提升購買意願。3. 消費者如何透過遊戲化培養平台忠誠度及遊戲忠誠度。而本論文採深度訪談的方式，針對10位具有代表性的受訪者進行訪談，而訪談後經詳細分析與整理，得出以下結論：(1)為了促使用戶開始遊玩遊戲，企業應提供足夠誘因，並善用遊戲規則的設計、關卡的挑戰等元素，吸引用戶外在動機的提升；(2)企業應讓用戶在遊玩的過程中，習慣每日遊玩遊戲，且經由達成遊戲目標，而提升內在的能力感與自主感；(3)遊戲應規劃社群功能，使用戶間可以彼此互動，以滿足內在的關係感，提升用戶的內在動機；(4)當用戶的內在與外在動機提升後，用戶持續遊玩遊戲，進而對遊戲產生忠誠度，同時因大幅增加使用平台的次數與停留時間，造成黏著度的上升；(5)遊戲化行銷讓用戶提高在平台上的購物頻次與金額，最終對平台與品牌產生正面印象，並將平台作為網路購物的首選，達到平台的品牌忠誠。根據研究結果，本論文提出企業若要進行遊戲化的做法與建議方向：首先需考量企業自身的資源與能力，將目標與遊戲化結合。遊戲介面能避免操作上的延遲，在遊戲內容設計上帶給用戶娛樂與挑戰，當達成目標時，亦提供相對應的獎勵，例如：提供蝦幣，讓用戶直接使用於平台購物。企業應致力提供用戶更完整的遊玩與使用體驗，以維繫黏著度。在後續經營遊戲化的方向上，應持續更新遊戲及提供更適切的服務，讓用戶感受到企業的用心，最終提升用戶使用平台服務的頻次及停留時間、進而達成黏著度與購買意願的提升。 zh_TW dc.description.abstract (摘要) When e-commerce is booming and many e-commerce platforms are highly competitive, companies need to combine their own resources and capabilities to create unique features. For example, more and more e-commerce platforms adopt easy-to-use interface, co-created community discussions, and involving game designs to increase more visits and longer stay, which in turn leads to brand stickiness. This research aims to provide a better understanding of gamification marketing by studying "Shopee Taiwan" (known for its entertainment strategies) and its users’ gaming behaviors, addressing the following research issues:1. How gamification enhances consumers’ willingness to buy and time to use the platform.2. How gamification changes consumer behavior and increases purchase intention.3. How consumers develop platform loyalty and game loyalty through gamification.This paper adopted in-depth interviewing that involves conducting intensive interviews with 10 representative interviewees. Analysis and evaluation of interview findings has drawn the following conclusions: (1) To initiate game playing, businesses need to provide rewarding incentives, through the comprehensive planning and design of game, including: design in game rules, level challenges, etc., increase the extrinsic motivation of users. (2) Businesses are suggested to increase users’ inner sense of autonomy and competence, in the progress of game playing and goal achievement, and to make users get used to play games every day. (3) Interactions among game players in social media also satisfy the sense of relatedness and further enhance the users’ intrinsic motivation. (4) Due to the increment of extrinsic and intrinsic motivation during the game playing, it develops the loyalty towards games and further increases the visiting frequency and staying time, as well as enhances the platform stickiness. (5) Using gamification marketing, businesses can increase the frequency and amount of purchase of users at the platform, and eventually lead to a positive impression of platform brand, which unlocks the achievement on brand loyalty of platform when it becomes the best shopping platform for those game players.According to the results of the study, this paper provides both theoretical implications and practical guidelines for enterprises in gamification, which the resources and capabilitis of enterprise should be taken into consideration firslty, and integrating gamification scheme and ultimate goal of enterprise. Entertaiment and challenges on game playing provide corresponding incentives, such as Shopee Coin that can be used at shopping platform by game players after goal achievement, which eventually enables the users to have comprehensive experiences on game playing as well as to user experience. Good user experience has signigicant influence on users’ continued playing intentions, visiting frequency and time of page, so that it could further elevate platform stickiness. While in the gamification management, enterprises should update the games continuously, provide attentive and more pertinent services to users, increase the use of platform services, and eventually enhance the intention to purchase and brand stickiness. en_US dc.description.tableofcontents 摘要 IAbstract II目次 IV圖次 VI表次 VII第壹章 緒論 1第一節 研究背景與動機 1第二節 研究問題與目的 3第三節 研究流程 3第貳章 文獻探討 5第一節 遊戲化概念 5第二節 遊戲化忠誠度方案 8第三節 自我決定理論 9第四節 黏著度 11第參章 研究方法 14第一節 質化訪談分析法 14第二節 研究個案 17第三節 訪談流程與設計 25第四節 訪談問題 26第五節 訪談對象 28第肆章 研究分析與討論 33第一節 脈絡背景與使用習慣 35第二節 使用遊戲的現象 41第三節 影響因素與行動 45第四節 延伸影響 67第五節 蝦皮遊戲的策略 75第六節 結果與影響 80第七節 小結 85第伍章 結論與建議 86第一節 結論 86第二節 實務建議 88第三節 研究限制與未來研究建議 90參考文獻 92附錄 徵求受訪者之問卷 98 zh_TW dc.format.extent 12068317 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108363040 en_US dc.subject (關鍵詞) 遊戲化行銷 zh_TW dc.subject (關鍵詞) 遊戲化忠誠度方案 zh_TW dc.subject (關鍵詞) 品牌黏著度 zh_TW dc.subject (關鍵詞) 購買意願 zh_TW dc.subject (關鍵詞) 自我決定理論 zh_TW dc.subject (關鍵詞) Gamification marketing en_US dc.subject (關鍵詞) Gamified loyalty programs en_US dc.subject (關鍵詞) Brand stickiness en_US dc.subject (關鍵詞) Purchase intention en_US dc.subject (關鍵詞) Self-determination theory en_US dc.title (題名) 遊戲化行銷對品牌黏著度之影響 zh_TW dc.title (題名) The Impact of Gamification Marketing on Brand Stickiness en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、 中文文獻1. 邱志聖（2020）。行銷研究: 實務與理論應用。台北：智勝文化。2. 林烘煜、唐淑華（2008）。讀書治療在大學通識課程上的應用-自我決定理論觀點。教育心理學報，39（3），377-394。3. 柯文敏譯（2020）。遊戲化行銷：打造讓顧客無法自拔的消費體驗。（原作者：Griffin, D., & van der Meer, A）。台北：商周出版。（原著出版年：2019）4. 胡天玫、周玉萍譯（2016）。蚱蜢：遊戲、生命與烏托邦（原作者：Suits, B）。台北：心靈工坊。（原著出版年：1978）5. 潘淑滿（2003）。質性研究: 理論與應用。台北市: 心理出版社。二、 英文文獻1. 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