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題名 電商遊戲化行銷對品牌評價之影響：以蝦皮購物為例
The effects of gamification in E-commerce on brand evaluations: A case study of Shopee作者 程雅新
Cheng, Ya-Hsin貢獻者 陳冠儒
Chen, Kuan-Ju
程雅新
Cheng, Ya-Hsin關鍵詞 遊戲化
電商
參與動機
投入程度
品牌態度
gamification
e-commerce
motivation
engagement
brand attitude日期 2021 上傳時間 4-Aug-2021 16:39:39 (UTC+8) 摘要 本研究主要目的為探討電商平台以遊戲化作為行銷策略時，消費者進行遊戲的參與動機對於品牌評價的影響，以及探討遊玩態度、遊戲投入與遊戲頻率三個變數在參與動機與品牌評價之間產生的中介效果，研究進一步利用事後檢定比較不同參與動機組間之差異。研究對象以曾經玩過蝦皮遊戲的消費者為樣本，使用網路問卷調查的方式搜集此類目標對象之相關資訊，回收之有效問卷為313份。研究結果發現參與動機對於品牌態度有顯著影響，且在遊玩態度、遊戲頻率此兩變數於過程中產生中介效果。研究結果應用到企業實務中，期望帶給電商平台進行遊戲化行銷時更了解消費者的參與動機，及其對於品牌態度之影響機制，並透過遊戲情境優化消費者體驗，利用遊戲化的行銷策略來傳遞更正面的品牌形象。
Using gamification as a marketing strategy for e-commerce platforms, the purpose of this study was to explore the impact of consumers` participation motives on brand evaluations and to examine the mediating effects of attitude toward the game, commitment to the game, and playing frequency in such a process. This study further examined the differences between consumers with different participation motives using post-hoc analysis. Consumers who had played games on Shopee platform were identified as the research participants. An online survey was conducted to collect relevant information for analysis. The results of the study indicated that consumers’ participation motives for the game had significant effects on brand attitude. Further, attitude toward the game and playing frequency exerted mediating effects in the process. Findings of the study can provide managerial implications for e-commerce platforms to better understand the influences of consumers` participation motivation on brand evaluation when adopting game-based marketing strategies. The findings also suggest the implementation of optimizing consumer experience through a game-based approach to convey a more positive brand image.參考文獻 王詢. (1994). 人際關係模式與經濟組織的交易成本.王賜麟. (2019). 蝦皮購物掀起互動科技戰 「AR互動遊戲」首周即創2倍成長！. 中國時報. Retrieved from https://www.chinatimes.com/realtimenews/20191104002522-260405?chdtv未來流通研究所 (2020). 2020-台灣電子商務產業競爭地圖. Retrieved from https://www.mirai.com.tw/taiwan-ecommerce-industry-competition-map/吳岱芸. (2015). 從遊戲到遊戲化：行銷溝通遊戲化理論初探. [From Game to Gamification: Preliminary Research of Gamification Marketing Theory]. 新聞學研究(124), 215-251. doi:10.30386/mcr.201507_(124).0006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. 數位時代. Retrieved from https://www.bnext.com.tw/article/61832/entertainment-marketing-shopee-ecommerce-reaches-consumers-directly林芳如. (2020). 月流量4,900萬、蝦皮穩佔第一大！從台灣電商競爭地圖，看玩家們的生態圈布局. 數位時代, 2020.07.06. Retrieved from https://www.bnext.com.tw/article/58335/taiwan-e-commerce洪凱音. (2016). 蝦皮拍賣 突破300萬用戶. 中國時報. Retrieved from https://www.chinatimes.com/newspapers/20160715000438-260114?chdtv孫彬訓. (2021, 2021/5/24). UUPON網購市調 蝦皮最吸粉. 工商時報. Retrieved from https://ctee.com.tw/news/consume/464176.html桃樂比大叔選讀筆記News. (2021). 全年營收354億美元！蝦皮是如何在東南亞打敗阿里巴巴Lazada的？. 關鍵評論網. Retrieved from https://www.thenewslens.com/article/149374黃郁芸. (2019). 雙11競爭激烈，蝦皮結合遊戲、直播和貼文牆，要打造互動式購物體驗. iThome. Retrieved from https://www.ithome.com.tw/news/134072黃震宇. (2020). 疫情催化看電商平台逆風而起. 台北產業資訊網. Retrieved from https://www.taipeiecon.taipei/article_cont.aspx?MmmID=1201&MSid=1073000456110466122經濟部統計處. (2020). 批發、零售及餐飲業網路銷售金額341,775,780 (千元)，年增率18.97%. Retrieved from https://dmz26.moea.gov.tw/GMWeb/advance/AdvanceQuery.aspx資策會產業情報研究所(MIC). 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Journal of Consumer Research, 20(4), 644-656. doi:10.1086/209376Bakhanova, E., Garcia, J. A., Raffe, W. L., & Voinov, A. (2020). Targeting social learning and engagement: What serious games and gamification can offer to participatory modeling. Environmental Modelling & Software, 134, 104846. doi:10.1016/j.envsoft.2020.104846Cheng Zhang, C. W. P., Qingsheng Wu & Xueming Luo. (2017). Nonlinear Effects of Social Connections and Interactions on Individual Goal Attainment and Spending: Evidences from Online Gaming Markets. Journal of Marketing, 81(6), 132-155. doi:10.1509/jm.16.0038Cyberbiz. (2020). 打造用戶上癮的遊戲化行銷策略！看星巴克如何遊戲化行銷，提升購物體驗. Retrieved from https://www.cyberbiz.io/blog/%E6%89%93%E9%80%A0%E7%94%A8%E6%88%B6%E4%B8%8A%E7%99%AE%E7%9A%84%E9%81%8A%E6%88%B2%E5%8C%96%E8%A1%8C%E9%8A%B7%E7%AD%96%E7%95%A5%EF%BC%81%E7%9C%8B%E6%98%9F%E5%B7%B4%E5%85%8B%E5%A6%82%E4%BD%95%E9%81%8A/David Taylor, M. B., Dr Natasha Campling,, & Dr Sarah Carter, D. S. G., Dr Jenny Newbould, Dr Tim Rennie. (2007). 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Gamification in Education and Business: Springer.Tuunanen, J. H. J. (2014). Player Types: A Meta-synthesis. trepo.tuni.fi.Werbach, K. (2014). (Re)Defining Gamification: A Process Approach. In (pp. 266-272): Springer International Publishing.Xu, Y., Chen, Z., Peng, M. Y.-P., & Anser, M. K. (2020). Enhancing Consumer Online Purchase Intention Through Gamification in China: Perspective of Cognitive Evaluation Theory. Frontiers in Psychology, 11. doi:10.3389/fpsyg.2020.581200Zicherman, G. (2011). A Long Engagement and a Shotgun Wedding: Why Engagement is the Power Metric of the Decade. Presentation, Gamification Summit, San Francisco, CA. Retrieved from https://www.slideshare.net/gzicherm/g-summit-openerZichermann, C. (2011). Gamification by Design. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
108363101資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108363101 資料類型 thesis dc.contributor.advisor 陳冠儒 zh_TW dc.contributor.advisor Chen, Kuan-Ju en_US dc.contributor.author (Authors) 程雅新 zh_TW dc.contributor.author (Authors) Cheng, Ya-Hsin en_US dc.creator (作者) 程雅新 zh_TW dc.creator (作者) Cheng, Ya-Hsin en_US dc.date (日期) 2021 en_US dc.date.accessioned 4-Aug-2021 16:39:39 (UTC+8) - dc.date.available 4-Aug-2021 16:39:39 (UTC+8) - dc.date.issued (上傳時間) 4-Aug-2021 16:39:39 (UTC+8) - dc.identifier (Other Identifiers) G0108363101 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/136739 - 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) 108363101 zh_TW dc.description.abstract (摘要) 本研究主要目的為探討電商平台以遊戲化作為行銷策略時，消費者進行遊戲的參與動機對於品牌評價的影響，以及探討遊玩態度、遊戲投入與遊戲頻率三個變數在參與動機與品牌評價之間產生的中介效果，研究進一步利用事後檢定比較不同參與動機組間之差異。研究對象以曾經玩過蝦皮遊戲的消費者為樣本，使用網路問卷調查的方式搜集此類目標對象之相關資訊，回收之有效問卷為313份。研究結果發現參與動機對於品牌態度有顯著影響，且在遊玩態度、遊戲頻率此兩變數於過程中產生中介效果。研究結果應用到企業實務中，期望帶給電商平台進行遊戲化行銷時更了解消費者的參與動機，及其對於品牌態度之影響機制，並透過遊戲情境優化消費者體驗，利用遊戲化的行銷策略來傳遞更正面的品牌形象。 zh_TW dc.description.abstract (摘要) Using gamification as a marketing strategy for e-commerce platforms, the purpose of this study was to explore the impact of consumers` participation motives on brand evaluations and to examine the mediating effects of attitude toward the game, commitment to the game, and playing frequency in such a process. This study further examined the differences between consumers with different participation motives using post-hoc analysis. Consumers who had played games on Shopee platform were identified as the research participants. An online survey was conducted to collect relevant information for analysis. The results of the study indicated that consumers’ participation motives for the game had significant effects on brand attitude. Further, attitude toward the game and playing frequency exerted mediating effects in the process. Findings of the study can provide managerial implications for e-commerce platforms to better understand the influences of consumers` participation motivation on brand evaluation when adopting game-based marketing strategies. The findings also suggest the implementation of optimizing consumer experience through a game-based approach to convey a more positive brand image. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景 1第二節 研究動機與目的 3第二章 文獻探討 5第一節 遊戲化概念與遊戲元素 5第二節 蝦皮遊戲介紹 9第三節 消費者的遊戲化參與動機 17第四節 遊戲化對品牌態度的影響 18第五節 消費者遊戲涉入中介效果 20第三章 研究方法 24第一節 研究架構 24第二節 問卷設計與變數衡量 25第三節 資料搜集方法 30第四章 研究結果 32第一節 樣本敘述性統計分析 32第二節 問卷信度分析 36第三節 研究結果 37第五章 結論與討論 50第一節 理論意涵 50第二節 實務意涵 52第三節 研究限制 54參考資料 56 zh_TW dc.format.extent 8139100 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108363101 en_US dc.subject (關鍵詞) 遊戲化 zh_TW dc.subject (關鍵詞) 電商 zh_TW dc.subject (關鍵詞) 參與動機 zh_TW dc.subject (關鍵詞) 投入程度 zh_TW dc.subject (關鍵詞) 品牌態度 zh_TW dc.subject (關鍵詞) gamification en_US dc.subject (關鍵詞) e-commerce en_US dc.subject (關鍵詞) motivation en_US dc.subject (關鍵詞) engagement en_US dc.subject (關鍵詞) brand attitude en_US dc.title (題名) 電商遊戲化行銷對品牌評價之影響：以蝦皮購物為例 zh_TW dc.title (題名) The effects of gamification in E-commerce on brand evaluations: A case study of Shopee en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 王詢. (1994). 人際關係模式與經濟組織的交易成本.王賜麟. (2019). 蝦皮購物掀起互動科技戰 「AR互動遊戲」首周即創2倍成長！. 中國時報. Retrieved from https://www.chinatimes.com/realtimenews/20191104002522-260405?chdtv未來流通研究所 (2020). 2020-台灣電子商務產業競爭地圖. Retrieved from https://www.mirai.com.tw/taiwan-ecommerce-industry-competition-map/吳岱芸. (2015). 從遊戲到遊戲化：行銷溝通遊戲化理論初探. [From Game to Gamification: Preliminary Research of Gamification Marketing Theory]. 新聞學研究(124), 215-251. doi:10.30386/mcr.201507_(124).0006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. 數位時代. Retrieved from https://www.bnext.com.tw/article/61832/entertainment-marketing-shopee-ecommerce-reaches-consumers-directly林芳如. (2020). 月流量4,900萬、蝦皮穩佔第一大！從台灣電商競爭地圖，看玩家們的生態圈布局. 數位時代, 2020.07.06. Retrieved from https://www.bnext.com.tw/article/58335/taiwan-e-commerce洪凱音. (2016). 蝦皮拍賣 突破300萬用戶. 中國時報. Retrieved from https://www.chinatimes.com/newspapers/20160715000438-260114?chdtv孫彬訓. (2021, 2021/5/24). UUPON網購市調 蝦皮最吸粉. 工商時報. Retrieved from https://ctee.com.tw/news/consume/464176.html桃樂比大叔選讀筆記News. 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