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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.
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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
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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-Juen_US
dc.contributor.author (Authors) 程雅新zh_TW
dc.contributor.author (Authors) Cheng, Ya-Hsinen_US
dc.creator (作者) 程雅新zh_TW
dc.creator (作者) Cheng, Ya-Hsinen_US
dc.date (日期) 2021en_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) G0108363101en_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) 108363101zh_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/#G0108363101en_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) gamificationen_US
dc.subject (關鍵詞) e-commerceen_US
dc.subject (關鍵詞) motivationen_US
dc.subject (關鍵詞) engagementen_US
dc.subject (關鍵詞) brand attitudeen_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 Shopeeen_US
dc.type (資料類型) thesisen_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. (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). (2020). 【網購大調查系列一】行動下單急追PC呈五五波 行動商務正式成為主流. Retrieved from https://mic.iii.org.tw/news.aspx?id=555
數位時代. (2021). 消費習慣回不去了！蝦皮購物四大洞察，留住疫後網購新面孔. 數位時代. Retrieved from https://www.bnext.com.tw/article/61384/shopee
Alsawaier Raed, S. (2018). The effect of gamification on motivation and engagement. The International Journal of Information and Learning Technology, 35(1), 56-79. doi:10.1108/IJILT-02-2017-0009
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dc.identifier.doi (DOI) 10.6814/NCCU202100921en_US