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題名 以品牌遊戲化元素探討品牌認同感之影響
Exploring the Influence of Brand Identification with Brand Gamification Elements作者 黃熙棚
Ng, Xi-Phng貢獻者 彭志宏<br>李怡慧
Peng, Chih-Hung<br>Lee, Yi-Hui
黃熙棚
Ng, Xi-Phng關鍵詞 遊戲化元素
感知享受
品牌體驗
品牌態度
品牌認同感
內在動機
Gamification elements
Perceived enjoyment
Brand experience
Brand attitude
Brand identification
Intrinsic motivation日期 2022 上傳時間 5-Oct-2022 09:01:36 (UTC+8) 摘要 隨著數位轉型的時代來臨，許多品牌企業會推出自己的品牌網站、品牌行動商務或加入大型購物電商平台，同時利用數位平台的便利性把品牌理念傳達給消費者，並與此建立品牌認同感。近幾年來隨著遊戲化的興起，品牌會利用遊戲化元素作為行銷策略，與消費者建立良好的關係，但過去的品牌認同文獻中忽略了遊戲化的重要性以及是否會影響品牌認同。 遊戲化的應用越來越廣泛，因此，本研究欲將目前常見的品牌中使用的遊戲化元素「徽章」及「積分」作為遊戲化元素，探討消費者在品牌平台中使用不同遊戲化元素如何影響消費者的感知享受，另外將品牌體驗及品牌態度作為中介變數，進一步觀察遊戲化是如何影響品牌認同感 本研究使用2x2的線上實驗法，透過SPSS 及 Smart PLS 對回收樣本進行t-test及結構方程模式分析，結果表明遊戲化元素徽章、積分以及交互作用會影響使用們的感知享受，並且感知享受對品牌體驗及品牌態度有顯著的影響，另外也確立了遊戲化元素會透過品牌體驗及品牌態度影響到品牌認同感。
The purpose of this paper is to examine the importance of brand identification and its antecedents. However, the previous research in brand identification literature has neglected gamification. This paper proposes how the gamification elements such as badges and points affect brand identification and include brand experience and brand attitude as mediating variables that drive brand identification. This research adopted the 2x2 between-object online experiment method and filled out questionnaires via online distribution. The collected samples were analyzed by SPSS and Smart PLS with a t-test and structural equation model. The results revealed that the gamification elements "Badges", "Points" and interactions will influence users’ perceived enjoyment, and perceived enjoyment has a significant impact on brand experience and brand attitude. It is also established that gamification influences brand identification through brand experience and brand attitude.參考文獻 Alsawaier, R. S. 2018. 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國立政治大學
資訊管理學系
109356052資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109356052 資料類型 thesis dc.contributor.advisor 彭志宏<br>李怡慧 zh_TW dc.contributor.advisor Peng, Chih-Hung<br>Lee, Yi-Hui en_US dc.contributor.author (Authors) 黃熙棚 zh_TW dc.contributor.author (Authors) Ng, Xi-Phng en_US dc.creator (作者) 黃熙棚 zh_TW dc.creator (作者) Ng, Xi-Phng en_US dc.date (日期) 2022 en_US dc.date.accessioned 5-Oct-2022 09:01:36 (UTC+8) - dc.date.available 5-Oct-2022 09:01:36 (UTC+8) - dc.date.issued (上傳時間) 5-Oct-2022 09:01:36 (UTC+8) - dc.identifier (Other Identifiers) G0109356052 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/142068 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 資訊管理學系 zh_TW dc.description (描述) 109356052 zh_TW dc.description.abstract (摘要) 隨著數位轉型的時代來臨，許多品牌企業會推出自己的品牌網站、品牌行動商務或加入大型購物電商平台，同時利用數位平台的便利性把品牌理念傳達給消費者，並與此建立品牌認同感。近幾年來隨著遊戲化的興起，品牌會利用遊戲化元素作為行銷策略，與消費者建立良好的關係，但過去的品牌認同文獻中忽略了遊戲化的重要性以及是否會影響品牌認同。 遊戲化的應用越來越廣泛，因此，本研究欲將目前常見的品牌中使用的遊戲化元素「徽章」及「積分」作為遊戲化元素，探討消費者在品牌平台中使用不同遊戲化元素如何影響消費者的感知享受，另外將品牌體驗及品牌態度作為中介變數，進一步觀察遊戲化是如何影響品牌認同感 本研究使用2x2的線上實驗法，透過SPSS 及 Smart PLS 對回收樣本進行t-test及結構方程模式分析，結果表明遊戲化元素徽章、積分以及交互作用會影響使用們的感知享受，並且感知享受對品牌體驗及品牌態度有顯著的影響，另外也確立了遊戲化元素會透過品牌體驗及品牌態度影響到品牌認同感。 zh_TW dc.description.abstract (摘要) The purpose of this paper is to examine the importance of brand identification and its antecedents. However, the previous research in brand identification literature has neglected gamification. This paper proposes how the gamification elements such as badges and points affect brand identification and include brand experience and brand attitude as mediating variables that drive brand identification. This research adopted the 2x2 between-object online experiment method and filled out questionnaires via online distribution. The collected samples were analyzed by SPSS and Smart PLS with a t-test and structural equation model. The results revealed that the gamification elements "Badges", "Points" and interactions will influence users’ perceived enjoyment, and perceived enjoyment has a significant impact on brand experience and brand attitude. It is also established that gamification influences brand identification through brand experience and brand attitude. 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 研究目的與研究問題 3第三節 研究流程 4第二章 文獻探討 5第一節 遊戲化（Gamification）5第二節 遊戲化設計MDE框架 9第三節 內在動機(Intrinsic Motivation) 11第四節 品牌體驗(Brand Experiences) 12第五節 品牌態度(Brand Attitude) 12第六節 品牌認同感（Brand-Identification）13第三章 研究架構與假說 14第一節 研究假說 14第二節 研究架構 17第三節 研究方法 18第四節 實驗設計 18第五節 變數操作性定義 24第六節 前測結果 26第七節 資料統計與分析方法 28第四章 研究分析 29第一節 資料樣本基本分析與描述 29第二節 實驗操弄檢定 30第三節 信度分析 32第四節 效度分析 33第五節 研究假說檢定 35第五章 結論與貢獻 42第一節 研究結果 42第二節 研究貢獻 44第三節 研究限制與未來方向 45參考文獻 47附錄一 52附錄二 54表1 遊戲化元素描述 6表2 遊戲化對品牌關係 8表3 實驗情境 18表4 感知享受問項表 24表5 品牌體驗問項表 25表6 品牌態度問項表 25表7 品牌認同感問項表 26表8 徽章情境 * 看見徽章 交叉表（前測）27表9 徽章情境 * 看見徽章 卡方檢定（前測）27表10 積分情境 * 看見積分 交叉表（前測）27表11 積分情境 * 看見積分 卡方檢定（前測）27表12 人口基本資料 29表13 徽章情境 * 看見徽章 交叉表 31表14 徽章情境 * 看見徽章 卡方檢定 31表15 積分情境 * 看見積分 交叉表 31表16 積分情境 * 看見積分 卡方檢定 31表17 正式問卷 信度分析 32表18 各構面之平均變異抽取量 33表19 各構面交叉負荷量表 (Cross loading) 34表20 徽章與積分之二因子變異數分析 35表21 徽章與積分之二因子變異數分析敘述統計 36表22 徽章對感知享受 組別統計量 38表23 徽章對感知享受 獨立樣本檢定（t-test）38表24 積分對感知享受 組別統計量 39表25 積分對感知享受 獨立樣本檢定（t-test）39表26 結構模型檢定表 40表27 研究模型之假說檢定 41圖 1研究流程圖 4圖 2 MDA框架 9圖 3 MDE框架 10圖 4研究架構 17圖 5遊戲化元素（徽章x積分）19圖 6遊戲化元素（積分）20圖 7遊戲化元素（徽章）21圖 8遊戲化元素（無）22圖 9實驗流程 23圖 10虛構品牌理念 23圖 11雙因子變異數分析邊緣平均數圖 37圖 12整體統計結果之架構路徑分析圖 41 zh_TW dc.format.extent 3285790 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109356052 en_US dc.subject (關鍵詞) 遊戲化元素 zh_TW dc.subject (關鍵詞) 感知享受 zh_TW dc.subject (關鍵詞) 品牌體驗 zh_TW dc.subject (關鍵詞) 品牌態度 zh_TW dc.subject (關鍵詞) 品牌認同感 zh_TW dc.subject (關鍵詞) 內在動機 zh_TW dc.subject (關鍵詞) Gamification elements en_US dc.subject (關鍵詞) Perceived enjoyment en_US dc.subject (關鍵詞) Brand experience en_US dc.subject (關鍵詞) Brand attitude en_US dc.subject (關鍵詞) Brand identification en_US dc.subject (關鍵詞) Intrinsic motivation en_US dc.title (題名) 以品牌遊戲化元素探討品牌認同感之影響 zh_TW dc.title (題名) Exploring the Influence of Brand Identification with Brand Gamification Elements en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Alsawaier, R. 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