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題名 遊戲設計策略對衍生商品購買意願之影響
Effect of game design strategy on purchase intention of extension products
作者 林冠宇
Lin, Kuan Yu
貢獻者 尚孝純
Shang, Shari S. C.
林冠宇
Lin, Kuan Yu
關鍵詞 衍生產品
遊戲設計元素
購買意向
extension product
game design elements
purchase intention
日期 2012
上傳時間 2-Sep-2013 16:02:20 (UTC+8)
摘要 現今應用程式軟體（APP）不斷推陳出新，吸引不少企業與廠商投入應用程式設計的行列，原因來自於使用者高度熱衷使用這類型的程式，而此高使用度也可能正面影響使用者對贊助品牌的認同度。由於近年來資訊科技與通訊發展迅速，因而帶動應用程式設計業者設計更多動態功能與互動性功能的應用程式以期留住顧客，鼓勵他們重複性購買該應用程式之衍生商品，以提升顧客忠誠度。但隨著有越來越多的社群與手機遊戲應用程式漸漸在現今生活中形成一股重要潮流後，企業應瞭解添加遊戲元素至應用程式中將能夠帶給顧客哪些價值感受，並選取最重要的元素作為主要訴求。本研究中整理不同的遊戲設計元素及不同人口統計特徵與消費行為，用以探討不同類型顧客的消費購買意向，在檢閱過遊戲設計的相關文獻後，本研究歸納出七種遊戲設計元素，並以個案研究方式驗證這些元素後，進而提出研究假設，試圖找出遊戲設計對不同類型顧客的影響。接著，為驗證本研究提出的假設，我們調查五百名受試者對遊戲元素的感受，希望本研究成果能提供應用程式設計者參考，設計出更貼近使用者需求的應用程式，幫助他們從衍生產品中獲得更高的收益。
Applications software (“apps”) have generated substantial interest among marketers, primarily because of their high level of user engagement and the positive impact this presumably has on a customer’s attitude toward the sponsoring brand. Due to the advancement of information and telecommunication technologies, more dynamic and interactive applications have been developed to retain customers and encourage repeat purchasing for extension products and further enhance customer loyalty. As the increasing application of social and mobile games plays an important trend in today’s culture, enterprises need to understand the value of adding frequent game design elements into every customer encounter. This study consolidates different game design elements and demographics to explore the purchase intentions of different types of customers. We have reviewed the game-design literature and identified seven motivational elements. Using a case analysis, we verified these elements and proposed hypotheses on game design for different types of customers. Then the hypotheses was tested by collecting responses from 500 participants regarding their perceptions of the elements of the game activity. We hope that the findings can provide app designer useful references in generating more revenue from extension products.
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描述 碩士
國立政治大學
資訊管理研究所
100356012
101
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1003560121
資料類型 thesis
dc.contributor.advisor 尚孝純zh_TW
dc.contributor.advisor Shang, Shari S. C.en_US
dc.contributor.author (Authors) 林冠宇zh_TW
dc.contributor.author (Authors) Lin, Kuan Yuen_US
dc.creator (作者) 林冠宇zh_TW
dc.creator (作者) Lin, Kuan Yuen_US
dc.date (日期) 2012en_US
dc.date.accessioned 2-Sep-2013 16:02:20 (UTC+8)-
dc.date.available 2-Sep-2013 16:02:20 (UTC+8)-
dc.date.issued (上傳時間) 2-Sep-2013 16:02:20 (UTC+8)-
dc.identifier (Other Identifiers) G1003560121en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/59304-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理研究所zh_TW
dc.description (描述) 100356012zh_TW
dc.description (描述) 101zh_TW
dc.description.abstract (摘要) 現今應用程式軟體（APP）不斷推陳出新，吸引不少企業與廠商投入應用程式設計的行列，原因來自於使用者高度熱衷使用這類型的程式，而此高使用度也可能正面影響使用者對贊助品牌的認同度。由於近年來資訊科技與通訊發展迅速，因而帶動應用程式設計業者設計更多動態功能與互動性功能的應用程式以期留住顧客，鼓勵他們重複性購買該應用程式之衍生商品，以提升顧客忠誠度。但隨著有越來越多的社群與手機遊戲應用程式漸漸在現今生活中形成一股重要潮流後，企業應瞭解添加遊戲元素至應用程式中將能夠帶給顧客哪些價值感受，並選取最重要的元素作為主要訴求。本研究中整理不同的遊戲設計元素及不同人口統計特徵與消費行為，用以探討不同類型顧客的消費購買意向，在檢閱過遊戲設計的相關文獻後，本研究歸納出七種遊戲設計元素，並以個案研究方式驗證這些元素後，進而提出研究假設，試圖找出遊戲設計對不同類型顧客的影響。接著，為驗證本研究提出的假設，我們調查五百名受試者對遊戲元素的感受，希望本研究成果能提供應用程式設計者參考，設計出更貼近使用者需求的應用程式，幫助他們從衍生產品中獲得更高的收益。zh_TW
dc.description.abstract (摘要) Applications software (“apps”) have generated substantial interest among marketers, primarily because of their high level of user engagement and the positive impact this presumably has on a customer’s attitude toward the sponsoring brand. Due to the advancement of information and telecommunication technologies, more dynamic and interactive applications have been developed to retain customers and encourage repeat purchasing for extension products and further enhance customer loyalty. As the increasing application of social and mobile games plays an important trend in today’s culture, enterprises need to understand the value of adding frequent game design elements into every customer encounter. This study consolidates different game design elements and demographics to explore the purchase intentions of different types of customers. We have reviewed the game-design literature and identified seven motivational elements. Using a case analysis, we verified these elements and proposed hypotheses on game design for different types of customers. Then the hypotheses was tested by collecting responses from 500 participants regarding their perceptions of the elements of the game activity. We hope that the findings can provide app designer useful references in generating more revenue from extension products.en_US
dc.description.tableofcontents CHAPTER 1 INTRODUCTION 6
CHAPTER 2 LITERATURE REVIEW 9
2.1 Means-End Chain Model 9
2.2 The Design of Game 9
2.3 The Design of Game and Consumer-Purchase Intention for Extension Products 11
2.4 The Design of Game for Different Types of Consumers 15
2.5 Demographics 20
CHAPTER 3 METHODOLOGY 22
3.1 Research Framework 22
3.2 Prototype Design and Data Collection 22
CHAPTER 4 RESEARCH RESULTS 25
4.1 Survey Administration 25
4.2 Data Analysis 26
4.2.1 Measurement Model 26
4.2.2 Structural Model 28
4.3 Summary Results 29
CHAPTER 5 DISCUSSIONS AND LIMITATIONS 31
5.1 Summary 31
5.2 Implications for game design strategy 31
5.3 Limitations 33
5.4 Conclusion 33
REFERENCES 35
APPENDIX. QUESTIONNAIRE 40		zh_TW
dc.format.extent 945162 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1003560121en_US
dc.subject (關鍵詞) 衍生產品zh_TW
dc.subject (關鍵詞) 遊戲設計元素zh_TW
dc.subject (關鍵詞) 購買意向zh_TW
dc.subject (關鍵詞) extension producten_US
dc.subject (關鍵詞) game design elementsen_US
dc.subject (關鍵詞) purchase intentionen_US
dc.title (題名) 遊戲設計策略對衍生商品購買意願之影響zh_TW
dc.title (題名) Effect of game design strategy on purchase intention of extension productsen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 1. Anderson, E. W., & Mittal, V. (2000). Strengthening the satisfaction-profit chain. Journal of Service Research, 3(2), 107-120.
2. Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411.
3. Andrews, P. and D. B. Kandel. (1979). Attitude and Behaviour: A Specification of the Contingent Consistency Hypothesis. American Sociological Review 44, 298–310.
4. Ang, S. H., Cheng, P. S., Lim, E. A. C. and Tambyah, S. K. 2001. Spot the difference: Consumer responses towards counterfeits. Journal of Consumer Marketing,18(3), 219 – 235.
5. Baker, S., Thompson, K., & Engelken, J. (2002). Mapping the values driving organic food choice. Germany vs. the UK. European Journal of Marketing, 38(8), 995–1012.
6. Beatty, S. E., & Elizabeth Ferrell, M. (1998). Impulse buying: modeling its precursors. Journal of Retailing, 74(2), 169-191.
7. Bellenger, D. N., & Korgaonkar, P. K. (1980). Profiling the recreational shopper. Journal of retailing, 56(3), 77-92.
8. Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: a framework for understanding consumers` relationships with companies. Journal of marketing, 76-88.
9. Brewer, M. B. (1991). The social self: On being the same and different at the same time. Personality and Social Psychology Bulletin, 17(5), 475-482.
10. Bunchball Inc. (2010). Gamification 101: An Introduction to the Use of Game Dynamics to Influence Behavior. http://www.bunchball.com/gamification/ gamification101.pdf.
11. Burke, R. R. (2002). Technology and the customer interface: what consumers want in the physical and virtual store. Journal of the Academy of Marketing Science, 30(4), 411-432.
12. Chu, K.-K., & Li, C.-H. (2012). The study of the effects of identity-related judgment, affective identification and continuance commitment on WOM behavior. Quality & Quantity, 46(1), 221-236.
13. Chin, W. W. (1998). The partial least squares approach for structural equation modeling.
14. Chin, W., Marcolin, B., & Newsted, P. (1996). A partial least squares latent variable modeling approach for measuring interaction effects: results from a Monte Carlo simulation study and voice mail emotion/adoption study.
15. Compeau, D. R., & Higgins, C. A. (1995). Computer self-efficacy: Development of a measure and initial test. MIS quarterly, 189-211.
16. Condry, J. (1977). Enemies of exploration: Self-initiated versus other-initiated learning. Journal of Personality and Social Psychology, 35(7), 459.
17. Costa, A., Dekker, M., & Jongen, W. (2004). An overview of means-end theory:Potential application in consumer-oriented food product design. Trends in Food Science & Technology, 15, 403–415.
18. Creyer, E. H., & Kozup, J. C. (2003). An examination of the relationships between coping styles, task-related affect, and the desire for decision assistance. Organizational Behavior and Human Decision Processes, 90(1), 37-49.
19. Csikszentmihalyi, M., Larson, R., & Prescott, S. (1977). The ecology of adolescent activity and experience. Journal of youth and adolescence, 6(3), 281-294.
20. DeCharms, R. (1972). Personal Causation Training in the Schools. Journal of Applied Social Psychology, 2(2), 95-113.
21. Demetrovics, Z., Urbán, R., Nagygyörgy, K., Farkas, J., Zilahy, D., Mervó, B., . . . Harmath, E. (2011). Why do you play? The development of the motives for online gaming questionnaire (MOGQ). Behavior research methods, 43(3), 814-825.
22. Dholakia, R. R. (1999). Going shopping: key determinants of shopping behaviors and motivations. International Journal of Retail & Distribution Management, 27(4), 154-165.
23. Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
24. Donovan, R. J., Rossiter, J. R., Marcoolyn, G., & Nesdale, A. (1994). Store atmosphere and purchasing behavior. Journal of Retailing, 70(3), 283-294.
25. Ellemers, N., Kortekaas, P., & Ouwerkerk, J. W. (1999). Self‐categorisation, commitment to the group and group self-esteem as related but distinct aspects of social identity. European journal of social psychology, 29(2-3), 371-389.
26. Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
27. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 39-50.
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