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題名 定位性遊戲化機制的設計元素的影響力研究
An Examination of the Effects of Design Elements on Location-Based Gamification
作者 賴郁成
Lai, Yu Cheng
貢獻者 尚孝純
Shang, Sharon
賴郁成
Lai, Yu Cheng
關鍵詞 定位性遊戲化機制
品牌體驗
品牌忠誠度
location-based gamification
design element
brand experience
brand loyalty
日期 2014
上傳時間 3-Feb-2015 10:18:24 (UTC+8)
摘要 此研究的目的是為了幫助企業更深入的了解並運用遊戲化機制，來達到提升品牌體驗及品牌忠誠度的目的。首先，此研究定義了定位系統結合遊戲化機制的七個設計元素：逃避、面對、幻想、技能提升、娛樂、競爭、社交、定位性，然後定義了品牌體驗的四個面向，包括：感官、情感、 知性、行為。
此研究採用準實驗設計，最後收集了來自238參與者的問卷，並且分別搜集了使用者對定位系統結合遊戲化機制的遊戲體驗前及體驗後對於品牌忠誠度的差異來做探討以及分析。
研究結果發現：1）定位系統結合遊戲化機制的方式可以改變使用者對於品牌的認知，2）幻想、娛樂、社交、定位性此四個設計元素對於品牌體驗有很大的影響力，3）情感體驗以及知性體驗這兩個面向的品牌體驗對於品牌忠誠度有很大的關聯性。
企業採用定位系統結合遊戲化機制的方式時，應重視應用程序的設計元素，並了解每一個設計元素對於使用者內心以及行為模式的影響。
The objective of this study is to help enterprises to better understand the use of location-based gamification to enhance brand experience and brand loyalty. Frist, the study identified the design elements of location-based gamification as: escape, coping, fantasy, skill development, recreation, competition, social and location-base. Then, four dimensions of brand experience were identified, these experiences include: sensory, affective, intellectual and behavioral experiences. Using a quasi-experimental design, this study collected data from 238 participants who join the testing program with pre and post-test of the effects of a designed location-based gamification application.
The results show that 1) the use of location-based gamification can change user perception of the brand, 2) the design elements of Fantasy, Recreation, Social and Location-Base have a strong association with the brand experience and 3) dimensions of affective and intellectual experience are strongly linked with brand loyalty. Organizations adopting location based gamification should pay attention to the design elements of the application and understand its impact on various aspects of user behavior
參考文獻 1. Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: Areview and recommended two-step approach. Psychological bulletin, 103(3), 411.

2. Andrzej, M. (2013). Game Mechanics and Gamification. Gamasutra, from http://www.gamasutra.com/blogs/AndrzejMarczewski/20130306/187906/Game_Mechanics_and_Gamification.php?print=1

3. Assael, H., & Schnaars, S. P. (1990). Marketing: principles & strategy. Chicago: Dryden Press.

4. Baldinger, A.L. and Rubinson, J. (1996). Brand loyalty: the link between attitude and behavior. Journal of Advertising Research, 36(6), 22-34.

5. Bartle, R. (1996). Hearts, clubs, diamonds, spades: Players who suit MUDs. Journal of MUD research, 1(1), 19.

6. Bellman, S., Potter, R. F., Treleaven-Hassard, S., Robinson, J. A., & Varan, D. (2011). The effectiveness of branded mobile phone apps. Journal of interactive Marketing, 25(4), 191-200.

7. Bennet, R., & Rundle-Thiele, S. (2004). Customer satisfaction should not be the only goal. Journal of Service Marketing, 18(7), 514-523.

8. Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52-68.

9. Bryant N. (2013). Gamification Mechanics vs. Gamification Dynamics, Yourtrainingedge, from http://www.yourtrainingedge.com/gamification-mechanics-vs-gamification-dynamics/

10. Chaudhuri, A. (1995). Brand equity or double jeopardy? Journal of Product & Brand Management, 4(1), 26-32.



11. Chiou, J. S., & Droge, C. (2006). Service quality, trust, specific asset investment, and expertise: direct and indirect effects in a satisfaction-loyalty framework. Journal of the Academy of Marketing Science, 34(4), 613-627.
Danforth, L. (2011). Gamification and libraries. Library Journal, 136(3) 84-84.

12. Day, G. (1969), A two-dimensional concept of brand loyalty, Journal of Advertising Research, 9(3), 29-35.

13. Delgado-Ballester, E. and Munuera-Alema´n, J.L. (2001). Brand trust in the context of consumer loyalty, European Journal of Marketing, 35(11/12) 1238-1258.

14. DeLongis, A., Folkman, S., & Lazarus, R. S. (1988). The impact of daily stress on health and mood: psychological and social resources as mediators. Journal of personality and social psychology, 54(3), 486-486.

15. 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.

16. DeRue, D. S., Nahrgang, J. D., Hollenbeck, J. R., & Workman, K. (2012). A quasi-experimental study of after-event reviews and leadership development. Journal of Applied Psychology, 97(5), 997.

17. Deterding, S., Sicart, M., Nacke, L., O`Hara, K., & Dixon, D. (2011, May). Gamification using game-design elements in non-gaming contexts. In PART 2----Proceedings of the 2011 annual conference extended abstracts on Human factors in computing systems (pp. 2425-2428). ACM

18. Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011, September). From game design elements to gamefulness: defining gamification. In Proceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments (pp. 9-15). ACM.

19. Elise Olding (2012). Engagification”of the Enterprise – Gamification and Employee Engagement. Gartner, from http://blogs.gartner.com/elise-olding/2012/11/14/engagificationof-the-enterprise-gamification-and-employee-engagement/

20. Farr, A. and Hollis, N. (1997), What do you want your brand to be when it grows up: big and strong? Journal of Advertising Research, 37(6), 23-36.

21. Folkman, Susan, and Richard S. Lazarus. (1988) The relationship between coping and emotion: Implications for theory and research. Social science & medicine, 26(3), 309-317.

22. Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of marketing research, 382-388.

23. Fournier, S. and Yao, J. (1997), Reviving brand loyalty: a reconceptualization within the framework of consumerbrand relationships, International Journal of Research in
Marketing, 14(5), 451-472.

24. Frederick-Recascino, C., & Schuster-Smith, H. (2003). Competition and intrinsic motivation in physical activity: A comparison of two groups. Journal of Sport Behavior, 26, 240-254.

25. Garris, R., Ahlers, R., & Driskell, J. E. (2002). Games, motivation, and learning: a research and practice model. Simulation & Gaming, 33(4), 441-467.

26. Hennig-Thurau, T., Gwinner, K.P. and Gremler, D.D. (2002). Understanding relationship marketing outcomes: an integration of relational benefits and relationship quality. Journal of Service Research, 4(3), 230-247.

27. Hunicke, R., Leblanc, M. and Zubek, R. (2004). MDA: A Formal Approach to Game Design and Game Research. In Proceedings of the Challenges in Games AI Workshop, Nineteenth National Conference of Artificial Intelligence, p. 1, AAAI, San Jose, USA.

28. Huotari, K., & Hamari, J. (2012, October). Defining gamification: a service marketing perspective. In Proceeding of the 16th International Academic MindTrek Conference (pp. 17-22). ACM

29. Hutton, G., & Rodnick, S. (2009). Smartphone Opens up New Opportunities for Smart Marketing. Admap, 44(11), 22-24.
30. Jacoby, J. and Kyner, D. (1973). Brand loyalty vs repeat purchasing behavior. Journal of Marketing Research, 10(1), 1-9.

31. Jacoby, J. and Olson, J. C. (1970). An Attitude Model of Brand Loyalty: Conceptual Underpinnings and Instrumentation Research, John Wiley &Sons, New York, NY.

32. Jacoby, J.W., & Chestnut, R.W. (1978). Brand loyalty measurement and management. New York, NY: Wiley.

33. James, W. (1884). II.—What is an emotion? Mind, (34), 188-205.

34. José Carlos, C. (2013). What is Gamification? Brainsins,from http://www.brainsins.com/en/blog/what-is-gamification/1593

35. Jomes & James (1979). A.P. Jomes, L.R. JamesPsychological climate: Dimensions and relationships of individual and aggregated work environment perception. Organizational Behavior and Human Performance, 23(2), 201–250.

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37. Kuenzel, S., & Halliday, S. V. (2008). Investigating antecedents and consequences of brand identification. Journal of Product & Brand Management, 17(5), 293-304.

38. Kuikka, A., & Laukkanen, T. (2012). Brand loyalty and the role of hedonic value. Journal of Product & Brand Management, 21(7), 529-537.

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描述 碩士
國立政治大學
資訊管理研究所
101356029
103
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101356029
資料類型 thesis
dc.contributor.advisor 尚孝純zh_TW
dc.contributor.advisor Shang, Sharonen_US
dc.contributor.author (Authors) 賴郁成zh_TW
dc.contributor.author (Authors) Lai, Yu Chengen_US
dc.creator (作者) 賴郁成zh_TW
dc.creator (作者) Lai, Yu Chengen_US
dc.date (日期) 2014en_US
dc.date.accessioned 3-Feb-2015 10:18:24 (UTC+8)-
dc.date.available 3-Feb-2015 10:18:24 (UTC+8)-
dc.date.issued (上傳時間) 3-Feb-2015 10:18:24 (UTC+8)-
dc.identifier (Other Identifiers) G0101356029en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/73239-
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) 101356029zh_TW
dc.description (描述) 103zh_TW
dc.description.abstract (摘要) 此研究的目的是為了幫助企業更深入的了解並運用遊戲化機制，來達到提升品牌體驗及品牌忠誠度的目的。首先，此研究定義了定位系統結合遊戲化機制的七個設計元素：逃避、面對、幻想、技能提升、娛樂、競爭、社交、定位性，然後定義了品牌體驗的四個面向，包括：感官、情感、 知性、行為。
此研究採用準實驗設計，最後收集了來自238參與者的問卷，並且分別搜集了使用者對定位系統結合遊戲化機制的遊戲體驗前及體驗後對於品牌忠誠度的差異來做探討以及分析。
研究結果發現：1）定位系統結合遊戲化機制的方式可以改變使用者對於品牌的認知，2）幻想、娛樂、社交、定位性此四個設計元素對於品牌體驗有很大的影響力，3）情感體驗以及知性體驗這兩個面向的品牌體驗對於品牌忠誠度有很大的關聯性。
企業採用定位系統結合遊戲化機制的方式時，應重視應用程序的設計元素，並了解每一個設計元素對於使用者內心以及行為模式的影響。		zh_TW
dc.description.abstract (摘要) The objective of this study is to help enterprises to better understand the use of location-based gamification to enhance brand experience and brand loyalty. Frist, the study identified the design elements of location-based gamification as: escape, coping, fantasy, skill development, recreation, competition, social and location-base. Then, four dimensions of brand experience were identified, these experiences include: sensory, affective, intellectual and behavioral experiences. Using a quasi-experimental design, this study collected data from 238 participants who join the testing program with pre and post-test of the effects of a designed location-based gamification application.
The results show that 1) the use of location-based gamification can change user perception of the brand, 2) the design elements of Fantasy, Recreation, Social and Location-Base have a strong association with the brand experience and 3) dimensions of affective and intellectual experience are strongly linked with brand loyalty. Organizations adopting location based gamification should pay attention to the design elements of the application and understand its impact on various aspects of user behavior		en_US
dc.description.tableofcontents 謝辭 2
摘要 3
ABSTRACT 4
CONTENT INDEX 5
LIST OF TABLES 7
LIST OF FIGURES 8
CHAPTER 1. INTRODUCTION 9
1.1 Motivation 9
1.2 Research Objective 10
CHAPTER 2. LITERATURE REVIEW AND HYPOTHESES 11
2.1 Gamification 11
2.2 Gamification Mechanics, Dynamics and Aesthetics 14
2.3 Location-Based Mobile Apps 14
2.4 Location-Based Gamification 15
2.6 Design Elements of Location-based Gamification 19
2.5 Brand Experience 22
2.7Brand Loyalty 24
CHAPTER 3. METHODOLOGY 26
3.1 Research Framework 26
3.2 The ChengChi Adventure app 26
3.4 Prototype Design 27
3.3 Data Collection and Experiment Process 29
3.5 Data Analysis Method 30
CHAPTER 4 RESEARCH RESULTS 31
4.1 Survey Administration 31
4.2 Data Analysis 33
4.3 Results 36
CHAPTER 5 DISCUSSIONS 39
5.1 Brand Loyalty 39
5.2 Gamification Design Elements and Brand Experience 39
5.3 Brand Experience and Brand Loyalty 40
CHAPTER 6 CONCLUSION 42
6.1 Summary 42
6.2 Conclusion 42
6.3 Future Research and Limitation 43
REFERENCE 45
APPENDIX 52		zh_TW
dc.format.extent 1764384 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101356029en_US
dc.subject (關鍵詞) 定位性遊戲化機制zh_TW
dc.subject (關鍵詞) 品牌體驗zh_TW
dc.subject (關鍵詞) 品牌忠誠度zh_TW
dc.subject (關鍵詞) location-based gamificationen_US
dc.subject (關鍵詞) design elementen_US
dc.subject (關鍵詞) brand experienceen_US
dc.subject (關鍵詞) brand loyaltyen_US
dc.title (題名) 定位性遊戲化機制的設計元素的影響力研究zh_TW
dc.title (題名) An Examination of the Effects of Design Elements on Location-Based Gamificationen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 1. Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: Areview and recommended two-step approach. Psychological bulletin, 103(3), 411.

2. Andrzej, M. (2013). Game Mechanics and Gamification. Gamasutra, from http://www.gamasutra.com/blogs/AndrzejMarczewski/20130306/187906/Game_Mechanics_and_Gamification.php?print=1

3. Assael, H., & Schnaars, S. P. (1990). Marketing: principles & strategy. Chicago: Dryden Press.

4. Baldinger, A.L. and Rubinson, J. (1996). Brand loyalty: the link between attitude and behavior. Journal of Advertising Research, 36(6), 22-34.

5. Bartle, R. (1996). Hearts, clubs, diamonds, spades: Players who suit MUDs. Journal of MUD research, 1(1), 19.

6. Bellman, S., Potter, R. F., Treleaven-Hassard, S., Robinson, J. A., & Varan, D. (2011). The effectiveness of branded mobile phone apps. Journal of interactive Marketing, 25(4), 191-200.

7. Bennet, R., & Rundle-Thiele, S. (2004). Customer satisfaction should not be the only goal. Journal of Service Marketing, 18(7), 514-523.

8. Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52-68.

9. Bryant N. (2013). Gamification Mechanics vs. Gamification Dynamics, Yourtrainingedge, from http://www.yourtrainingedge.com/gamification-mechanics-vs-gamification-dynamics/

10. Chaudhuri, A. (1995). Brand equity or double jeopardy? Journal of Product & Brand Management, 4(1), 26-32.



11. Chiou, J. S., & Droge, C. (2006). Service quality, trust, specific asset investment, and expertise: direct and indirect effects in a satisfaction-loyalty framework. Journal of the Academy of Marketing Science, 34(4), 613-627.
Danforth, L. (2011). Gamification and libraries. Library Journal, 136(3) 84-84.

12. Day, G. (1969), A two-dimensional concept of brand loyalty, Journal of Advertising Research, 9(3), 29-35.

13. Delgado-Ballester, E. and Munuera-Alema´n, J.L. (2001). Brand trust in the context of consumer loyalty, European Journal of Marketing, 35(11/12) 1238-1258.

14. DeLongis, A., Folkman, S., & Lazarus, R. S. (1988). The impact of daily stress on health and mood: psychological and social resources as mediators. Journal of personality and social psychology, 54(3), 486-486.

15. 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.

16. DeRue, D. S., Nahrgang, J. D., Hollenbeck, J. R., & Workman, K. (2012). A quasi-experimental study of after-event reviews and leadership development. Journal of Applied Psychology, 97(5), 997.

17. Deterding, S., Sicart, M., Nacke, L., O`Hara, K., & Dixon, D. (2011, May). Gamification using game-design elements in non-gaming contexts. In PART 2----Proceedings of the 2011 annual conference extended abstracts on Human factors in computing systems (pp. 2425-2428). ACM

18. Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011, September). From game design elements to gamefulness: defining gamification. In Proceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments (pp. 9-15). ACM.

19. Elise Olding (2012). Engagification”of the Enterprise – Gamification and Employee Engagement. Gartner, from http://blogs.gartner.com/elise-olding/2012/11/14/engagificationof-the-enterprise-gamification-and-employee-engagement/

20. Farr, A. and Hollis, N. (1997), What do you want your brand to be when it grows up: big and strong? Journal of Advertising Research, 37(6), 23-36.

21. Folkman, Susan, and Richard S. Lazarus. (1988) The relationship between coping and emotion: Implications for theory and research. Social science & medicine, 26(3), 309-317.

22. Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of marketing research, 382-388.

23. Fournier, S. and Yao, J. (1997), Reviving brand loyalty: a reconceptualization within the framework of consumerbrand relationships, International Journal of Research in
Marketing, 14(5), 451-472.

24. Frederick-Recascino, C., & Schuster-Smith, H. (2003). Competition and intrinsic motivation in physical activity: A comparison of two groups. Journal of Sport Behavior, 26, 240-254.

25. Garris, R., Ahlers, R., & Driskell, J. E. (2002). Games, motivation, and learning: a research and practice model. Simulation & Gaming, 33(4), 441-467.

26. Hennig-Thurau, T., Gwinner, K.P. and Gremler, D.D. (2002). Understanding relationship marketing outcomes: an integration of relational benefits and relationship quality. Journal of Service Research, 4(3), 230-247.

27. Hunicke, R., Leblanc, M. and Zubek, R. (2004). MDA: A Formal Approach to Game Design and Game Research. In Proceedings of the Challenges in Games AI Workshop, Nineteenth National Conference of Artificial Intelligence, p. 1, AAAI, San Jose, USA.

28. Huotari, K., & Hamari, J. (2012, October). Defining gamification: a service marketing perspective. In Proceeding of the 16th International Academic MindTrek Conference (pp. 17-22). ACM

29. Hutton, G., & Rodnick, S. (2009). Smartphone Opens up New Opportunities for Smart Marketing. Admap, 44(11), 22-24.
30. Jacoby, J. and Kyner, D. (1973). Brand loyalty vs repeat purchasing behavior. Journal of Marketing Research, 10(1), 1-9.

31. Jacoby, J. and Olson, J. C. (1970). An Attitude Model of Brand Loyalty: Conceptual Underpinnings and Instrumentation Research, John Wiley &Sons, New York, NY.

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