| dc.contributor | 傳播學院 | |
| dc.creator (作者) | Wu, Dai-Yun | |
| dc.creator (作者) | 吳岱芸 | zh_TW |
| dc.date (日期) | 2015 | |
| dc.date.accessioned | 23-Oct-2015 17:20:51 (UTC+8) | - |
| dc.date.available | 23-Oct-2015 17:20:51 (UTC+8) | - |
| dc.date.issued (上傳時間) | 23-Oct-2015 17:20:51 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/79021 | - |
| dc.description.abstract (摘要) | This article aims to provide a new understanding of the theoretical foundations of gamification and the related phenomena in the field of marketing communication. We started from redefining the concept of marketing gamification, and tried to point out the mechanisms of the phenomena by proposing theoretical basis from brand and consumer perspective separately. Finally, we tried to clarify some similar concepts, and put forward a marketing gamification model and a gamification concept map as the preliminary theoretical framework for further research in the future. | |
| dc.format.extent | 1092616 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | Mass Communication Research , 124, 215-251 | |
| dc.title (題名) | From Game to Gamification: Preliminary Research of Gamification Marketing Theory | |
| dc.type (資料類型) | article | en |
