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研究生:徐絁瑀
研究生(外文):Shih-Yu Shiu
論文名稱:探討遊戲化機制對產品依附及交叉購買之影響
論文名稱(外文):The Influence of Gamification on Product Attachment and Cross-Buying
指導教授:李家瑩李家瑩引用關係
指導教授(外文):Chia-Ying Li
學位類別:碩士
校院名稱:國立臺中科技大學
系所名稱:企業管理系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:中文
論文頁數:78
中文關鍵詞:MDE架構遊戲化產品依附交叉購買品牌依附
外文關鍵詞:Mechanics Dynamics Emotions (MDE framework)GamificationProduct AttachmentCross-BuyingBrand Attachment
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現今遊戲化運用於各領域中,企業希望藉由遊戲化激勵顧客增加與企業間的互動,期望遊戲化改變使用者行為。有鑑於過去鮮少探討遊戲化機制對於消費者的產品依附及交叉購買之影響,本研究以遊戲化理論之MDE架構探究品牌遊戲化機制對於消費者之影響,主要探討遊戲化機制對顧客投入、享受以及產品依附的影響,並進一步影響交叉購買意圖。另外,本研究也探討品牌依附對於產品依附及交叉購買意圖之影響。最後,並進一步驗證主觀規範對產品依附影響交叉購買是否具有干擾效果。
本研究以有使用過Nike+ Run Club之使用者為對象,進行問卷調查,透過SmartPLS進行分析,藉以驗證本研究之模式。研究結果發現,遊戲化機制對於顧客投入與享受有正向顯著影響;顧客投入對享受有正向顯著影響;顧客投入與享受分別對產品依附有正向顯著影響;品牌依附對產品依附與交叉購買有正向顯著影響。
Nowadays, “gamification” is used in nearly all fields. Many corporations expect to motivate and increase customers’ interactions with them through gamification, and further aims to change users’ behaviors. Given the previous literature with few discussions about the influence of gamification mechanics on consumers’ product attachment and cross-buying, this study explored the following issues: First, this research mainly investigated the impacts of gamification mechanics on customer engagement, enjoyment and product attachment, which further influenced the intention of cross-buying based on the MDE framework. Second, the influence of brand attachment on product attachment and cross-buying intention was also explored. Furthermore, this study examined whether subjective norm has a moderating effect on the relationship between product attachment and cross-buying.

The research subjects of this study were consumers who had used the Nike+ Run Club, and they were invited to fill out the questionnaire. Data collected were analyzed through SmsartPLS to verify the results of the proposed model. The results following showed that: First, gamification mechanics have positive impacts on customer engagement and enjoyment, which in trun influence product attachment. Second, customer engagement impacts enjoyment significantly. Finally, brand attachment positively impacts product attachment and cross-buying.
摘要 I
ABSTRACT II
目錄 IV
表目錄 VI
圖目錄 VII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 6
第四節 研究流程 7
第二章 文獻探討 8
第一節 遊戲化Gamification 8
第二節 產品依附Product Attachment 17
第三節 交叉購買Cross-buying 20
第四節 品牌依附Brand Attachment 22
第五節 主觀規範Subjective Norm 24
第三章 研究方法 25
第一節 研究架構 25
第二節 研究假設 26
第三節 變數之操作性定義與衡量問項 32
第四節 研究設計 37
第五節 資料分析方法 38
第四章 資料分析 40
第一節 樣本結構分析 40
第二節 測量模式分析 47
第三節 形成性構念之信度與效度分析 52
第四節 結構模式分析 52
第五章 結論與建議 55
第一節 研究結果 55
第二節 學術意涵 57
第三節 管理意涵 58
第四節 研究限制 60
第五節 後續建議 60
參考文獻 61
附錄 73
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