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研究生:解佳媛
研究生(外文):Chia-Yuan Hsieh
論文名稱:全通路下遊戲化、消費者知覺對回購意願之影響
論文名稱(外文):The influence of gamification and consumer perception on repurchase intentions in omni-channel
指導教授:賴榮裕賴榮裕引用關係
口試委員:王瑞德王育民
口試日期:2021-06-29
學位類別:碩士
校院名稱:國立中興大學
系所名稱:科技管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2021
畢業學年度:109
語文別:中文
論文頁數:51
中文關鍵詞:全通路遊戲化知覺創新知覺風險回購意願
外文關鍵詞:Omni-channelGamificationPerceived innovationPerceived riskRepurchase intention
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現今消費者已逐漸習慣了數位化的購物方式,並開始期望擁有更好的購物體驗,這個現象促進了零售業者轉變至全通路(Omni-channel),因相較於以往的單、多通路形式,全通路可提供消費者更多樣化的選擇與購物管道,然而雖然有多數業者陸續踏出邁向全通路的腳步,但同業競爭激烈及如何令消費者體驗最佳化,並讓消費者成為回頭客,是零售業者們要面對的新課題。
另外近年來遊戲化(Gamification)在零售業中的採用率逐漸增長,遊戲化越來越常被當作改善線上零售結果的策略之一,其已經逐漸成為吸引消費者體驗的新趨勢,先前研究顯示,將遊戲化是項吸引消費者,並能夠促進重複購買意圖的有效策略,但尚未得知在全通路環境下遊戲化行銷的潛在影響,因欲探討這其中的關聯,本研究將全通路、遊戲化與回購意願三者,皆加入為研究架構,並探討了知覺風險、知覺創新與回購意願、遊戲化之間的關聯。另外,欲進一步得知以上結果,是否因不同的產品而有差異,故加入了產品類別變數,分別是消費者最常購買的便利品、選購品為研究及比較對象,而研究對象為體驗過全通路企業的遊戲化之經驗者,過程中透過網路社群發放問卷,並共計回收了265份有效問卷,後以Smart PLS進行研究模型分析,期望研究成果可以幫助全通路業者能規劃未來的銷售策略,提升消費客回購率,並提供全通路業者發展遊戲化與調整行銷相關決策與策略之參考。
Nowadays, consumers have become accustomed to digital shopping, which has gradually increased consumers’ expectations for the shopping experience, and has prompted retailers to transform from Multi-channel to Omni-channel. However, although many enterprises have already taken steps towards Omni-channel, fierce competition in the industry and how to optimize the consumer experience and keep consumers returning are new issues that retailers must face.
In recent years, the adoption rate of gamification in the retail industry has gradually increased. Gamification is increasingly used as one of the strategies to improve the results of online retail, and it has become a new trend to attract consumer experience. Previous research has shown that gamification can attract consumers and promote repurchase intentions. However, in the Omni-channel, the potential impact of gamification marketing is not yet known. So the research framework is composed of Omni-channel, gamification and repurchase intention. In addition, this study also explores the relation between gamification and consumers’ perceived risk and perceived innovation. In addition, in order to further understand the above results, whether there will be differences due to different product category.
This study collected a total of 265 valid questionnaires. It is hoped that the research results can help Omni-channel enterprises plan future sales strategies, increase the repurchase intention of consumers, and provide references for Omni-channel companies to develop gamification and adjust marketing strategies.
摘要 i
Abstract ii
目次 iii
表目次 v
圖目次 vi
第一章 緒論 1
一、研究背景與動機 1
二、研究目的 2
三、研究流程 3
第二章 文獻探討與假設 5
一、全通路 5
(一)全通路發展 5
二、遊戲化 7
(一)遊戲化定義 7
(二)遊戲化行銷 7
(三)遊戲化原則 8
三、知覺創新 9
四、知覺風險 10
五、產品類型 11
六、回購意願 12
第三章 研究方法 13
一、研究模型 13
二、問卷設計 13
三、前測分析 14
第四章 數據分析與結果 17
一、人口敘述性統計分析 17
二、信度分析 18
三、效度分析 19
四、研究模型路徑分析 21
五、產品類別多群分析 23
第五章 討論與局限性 27
一、討論 27
二、研究限制 30
第六章 結論與建議 32
一、研究結論 32
二、管理意涵 32
參考書目 34
附錄 47
附錄1 問卷 47
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