臺灣博碩士論文加值系統

隨著科技進步，智慧型手機已然成為了生活必需品，行動應用程式（Mobile Apps）的類型和功能也越來越多元。企業紛紛推出自己的品牌應用程式（branded Apps）作為數位化行銷的工具，期望從顧客的使用經驗獲得回饋，並針對消費行為加以分析，提供給顧客更好的服務和商品，以及提升顧客的消費體驗。如何促使顧客願意持續使用品牌應用程式，變成了一大課題，過往的研究大多以科技接受模型作為主要的研究架構，較少從整合行銷和行為動機的角度，來檢視品牌應用程式作為行銷工具的成效。
因此，本研究主要以整合行銷傳播與遊戲化機制，探討顧客對於品牌應用程式的持續使用意願。問卷回收總數為770份，其中針對733份有效問卷進行量化分析，研究結果顯示，整合行銷傳播對於遊戲化機制和持續使用意願有正向的影響；而遊戲化機制對持續使用意願也有顯著的影響。

With the rapid innovation of mobile technology, the smart phone has already become a commodity. Thus various types of mobile Apps appear, companies also develop their branded Apps as a digital marketing tool. Companies expect to receive the feedback from customer usage experience. By analyzing the consumption behavior could provide a better service and products to the customers and further to enhance customer experience on branded Apps. Therefore, how to encourage customers keep using branded Apps is an important issue for the company. Previous study most used technology acceptance model as a research framework. It is lack of utilizing integrated marketing and motivation to examine the effectiveness of branded Apps as a marketing tool.
This study aims to figure out how IMC and gamification characteristics affect customer continuance intention of branded Apps. A total of 770 questionnaires were collected and 733 valid questionnaires were used for quantitative analysis. Results showed that IMC have significantly impact on gamification characteristics, besides, IMC and gamification characteristics also have positively influence on continuance intention.

謝辭 i
中文摘要 ii
ABSTRACT iii
CONTENTS iv
List of Tables vi
List of Figures vii
Chapter 1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Purpose 3
1.3 Research Procedure 4
Chapter 2 Literature Review 5
2.1 Branded Apps and its Continuance Intention 5
2.2 Integrated Marketing Communications (IMC) 7
2.3 Gamification 11
Chapter 3 Research Methodology 15
3.1 Research Design 15
3.2 Statistical Analysis Method 16
3.3 Sampling and Data Structure 16
3.4 Validity and Reliability 20
3.4.1 Integrated marketing communications 20
3.4.2 Gamification Characteristics 23
3.4.3 Continuance Intention 27
Chapter 4 Research Analysis and Findings 28
4.1 Descriptive Statistics of the three Dimensions 28
4.1.1 The Descriptive Analysis of Integrated Marketing Communications 28
4.1.2 Descriptive Analysis of Gamification Characteristics 28
4.1.3 Descriptive Analysis of Continuance Intention 29
4.2 Analysis of Variance 30
4.3 Examining the Hypotheses 31
4.3.1 The Effect of IMC on Gamification Characteristics 31
4.3.2 The Effects of IMC on Continuance Intention 33
4.3.3 The Effects of Gamification Characteristics on Continuance Intention 34
Chapter 5 Discussion and Conclusion 36
5.1 Discussion 36
5.1.1 Integrated Marketing Communications 36
5.1.2 Gamification Characteristics 37
5.2 Conclusion 39
5.2.1 Academic Implications 39
5.2.2 Practical Implications 39
5.3 Limitations 40
5.4 Future Research Directions 40
Reference 42
Appendix: Questionnaire 45

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