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研究生:林奕熙
研究生(外文):LIN, YI-HSI
論文名稱:遊戲化驅動力對顧客契合體驗環境和購買意圖之影響-以星巴克APP為例
論文名稱(外文):The influence of Gamification characteristics on CE Mechanism and Purchase Intention -Taking Starbucks APP as an Example
指導教授:江藍龍江藍龍引用關係
指導教授(外文):CHIANG, LAN-LUNG
口試委員:顏于翔陳冠儒
口試委員(外文):YEN, YU-XIANGCHEN, KUAN-JU
口試日期:2022-06-22
學位類別:碩士
校院名稱:元智大學
系所名稱:經營管理碩士班(行銷學程)
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2022
畢業學年度:110
語文別:中文
論文頁數:51
中文關鍵詞:遊戲化驅動力顧客契合體驗環境購買意圖智慧行動裝置
外文關鍵詞:Gamification DriveCE MechanismPurchase IntentionAPP
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隨著網路和數位科技的蓬勃發展,以及人手一機的現況,將企業與消費者之間的距離縮小,不同以往的是,現今有各式各樣的品牌讓消費者挑選,企業之間的競爭也更加激烈,而他們面對到的最大難題,就是如何吸引消費者以及如留著消費者,並與之建立良好的關係。因此本研究想以顧客契合體驗環境為基礎,加入遊戲化驅動力,探討星巴克APP的遊戲化元素是否能影響消費者。
本研究跟據過往文獻及實證案例,以顧客契合體驗環境建立關於遊戲化APP 內的遊戲化驅動力以及對購買意圖之影響,包含知覺價值、社交互動、沉浸體驗、品牌態度與品牌忠誠度,探討企業如何有效利用遊戲化加深與消費者的互動。
本研究採用問卷調查法,有效問卷共 446 份,運用SPSS進行資料分析,探討星巴克APP的使用者在體驗過程獲得的價值,研究結果如下:
一、遊戲化驅動力對顧客契合行為有正向顯著影響。
二、遊戲化驅動力對顧客契合情緒有相關性。
三、顧客契合行為與顧客契合情緒有正向影響。
四、顧客契合行為與顧客契合情緒對顧客契合結果有正向影響。
五、顧客契合結果與購買意圖有正向顯著影響。
透過研究發現以上的變數關係後,本研究認為遊戲化 APP 的設計應將遊戲化驅動力作為參考依據,但是不包含不確定性的部分,也就是抽獎與驚喜優惠等,研究結果顯示其相關性不高,企業應著重在另外五個遊戲話驅動力,如此便能有效且顯著的提升與顧客間的關係。
With the vigorous development of the Internet and digital technology, as well as the current situation of one mobile phone per person, the distance between enterprises and consumers has narrowed. Nowadays, there are lots of brands for consumers to choose. The competition between companies is becoming more and more intense, and the biggest challenge they face is how to attract consumers, retain consumers, and build good relationships with them. Therefore, this study intends to add gamification driving force based on CE Mechanism, and explore whether the gamification elements of Starbucks APP can affect consumers.
Based on past literature and empirical cases, this research establishes the driving force of gamification in gamified APP and its influence on purchase intention based on CE Mechanism, including perceived value, social interaction, flow experience, brand attitude and brand loyalty to explore how businesses can effectively use gamification to deepen engagement with consumers. We adopt the questionnaire survey method to do the research, with 446 valid questionnaires, and uses SPSS for data analysis to explore the value obtained by the users of Starbucks APP in the experience process. Gamification drives have a positive and significant impact on CE behaviors. Gamification drives are related to CE emotions. CE behaviors and CE emotions have a positive impact. CE behaviors and CE emotions have a positive impact on the CE outcomes. CE outcomes have a positive and significant impact on purchase intention.
After finding the above variable relationship through research, this research believes that the design of gamification APP should take gamification drives as a reference, but does not include Unpredictability, which include lottery draws and surprise discounts, etc. The research results show its low correlation. Companies should focus on the other five gamification drives, so that they can effectively and significantly improve the relationship with customers.

書名頁 i
論文口試委員審定書 ii
中文摘要 iii
英文摘要 iv
誌謝 v
目錄 vi
表目錄 viii
圖目錄 ix
第一章、緒論 1
第一節、研究背景與動機 1
第二節、研究目的與問題 2
第三節、研究流程 2
第二章、文獻探討 4
第一節、遊戲化 4
第二節、遊戲元素與遊戲化驅動力的差異 5
第三節、知覺價值 10
第四節、社交互動 12
第五節、沉浸體驗 13
第六節、品牌態度 14
第七節、品牌忠誠度 14
第八節、購買意圖 16
第三章、研究方法 18
第一節、研究架構 18
第二節、變數與操作 19
第三節、研究抽樣與資料蒐集 23
第四節、資料分析方法 23
第四章、研究結果 25
第一節、敘述性統計分析 25
第二節、信效度分析 28
第三節、相關性分析 31
第四節、結構模型分析 35
第五章、結論與建議 40
第一節、研究結論 40
第二節、研究貢獻 41
第三節、研究限制與未來研究建議 42
參考文獻 44
附錄一 48

中文文獻
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2.李家瑩、李淑美、徐絁瑀(2020),從「玩」到完售:探討遊戲化機制對品牌依附及交叉購買意圖之影響,資訊管理學報,27(3),265-290。
3.李家瑩、李淑美、傅旋鈞(2022),遊戲好好玩!遊戲化顧客契合機制對購買意圖之影響,資訊管理學報,29(1),45-74。
4.周郁凱(2017),遊戲化實戰全書:遊戲化大師教你把工作、教學、健身、行銷、產品設計…變遊戲,愈好玩就愈有吸引力!,台北市:商業週刊。


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