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研究生:廖育德
研究生(外文):LIAO,YU-TE
論文名稱:透過遊戲化機制增強消費者購買綠色金融商品行為意圖之研究
論文名稱(外文):A Study on Enhancing Consumer Intentions to Purchase Green Financial Products through Gamification Mechanisms
指導教授:鄒鴻泰鄒鴻泰引用關係
指導教授(外文):TSOU,HUNG-TAI
口試委員:劉峰旭徐暄淯
口試委員(外文):LIU, FENG-HSUHSU, S.H.Y.
口試日期:2024-06-17
學位類別:碩士
校院名稱:東吳大學
系所名稱:企業管理學系
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:2024
畢業學年度:112
語文別:中文
論文頁數:49
中文關鍵詞:遊戲化機制S-O-R 理論享受顧客參與度購買綠色金融商品意圖
外文關鍵詞:GamificationStimulus-Organism-Response (S-O-R) TheoryEnjoymentCustomer EngagementPurchase Green Financial Products Intention
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近年國際綠色政策即將陸續實施以解決氣候變化和環境挑戰,政府推出「台灣2050淨零排放路徑」與「綠色金融行動方案3.0」政策作為應對,用於引領產業綠色轉型並透過金融力量讓企業達到國際淨零目標,因此綠色金融商品作為吸引資金的金融工具是需要社會大眾的支持與採用,讓資金可以流入至正向發展之產業與投資標的。而遊戲化機制是提供遊戲體驗來增強服務的過程,為有效刺激消費者行為的方式,因此本研究以「遊戲化機制」與「購買綠色金融商品意圖」作為本研究主題探討遊戲化元素之獎勵、積分、徽章與進度條是否影響享受和提高參與度、享受是否影響顧客參與度,以及享受與顧客參與度是否影響購買綠色金融商品意圖。
本研究以S-O-R 理論作為基礎,根據過往文獻回顧提出研究架構與假設,並根據本研究情境設計研究問卷,總計回收有效問卷217份,使用AMOS結構方程模式分析,透過敘述性統計分析、信效度分析、路徑分析以及拔靴法進行資料量化分析。經研究結果發現,遊戲化元素之獎勵、積分與進度條為消費者帶來享受;積分、徽章與進度條可以增加顧客參與度,並且當消費者享受時可以增強顧客參與度最終產生購買綠色金融商品意圖。本研究結果可供金融業者推行綠色金融商品使用遊戲化行銷策略參考。

In recent years, international green policies are being progressively implemented to address climate change and environmental challenges. The government has introduced the "Taiwan 2050 Net-Zero Emissions Pathway" and the "Green Finance Action Plan 3.0" as measures to lead the green transformation of industries and to leverage financial power to help businesses achieve international net-zero targets. Therefore, green financial products, as financial tools to attract capital, need the support and adoption of the public, allowing funds to flow into industries and investment targets that foster positive development.Gamification mechanisms, which provide game-like experiences to enhance service processes, are an effective way to stimulate consumer behavior. This study explores the impact of gamification elements—rewards, points, badges, and progress bars—on enjoyment and increased engagement, whether enjoyment affects customer engagement, and whether enjoyment and customer engagement influence the intention to purchase green financial products.
Based on the S-O-R (Stimulus-Organism-Response) theory, this study proposes a research framework and hypotheses derived from a review of the literature. A research questionnaire was designed according to the context of this study, and a total of 217 valid responses were collected. The data were analyzed using the AMOS structural equation modeling, with descriptive statistical analysis, reliability and validity analysis, path analysis, and bootstrapping methods for quantitative data analysis.The results of the study reveal that gamification elements such as rewards, points, and progress bars bring enjoyment to consumers; points, badges, and progress bars can increase customer engagement. Furthermore, when consumers experience enjoyment, it enhances customer engagement, ultimately leading to the intention to purchase green financial products. The findings of this study can serve as a reference for financial institutions in implementing gamification marketing strategies for promoting green financial products.

中文摘要 i
ABSTRACT ii
目 錄 iii
表目錄 v
圖目錄 vi
第一章 緒論 1
1.1 背景動機 1
1.2 研究目的 4
1.3 研究流程 4
第二章 文獻回顧 6
2.1 「刺激-有機體-反應」理論 6
2.2 綠色金融商品 6
2.3 遊戲化 8
2.3.1 遊戲化背景 8
2.3.2 遊戲化定義 8
2.3.3 遊戲化元素與機制 10
2.4 享受 13
2.5 顧客參與度 14
2.6 購買意圖 14
第三章 研究方法 16
3.1 研究架構 16
3.2 假設發展 16
3.2.1 遊戲化元素的獎勵、積分、徽章與進度條與享受 16
3.2.2 遊戲化元素的獎勵、積分、徽章與進度條與顧客參與度 17
3.2.3 享受與顧客參與度 18
3.2.4 享受與購買綠色金融商品意圖 18
3.2.5 顧客參與度與購買綠色金融商品意圖 18
3.3 操作型變數定義與量表 19
3.3.1 獎勵 19
3.3.2 積分 19
3.3.3 徽章 20
3.3.4 進度條 20
3.3.5 享受 21
3.3.6 顧客參與度 21
3.3.7 購買綠色金融商品意圖 22
第四章 資料分析與研究結果 23
4.1 樣本敘述性統計分析 23
4.2 驗證性因素分析(CFA)24
4.3 路徑分析 27
4.4 Bootstrap法 29
第五章 結論與建議 31
5.1 研究結果 31
5.2 學術意涵 32
5.3 管理意涵 33
5.4 研究限制與未來研究方法 34
參考文獻 35
附錄一 正式問卷 48
美國最快2024實施CCA碳關稅,歐盟CBAM也將上路,合計台灣每百美元出口就有21美元將面臨碳關稅規範,哪些產業最該注意?,網址:https://csr.cw.com.tw/article/42725。
金融監督管理委員會「綠色金融行動方案3.0」,網址:https://www.fsc.gov.tw/ch/home.jsp?id=1053&parentpath=0,7,616。
臺灣2050淨零排放路徑及策略總說明,網址:https://www.ndc.gov.tw/Content_List.aspx?n=DEE68AAD8B38BD76。
袋鼠金融:逾八成民眾期待綠色消費回饋,網址:https://money.udn.com/money/story/5640/7122867。
綠色金融是什麼?看金融業如何推動ESG發展,網址https://www.pwc.tw/zh/topics/trends/what-is-green-finance.html。
綠色金融資訊總整理!3 大綠色金融例子一次看!,網址:
https://www.tejwin.com/insight/green-banking/。
吳惠萍、羅軒澔(2023)。歐盟推動淨零科技以提升國家韌性之趨勢分析。
臺灣經濟研究月刊,46(10),37-44。
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