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系統識別號 U0026-1806202014415300
論文名稱(中文) 遊戲化行銷對購買意願之影響-以遊戲化會員等級為例
論文名稱(英文) The impact on purchase intention of Gamification-An example of gamification of ranking
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 108
學期 2
出版年 109
研究生(中文) 蔡宇棠
研究生(英文) Yi-Tang Tsai
學號 R46071329
學位類別 碩士
語文別 中文
論文頁數 76頁
口試委員 指導教授-蔡惠婷
口試委員-謝惠璟
口試委員-莊立民
中文關鍵字 遊戲化等級  消費者價值  消費者滿意度  購買意願 
英文關鍵字 gamification  consumer value  consumer satisfaction  purchase intention 
學科別分類
中文摘要 隨著科技的進步,網際網路的發展,人們使用手機的時間越來越長,造成人們習慣的改變,於是行銷手法也開始跟著改變,遊戲化行銷就是其中一個方法。遊戲化行銷透過將遊戲內好玩、有趣的內容加入到原有的業務當中,透過這樣的方式可以讓消費者產生像是玩遊戲般的體驗,使消費者能增加興趣及改變消費者的行為。
在過去關於遊戲化的研究中,並沒有把消費者的社會價值放在一起討論,本研究以遊戲化等級功能為研究主題,在遊戲化等級功能下,消費者除了會產生享樂價值以及功利價值,另一個重要的價值就是社會價值。等級功能能夠為消費者帶來社會地位提升的感覺以及自我的滿足等等。因此,本研究探討遊戲化等級功能所帶來之消費者價值,並根據消費者所感知到的價值去影響到消費者對於該品牌或商品的消費者滿意度,而根據消費者滿意度去影響到遊戲化等級功能所帶來的消費者購買意願。

本研究以迴歸分析檢驗,發現遊戲化等級功能對享樂價值、功利價值、社會價值皆帶來正向的影響,而享樂價值、功利價值、社會價值也對消費者滿意度帶來正向的影響,正向的消費者滿意度也對消費者的購買意願有正向的影響。因此,在設計遊戲化行銷時,應考慮到是否能為消費者帶來消費者價值,有了消費者價值才能夠使消費者感到滿意,最後影響到消費者行為,產生實際的購買。
英文摘要 The main objective of this study is to integrate the relationship of gamification and consumer purchase intention, and to verify the relationships between customer value and gamification. This study first uses social value as a factor of one customer value that gamification may occur to customer, and influence customer satisfaction. According to the results of this study, gamification of ranking has a positive effect on consumer purchase intention.
論文目次 第一章 緒論 1
第一節 研究動機與背景 1
第二節 研究目的: 5
第二章 文獻回顧 6
第一節 遊戲化 6
第二節 消費者價值 8
第三節 消費者滿意度 11
第四節 購買意願 14
第三章 研究方法 16
第一節 研究架構 16
第二節 研究假設 17
第三節 研究變數之操作型定義與衡量題項 20
第四節 研究方法 27
第四章 研究結果與分析 29
第一節 樣本結構 29
第二節 描述性統計 31
第三節 因素分析與信度檢定 37
第四節 Pearson相關分析 50
第五節 迴歸分析 51
第六節 小節 59
第五章 結論與建議 60
第一節 研究結論 60
第二節 研究貢獻 62
第三節 研究限制與未來研究建議 64
參考文獻 66
附錄一 研究問卷 72

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