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論文名稱(中文) 電子商務企業推動永續性企業社會責任發展之遊戲化設計 ——以螞蟻森林為例
論文名稱(英文) Investigating the Gamification Design of Promoting Sustainable Corporate Social Responsibility in E-commerce – A Case Study of Ant Forest
校院名稱 成功大學
系所名稱(中) 創意產業設計研究所
系所名稱(英) Institute of Creative Industries Design
學年度 108
學期 2
出版年 109
研究生(中文) 楊嘉禾
研究生(英文) Jia-He Yang
電子信箱 jiahyang1996@gmail.com
學號 PA6073030
學位類別 碩士
語文別 英文
論文頁數 83頁
口試委員 指導教授-劉世南
口試委員-楊佳翰
口試委員-劉子歆
中文關鍵字 遊戲化設計  電子商務企業  永續性  螞蟻森林 
英文關鍵字 CSR  e-commerce  gamification  Ant Forest 
學科別分類
中文摘要 隨著社會的發展進步以及公民社會意識的增強,民眾對於企業履行企業社會責任的期待變得更高。然而企業社會責任的衡量與評估其實較為複雜也很難直觀的看到其作為,懷抱著極大的期待卻很難看到預期的結果,這使得民眾逐漸對於企業社會責任抱持懷疑態度,相應的也使得企業在實施企業社會責任的過程中失去熱情與動力。另外,企業社會責任為企業永續發展環節之一,而當前最普遍可見的企業社會責任卻通常只是一次性的捐款、捐物,實際上違背了其應達到的永續性。
近年來電子商務型企業在全球以極快的速度擴張發展,目前在各商業模式中已佔據了重要位置。由於其平台以及模式的特殊性,電子商務企業在履行其社會責任時相較其他商業模式有更多的特點以及優勢。
筆者身為螞蟻森林的使用者,觀察到其通過遊戲化策略吸引使用者以自身履行公益的角度加入,並以虛實結合的方式便於民眾監督,通過自身平台加以宣傳,吸引更多公益組織共同合作,創造了極為出色且備受肯定的成果。故本文希望能夠基於遊戲化概念,以螞蟻森林為個案研究,試圖探討其遊戲化設計之於電子商務其他企業履行企業社會責任的參考價值,為後續遊戲化理論與其企業社會責任設計的具體結合提供一些啟發。
英文摘要 With the development of society and the enhancement of civil society awareness, people's expectations for CSR are higher than before. However, the measurement and evaluation of CSR are very complicated, and it is difficult for stakeholders to see its outcome intuitively. Therefore, people will gradually become skeptical about CSR. At the same time, losing the trust of stakeholders, enterprises will also lose enthusiasm and motivation in the process of implementing CSR. Besides, CSR is one method in sustainable business, but currently, the most commonly seen corporate social responsibility is usually just a one-time donation, which runs counter to its sustainability.
In recent years, e-commerce companies have expanded and developed at a breakneck speed globally, and so far, they occupy a prominent position in various business models. Due to the particularity of its platform and business model, e-commerce companies have more characteristics and advantages than other business models in fulfilling their social responsibilities.
As a user of Ant Forest, I observed that it uses a gamification strategy to attract users to join in, while at the same time, the participants of users will attract public welfare and NGOs. The CSR design of Ant Forest can also facilitate general supervision through the O2O method. Ant Forest Creates extremely outstanding and well-recognized CSR outcomes. Therefore, this research will take Ant Forest as a case study to explore the reference value of gamification design for other e-commerce companies in promoting their CSR. The final goal is to provide some inspiration for the specific combination of subsequent gamification theory and CSR design.
論文目次 CONTENTS

口試委員會審定書 0
誌謝 i
中文摘要 ii
ABSTRACT iii
CONTENTS iv
LIST OF FIGURES vi
LIST OF TABLES vii
CHAPTER 1: INTRODUCTION 1
1.1 Research background 1
1.1.1 CSR in E-commerce 1
1.1.2 Ant Forest: a revolution of doing CSR 3
1.2 Research motivation 3
1.3 Research objectives 4
1.4 Research questions 4
CHAPTER 2: LITERATURE REVIEW 6
2.1 Corporate Social Responsibility: development, measurement and benefits 6
2.1.1 What is CSR: 6
2.1.2 How to measure the CSR outcome in E-commerce 8
2.1.3 What is sustainable CSR? 10
2.1.4 Summary 13
2.2 Gamification: Framework and Implement 13
2.2.1 What is gamification: the definition and development 13
2.2.2 The framework of creating a gamification design 16
2.2.3 Implement of gamification in non-game situation 21
2.2.4 Gamification design in CSR 24
2.2.5 Summary 25
2.3 Gamification in CSR: The Case of Ant Forest 26
2.3.1 The development of Ant Forest in Alibaba 26
2.3.2 Gamification design in creating sustainable CSR in Ant Forest 29
2.3.3 Summary 32
CHAPTER 3: RESEARCH METHODS 34
3.1 Research design 34
3.1.1 Research Process 34
3.2 Research methods 34
3.2.1 Quantitative Research 35
3.2.2 Qualitative research 36
3.2.1.1 Case study 36
3.2.1.2 In-depth Interview 37
CHAPTER 4: FINDING AND ANALYSIS 38
4.1 Preliminary Study 38
4.2 In-depth Interview 40
4.2.1 Outcome from expert in gamification 41
4.2.2 Outcome from expert in CSR 43
4.3 Online Questionnaire 43
4.3.1 Material and methods 43
4.3.2 Participants 43
4.3.3 Questionnaire design 44
4.3.4 Data Collection Procedure and Analysis 44
4.4 Conclusion 49
CHAPTER 5: DISCUSSION AND CONCLUSION 52
5.1 Research Discussion 52
5.2 Research Limitations and Future Suggestions 56
REFERENCE 57
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