政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/136739

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/136739

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 113318/144297 (79%)
Visitors : 51047377 Online Users : 913

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Scope

please add "double quotation mark" for query phrases to get precise results

please goto advance search for comprehansive author search

Adv. Search

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

Goto mobile version

政大典藏 > College of Commerce > MBA Program > Theses > Item 140.119/136739

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/136739

Title:	電商遊戲化行銷對品牌評價之影響：以蝦皮購物為例 The effects of gamification in E-commerce on brand evaluations: A case study of Shopee
Authors:	程雅新 Cheng, Ya-Hsin
Contributors:	陳冠儒 Chen, Kuan-Ju 程雅新 Cheng, Ya-Hsin
Keywords:	遊戲化電商參與動機投入程度品牌態度 gamification e-commerce motivation engagement brand attitude
Date:	2021
Issue Date:	2021-08-04 16:39:39 (UTC+8)
Abstract:	本研究主要目的為探討電商平台以遊戲化作為行銷策略時，消費者進行遊戲的參與動機對於品牌評價的影響，以及探討遊玩態度、遊戲投入與遊戲頻率三個變數在參與動機與品牌評價之間產生的中介效果，研究進一步利用事後檢定比較不同參與動機組間之差異。研究對象以曾經玩過蝦皮遊戲的消費者為樣本，使用網路問卷調查的方式搜集此類目標對象之相關資訊，回收之有效問卷為313份。研究結果發現參與動機對於品牌態度有顯著影響，且在遊玩態度、遊戲頻率此兩變數於過程中產生中介效果。研究結果應用到企業實務中，期望帶給電商平台進行遊戲化行銷時更了解消費者的參與動機，及其對於品牌態度之影響機制，並透過遊戲情境優化消費者體驗，利用遊戲化的行銷策略來傳遞更正面的品牌形象。 Using gamification as a marketing strategy for e-commerce platforms, the purpose of this study was to explore the impact of consumers` participation motives on brand evaluations and to examine the mediating effects of attitude toward the game, commitment to the game, and playing frequency in such a process. This study further examined the differences between consumers with different participation motives using post-hoc analysis. Consumers who had played games on Shopee platform were identified as the research participants. An online survey was conducted to collect relevant information for analysis. The results of the study indicated that consumers’ participation motives for the game had significant effects on brand attitude. Further, attitude toward the game and playing frequency exerted mediating effects in the process. Findings of the study can provide managerial implications for e-commerce platforms to better understand the influences of consumers` participation motivation on brand evaluation when adopting game-based marketing strategies. The findings also suggest the implementation of optimizing consumer experience through a game-based approach to convey a more positive brand image.
Reference:	王詢. (1994). 人際關係模式與經濟組織的交易成本. 王賜麟. (2019). 蝦皮購物掀起互動科技戰「AR互動遊戲」首周即創2倍成長！. 中國時報. Retrieved from https://www.chinatimes.com/realtimenews/20191104002522-260405?chdtv 未來流通研究所 (2020). 2020-台灣電子商務產業競爭地圖. Retrieved from https://www.mirai.com.tw/taiwan-ecommerce-industry-competition-map/ 吳岱芸. (2015). 從遊戲到遊戲化：行銷溝通遊戲化理論初探. [From Game to Gamification: Preliminary Research of Gamification Marketing Theory]. 新聞學研究(124), 215-251. doi:10.30386/mcr.201507_(124).0006 周郁芬. (2021). 2021品牌經營大解密：娛樂行銷為王蝦皮化身接觸消費者的第一哩路. 數位時代. Retrieved from https://www.bnext.com.tw/article/61832/entertainment-marketing-shopee-ecommerce-reaches-consumers-directly 林芳如. (2020). 月流量4,900萬、蝦皮穩佔第一大！從台灣電商競爭地圖，看玩家們的生態圈布局. 數位時代, 2020.07.06. Retrieved from https://www.bnext.com.tw/article/58335/taiwan-e-commerce 洪凱音. (2016). 蝦皮拍賣突破300萬用戶. 中國時報. Retrieved from https://www.chinatimes.com/newspapers/20160715000438-260114?chdtv 孫彬訓. (2021, 2021/5/24). UUPON網購市調蝦皮最吸粉. 工商時報. Retrieved from https://ctee.com.tw/news/consume/464176.html 桃樂比大叔選讀筆記News. (2021). 全年營收354億美元！蝦皮是如何在東南亞打敗阿里巴巴Lazada的？. 關鍵評論網. Retrieved from https://www.thenewslens.com/article/149374 黃郁芸. (2019). 雙11競爭激烈，蝦皮結合遊戲、直播和貼文牆，要打造互動式購物體驗. iThome. Retrieved from https://www.ithome.com.tw/news/134072 黃震宇. (2020). 疫情催化看電商平台逆風而起. 台北產業資訊網. Retrieved from https://www.taipeiecon.taipei/article_cont.aspx?MmmID=1201&MSid=1073000456110466122 經濟部統計處. (2020). 批發、零售及餐飲業網路銷售金額341,775,780 (千元)，年增率18.97%. Retrieved from https://dmz26.moea.gov.tw/GMWeb/advance/AdvanceQuery.aspx 資策會產業情報研究所(MIC). (2020). 【網購大調查系列一】行動下單急追PC呈五五波行動商務正式成為主流. Retrieved from https://mic.iii.org.tw/news.aspx?id=555 數位時代. (2021). 消費習慣回不去了！蝦皮購物四大洞察，留住疫後網購新面孔. 數位時代. Retrieved from https://www.bnext.com.tw/article/61384/shopee Alsawaier Raed, S. (2018). The effect of gamification on motivation and engagement. The International Journal of Information and Learning Technology, 35(1), 56-79. doi:10.1108/IJILT-02-2017-0009 Alsawaier, R. S. (2018). The effect of gamification on motivation and engagement. The International Journal of Information and Learning Technology, 35(1), 56-79. doi:10.1108/ijilt-02-2017-0009 Anolli, F. M., L. Confalonieri, A. Ascolese and L. Peveri. (2010). Emotions in Serious Games:From Experience to Assessment. International Journal of Emerging Technologies in Learning (iJET). doi:10.3991/ijet.v5s3.1496 Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(4), 644-656. doi:10.1086/209376 Bakhanova, E., Garcia, J. A., Raffe, W. L., & Voinov, A. (2020). Targeting social learning and engagement: What serious games and gamification can offer to participatory modeling. Environmental Modelling & Software, 134, 104846. doi:10.1016/j.envsoft.2020.104846 Cheng Zhang, C. W. P., Qingsheng Wu & Xueming Luo. (2017). Nonlinear Effects of Social Connections and Interactions on Individual Goal Attainment and Spending: Evidences from Online Gaming Markets. Journal of Marketing, 81(6), 132-155. doi:10.1509/jm.16.0038 Cyberbiz. (2020). 打造用戶上癮的遊戲化行銷策略！看星巴克如何遊戲化行銷，提升購物體驗. Retrieved from https://www.cyberbiz.io/blog/%E6%89%93%E9%80%A0%E7%94%A8%E6%88%B6%E4%B8%8A%E7%99%AE%E7%9A%84%E9%81%8A%E6%88%B2%E5%8C%96%E8%A1%8C%E9%8A%B7%E7%AD%96%E7%95%A5%EF%BC%81%E7%9C%8B%E6%98%9F%E5%B7%B4%E5%85%8B%E5%A6%82%E4%BD%95%E9%81%8A/ David Taylor, M. B., Dr Natasha Campling,, & Dr Sarah Carter, D. S. G., Dr Jenny Newbould, Dr Tim Rennie. (2007). A Review of the use of the Health Belief Model (HBM), the Theory of Reasoned Action (TRA), the Theory of Planned Behaviour (TPB) and the Trans-Theoretical Model (TTM) to study and predict health related behaviour change. De Vreede, T., Andel, S., De Vreede, G.-J., Spector, P., Singh, V., & Padmanabhan, B. (2019, 2019). What is Engagement and How Do We Measure It? Toward a Domain Independent Definition and Scale. Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011, 2011-01-01). From game design elements to gamefulness. Paper presented at the Proceedings of the 15th International Academic MindTrek Conference on Envisioning Future Media Environments - MindTrek `11. Eisingerich, A. B., Marchand, A., Fritze, M. P., & Dong, L. (2019). Hook vs. hope: How to enhance customer engagement through gamification. International Journal of Research in Marketing, 36(2), 200-215. doi:10.1016/j.ijresmar.2019.02.003 Ferro, L. S. (2021). The Game Element and Mechanic (GEM) framework: A structural approach for implementing game elements and mechanics into game experiences. Entertainment Computing, 36, 100375. doi:10.1016/j.entcom.2020.100375 Hamari, J. (2013). Transforming homo economicus into homo ludens: A field experiment on gamification in a utilitarian peer-to-peer trading service. Electronic Commerce Research and Applications, 12(4), 236-245. doi:10.1016/j.elerap.2013.01.004 Hamari, J., & Koivisto, J. (2015). Why do people use gamification services? International Journal of Information Management, 35(4), 419-431. doi:10.1016/j.ijinfomgt.2015.04.006 Hamari, J., Koivisto, J., & Sarsa, H. (2014, 2014). Does Gamification Work? -- A Literature Review of Empirical Studies on Gamification. Heller, L. J., Skinner, C. S., Tomiyama, A. J., Epel, E. S., Hall, P. A., Allan, J., . . . Denollet, J. (2013). Theory of Reasoned Action. In (pp. 1964-1967): Springer New York. Huotari, K., & Hamari, J. (2012, 2012). Defining gamification. Huotari, K., & Hamari, J. (2017). A definition for gamification: anchoring gamification in the service marketing literature. Electronic Markets, 27(1), 21-31. doi:10.1007/s12525-015-0212-z Kelvin. (2021). 【MarTech Asia】蝦皮購物品牌行銷部長：電商媒體流量紅利時代到來. Retrieved from https://www.inside.com.tw/feature/awoo-martech/23331-ectrend-ecasmedia Kim, C., Costello, F. J., & Lee, K. C. (2020). The Unobserved Heterogeneneous Influence of Gamification and Novelty-Seeking Traits on Consumers’ Repurchase Intention in the Omnichannel Retailing. Frontiers in Psychology, 11. doi:10.3389/fpsyg.2020.01664 Kotler, P. (2004). Marketing Management, Millenium Edition. Malik, A., Dhir, A., & Nieminen, M. (2016). Uses and Gratifications of digital photo sharing on Facebook. Telematics and Informatics, 33(1), 129-138. doi:10.1016/j.tele.2015.06.009 Mitchell, R., Schuster, L., & Jin, H. S. (2020). Gamification and the impact of extrinsic motivation on needs satisfaction: Making work fun? Journal of Business Research, 106, 323-330. doi:10.1016/j.jbusres.2018.11.022 Mullins, J. K., & Sabherwal, R. (2020). Gamification: A cognitive-emotional view. Journal of Business Research, 106, 304-314. doi:10.1016/j.jbusres.2018.09.023 Norris, C. E., & Colman, A. M. (1992). Context Effects on Recall and Recognition of Magazine Advertisements. Journal of Advertising, 21(3), 37-46. doi:10.1080/00913367.1992.10673374 Pavlou, P. A. (2003). Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model. International Journal of Electronic Commerce, 7(3), 101-134. doi:10.1080/10864415.2003.11044275 Poncin, I., Garnier, M., Ben Mimoun, M. S., & Leclercq, T. (2017). Smart technologies and shopping experience: Are gamification interfaces effective? The case of the Smartstore. Technological Forecasting and Social Change, 124, 320-331. doi:10.1016/j.techfore.2017.01.025 Richins, P. H. B. a. M. L. (1983). A Theoretical Model for the Study of Product Importance Perceptions. Journal of Marketing, Summer, 1983, Vol. 47, No. 3 (Summer, 1983), pp. 69-81. Seaborn, K., & Fels, D. I. (2015). Gamification in theory and action: A survey. International Journal of Human-Computer Studies, 74, 14-31. doi:10.1016/j.ijhcs.2014.09.006 Steinfield, C., Ellison, N. B., & Lampe, C. (2008). Social capital, self-esteem, and use of online social network sites: A longitudinal analysis. Journal of Applied Developmental Psychology, 29(6), 434-445. doi:10.1016/j.appdev.2008.07.002 Suh, A., Cheung, C. M. K., Ahuja, M., & Wagner, C. (2017). Gamification in the Workplace: The Central Role of the Aesthetic Experience. Journal of Management Information Systems, 34(1), 268-305. doi:10.1080/07421222.2017.1297642 Thorpe, A. S., & Roper, S. (2019). The Ethics of Gamification in a Marketing Context. Journal of Business Ethics, 155(2), 597-609. doi:10.1007/s10551-017-3501-y Torsten Reiners, L. C. W. (2015). Gamification in Education and Business: Springer. Tuunanen, J. H. J. (2014). Player Types: A Meta-synthesis. trepo.tuni.fi. Werbach, K. (2014). (Re)Defining Gamification: A Process Approach. In (pp. 266-272): Springer International Publishing. Xu, Y., Chen, Z., Peng, M. Y.-P., & Anser, M. K. (2020). Enhancing Consumer Online Purchase Intention Through Gamification in China: Perspective of Cognitive Evaluation Theory. Frontiers in Psychology, 11. doi:10.3389/fpsyg.2020.581200 Zicherman, G. (2011). A Long Engagement and a Shotgun Wedding: Why Engagement is the Power Metric of the Decade. Presentation, Gamification Summit, San Francisco, CA. Retrieved from https://www.slideshare.net/gzicherm/g-summit-opener Zichermann, C. (2011). Gamification by Design.
Description:	碩士國立政治大學企業管理研究所(MBA學位學程) 108363101
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0108363101
Data Type:	thesis
DOI:	10.6814/NCCU202100921
Appears in Collections:	[MBA Program] Theses

Files in This Item:

File	Description	Size	Format
310101.pdf		7948Kb	Adobe PDF2	8	View/Open

All items in 政大典藏 are protected by copyright, with all rights reserved.

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

DSpace Software Copyright © 2002-2004 MIT & Hewlett-Packard / Enhanced by NTU Library IR team Copyright © - Feedback