政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/137186

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/137186

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题名:	時裝零售業之遊戲化行銷對顧客投入的影響 The impact of Gamification Marketing in fashionable apparel retail industry on Customer Engagement
作者:	魏楷晉 Wei, Kai-Jin
贡献者:	白佩玉 Pai, Pei-Yu 魏楷晉 Wei, Kai-Jin
关键词:	遊戲化遊戲化價值心流顧客投入時尚領導者時尚跟隨者時裝零售業 Gamification Gamification Value Flow Consumer Engagement Fashion Leaders Fashion Followers Fashionable apparel retail industry
日期:	2021
上传时间:	2021-09-02 18:21:39 (UTC+8)
摘要:	電商市場近年持續成長，又以 2020 年之疫情影響下，電商產值更創新高，其中時裝服飾類別的銷量向來都是名列前茅，此外，遊戲化與電商結合也日益普及，遊戲化對於顧客投入及心流各自都有學者進行研究，然而針對遊戲化對時裝零售的影響，尚未有整合性的架構來說明遊戲化、心流與顧客入之間的關係，也沒有特別針對時裝零售業之中消費者特性(時尚領導者與時尚跟隨者)進行研究調查，因此本研究以「時裝零售業之遊戲化行銷對顧客投入的影響」作為探討主題，主要研究方式是製作遊戲化應用程式樣版(Application Prototype)並拍攝一部使用說明的展示影片，以供受測者觀賞後填答問卷。本研究透過深度訪談及實體問卷調查，解釋在時裝零售業中，遊戲化提供哪些知覺價值，哪些價值可以產生心流，以及心流如何提升顧客投入。本研究同時根據消費者特徵及實際操作遊戲化應用程式樣版與否，來探討「遊戲化價值和心流之間」以及「心流和顧客投入」之間的調節效果。主要發現如下：本研究架構包含四項遊戲化價值(交易價值、體驗價值、社交價值、分享價值)及六項心流狀態(挑戰與技能平衡、專注於手中任務、掌握程度、清楚目標、清楚回饋、忘我狀態)，時尚領導者會因為知覺資訊價值而產生三種心流狀態(掌握程度、清楚目標、清楚回饋)而時尚跟隨者會因為知覺體驗價值產生忘我狀態，以及知覺社交價值而產生挑戰與技能平衡。此外，資訊價值是產生心流狀態時主要的價值感知，其產生三種主要的心流狀態：專注於手中任務、清楚目標與清楚回饋；另一方面，當受測者實際操作遊戲化應用程式樣版後，除了資訊價值外，時尚跟隨者還會感知到社交價值和體驗價值以致心流狀態。再者，本研究之顧客投入分為四個層面 (購買行為、推薦行為、影響行為、回饋行為)。研究發現：消費者心流狀態有助提升顧客投入，不論是時尚領導者或時尚跟隨者都會因心流狀態產生購買行為，然而其中時尚領導者會因為清楚目標的心流狀態而產生購買行為外，還也感知到專注於手邊任務而產生回饋行為；時尚跟隨者會因感知挑戰與技能平衡的心流狀態而同時產生購買行為及回饋行為。最後，本研究發現：具有較高獨特性需求的時尚領導者，會感知到遊戲化價值中的資訊價值而產生清楚目標的心流狀態，再藉此心流狀態而產生顧客投入中的購買行為。具有較低獨特性需求的時尚跟隨者，則會感知到遊戲化價值中的社交價值而產生挑戰與技能平衡的心流狀態，再藉此心流狀態而產生顧客投入中的購買行為及回饋行為。綜上發現，本研究提出實務建議供時裝零售業者發展遊戲化行銷之策略參考。 Electronic commerce (EC) market continuously expands in recent years, especially during the global epidemic, COVID-19, in 2020, and its value of production does hit the record. Among the merchandise in EC market, we found that the sales of apparel rank among the best. Moreover, gamification and EC are getting transboundary collaboration together. However, it is curious that how does gamification impact on fashionable apparel retail? After studying the literatures, although gamification, flow, and customer engagement have been mutually researched independently, neither the integrational framework illustrating relationship among three theories nor research investigating in the consumer characteristics (Fashion Leaders and Fashion Followers) in fashionable apparel retail industry can we find out. Consequently, the issue of this thesis, “ the impact of gamification marketing in fashionable apparel retail industry on consumer engagement ”, begin to take shape in researcher`s mind. Researcher created the gamifying application prototype and shot a film to explain how it works, and then let the respondents fill in the research questionnaire. Furthermore, researcher tries to determine which gamification values can be generated via this gamification experiment and cause the flow and look into how flow increases the degree of consumer engagement. On the other hands, this research examines how the moderation effect influences “ gamification value to flow ” and “ flow to consumer engagement ”, according to the two moderators, consumer characteristics and whether manipulating gamifying application prototype or not. The research findings include: there are four dimensions of gamification value including transaction value, experiential value, social value, information value and six kinds of flow state including challenge-skills balance, concentration on the task at hand, sense of control, clear goal, clear feedback, loss of self-consciousness. Researcher found that fashion leaders will experience sense of control, clear goal, and clear feedback by perceiving the information value and challenge-skills balance by recognizing the social value. Besides, fashion followers taking part in the gamifying process will perceive information value, social value, and experiential value and cause the flow states. Additionally, there are four types of "Consumer Engagement" including purchase, referral, influence, and feedback. Purchase will be generated by clear goal perceived by fashion leaders and challenge-skills balance perceived by fashion followers. Furthermore, feedback will be caused by concentration on the task at hand perceived by fashion leaders and challenge-skills balance perceived by fashion followers. Finally, fashion leaders with high degree of need for uniqueness will perform the purchase behavior given rise to the flow state, clear goal perceived from the information value. Fashion followers with low degree of need for uniqueness will perform the purchase and feedback behavior given rise to the flow state, challenge-skills balance perceived from the social value.
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描述:	碩士國立政治大學企業管理研究所(MBA學位學程) 108363102
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0108363102
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DOI:	10.6814/NCCU202101259
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