政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/141562
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 113160/144130 (79%)
造訪人次 : 50753256      線上人數 : 589
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧：
  • 您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料
    •  進階搜尋
    政大機構典藏 > 商學院 > 資訊管理學系 > 學位論文 >  Item 140.119/141562


    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/141562


    題名: 以遊戲化元素促進新興數位服務的使用 -以支付寶及其組合遊戲為個案研究
    Enhancing the usage of digital service through gamification - A case study of Alipay and its compo games
    作者: 呂玉嫻
    Lyu, Yu-Xian
    貢獻者: 李怡慧
    Lee, Yi- Hui
    呂玉嫻
    Lyu, Yu-Xian
    關鍵詞: 遊戲化
    數位服務
    持續使用
    活動理論
    質性研究
    支付寶
    gamification
    digital service
    continuous use
    activity theory
    qualitative research
    Alipay
    日期: 2022
    上傳時間: 2022-09-02 14:49:14 (UTC+8)
    摘要: 遊戲化因子在學界和業界廣受關注，不少研究者將遊戲化導入到教育訓練或者復健治療中，得到了積極正向的結果；在商業應用上，許多研究者發現，遊戲因子可以提高用戶採用新興服務的意願，但是關於如何善用遊戲化因素，讓用戶持續使用服務下去的研究卻較少見。為探討這個問題，本研究選擇了支付寶及其組合遊戲（螞蟻森林、螞蟻莊園以及芭芭農場）作為研究個案，探討支付寶如何利用遊戲因子，促進了更多用戶、更頻繁地、持續地使用這項數位支付工具。本研究以活動理論為理論視角，採用質性研究方法，通過與使用者（同時也是遊戲玩家）訪談的方式收集資料，藉由他們所參與的遊戲活動和體驗，了解遊戲活動的設計，如何影響他們更廣泛地使用支付寶。
    本研究提出三個重要發現。首先，通過日常任務的遊戲設計，讓使用者在除了有支付需求時使用支付寶，還會因為想要完成任務而更多地使用支付寶其他的功能，創造了使用支付寶的時機。其次，通過團隊遊戲任務的設計（例如：經營農場或共同種樹），使用者會開始尋找其他使用者以共同完成任務，因此擴大了支付寶的使用者規模；而且這種情況還發生在年長使用者之間，通過共同的遊戲合作，他們也共同學習使用數位支付工具。最後，因為這些具有喜怒哀樂的遊戲體驗，支付寶由原來的僅是單純的金融支付軟體，變成具有使用者共玩、帶有情感記憶的遊戲軟體，因此不知不覺地轉換了使用者對支付寶的品牌印象。本研究藉由活動理論的視角，深入理解遊戲化因子與活動設計，在使用者持續採用新興數位服務時可能的應用，研究結論提出對數位服務與遊戲設計的學術貢獻，也對實務應用提出看法。
    Gamification has received widespread attention in academia and industry, because it has been considered a very useful activity that helps users to conquer difficult tasks, such as education, sport training exercise and physiotherapies, thus enhancing users’ persistence in such tasks. In business, studies on how gamification enables the game players’ interests in adopting and continuously use the product/service are rare. This study, drawing upon Activity Theory, explores whether and how gamification elements can influence users’ service adoption and continuous use behaviors. Alipay with its compo games (including Ant Forest, Ant Manor, and Baba Farm) has been selected as the case study. A qualitative research methodology has been adopted, with data being collected through interviews with Alipay users (also the game players).
    It has been found that gamification can contribute to users` commercial behavior and usage on the app in three ways. First of all, the design of daily game activities encourages users to turn on Alipay in more scenarios. Users usually do not spend much time in a digital payment app, but they would use it more often when they are eager to complete the daily game tasks. Second, team game activities can scale up user base as this type of game stimulates users to gather friends in order to complete the tasks. Finally, because of the users’ co-experience on the game tasks, their impressions towards Alipay are no longer a simple financial payment software, but attached with joyful, playful, and other emotional images. The research results have made contributions to the research realms of digital service and gamification. Their practical implications are discussed in this report.
    參考文獻: Alcivar, I., & Abad, A. G. (2016). Design and evaluation of a gamified system for ERP training. Computers in Human Behavior, 58, 109-118.
    Allen, D., Brown, A., Karanasios, S., & Norman, A. (2013). How Should Technology-Mediated Organizational Change Be Explained? A Comparison of the Contributions of Critical Realism and Activity Theory. Management Information Systems Quarterly, 37, 835-854.
    Butler, Y. G. (2015). The use of computer games as foreign language learning tasks for digital natives. System, 54, 91-102.
    Chen, Y., & Pu, P. (2014). HealthyTogether: exploring social incentives for mobile fitness applications. Paper presented at the Proceedings of the Second International Symposium of Chinese CHI, Toronto, Ontario, Canada.
    Chou, Y.-k. (2019). Actionable gamification: Beyond points, badges, and leaderboards. Scotts Valley, CA: Createspace Independent Publishing Platform.
    Ciuchita, R., Heller, J., Köcher, S., Köcher, S., Leclercq, T., Sidaoui, K., & Stead, S. (2022). It is Really Not a Game: An Integrative Review of Gamification for Service Research. Journal of Service Research, 10946705221076272.
    Creswell, J. W., & Poth, C. N. (2016). Qualitative inquiry and research design: Choosing among five approaches. Thousand oaks, CA: Sage publications.
    Deci, E. L., & Ryan, R. M. (2000). The "What" and "Why" of Goal Pursuits: Human Needs and the Self-Determination of Behavior. Psychological Inquiry, 11(4), 227-268.
    Engeström, Y. (2014). Learning by expanding: An activity-theoretical approach to developmental research. Cambridge: Cambridge University Press.
    Eppmann, R., Bekk, M., & Klein, K. (2018). Gameful Experience in Gamification: Construction and Validation of a Gameful Experience Scale [GAMEX]. Journal of Interactive Marketing, 43, 98-115.
    Eriksson, P., & Kovalainen, A. (2008). Qualitative Methods in Business Research. Los Angeles: SAGE.
    Fleming, T., Dixon, R., Frampton, C., & Merry, S. (2011). A Pragmatic Randomized Controlled Trial of Computerized CBT (SPARX) for Symptoms of Depression among Adolescents Excluded from Mainstream Education. Behavioural and cognitive psychotherapy, 40, 529-541.
    Gellner, C., Buchem, I., & Müller, J. (2021). Application of the Octalysis Framework to Gamification Designs for the Elderly. Paper presented at the 15th European Conference on Game Based Learning ECGBL 2021
    Hamari, J. (2017). Do badges increase user activity? A field experiment on the effects of gamification. Computers in Human Behavior, 71, 469-478.
    Hamari, J., & Koivisto, J. (2014). Measuring flow in gamification: Dispositional Flow Scale-2. Computers in Human Behavior, 40, 133-143.
    Hamari, J., & Koivisto, J. (2015). Computers in Human Behavior, 50(null), 333.
    Hamari, J., & Koivisto, J. (2015a). Why do people use gamification services? International Journal of Information Management, 35(4), 419-431.
    Hamari, J., & Koivisto, J. (2015b). "Working out for likes": An empirical study on social influence in exercise gamification. Computers in Human Behavior, 50, 333-347.
    Hamari, J., Koivisto, J., & Sarsa, H. (2014, 6-9 Jan. 2014). Does Gamification Work? -- A Literature Review of Empirical Studies on Gamification. Paper presented at the 2014 47th Hawaii International Conference on System Sciences.
    Hammedi, W., Leclercq, T., Poncin, I., & Alkire, L. (2021). Uncovering the dark side of gamification at work: Impacts on engagement and well-being. Journal of Business Research, 122, 256-269.
    Hong, J.-C., Hwang, M.-Y., Liu, Y.-H., & Tai, K.-H. (2020). Effects of gamifying questions on English grammar learning mediated by epistemic curiosity and language anxiety. Computer Assisted Language Learning, 1-25.
    Hsu, C.-L., & Chen, M.-C. (2018). How gamification marketing activities motivate desirable consumer behaviors: Focusing on the role of brand love. Computers in Human Behavior, 88, 121-133.
    Huotari, K., & Hamari, J. (2017). A definition for gamification: anchoring gamification in the service marketing literature. Electronic Markets, 27(1), 21-31.
    Hwang, J., & Choi, L. (2020). Having fun while receiving rewards?: Exploration of gamification in loyalty programs for consumer loyalty. Journal of Business Research, 106, 365-376.
    Jones, B. A., Madden, G. J., & Wengreen, H. J. (2014). The FIT Game: preliminary evaluation of a gamification approach to increasing fruit and vegetable consumption in school. Prev Med, 68, 76-79.
    Koivisto, J., & Hamari, J. (2014). Demographic differences in perceived benefits from gamification. Computers in Human Behavior, 35, 179-188.
    Koivisto, J., & Hamari, J. (2019). The rise of motivational information systems: A review of gamification research. International Journal of Information Management, 45, 191-210.
    Korhonen, H., Montola, M., & Arrasvuori, J. (2009). Understanding playful user experiences through digital games. Paper presented at the International Conference on Designing Pleasurable Products and Interfaces.
    Lazzaro, N. (2004). Why we Play Games: Four Keys to More Emotion without Story. Game Dev Conf.
    Leclercq, T., Hammedi, W., & Poncin, I. (2018). The Boundaries of Gamification for Engaging Customers: Effects of Losing a Contest in Online Co-creation Communities. Journal of Interactive Marketing, 44, 82-101.
    Leclercq, T., Poncin, I., & Hammedi, W. (2020). Opening the black box of gameful experience: Implications for gamification process design. Journal of Retailing and Consumer Services, 52, 101882.
    Li, J., Theng, Y.-L., & Foo, S. (2014). Game-Based Digital Interventions for Depression Therapy: A Systematic Review and Meta-Analysis. Cyberpsychology, Behavior, and Social Networking, 17(8), 519-527.
    López-Belmonte, J., Segura-Robles, A., Fuentes-Cabrera, A., & Parra-González, M. E. (2020). Evaluating Activation and Absence of Negative Effect: Gamification and Escape Rooms for Learning. International Journal of Environmental Research and Public Health, 17(7), 2224.
    Lu, H.-P., & Ho, H.-C. (2020). Exploring the Impact of Gamification on Users’ Engagement for Sustainable Development: A Case Study in Brand Applications. Sustainability, 12, 4169.
    Martella, R., Kray, C., & Clementini, E. (2015). A Gamification Framework for Volunteered Geographic Information. In F. Bacao, M. Y. Santos, & M. Painho (Eds.), AGILE 2015: Geographic Information Science as an Enabler of Smarter Cities and Communities (pp. 73-89). Cham: Springer International Publishing.
    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.
    Morschheuser, B., Hamari, J., & Koivisto, J. (2016, 5-8 Jan. 2016). Gamification in Crowdsourcing: A Review. Paper presented at the 2016 49th Hawaii International Conference on System Sciences (HICSS).
    Morschheuser, B., Hamari, J., & Maedche, A. (2019). Cooperation or competition – When do people contribute more? A field experiment on gamification of crowdsourcing. International Journal of Human-Computer Studies, 127, 7-24.
    Müller-Stewens, J., Schlager, T., Häubl, G., & Herrmann, A. (2017). Gamified Information Presentation and Consumer Adoption of Product Innovations. Journal of Marketing, 81(2), 8-24.
    Myers, M. D. (2019). Qualitative research in business and management. California Sage.
    Neeli, B. K. (2012, 12-15 Dec. 2012). A Method to Engage Employees Using Gamification in BPO Industry. Paper presented at the 2012 Third International Conference on Services in Emerging Markets.
    Norman, K. (2013). GEQ (Game Engagement/Experience Questionnaire): A Review of Two Papers. Interacting with Computers, 25, 278-283.
    Paavilainen, J., Hamari, J., Stenros, J., & Kinnunen, J. (2013). Social Network Games:Players’ Perspectives. Simulation & Gaming, 44(6), 794-820. doi:10.1177/1046878113514808
    Pinto, M. D., Hickman, R. L., Clochesy, J., & Buchner, M. (2013). Avatar-based depression self-management technology: promising approach to improve depressive symptoms among young adults. Applied Nursing Research, 26(1), 45-48.
    Qian, T. Y., Matz, R., Luo, L., & Xu, C. (2022). Gamification for value creation and viewer engagement in gamified livestreaming services: The moderating role of gender in esports. Journal of Business Research, 145, 482-494.
    Reeves, B., & Read, L. (2009). Total Engagement: Using Games and Virtual Worlds to Change the Way People Work and Businesses Compete. Boston, MA: Harvard Business Press.
    Rodrigues, L. F., Oliveira, A., & Costa, C. J. (2016). Does ease-of-use contributes to the perception of enjoyment? A case of gamification in e-banking. Computers in Human Behavior, 61, 114-126.
    Romero, M., Usart, M., Ott, M., & Earp, J. (2012). Learning through playing for or against each other? Promoting collaborative learning in digital game based learning. Proceedings of the 20th European Conference on Information Systems, 5, 5-15.
    Sailer, M., Hense, J., Mandl, J., & Klevers, M. (2014). Psychological perspectives on motivation through gamification. Interaction Design and Architecture Journal(19), 28-37.
    Sailer, M., & Homner, L. (2020). The gamification of learning: A meta-analysis. Educational Psychology Review, 32(1), 77-112.
    Scharkow, M., Festl, R., Vogelgesang, J., & Quandt, T. (2015). Beyond the “core-gamer”: Genre preferences and gratifications in computer games. Computers in Human Behavior, 44, 293-298.
    Schöbel, S. M., Janson, A., & Söllner, M. (2020). Capturing the complexity of gamification elements: a holistic approach for analysing existing and deriving novel gamification designs. European Journal of Information Systems, 29(6), 641-668.
    Shin, D.-H., & Shin, Y.-J. (2011). Why do people play social network games? Computers in Human Behavior, 27(2), 852-861.
    Stibe, A., Oinas-Kukkonen, H., & Lehto, T. (2013, 7-10 Jan. 2013). Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence. Paper presented at the 2013 46th Hawaii International Conference on System Sciences.
    Suh, A., Cheung, C., Ahuja, M., & Wagner, C. (2017). Gamification in the Workplace: The Central Role of the Aesthetic Experience. Journal of Management Information Systems, 34, 268-305.
    Suh, A., Cheung, C. M. K., Ahuja, M., & Wagner, C. (2017). Journal of Management Information Systems, 34(1), 268.
    Suh, A., & Wagner, C. (2017). How gamification of an enterprise collaboration system increases knowledge contribution: an affordance approach. Journal of Knowledge Management, 21(2), 416-431.
    Teng, C.-I. (2017). Impact of avatar identification on online gamer loyalty: Perspectives of social identity and social capital theories. International Journal of Information Management, 37(6), 601-610.
    Vygotsky, L. S., & Cole, M. (1978). Mind in society: Development of higher psychological processes. Cambridge, MA: Harvard University Press.
    Wang, T., Fan, L., Zheng, X., Wang, W., Liang, J., An, K., . . . Lei, J. (2021). The Impact of Gamification-Induced Users` Feelings on the Continued Use of mHealth Apps: A Structural Equation Model With the Self-Determination Theory Approach. Journal of Medical Internet Research, 23, 1.
    Wolf, T., Weiger, W., & Hammerschmidt, M. (2019). Experiences that Matter? The Motivational Experiences and Business Outcomes of Gamified Services. Journal of Business Research, 106, 353-364.
    Xi, N., & Hamari, J. (2019). Does gamification satisfy needs? A study on the relationship between gamification features and intrinsic need satisfaction. International Journal of Information Management, 46, 210-221.
    Xi, N., & Hamari, J. (2020). Does gamification affect brand engagement and equity? A study in online brand communities. Journal of Business Research, 109, 449-460.
    Zimmerling, E., Höllig, C. E., Sandner, P. G., & Welpe, I. M. (2019). ideation output and motivation. Journal of Business Research, 94, 302-312.
    描述: 碩士
    國立政治大學
    資訊管理學系
    109356054
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0109356054
    資料類型: thesis
    DOI: 10.6814/NCCU202201301
    顯示於類別:[資訊管理學系] 學位論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    605401.pdf1247KbAdobe PDF2125檢視/開啟


    在政大典藏中所有的資料項目都受到原著作權保護.


    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 ©   - 回饋