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    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.
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    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

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