English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113318/144297 (79%)
Visitors : 50967482      Online Users : 970
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • 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
    政大機構典藏 > 商學院 > 資訊管理學系 > 學位論文 >  Item 140.119/59304


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/59304


    Title: 遊戲設計策略對衍生商品購買意願之影響
    Effect of game design strategy on purchase intention of extension products
    Authors: 林冠宇
    Lin, Kuan Yu
    Contributors: 尚孝純
    Shang, Shari S. C.
    林冠宇
    Lin, Kuan Yu
    Keywords: 衍生產品
    遊戲設計元素
    購買意向
    extension product
    game design elements
    purchase intention
    Date: 2012
    Issue Date: 2013-09-02 16:02:20 (UTC+8)
    Abstract: 現今應用程式軟體（APP）不斷推陳出新，吸引不少企業與廠商投入應用程式設計的行列，原因來自於使用者高度熱衷使用這類型的程式，而此高使用度也可能正面影響使用者對贊助品牌的認同度。由於近年來資訊科技與通訊發展迅速，因而帶動應用程式設計業者設計更多動態功能與互動性功能的應用程式以期留住顧客，鼓勵他們重複性購買該應用程式之衍生商品，以提升顧客忠誠度。但隨著有越來越多的社群與手機遊戲應用程式漸漸在現今生活中形成一股重要潮流後，企業應瞭解添加遊戲元素至應用程式中將能夠帶給顧客哪些價值感受，並選取最重要的元素作為主要訴求。本研究中整理不同的遊戲設計元素及不同人口統計特徵與消費行為，用以探討不同類型顧客的消費購買意向，在檢閱過遊戲設計的相關文獻後，本研究歸納出七種遊戲設計元素，並以個案研究方式驗證這些元素後，進而提出研究假設，試圖找出遊戲設計對不同類型顧客的影響。接著，為驗證本研究提出的假設，我們調查五百名受試者對遊戲元素的感受，希望本研究成果能提供應用程式設計者參考，設計出更貼近使用者需求的應用程式，幫助他們從衍生產品中獲得更高的收益。
    Applications software (“apps”) have generated substantial interest among marketers, primarily because of their high level of user engagement and the positive impact this presumably has on a customer’s attitude toward the sponsoring brand. Due to the advancement of information and telecommunication technologies, more dynamic and interactive applications have been developed to retain customers and encourage repeat purchasing for extension products and further enhance customer loyalty. As the increasing application of social and mobile games plays an important trend in today’s culture, enterprises need to understand the value of adding frequent game design elements into every customer encounter. This study consolidates different game design elements and demographics to explore the purchase intentions of different types of customers. We have reviewed the game-design literature and identified seven motivational elements. Using a case analysis, we verified these elements and proposed hypotheses on game design for different types of customers. Then the hypotheses was tested by collecting responses from 500 participants regarding their perceptions of the elements of the game activity. We hope that the findings can provide app designer useful references in generating more revenue from extension products.
    Reference: 1. Anderson, E. W., & Mittal, V. (2000). Strengthening the satisfaction-profit chain. Journal of Service Research, 3(2), 107-120.
    2. Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411.
    3. Andrews, P. and D. B. Kandel. (1979). Attitude and Behaviour: A Specification of the Contingent Consistency Hypothesis. American Sociological Review 44, 298–310.
    4. Ang, S. H., Cheng, P. S., Lim, E. A. C. and Tambyah, S. K. 2001. Spot the difference: Consumer responses towards counterfeits. Journal of Consumer Marketing,18(3), 219 – 235.
    5. Baker, S., Thompson, K., & Engelken, J. (2002). Mapping the values driving organic food choice. Germany vs. the UK. European Journal of Marketing, 38(8), 995–1012.
    6. Beatty, S. E., & Elizabeth Ferrell, M. (1998). Impulse buying: modeling its precursors. Journal of Retailing, 74(2), 169-191.
    7. Bellenger, D. N., & Korgaonkar, P. K. (1980). Profiling the recreational shopper. Journal of retailing, 56(3), 77-92.
    8. Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: a framework for understanding consumers` relationships with companies. Journal of marketing, 76-88.
    9. Brewer, M. B. (1991). The social self: On being the same and different at the same time. Personality and Social Psychology Bulletin, 17(5), 475-482.
    10. Bunchball Inc. (2010). Gamification 101: An Introduction to the Use of Game Dynamics to Influence Behavior. http://www.bunchball.com/gamification/ gamification101.pdf.
    11. Burke, R. R. (2002). Technology and the customer interface: what consumers want in the physical and virtual store. Journal of the Academy of Marketing Science, 30(4), 411-432.
    12. Chu, K.-K., & Li, C.-H. (2012). The study of the effects of identity-related judgment, affective identification and continuance commitment on WOM behavior. Quality & Quantity, 46(1), 221-236.
    13. Chin, W. W. (1998). The partial least squares approach for structural equation modeling.
    14. Chin, W., Marcolin, B., & Newsted, P. (1996). A partial least squares latent variable modeling approach for measuring interaction effects: results from a Monte Carlo simulation study and voice mail emotion/adoption study.
    15. Compeau, D. R., & Higgins, C. A. (1995). Computer self-efficacy: Development of a measure and initial test. MIS quarterly, 189-211.
    16. Condry, J. (1977). Enemies of exploration: Self-initiated versus other-initiated learning. Journal of Personality and Social Psychology, 35(7), 459.
    17. Costa, A., Dekker, M., & Jongen, W. (2004). An overview of means-end theory:Potential application in consumer-oriented food product design. Trends in Food Science & Technology, 15, 403–415.
    18. Creyer, E. H., & Kozup, J. C. (2003). An examination of the relationships between coping styles, task-related affect, and the desire for decision assistance. Organizational Behavior and Human Decision Processes, 90(1), 37-49.
    19. Csikszentmihalyi, M., Larson, R., & Prescott, S. (1977). The ecology of adolescent activity and experience. Journal of youth and adolescence, 6(3), 281-294.
    20. DeCharms, R. (1972). Personal Causation Training in the Schools. Journal of Applied Social Psychology, 2(2), 95-113.
    21. Demetrovics, Z., Urbán, R., Nagygyörgy, K., Farkas, J., Zilahy, D., Mervó, B., . . . Harmath, E. (2011). Why do you play? The development of the motives for online gaming questionnaire (MOGQ). Behavior research methods, 43(3), 814-825.
    22. Dholakia, R. R. (1999). Going shopping: key determinants of shopping behaviors and motivations. International Journal of Retail & Distribution Management, 27(4), 154-165.
    23. Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
    24. Donovan, R. J., Rossiter, J. R., Marcoolyn, G., & Nesdale, A. (1994). Store atmosphere and purchasing behavior. Journal of Retailing, 70(3), 283-294.
    25. Ellemers, N., Kortekaas, P., & Ouwerkerk, J. W. (1999). Self‐categorisation, commitment to the group and group self-esteem as related but distinct aspects of social identity. European journal of social psychology, 29(2-3), 371-389.
    26. Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
    27. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 39-50.
    28. Frederick-Recascino, C. M., Schuster-Smith, H., & Frederick-Recascino, C. M. (2003). Competition and intrinsic motivation in physical activity: A comparison of two groups. Journal of Sport Behavior, 26, 3.
    29. Futopoulos, C., Krystallis, A., & Ness, M. (2003). Wine produced by organic grapes in Greece: Using means-end chains analysis to reveal organic buyers’ purchasing motives in comparison to non-buyers. Food Quality and Preference, 14(2003), 549–566.
    30. Gasós, J., & Thoben, K.-D. (2003). E-Business Applications: Technologies for Tomorrow`s Solutions: With 96 Figures: Springer.
    31. Ghani, J. A., & Deshpande, S. P. (1994). Task characteristics and the experience of optimal flow in human—computer interaction. The Journal of psychology, 128(4), 381-391.
    32. Grunert, K. G., & Grunert, S. C. (1995). Measuring subjective meaning structures by the laddering method: Theoretical considerations and methodological problems. International Journal of Research in Marketing, 12(3), 209–225.
    33. Guiry, M., Mägi, A. W., & Lutz, R. J. (2006). Defining and measuring recreational shopper identity. Journal of the Academy of Marketing Science, 34(1), 74-83.
    34. Gutman, J. (1982). A means-end chain model based on consumer categorization processes. Journal of Marketing, 46(2), 60–72.
    35. Harackiewicz, J. M., & Sansone, C. (1991). Goals and intrinsic motivation: You can get there from here. In M. L. Maehr & P. R. Pintrich (Eds.), Advances in motivation and achievement, 7, 21–49. Greenwich, CT: JAI Press.
    36. Harter, S. (1978). Effectance motivation reconsidered: Toward a developmental model. Human Development; Human Development.
    37. Hawfield, K., & Lyons, E. (1998). Conventional wisdom about women and Internet use: refuting traditional perceptions. Prepare for iVillage.com, available at: www2000.ogsm.vanderbilt.edu/student. Projects/Women/conventionalwisdom.htm (accessed March 12, 2001).
    38. Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: conceptual foundations. The Journal of Marketing, 50-68.
    39. Hunicke, R., LeBlanc, M., & Zubek, R. (2004). MDA: A Formal Approach to Game Design and Game Research. Challenges in Game AI Workshop, AAAI-04: AAAI Technical Report WS-04-04.
    40. Hunt, J. M. V. (1961). Intelligence and experience.
    41. Hunter, J. (Ed.). (2011). The Gamification Handbook – Everything You need to know about Gamification. NY, Emereo Pty Limited.
    42. Hutton, G., & Rodnick, S. (2009). Smartphone Opens up New Opportunities for Smart Marketing. Admap, 44(11), 22-24.
    43. Johnson Jr, A. C., Johnson, M. B., & Buse, R. C. (1987). Econometrics: Basic and applied: Taylor & Francis.
    44. Keller, K. L., & Sood, S. (2003). Brand equity dilution. MIT Sloan Management Review, 45(1), 12-15.
    45. LaRose, R., & Eastin, M. S. (2002). Is online buying out of control? Electronic commerce and consumer self-regulation. Journal of Broadcasting & Electronic Media, 46(4), 549-564.
    46. Lazarus, R.S. (1993). Coping theory and research: past, present and future. Psychosomatic Medicine, 55(3), 234-47.
    47. Li, H., Kuo, C., & Rusell, M. G. (1999). The impact of perceived channel utilities, shopping orientations, and demographics on the consumer`s online buying behavior. Journal of Computer-Mediated Communication, 5(2), 0-0.
    48. Liebermann, Y., Stashevsky, S., (2009). Determinants of online shopping: examination of an early-stage online market. Canadian Journal of Administrative Sciences, 26(4), 316–331.
    49. Lin, Y. L., & Lin, H. W. (2011). A study on the goal value for massively multiplayer online role-playing games players. Computers in Human Behavior, 27(6), 2153-2160.
    50. Lo, Y. F., & Wen, M. H. (2010). A fuzzy-AHP-based technique for the decision of design feature selection in Massively Multiplayer Online Role-Playing Game development. Expert Systems with Applications, 37(12), 8685-8693.
    51. Locke, E. A., Latham, G. P., Smith, K. J., Wood, R. E., & Bandura, A. (1990). A theory of goal setting & task performance (Vol. 21): Prentice Hall Englewood Cliffs, NJ.
    52. Lohse, G.L., Bellman, S., Johnson, E.J., (2000). Consumer buying behavior on the Internet: Findings from panel data. Journal of Interactive Marketing, 14, 15-29.
    53. Luce, M. F., Payne, J. W., & Bettman, J. R. (2000). Coping with unfavorable attribute values in choice. Organizational Behavior and Human Decision Processes, 81(2), 274-299.
    54. Malone, T. W. (1981). Toward a theory of intrinsically motivating instruction. Cognitive science, 5(4), 333-369.
    55. Mannell, R. C., Zuzanek, J., & Larson, R. (1988). Leisure states and" flow" experiences: Testing perceived freedom and intrinsic motivation hypotheses. Journal of Leisure Research.
    56. Marakas, G. M., Mun, Y. Y., & Johnson, R. D. (1998). The multilevel and multifaceted character of computer self-efficacy: Toward clarification of the construct and an integrative framework for research. Information systems research, 9(2), 126-163.
    57. Martin, R. (1999). Money and the space economy: John Wiley New York.
    58. Morwitz, V. (2001). Methods for forecasting from intentions data. In J. S. Armstrong (Ed.), Principles of forecasting (pp. 33-56). Norwell, MA, USA: Kluwer Academic Publishers.
    59. Novak, T. P., Hoffman, D. L., & Yung, Y.-F. (2000). Measuring the customer experience in online environments: A structural modeling approach. Marketing science, 19(1), 22-42.
    60. Peter, J. P., & Olson, J. C. (2009). Consumer behavior and marketing strategy (9th ed.). Irwin/Mcgraw-Hill.
    61. Piaget, J. (1952). The origins of intelligence in children.
    62. Prus, R., & Dawson, L. (1991). Shop`til you drop: Shopping as recreational and laborious activity. Canadian Journal of Sociology/Cahiers canadiens de sociologie, 145-164.
    63. Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of consumer research, 305-313.
    64. Ryan, R. M., Rigby, C. S., & Przybylski, A. (2006). The motivational pull of video games: A self-determination theory approach. Motivation and Emotion, 30(4), 344-360.
    65. Scott, S. G., & Lane, V. R. (2000). A stakeholder approach to organizational identity. Academy of Management Review, 43-62.
    66. Sfiligoj, E. (1996). Helping the little guy to merchandise. Periscope.
    67. Smith, D. N., & Sivakumar, K. (2004). Flow and internet shopping behavior: a conceptual model and research propositions. Journal of Business Research, 57(10), 1199-1208.
    68. Stern, H. (1962). The significance of impulse buying today. The Journal of Marketing, 59-62.
    69. Swaminathan, V. (2003). Sequential brand extensions and brand choice behavior. Journal of Business Research, 56(6), 431-442.
    70. Verplanken, B., & Orbell, S. (2003). Reflections on Past Behavior: A Self‐Report Index of Habit Strength1. Journal of Applied Social Psychology, 33(6), 1313-1330.
    71. Vohs, K., & Faber, R. (2003). Self-regulation and impulsive spending patterns. Advances in Consumer Research, 30, 125-126.
    72. Walker, B., & Olson, J. C. (1991). Means-end chains: Connecting products with self. Journal of Business Research, 22(2), 111–118
    73. White, R. W. (1959). Motivation reconsidered: The concept of competence. Psychological review, 66(5), 297.
    74. Wood, S. L. (2002). Future fantasies: a social change perspective of retailing in the 21st century. Journal of retailing, 78(1), 77-83.
    75. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. The Journal of Marketing, 31-46.
    Description: 碩士
    國立政治大學
    資訊管理研究所
    100356012
    101
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G1003560121
    Data Type: thesis
    Appears in Collections:[資訊管理學系] 學位論文

    Files in This Item:

    File SizeFormat
    012101.pdf923KbAdobe PDF2170View/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