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| Title: | 調查中國手機用戶持續使用慈善群募遊戲化APP之影響因素
Investigating factors affecting Chinese mobile users’ continuous use of charitable crowdfunding gamified applications |
| Authors: | 周婧雯
Zhou, Jing-Wen |
| Contributors: | 林翠絹
Lin, Trisha T. C.
周婧雯
Zhou, Jing-Wen |
| Keywords: | 慈善群募
持續使用意圖
混合研究
期望確認理論
遊戲化
Charitable crowdfunding
Continuance intention
Mixed-method research
Expectation Confirmation Theory
Gamification |
| Date: | 2020 |
| Issue Date: | 2020-03-02 11:42:08 (UTC+8) |
| Abstract: | 近年來，為非營利目的募資的慈善群募遊戲化APP在中國層出不窮（Li et al., 2018）。熱門的慈善群募遊戲化APP（如螞蟻森林、螞蟻莊園）已吸引了數億中國網民的關注與使用（阿里巴巴公益，2020）。遊戲化被定義為非遊戲情境下遊戲設計元素的應用（Deterding et al., 2011），鼓勵用戶參與（Seaborn & Fels, 2015）。儘管過去研究已調查慈善群募的捐贈意願（Moon & Hwang, 2018; Liu et al., 2018），卻很少有研究調查用戶為何持續使用慈善群募遊戲化APP。因此本研究意圖了解中國手機用戶持續使用慈善群募遊戲化APP的情況，並調查用戶持續使用意圖的影響因素。
基於期望確認模型（Expectation-confirmation theory, ECT）與科技接受模型（Technology Acceptance Model, TAM）,本研究採用混合法（訪談與調查）檢查用戶持續使用意圖的影響因素：在科技方面，感知有用性（Perceived usefulness）、感知易用性（Perceived ease of use）、遊戲化（Gamification）與信任（Trust）被納入考量；在用戶方面，除期望確認（Confirmation）外，新引入愉悅感（Enjoyment）、利他主義（Altruism）與習慣（Habit）變項；在社會方面，以往研究普遍關注的主觀規範（Subject norms）與社會比較（Social comparison）一同被納入考量。首先，本研究在線招募15名18-50歲的螞蟻莊園APP活躍用戶，通過面對面的半結構訪談探索影響他們持續使用的因素。其次，本研究在線招募419位18-50歲的慈善群募遊戲化APP持續用戶參與問卷調查，檢驗科技、用戶、社會三方面的因素如何影響用戶的滿意度與持續使用意圖。
訪談發現，大多數受訪者對過去使用螞蟻莊園APP的經歷都感到非常滿意，這直接提高了用戶的持續使用意圖。感知易用性提高了40-50歲受訪者的持續使用意圖，因為螞蟻莊園APP使用起來沒有技術困難，容易上手。對於生活忙碌的年輕用戶而言，螞蟻莊園APP操作起來簡單方便，不必耗費太多時間與精力。同時，螞蟻莊園APP用戶的持續使用意圖會因信任支付寶平台而有所增加。在用戶相關因素方面，受訪者享受螞蟻莊園APP的遊戲體驗。但相比之下，幫助他人和捐贈給他們帶來更大的成就感，刺激持續使用意圖。在社會方面，用戶之間的社會比較可激勵他們持續使用螞蟻莊園APP。
基於訪談結果，本研究建立研究模型。問卷數據的階層復回歸結果表明：在科技方面，當用戶認為慈善群募遊戲化APP容易使用時，他們會更願意繼續使用。同時，感知易用性、遊戲化與信任也與用戶滿意度正相關，間接影響用戶持續使用意圖。在用戶方面，期望確認與愉悅既顯著影響用戶滿意度，又與持續使用意圖正相關。習慣傾向較強的用戶對所用慈善群募遊戲化APP更滿意，且更願意持續使用。此外，社會比較對慈善群募遊戲化APP的持續使用也有正向效果。但利他動機與主觀規範無法顯著預測用戶的持續使用意圖。
本研究從理論與實務兩方面提供貢獻。從理論上講，以往研究缺乏對慈善群募遊戲化APP的關注，本研究延伸過去研究以混合法檢驗用戶持續使用意圖的影響因素。在實務方面，研究結果為今後慈善群募遊戲化APP的開發與改進提供針對性的意見，尤其是幫助設計有效策略來競爭用戶有限的使用時間。
In recent years, gamified charitable crowdfunding apps raising funds for non-profit purposes gained a great popularity in China (Li et al., 2018). Popular gamified apps (i.e. Ant Forest and Ant Manor) have attracted millions of users (Alibaba Philanthropy, 2020). Gamification, defined as game elements of the app (Deterding et al., 2011), encouraged users` engagement (Seaborn & Fels, 2015). Although past studies have examined users` intention for crowdfunding (Moon & Hwang, 2018; Liu et al., 2018), scarce research investigated why people continuously use gamified charitable crowdfunding apps. Thus, this study aims to investigate the continuous use of charitable crowdfunding gamified apps in China.
Based on Expectation Confirmation Theory (ECT) and Technology Acceptance Model (TAM), this mixed-method study (interview and survey) examines influential factors of users` continuance intention: In terms of technology, perceived usefulness, perceived ease of use, gamification, and trust are considered. In terms of users, except for confirmation, new variables ( e.g. enjoyment, altruism, habit) are introduced. As to social factors, subjective norms, generally concerned in previous studies, is included. Social comparison is also considered. First, we interviewed 15 active users aged 18 to 50 years old of popular Ant Manor App to explore what influenced their continuance. Next, a web survey which recruited 419 gamified charitable crowdfunding apps’ active users aged 18 to 50 years aimed to investigate impacts of three dimensional factors (technological characteristics, personal trait, and societal influences) on users’ satisfaction and their continuous use intention.
Analyzing the interview data thematically, the results showed that the majority of respondents felt highly satisfied with prior use experiences of the gamified app, contributing greatly to continuance intention. Perceived ease of use supported older users` (40-50 year old) continuous intention, while young users with a busy lifestyle preferred less effort and time spent on using such app. Also, user` trust of platforms (e.g. Alipay) where the apps operated increased their continuous usage. As for user-related factors, interviewees got enjoyment from game experiences. Comparatively, motivation to help others and donation gave them greater sense of fulfillment, stimulating continuous use. In terms of social factors, social comparison urged users to consistently play this charitable app.
We established a research model based on the interview results. Hierarchical Multiple Regression results of the survey data show that: Technologically, when users perceived charitable crowdfunding gamified apps as being ease of use, they tended to continue using. Next, perceived ease of use, gamification as well as trust, were positively associated with users` satisfaction, indirectly influencing their continuance intention. Besides, confirmation-enjoyment was positively associated with users` satisfaction and continuance intention. Respondents with a higher level of habitual use felt more satisfied and tended to continuously use the apps. Moreover, social comparison also positively influence continuous intention. Yet, altruism and subject norms showed no influence on gamified charitable crowdfunding apps` continuous use.
Theoretically, the mixed-method findings of this exploratory study shed light to the factors influencing the continuous use of charitable crowdfunding gamified apps in China. Practically, understanding influential factors help practitioners develop effective strategies to compete for mobile users` limited usage time. |
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| Description: | 碩士
國立政治大學
傳播學院傳播碩士學位學程
106464072 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0106464072 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202000361 |
| Appears in Collections: | [傳播學院傳播碩士學位學程] 學位論文
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