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研究生: 于千惠
Yu, Chien-Hui
論文名稱: 行動應用裝置進行遊戲化行銷時遊戲驅動力的影響 (以量販超市為例)
The influence of game core drive in gamification marketing on mobile application:the mass supermarket as an example
指導教授: 沈永正
Shen, Yung-Cheng
學位類別: 碩士
Master
系所名稱: 管理研究所
Graduate Institute of Management
論文出版年: 2020
畢業學年度: 108
語文別: 中文
論文頁數: 59
中文關鍵詞: 遊戲化行銷遊戲驅動力沈浸體驗黏著度忠誠度品牌權益品牌態度
英文關鍵詞: gamification marketing, game core drives, immersion experience, stickiness, loyalty, brand equity, brand attitude
DOI URL: http://doi.org/10.6345/NTNU202001092
論文種類: 學術論文
相關次數: 點閱:204下載:34
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  • 遊戲化行銷其實一直存在於生活中,只是都是用簡單的方法執行,較為複
    雜的遊戲化行銷是近幾年才開始流行,但相關文獻並不多,因此本篇研究便是 進一步從遊戲驅動力出發,討論及研究用行動裝置來進行遊戲化行銷的效果, 並針對每個驅動力來分析。
    本研究結果指出,在適用於行動裝置上進行遊戲化行銷的六個驅動力中, 社會影響、避免這兩個驅動力對沈浸體驗是有正面影響的,而沈浸體驗對黏著 度也有正面影響力,黏著度對忠誠度、品牌權益、品牌態度都有正面影響力。

    In fact, gamification marketing has always existed around us, but it is executed in a simple way. The more complicated gamification marketing has only become popular in recent years. There is not much literature on gamification, so this research is based on the core drive of the game, discussing the influence of game core drive in gamification marketing on mobile application.
    This thesis shows, among the six core drives for gamification marketing on mobile application, social influence and avoidance have a positive impact on the immersion experience, the immersion experience also has a positive effect on stickiness, and stickiness has a positive influence on loyalty, brand equity, and brand attitude.

    第一章 緒論 1 第1節 研究背景 1 第2節 研究目的 1 第二章 文獻探討 3 第1節 遊戲化行銷的產生 3 第2節 對行動裝置有效的遊戲化行銷的驅動力 11 第3節 沉浸體驗 12 第4節 黏著度 14 第5節 忠誠度 16 第6節 品牌權益 19 第7節 品牌態度 21 第三章 研究方法 22 第1節 研究架構 22 第2節 研究假說推導 22 第3節 研究變數之操作性定義與衡量 23 第4節 問卷設計 32 第5節 資料分析工具與方法 33 第四章 研究分析與結果 37 第1節 敘述性統計分析 37 第2節 信效度分析 40 第3節 整體模式配適度分析 48 第4節 研究假設檢定 51 第5節 年齡差異檢定 52 第五章 結果與建議 54 第1節 結果討論 54 第2節 學術貢獻及實務貢獻 56 第3節 研究限制與未來研究建議 56 參考文獻 57

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