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研究生: 黃孝璋
Huang, Hsiao-Chang
論文名稱: 規律運動中遊戲化行為模式之研究
Examining a Model of Gamification Behavior in the Regular Exercise Context
指導教授: 李晶
Li, Ching
學位類別: 博士
Doctor
系所名稱: 運動休閒與餐旅管理研究所
Graduate Institute of Sport, Leisure and Hospitality Management
論文出版年: 2018
畢業學年度: 106
語文別: 中文
論文頁數: 202
中文關鍵詞: 遊戲設計元素Fogg行為模式自我決定論心因性需求人格特質
英文關鍵詞: game design elements, Fogg’s behavior model, self-determination theory, psychogenic needs, personality traits
DOI URL: http://doi.org/10.6345/DIS.NTNU.GSLHM.004.2018.A05
論文種類: 學術論文
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  • 遊戲化議題已從實際現象轉變為研究領域的顯學,但目前多數遊戲化研究並非建立於理論基礎,且缺乏以量化資料進行實際驗證,導致遊戲化應有的理論架構和內涵,仍有待系統性的說明。故本研究之目的在於依據文獻解析遊戲化之核心概念,釐清遊戲設計實際產生激勵或驅動個體改變行為的實際原因,結合Fogg行為理論、自我決定論和心因性需求等觀點,並以規律運動作為研究情境,透過問卷調查後採用偏最小平方法進行結構方程模式的分析,藉以建構出一個遊戲化行為模式,作為闡述和預測遊戲機制對於個體內在心理因素 (如需求、動機、能力和行為意圖等) 之激勵作用,同時以人格特質作為外在影響因素,進一步檢視個體特質之差異對整體模式的影響。研究結果顯示遊戲機制扮演觸媒角色,是激勵個體動機和能力的關鍵,遊戲化過程中遊戲機制經由滿足個體的需求藉以強化動機,進而提升其從事遊戲化的行為意圖,並且透過遊戲機制偏好能有效地預測行為意圖。此外,本模式中僅少數假設路徑受到人格特質的差異而影響其關聯性之強度,各組別的模式仍舊具有良好的穩定性和推論性。本研究以心理學觀點作為解釋遊戲化行為的理論支持,縮短遊戲化於理論和實務上差距,更提供了未來各領域進行遊戲化策略時,有效吸引個體參與的做法。

    Variation in the use the term and concepts of gamification has drawn the attention of academics. However, lack of theoretical foundations and empirical researches were the common issues in gamification. The purpose of this study is to discuss the essential concepts of gamification by utilizing literature analysis; moreover, the study combined Fogg’s behavior model, self-determination theory and psychogenic needs to discuss how gamification affects individuals in regular exercise. After the research data were collected from the survey, partial least squares structural equation modeling was selected as the approach to examine the model of gamification behavior, and to analyses hypothesized relationships among preference of game mechanics, fulfilled needs, motivation, perceived ability and behavior intention. To realize how individuals’ personality traits influence their behavior, the study examined models of gamification behavior among different groups of personality by PLS multi-group analysis. As a consequence, empirical findings indicate that game mechanics are triggers to motivate individuals’ motivation and perceived ability. In the process of gamification, individuals’ motivation were supported by fulfilling needs, and then to enhance behavior intention of engaging in regular exercise. In addition, there were only two significant differences found in hypothesized relationships among three groups of personality. It reflected that this study not only illustrates a theoretical model to predict how gamification motivates individuals, but also provides directions for future academics research.

    中文摘要 i 英文摘要 ii 謝誌 iii 目次 iv 表次 vii 圖次 ix 第壹章 緒論 1 第一節 研究緣起與動機 1 第二節 研究目的 4 第三節 研究問題與假設 5 第四節 研究範圍與限制 7 第五節 名詞定義 8 第貳章 文獻探討 11 第一節 遊戲化的意涵 11 第二節 遊戲化的驅動力探討 21 第三節 遊戲設計元素的本質 37 第四節 遊戲化使用者的特質分析 49 第五節 以規律運動作為非遊戲脈絡 63 第參章 研究方法 71 第一節 研究變項與架構 71 第二節 研究主題與假設 75 第三節 研究對象與抽樣方式 79 第四節 研究工具與研究倫理 82 第五節 調查流程與方法 89 第六節 資料分析工具與方法 93 第肆章 研究結果與討論 101 第一節 正式調查與資料檢核 101 第二節 樣本特性與描述性統計分析 103 第三節 研究主題一:Fogg行為模式之驗證分析 117 第四節 研究主題二:需求之仲介效果之驗證分析 127 第五節 研究主題三:遊戲化行為模式之驗證分析 131 第六節 研究主題四:人格特質對遊戲化行為模式之影響分析 139 第伍章 研究結論與建議 145 第一節 結論 145 第二節 研究貢獻與實務應用 151 第三節 未來研究建議 155 引用文獻 159 附錄 180 附錄一 Bostan (2009) 對Murray’s心因性需求之分類法 181 附錄二 遊戲化研究常見之遊戲設計元素一覽表 182 附錄三 遊戲化機制影響規律運動行為意圖之調查量表 184 附錄四 遊戲機制和心因性需求配對之編碼、計次即信度分析 190 附錄五 Big Five Inventory-10 (BFI-10) 原文量表 191 附錄六 國立臺灣師範大學之倫理審查核可書 192 附錄七 標準化調查操作指南和說明文件 193 附錄八 研究工具預試之信度檢驗分析 195 附錄九 研究主題一:反映性指標測量模式之評估結果 (指標刪項前) 198 附錄十 Fogg行為模式之結構模式圖 199 附錄十一 研究主題三:反映性指標測量模式之評估結果 (指標刪項前) 200 附錄十二 遊戲化行為模式之結構模式圖 202

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