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    题名: 不同遊戲化行銷策略與消費者態度效果之研究 – 以行動支付及行動下單產品為例
    A Study on Effects of Different Gamification Strategies on Consumers’ Attitudes – Using Mobile Payment and Mobile Trading Products as Examples
    作者: 孔昱棠
    Kung, Yu-Tang
    贡献者: 邱志聖
    Chiou, Jyh-Shen
    孔昱棠
    Kung, Yu-Tang
    关键词: 遊戲化
    意義型
    獎勵型
    行動下單
    行動支付
    金融商品
    態度
    認知
    情感
    行為
    gamification
    meaningful gamification
    reward-based gamification
    attitude
    mobile payment
    mobile trading system
    日期: 2021
    上传时间: 2021-07-01 16:15:24 (UTC+8)
    摘要: 數位化的浪潮來襲，許多產品及服務在推動上，皆紛紛的往數位進行發展。尤其2020年以來的COVID-19疫情，大大的加速了數位化產品及服務的需求及發展。因此，在數位化產品的推出，對於企業來說是越來越重要。而在推出產品之外，要如何用該產品的內容做為行銷設計？許多企業紛紛的在數位服務的推廣上，以遊戲化的方式進行推動。而遊戲化的方式及策略相當廣泛，該運用何種遊戲化方式才能達到更好的效益，是行銷人員會需要注意的。本研究根據不同產品內容，與不同遊戲化的方式，進行2x2的實驗設計研究，希望能夠對於企業進行產品設計時能夠有更清楚的想法及進行的方式。
    　　而在變數選擇上，本研究從文獻回顧中了解到遊戲化方向有不同內容，有人將遊戲化歸類為獎勵型遊戲化及意義型遊戲化的內容。而在產品上，由於本研究觀察到現在數位世代對於金融產品的服務使用越發頻繁，因此針對金融服務的行動支付及行動下單服務進行探討，並期以從分析中了解到不同商品是否會適用不同遊戲化內容。此外，本研究則針對消費者的態度進行分析，從文獻回顧中了解到態度由認知、情感及行為組成。因此，本研究總共以2(獎勵型遊戲化及意義型遊戲化) x 2(行動下單及行動支付)進行實驗設計，並針對態度的認知、情感及行為進行探討。
    　　而本研究也在假設驗證中部份得到驗證，實驗結果如下：在行動下單時，在態度上，意義型遊戲化相較於獎勵型遊戲化，能夠帶來更多讓消費者的想法提升；而行動支付則沒有顯著哪一種遊戲化策略較好。因此，未來金控若想針對金融商品進行遊戲化內容進行設計，也可以參考本研究之結果，思考不同遊戲化方向是否會帶來給消費者不同的效果。
    After COVID-19 starting in 2020, demands and product development forms are transferred into digital versions. Therefore, as a product manager, utilizing digital marketing has been critical and important in this era. Many digital products has been used with gamification recently. However, are the gamifications used correctly? This research is examining the effect of the gamifications across different product and to realize how different product react to different gamification strategies.
    For the gamification variables, we examined past researches and chose to use the “meaningful gamification” and “reward-based gamification” as our variable; and for the product variables, we used the mobile payment and mobile trading system products as financial services are transforming into digital versions and are highly required by people in Taiwan. At last, we used attitude as our dependent variable, so that we can see if customers react different when the circumstances are different. Therefore, our 2 (meaningful gamification & reward-based gamification) x 2(mobile payment & mobile trading system) are decided.
    After our experiments, we can see that users are actually more attracted to meaningful gamification when they are using mobile trading systems, and as in mobile payment, there’s nothing of a difference in regards to customers’ attitude.
    To develop a successful gamification design, product managers ought to know how to approach to customers so as to attract them with least resources. Hopefully this research helped product managers be more clear about how to develop a gamification strategy.
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    描述: 碩士
    國立政治大學
    國際經營與貿易學系
    108351030
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0108351030
    数据类型: thesis
    DOI: 10.6814/NCCU202100605
    显示于类别:[國際經營與貿易學系 ] 學位論文

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