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政大機構典藏 > 商學院 > 資訊管理學系 > 期刊論文 > Item 140.119/79021

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/79021

Title:	From Game to Gamification: Preliminary Research of Gamification Marketing Theory
Authors:	Wu, Dai-Yun 吳岱芸
Contributors:	傳播學院
Date:	2015
Issue Date:	2015-10-23 17:20:51 (UTC+8)
Abstract:	This article aims to provide a new understanding of the theoretical foundations of gamification and the related phenomena in the field of marketing communication. We started from redefining the concept of marketing gamification, and tried to point out the mechanisms of the phenomena by proposing theoretical basis from brand and consumer perspective separately. Finally, we tried to clarify some similar concepts, and put forward a marketing gamification model and a gamification concept map as the preliminary theoretical framework for further research in the future.
Relation:	Mass Communication Research , 124, 215-251
Data Type:	article
Appears in Collections:	[資訊管理學系] 期刊論文

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