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)

Abstract

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.