遊戲化行銷活動對品牌熱愛與渴望的消費者行為之影響

CCUR > College of Business > Department of Business Administration & Graduate Institute of International Business Administration > project > Item 987654321/27693

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/27693

Title:	遊戲化行銷活動對品牌熱愛與渴望的消費者行為之影響 The Impact of Gamification Marketing Activities on Brand Love and Desirable Consumer Behaviors
Authors:	許嘉霖
Contributors:	企業管理學系
Keywords:	遊戲化行銷(gamification marketing) 享樂價值(hedonic value) 實用價值 (utilitarian value) 滿意度(satisfaction) 品牌熱愛(brand love) 品牌忠誠(brand loyalty) 正面口碑(positive word-of-mouth) 負面訊息抵制(resistance to negative information)
Date:	2014-2015
Issue Date:	2014-08-07 10:26:33 (UTC+8)
Abstract:	現今因資訊科技的快速發展，使我們有機會數位化環繞於我們周遭的每一件事情，致使新的應用因應而生。遊戲化(gamification)即是一例。遊戲化係指使用遊戲設計要素於非遊戲之情境中。具體而言，遊戲化即強化傳統遊戲中存在的競爭及合作之特性，同時巧妙地引導至產品、服務或各種行銷活動中，使得原本看似平凡事件變得更為有趣與非凡，進而提高顧客的參與度。於實務上，有一些企業於所提供的服務中，已開始實現遊戲化於他們的顧客中。再者，常見透過較高的顧客參與，連結遊戲化至成功的行銷與增加獲利之討論。於各行各業中，遊戲化行銷的應用之興趣與日俱增，然而，很少研究有探究遊戲化行銷(gamification marketing)於品牌熱愛(brand love)及渴望的消費者行為 (desirable consumer behaviors)之效果。具體而言，本計畫著手確認遊戲化行銷活動的屬性，以及透過結構方程模式以檢定知覺活動、享樂價值 (hedonic value)、實用價值 (utilitarian value)、滿意度(satisfaction)、品牌熱愛、品牌忠誠度(brand loyalty)、正面口碑 (positive word-of-mouth)及負面訊息抵制(resistance to negative information)之間的因果關係。於研究方法方面，一般消費者均包含於我們的調查中，而且透過網路的調查問卷蒐集資料。最後，根據實證的結果，本計畫期能貢獻企業經營者瞭解有關知覺遊戲化行銷活動的增進將會影響實用及享樂價值，而依次影響顧客滿意度及其對品牌熱愛，進而影響渴望的消費者行為。再者，本計畫亦期能貢獻予企業經營者洞悉如何提高顧客對品牌熱愛，其知覺的實用價值、享樂價值及滿意度將會是重要之因素。總之，本計畫的發現將允許企業能更正確地預測他們的顧客其未來渴望的消費者行為，以及引導如何管理他們的資產與行銷活動。 Nowadays, as the rapid development of information technology allows us the opportunity to digitize everything around us, new applications have appeared. Gamification is one such example. Gamification means the application of game design elements in non-game contexts. Specifically, gamification aims at strengthening the competition and cooperation in additional games’ contexts while skillfully guiding the product, service, or various marketing activities, and making ordinary events become more interesting and extraordinary to increase customer engagement. In practice, some businesses have started providing gamification services to their customers. Furthermore, common discussion connects gamification to successful marketing and increased profitability via higher levels of customer engagement. Despite the growing interest in the use of gamification marketing (GM) among various industries, little research has explored the effects of GM on brand love and desirable consumer behaviors. Specifically, this project sets out to identify attributes of GM activities and test the causal relationships among those perceived activities, hedonic value, utilitarian value, satisfaction, brand love, brand loyalty, positive word-of-mouth, and resistance to negative information through a structural equation model. In the area of research methodology, general consumers are included in our survey, and the data is collected using a web-based survey questionnaire. Finally, according to the empirical results, this project expects to contribute to business managers improved perception of GM activities in order to affect utilitarian and hedonic value, which affects satisfaction and brand love, and in turn, creates desirable consumer behaviors. Furthermore, this project also expects to inform business managers how to improve consumers’ brand love, utilitarian value, hedonic value, and satisfaction. The findings of this study can help companies predict future desirable consumer behaviors of their customers more precisely and act as a guide to managing their assets and marketing activities.
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