本研究以全球最大網路購物網站及最多會員數之淘寶網為研究題材，同時淘寶網之勳章館亦符合本研究對於遊戲化情境之探討。因此，本研究研究對象為使用過淘寶網但未使用過淘寶網虛擬勳章之消費者。本研究於同一份問卷中，以淘寶網會員俱樂部之勳章館探討消費者於瀏覽淘寶網勳章館前後之各項感受是否影響其網站忠誠度，並進行問卷調查。本研究共回收300份有效問卷，並以階層迴歸與成對樣本t檢定，以檢定本研究所提之假說。根據本研究結果顯示，不論於遊戲化情境前或後，自我形象與網路商店形象之一致性及信任信念對於網站忠誠度均有顯著正相關。本研究結果亦發現於遊戲化情境前，自我形象與網路商店形象之一致性及信任信念對於網站忠誠度之間並無心流體驗之干擾效果存在；於遊戲化情境後，自我形象與網路商店形象之一致性及信任信念對於網站忠誠度之間則存在心流體驗之干擾效果。
This study takes the world's largest online shopping website (Taobao.com) as an example to investigate game mechanism of badges, which were used in the site. There-fore, consumers who had used Taobao.com, but have not use badges before, were cho-sen to evaluate the changes with or without gamification, which influence their web site loyalty. A total of 300 valid questionnaires were collected. In this study, data was ana-lyzed through hierarchical regression and paired-sample t test. The results indicate that congruence between self-image and online store image with trusting beliefs all lead to significant influence on web site loyalty. Furthermore, the results show the moderating effects of flow experience between congruence between self-image and online store image with trusting beliefs on web site loyalty in gamification context; on the contrary, there are no moderating effects between them without gameful experience context.
