資源回收網站之遊戲化體驗、使用者態度及行為意圖之研究

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題名:	資源回收網站之遊戲化體驗、使用者態度及行為意圖之研究 A Study of The Gamification Experience of Recycling Website, User Attitudes, and Behavioral Intention
作者:	林均翰
貢獻者:	行銷碩士學位學程碩士班
關鍵詞:	資源回收網站之遊戲化體驗態度行為意圖 gamification experience of recycling website attitude behavioral intention
日期:	2017
上傳時間:	2017-08-29 14:20:13 (UTC+8)
摘要:	近年來，遊戲化一詞於搜尋引擎已掀起一股熱潮，其應用的領域相當廣泛，例如：行銷活動、人資管理及產品開發等，均可看到遊戲化運用，如遊戲化系統中之獎勵、勳章及經驗值等，其目的為增進人們從事(engagement)行為。再者，「全球環境資源問題」亦為最熱門討論議題之一，如海平面上升、水源汙染及物種滅絕等，均已嚴重威脅到人類生存，為降低環境的衝擊，垃圾減量及資源回收再利用儼然成為每位國人要力行實踐之課題。因此，本研究之研究目的為以Recyclebank此遊戲化系統作為調查題材，以探討回收遊戲化網站體驗、使用者態度及行為意圖之關係。另外，確認使用者態度之中介效果亦為本研究另一研究目的。於研究方法方面，本研究為採用問卷調查法，研究對象為Recyclebank之體驗者，並採用便利抽樣方式蒐集問卷，刪除無效問卷後，將有效問卷作為分析所用。研究結果發現，享樂態度於本研究扮演完全中介之角色，實用態度僅扮演部分中介之角色，回收遊戲化網站體驗對網路口碑推薦有直接影響之效果。最後，依據本研究之結果發現，以提供相關政府單位及此平台經營者之活動企劃之決策參考，以實現有效地資源回收政策。 In recent years, “Gamification” has received much attention and widely applied to marketing activity, human resources management, and product development. The pur-pose of gamification system is to promote people’s engagement behavior. Furthermore, the issue of global environmental resource is one of most popular topics such as sea level rise, water pollution, and species extinction and so on that have seriously threatened men. To reduce environmental impact, everyone should reduce the amount of waste you produce and engage in resource recycling. Thus, the purposes of this study are to explore the relationships among the gamification experience of recycling website, user attitudes, and behavioral intentions through the subject of Recyclebank. In addition, exploring the mediating effect of user attitude is also another purpose of this study. This study adopts questionnaire survey and convenient sampling to gather data. Finally, the results of this study confirm that hedonic attitude fully mediates the rela-tionship between gamification experience of recycling website and behavioral intention, and utilitarian attitude partially mediates the relationship between gamification experi-ence of recycling website and behavioral intention. Additionally, the gamification expe-rience of recycling website directly and positively impacts on electronic word-of-mouth (eWOM). Finally, based on these findings, this study contributes to the insight of gov-ernments and platform manager as to how to design activities planning in order to effec-tively achieve the policy of resource recycling.
顯示於類別:	[行銷碩士學位學程] 博碩士論文

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