以方法目的鏈理論探討行銷贏家學習 者之目標價值結構

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题名:	以方法目的鏈理論探討行銷贏家學習者之目標價值結構 A Study on the Targeted Value Structure of Marketing-Winner Learners from the Perspective of the Means-end Chain Theory
作者:	蔡秉峯
贡献者:	國際貿易學系
关键词:	數位遊戲式學習方法目的鏈價值知覺圖 Digital game-based learning Means-end chain Hierarchical Value Map
日期:	2019
上传时间:	2019-08-15 11:01:13 (UTC+8)
摘要:	根據臺灣網路資訊中心報告，2018年全國12歲以上上網人數達1,738萬人，而全國上網人數經推估已達1,866萬，整體上網率達79.2%，顯示我國基礎建設已近完善，整個發展數位學習所需的條件相當成熟。隨著個人電腦的成熟與普及，人們有更多機會可以接觸數位學習。為了讓學習更加有趣，通常會搭配著以遊戲的形式，遊戲廠商也能提供更多互動的機制內容，人們能在遊戲中與環境中的角色、互動，產生不同的經歷。本研究擬從可完整地模擬情境的數位遊戲“行銷贏家”為例，並以方法目的鏈為基礎，探討其具有哪些正向與負向的遊戲要素。本研究以階梯訪談法作為資料蒐集方法，共蒐集29份訪談資料。研究結果發現，在正向的遊戲要素中，「資訊分析」、「生產與作業管理」、「模擬、「行銷管理」、「人力資源管理」、「遊戲景氣環境」為使用者所著重的遊戲屬性，而其中為使用者帶來的結果利益為「學習專業知識」、「有助於未來職涯發展」、「促進決策」、「討論與溝通」、「排名晉級」、「系統性思考與觀察」，最後使用者所追求的目標價值為「享樂人生」、「成就感」、「安全感」、「歸屬感」、「自我實現」、「溫暖的人際關係」、「冒險刺激」、「自尊」。在負向的部分，「介面」、「硬體」、「缺乏變化」、「資訊不清楚」、「模糊不具體」為使用者所指出的負面遊戲事件，而其中為使用者帶來的遊戲行為如「決策偏差」、「沒有儲存數據」、「耗費時間」、「時間不夠」、「降低遊玩慾望」、「混淆思緒」、「退步」，最後為使用者帶來的負面情緒為「挫敗」、「厭惡」、「憤怒」、「悲傷」、「恐懼」、「憂慮」、「緊張」。 According to a report released by the Taiwan Network Information Center (TWNIC), Taiwan has an internet population of 17.38 million over the age of 12 and an entire internet population of 18.66 million with overall surfing rate of 79.2% in 2018, these statistics indicated that the infrastructure of Taiwan is well-developed and the condition required for the development of digital learning is also matured. The devel-opment and prevailing use of personal computer provided better opportunity for people in access to digital learning. Digital learning is usually presented in combination with gaming so as to make learning more interesting, game makers also provide content fea-turing active interaction mechanisms so that people could experience different roles and interaction in the environment designed in the games. In this study, the complete simulation of the digital game, “Marketing-Winner” was taken as an example, coupled with the use of the Means-End Chains as the founda-tion to explore the kinds of positive and negative elements of gaming. Laddering inter-view was adopted in this study for data collection with the results from 29 respondents collected. These data were subject to content analysis for systematic and objective clas-sification with summarization of the content of essential information. The findings from this study indicated that of all the positive elements of games, users tended to incline to information analysis, production and operation management, simulation, marketing management, human resource management, game economic cycle as the attributes for gaming. The benefits to the users from the results are the learning of professional knowledge, input to career development in the future, improvement of de-cision-making, discussion and communication, ranking upgrade, system thinking and observation, eventually, the result also helps users in advancing the targeted value of enjoyment of life, sense of achievement, sense of security, sense of belonging, self-actualization, warm interpersonal relation, adventure and excitement, and self-esteem. As for the negative elements of games, the users mentioned interface, hardware, monotony, vague information, and fuzziness, others such as decision bias, no data storage, waste of time, insufficient time, discourage the mood of gaming, confuse thinking, retardant are also brought to the users. Finally, the negative emotion brought to the users is frustration, abhorrence, wrath, sadness, fear, anxiety, and nervousness.
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