| 摘要: | 線上購物已成為零售商一個重要的銷售通路，加上智慧型手機用戶之比例急劇增加。因此，研究者 近來已更加重視這些議題。然而，僅管現在相關電子商務與行動商務已有顯著足量之研究，但是於 探究顧客體驗(Customer experience)是如何被創造與其可能產生的影響，卻獲得較少的關注。再者， Rose et al. (2011)談及顧客體驗已成為零售業成功之重要因素，因而企業不能只局限於產品創新與訂 價策略。零售商已開始運用遊戲化(Gamification)的方式以增加顧客體驗。此方式即使用遊戲設計要 素於非遊戲之情境中，具體而言，即應用遊戲機制至線上購物中之過程，以增加顧客體驗。另外，Insley and Nunan (2014)指出一些熱門的網路服務網站，就像Facebook、Twitter、Foursquare與eBay均應用 遊戲元素以增加顧客對其網站之造訪。此外，愈來愈多的零售商發現此遊戲方式的運用能創造獎賞 機制，並將線上購物定位成一種娛樂活動。鑒於顧客體驗對零售商成功愈來愈重要，故發展更好地 遊戲化應用以增強顧客體驗是相當重要的。因此，本計晝即為探究遊戲化如何增進顧客體驗？特別 地，本計晝專注於顧客體驗的前置與結果變項及其中介角色之探討。具體而言，本計晝茲將使用結 構方程模式(Structural equation model)以檢定知覺移動性(Perceived mobility)、實用特性(Utilitarian features)、享樂特性(Hedonic features)、顧客體驗(Customer experiences)、知覺利益(Perceived benefits)、 知覺價值(Perceived values)與品牌權益(Brand equity)之間的因果關係，以及確認顧客體驗之中介角 色。另外，本計晝將執行線上調查，並以居住於台灣且超過20歲之國人為目標母群體。本計晝將採 用分層抽樣方法以獲取有效的回應，以檢定本計晝所提之假說。最後，根據實證的結果，本計晝期 能貢獻零售商瞭解知覺移動性對實用與享樂特性之影響，以及知覺移動性、實用與享樂特性對顧客 體驗之影響，進而影響其知覺利益、知覺價值與品牌權益。再者，本計晝亦試圖確認顧客體驗之中 介角色。另外，本計晝期能貢獻予零售商認識到如何增加顧客體驗，以及瞭解知覺移動性、實用與 享樂特性將會是重要因素。總之，本計晝的研究發現將有助於零售商能更有效地增進他們顧客的知 覺利益、知覺價值及品牌權益，以及引導其研究與發展(R&D)使用遊戲化以促進其競爭優勢，提高產 品銷售與獲利。
Online shopping has become an important channel for retailers and the percentage of smartphone users has increased dramatically. Consequently, researchers have paid more attention to these issues recently. However, although there is now a significant body of research regarding e-commerce and mobile commerce, little attention has been paid to how customer experiences are created and the possible effects of them. Additionally, Rose et al. (2011) proposed that customer experience has become a crucial factor for success in retailing, as it requires firms to look beyond product innovation and pricing strategy. Retailers have started to use gamification to enhance the customer experience. This approach entails the use of game design elements in non-game contexts. Specifically, it is the process of applying game mechanics to online shopping to enhance the customer’s experience. Furthermore, Insley and Nunan (2014) indicated that some popular web services such as Facebook, Twitter, Foursquare, and eBay include game elements to enhance customer engagement with their sites. Increasingly, retailers are discovering the application of game techniques to create reward mechanisms and position online shopping as an entertainment activity. It is crucial to develop better applications of gamification to enhance the customer experience given its increasing significance to retailer success. Thus, this project explores how gamification improves the customer experience. In particular, this project focuses on the investigation of its antecedences and consequences as well as its mediating role. Specifically, this project will use structural equation modeling to test the causal relationships among perceived mobility, utilitarian features, hedonic features, customer experiences, perceived benefits (i.e., personal and social benefits), perceived values (i.e., information, experiential, social, and transaction values), and brand equity (i.e., perceived quality, brand loyalty, brand associations, and brand trust). In addition, this project will conduct an online survey that targets those aged 20 and above in Taiwan. Stratified sampling is conducted to obtain valid responses for the testing of our hypotheses. Finally, according to the empirical results, this project expects to contribute to retailer understanding of the impact of perceived mobility on utilitarian and hedonic features as well as the influence of perceived mobility and utilitarian and hedonic features on customer experience that, in turn, affect perceived benefits, perceived values, and brand equity. In addition, this project attempts to identify the mediating role of the customer experience. Furthermore, this project expects to help retailers learn how they can improve customer experiences and understand how perceived mobility, utilitarian, and hedonic features are important factors for consideration. In summary, the findings of this project can help retailers improve their customer perception as to benefits, values, and brand equity more effectively as well as guide research and development (R&D) using gamification to promote its competitive advantage, increase sales, and profitability. |
