品牌應用程式遊戲化設計和商店氣氛對於消費者品牌參與影響之研究

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Title:	品牌應用程式遊戲化設計和商店氣氛對於消費者品牌參與影響之研究 Effects of Gamification in Branded Mobile App and Store Atmosphere on Consumer Brand Engagement
Authors:	吳沛臻
Contributors:	國際企業管理學系
Keywords:	遊戲化元素消費者品牌參與商店氣氛 gamification consumer brand engagement store atmosphere
Date:	2023
Issue Date:	2024-03-07 11:51:47 (UTC+8)
Abstract:	本研究提出聚焦於品牌應用程式遊戲化設計(社交聯繫、目標、進度追蹤、獎勵及提示)是否會影響消費者品牌參與之構面(認知、情感及活化)，進一步再討論商店氣氛對上述之調節效果。而本研究透過線上問卷進行調查，本研究共發放358 份問卷，338 份為有效問卷，進而進行模型的分析與驗證。研究結果顯示，品牌應用程式遊戲化之社交聯繫元素和商店氣氛對於消費者品牌參與之情感表現具有顯著關聯性；遊戲化之目標、獎勵及社交聯繫元素和商店氣氛對於消費者品牌參與之活化表現具有顯著關聯性；然而，遊戲化元素和商店氣氛對消費者品牌參與之認知表現無顯著關係。綜合上述，本研究期望其研究結果能提供學術理論上及實務上實質的建議；理論上，期望彌補過去之研究缺口，奠定未來的研究基礎，實務上，期望能提供給餐飲服務業之品牌端一些建議。 This study focuses on identifying whether the gamification design of brand applications (social interaction, goals, progress tracking, rewards, and prompts) affects the dimensions of consumer brand engagement (cognitive processing, affection, and activation) and further investigates the moderating role of store atmosphere. In this study, online questionnaires were used to conduct surveys, a total of 358 questionnaires were distributed for this study, and 338 valid questionnaires were collected to analyze and verify the model. The present research findings demonstrate that the combination of gamification principles and store atmosphere positively impacts consumer brand engagement, specifically in terms of affection and activation. More specifically, gamification principles such as setting goals, offering rewards, and encouraging social interaction, in conjunction with an appropriate store atmosphere, promote increased levels of activation in consumer brand engagement. However, there was no statistically significant correlation found between gamification principles, store atmosphere, and consumers' cognitive performance in brand engagement. Overall, this study seeks to provide valuable contributions to both academic theory and practical application. Theoretically, it aims to bridge the research gap and lay the groundwork for future investigations. Practically, it offers valuable insights and recommendations for enhancing branding efforts within the food and beverage industry.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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