體驗一直被認為是招攬商機有效的行銷方法，但甚少研究評估隨境遊戲體驗是否也有吸引顧客上門的效果。本研究藉由實境模擬的設計嘗試回答這個問題。模擬主軸在集點換購成功的基礎上，結合精靈寶可夢Go將行銷遊戲化的模式，創造出有趣且使消費者願意不斷重複購買的體驗。
本研究邀請國立台北大學學生參與為期一個月的實驗。玩家透過每次消費後讀取QRcode來蒐集卡片，蒐集所有卡片為過關的條件。運用玩家完成遊戲後贈送的實體卡片和遊戲的體驗來鼓勵玩家消費。回收數據後，利用Wilcoxon符號等級檢定檢驗消費次數、消費平均金額和消費頻率是否因這個體驗而產生顯著差異。以Kruskal-Wallis檢定來檢驗性別和年齡是否會對消費次數、平均金額以及消費頻率之母體的分配位置是否有不同。我們發現，通過提供有趣的體驗將顯著增加玩家的消費次數和消費平均金額，進而顯著增加店家的營業額。

Experience has always been considered to be an effective marketing tool for soliciting business opportunities, but little research assesses whether the pervasive gaming experience also has the effect of attracting customers. This study attempts to answer this question by means of an actual simulation design. The analog spindle is based on the success of collect-point-for-exchange of 7-ELEVEn and combine with the model that gamification marketing of Pokémon Go, to create an experience that is interesting and lets consumers are willing to repeat purchasing.
This study invited students of NTPU to participate in a one-month experiment. The player collects cards by scanning the QR code after each purchase, and the condition to complete this game is collecting all of the cards. Use the entity card that the gift after player completed the game and the experience of game to encourage players to consume. After recovering the data, use the Wilcoxon Signed Rank Test to verify whether the number of purchases, the average amount of consumption, and the frequency of playing game are significantly different for this experience. Use the Kruskal-Wallis Test to determine whether gender and age will influence the distribution of the number of purchases, the average amount of consumption, and the frequency of playing game. We have found that by providing interesting experiences, the number of purchases and the average amount of consumption will be significantly increased, which in turn will significantly increase the store’s revenue.

中文摘要....................................II
英文摘要...................................III
目　錄.......................................IV
圖　次........................................V
表　次.......................................VI
第一章 緒論..............................1
第一節　背景與動機................1
第二節　問題與目的................2
第二章 文獻探討......................3
第一節　體驗............................3
第二節　隨境遊戲....................3
第三章 研究設計......................5
第一節　實驗程序....................5
第二節　資料蒐集....................8
第三節　變數衡量....................9
第四章 研究結果....................11
第一節　隨境遊戲體驗成效..11
第二節　人口統計變項..........15
第五章 結論............................17
第一節　研究限制..................17
第二節　未來研究建議..........18
參考文獻..................................19
附錄一　過去消費情形..........23
附錄二　遊戲期間消費紀錄..24
著作權聲明..............................25

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