臺灣博碩士論文加值系統

隨著電子商務領域的不斷發展，遊戲化策略已成為電商平台吸引及保留顧客的重要因素，但現有的遊戲化研究大多都只關注在個別電商平台的遊戲化應用，缺乏多個平台之間的比較與分析。因此，本研究選擇了台灣綜合電商市佔率前三名的電子商務平台，蝦皮購物、PChome 24h購物以及MOMO購物作為研究對象，以探討這些電商平台在遊戲化策略上的差異及影響因素，並分析這些策略對顧客參與度、顧客忠誠度、購買行為、遊戲化設計的影響。本研究以曾經玩過電子商務遊戲的消費者作為研究對象，使用網路問卷調查方式來收集目標對象之相關資訊，回收313份有效問卷進行資料分析，研究結果發現:遊戲化設計對顧客參與度、顧客忠誠度、購買行為均具有正向顯著影響，這表明電商平台的遊戲化策略對於提升顧客參與度與忠誠度，以及促進購買行為與遊戲化設計方面具有重要意義，本研究填補了現有遊戲化研究的不足，並為電子商務平台的遊戲化策略提供了實證支持與管理建議。

With the continuous development of the e-commerce field, gamification strategies have become crucial factors for attracting and retaining customers on e-commerce platforms. However, existing gamification research mostly focuses on the application of gamification in individual e-commerce platforms, lacking comparisons and analyses among multiple platforms. Therefore, this study selected the top three comprehensive e-commerce platforms in Taiwan by market share: Shopee, PChome 24h Shopping, and MOMO Shopping, to explore the differences and influencing factors of gamification strategies among these platforms. The study analyzed the impact of these strategies on customer engagement, loyalty, purchasing behavior, and gamification design. This research targeted consumers who have played e-commerce games, using online questionnaire surveys to collect relevant information from the participants. A total of 313 valid questionnaires were collected and analyzed. The results showed that gamification design has a significant positive impact on customer engagement, loyalty, and purchasing behavior. This indicates that gamification strategies on e-commerce platforms are essential for enhancing customer engagement and loyalty, as well as promoting purchasing behavior and gamification design. This study fills the gap in existing gamification research and provides empirical support and management recommendations for gamification strategies in e-commerce platforms.

摘要...........................i
Abstract...........................ii
誌謝...........................iii
目錄...........................iv
表目錄...........................vii
圖目錄...........................viii
第一章 緒論...........................1
1.1研究背景與動機...........................1
1.2研究問題...........................3
1.3研究目的...........................3
1.4研究流程...........................4
1.5研究範圍與限制...........................5
第二章 文獻探討...........................6
2.1 電子商務定義...........................6
2.1.1 電子商務平台現況...........................6
2.1.2 電子商務相關類型...........................7
2.2 遊戲化...........................8
2.2.1 遊戲化概念...........................9
2.2.2 遊戲化機制...........................10
2.2.3 遊戲化設計 ...........................11
2.2.4 遊戲化元素 ...........................11
2.3 顧客遊戲化的參與動機...........................12
2.4 享樂性特質與功利性特質...........................13
2.5 顧客遊戲化的購買行為...........................14
2.6 顧客忠誠度...........................15
第三章 研究方法...........................17
3.1 研究架構...........................17
3.2 研究假設........................... 18
3.2.1 電商平台遊戲化設計與顧客忠誠度之間的關係...........................18
3.2.2 電商平台遊戲化設計與顧客參與度之間的關係...........................19
3.2.3 電商平台遊戲化設計與購買行為之間的關係...........................19
3.2.4 電商平台顧客參與度與顧客忠誠度之間的關係...........................20
3.2.5 電商平台顧客忠誠度與購買行為之間的關係...........................20
3.2.6 電商平台顧客參與度與購買行為之間的關係...........................21
3.3 研究設計........................... 21
3.3.1 研究對象...........................21
3.3.2 資料蒐集...........................21
3.3.3 前測與正式問卷...........................22
3.4 研究變數的操作型定義...........................23
3.5 研究問卷設計...........................23
3.5.1 基本資料...........................24
3.5.2 顧客參與度...........................25
3.5.3 顧客忠誠度...........................25
3.5.4 購買行為...........................26
3.5.5 遊戲化設計...........................26
3.6 資料分析方法...........................27
3.6.1 敘述性統計分析...........................27
3.6.2 信度分析...........................27
3.6.3 效度分析...........................28
3.6.4 驗證性因素分析...........................28
3.6.5 結構方程模型...........................29
第四章 研究結果與分析...........................30
4.1 樣本之敘述統計分析...........................30
4.2 信度分析...........................34
4.3 相關分析........................... 34
4.4 驗證性因素分析........................... 35
4.4.1 收斂效度(Convergent Validity)...........................35
4.4.2 區辨效度(Discriminant Validity)...........................37
4.4.3 整體模型配適度(Overall Model Fit)...........................38
4.5 路徑分析...........................40
4.5.1 整體樣本之路徑分析...........................41
4.5.2 研究假設驗證...........................42
第五章 結論與建議...........................45
5.1 研究結論........................... 45
5.2 管理意涵及研究建議........................... 47
5.3 研究限制與未來方向........................... 49
參考文獻...........................50
Extended Abstract...........................57

中文文獻
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