- 期刊
星巴克會員制度遊戲化之廣告效果探討－自尊與知覺價值之調節中介效果
An Investigation on the Advertising Effectiveness of Gamification on Starbucks' Membership System - Moderated Mediation Effect of Self-esteem and Perceived Value
摘要
因為遊戲化行銷擁有較高的互動性，消費者參與之後能有較高的體驗感受以及回饋，此舉能有效提升消費者之產品態度與購買意願。目前越來越多的企業開始關注，並使用此新形態之行銷手法。過去的相關研究，大多專注在遊戲元素、遊戲機制設計或用戶體驗上之探討。然而，針對星巴克所推出的星禮程活動，即將會員升級制度給予遊戲化，這種新型態的議題，至今仍尚未有人探討過。此外，過去在探討遊戲化行銷的中介效果時，也鮮少針對消費者的知覺價值進行研究；而在進行情境分析時，也未有人探討過自尊不同，是否會影響遊戲化之行銷效果。本研究採用便利抽樣，以網路問卷方式取得430位星巴克星禮程會員為有效樣本，研究發現：1.會員制度遊戲化會正向影響廣告效果（即廣告態度、品牌態度以及購買／再購意願）；2.會員制度遊戲化會透過知覺價值的中介影響廣告效果；3.知覺價值的中介效果會受到自尊人格特質的調節。本研究結果可以適度填補此領域之缺口，並對尋求會員制度遊戲化策略的企業產生啟示性意義。建議企業未來在設計會員制度時，可以將遊戲元素給融入其中，藉此提升會員對企業價值之認知程度。此外，亦建議企業可以針對高自尊會員設計更多的挑戰或獎勵，以勾起其參與興趣。高自尊會員，為了從中獲得滿足感，而會更加專注於遊戲過程，藉此來提升其黏著度以及對於企業價值之認知。
並列摘要
Because gamification marketing is highly interactive, consumers can have a higher experience and feedback after participating. This can effectively enhance consumers' product attitudes and purchase intentions. At present, more and more companies are paying attention to and using this new form of marketing method. Most of the relevant research in the past focused on the discussion of game elements, game mechanism design or user experience. However, no one has yet discussed this new type of issue regarding the Starbucks Rewards campaign launched by Starbucks, which is about gamifying the membership upgrade system. In addition, when discussing the mediating effect of gamification marketing in the past, few studies focused on consumers' perceived value; and when conducting situational analysis, no one has explored whether different self-esteem will affect the marketing effect of gamification. This study used convenience sampling and used an online questionnaire to obtain a valid sample of 430 Starbucks Rewards members. The study found that: 1. Gamification of the membership system will positively affect advertising effects (i.e., advertising attitude, brand attitude, and purchase/repurchase willingness); 2. Membership system gamification will affect advertising effects through the mediator of perceived value; 3. The mediating effect of perceived value will be moderated by self-esteem personality traits. The results of this study can appropriately fill the gap in this field and have implications for companies seeking gamification strategies for membership systems. It is recommended that when companies design membership systems in the future, they can incorporate game elements into it to enhance members' awareness of corporate value. In addition, it is also suggested that companies can design more challenges or rewards for members with high self-esteem to arouse their interest in participating. Members with high self-esteem will focus more on the game process in order to gain satisfaction from it, thereby increasing their stickiness and awareness of corporate value.