- 會議論文
游戏化与消费者参与度之间的关系研究
Study the relationship between gamification and customer engagement
摘要
随着当前4.0技术时代互联网的爆发式发展，近年来电子商务行业也跟着发展迅猛。尤其是2019年底Covid-19疫情在全球爆发时，这对经济产生了负面影响，并改变了消费者的购物习惯。面临这些问题，许多企业实施了营销策略，将传统的经营方式转变为线上经营方式为了适应新环境，同此也是为了保持与增长企业的消费额。2020-2022年，电商领域发展迅猛牵动了电商领域企业竞争激烈，如：Shopee、Lazada、京东等。面对上述情况，电子商务平台必须提升服务体验质量，展开新策略以吸引大量新用户并留住老顾客。近年来，电商平台纷纷在应用平台上提升用户体验，尤其是在购物类应用上结合娱乐游戏，也就是所谓的游戏化。将游戏化融入购物应用，以通过电商平台留住用户，提高消费者的参与频率和购买意愿。电商平台游戏包含简单的任务和奖励以及可在购物中使用的累积代金券，吸引了在应用上每天参与签到以累积奖励积分并用于下次购物据越南电商报告显示，16-64岁的网民每周参与购物活动，占比58.4%。与2021年相比，2022年越南网购人数增长了9%，其中消费者继续网购的原因是为了让生活更加轻松、更加方便。基于上述原因，本人决定开展“游戏化对消费者参与的影响研究”课题，以分析影响消费者参与的因素在电商平台中的游戏化背景下。
並列摘要
With the explosive development of the Internet in the current 4.0 technology era, the e-commerce industry has also developed rapidly in recent years. Especially when the Covid-19 outbreak broke out globally in late 2019, which had a negative impact on the economy and changed consumers' shopping habits. Faced with these problems, many companies have implemented marketing strategies, transforming the traditional mode of operation into an online mode of operation in order to adapt to the new environment, and at the same time to maintain and increase the consumption of the enterprise. Faced with the above situation, e-commerce platforms must improve the quality of service experience and launch new strategies to attract a large number of new users and retain old customers. In recent years, e-commerce platforms have been improving user experience on application platforms, especially combining entertainment games with shopping applications, which is the so-called gamification. Integrate gamification into shopping applications to retain users through e-commerce platforms and increase consumers' participation frequency and purchase intention. E-commerce platform games contain simple tasks and rewards as well as accumulated vouchers that can be used in shopping, attracting people who participate in the daily check-in on the app to accumulate reward points and use them for the next shopping. Based on the above reasons, I decided to carry out the project of "Research on the Impact of Gamification on Coustomer engagement " to analyze the factors that affect consumer engagement in the context of gamification in e-commerce platforms.