遊戲化行銷對品牌黏著度之影響

當電子商務蓬勃發展，眾多電商平台競爭激烈時，各家企業紛紛結合自身資源與能力，以開創出獨有的特色：例如，藉由易用的操作介面、消費者可共同參與的社群討論方式、各項遊戲化設計等，以求增加用戶使用平台次數及停留時間，進而提升品牌黏著度。本論文以「新加坡商蝦皮娛樂電商有限公司-台灣分公司」的遊戲使用者作為本論文研究對象，並進一步探討以下研究問題： 1. 遊戲化如何提升消費者對平台的使用意願與停留時間。 2. 遊戲化如何改變消費者的行為模式與提升購買意願。 3. 消費者如何透過遊戲化培養平台忠誠度及遊戲忠誠度。而本論文採深度訪談的方式，針對10位具有代表性的受訪者進行訪談，而訪談後經詳細分析與整理，得出以下結論：(1)為了促使用戶開始遊玩遊戲，企業應提供足夠誘因，並善用遊戲規則的設計、關卡的挑戰等元素，吸引用戶外在動機的提升；(2)企業應讓用戶在遊玩的過程中，習慣每日遊玩遊戲，且經由達成遊戲目標，而提升內在的能力感與自主感；(3)遊戲應規劃社群功能，使用戶間可以彼此互動，以滿足內在的關係感，提升用戶的內在動機；(4)當用戶的內在與外在動機提升後，用戶持續遊玩遊戲，進而對遊戲產生忠誠度，同時因大幅增加使用平台的次數與停留時間，造成黏著度的上升；(5)遊戲化行銷讓用戶提高在平台上的購物頻次與金額，最終對平台與品牌產生正面印象，並將平台作為網路購物的首選，達到平台的品牌忠誠。根據研究結果，本論文提出企業若要進行遊戲化的做法與建議方向：首先需考量企業自身的資源與能力，將目標與遊戲化結合。遊戲介面能避免操作上的延遲，在遊戲內容設計上帶給用戶娛樂與挑戰，當達成目標時，亦提供相對應的獎勵，例如：提供蝦幣，讓用戶直接使用於平台購物。企業應致力提供用戶更完整的遊玩與使用體驗，以維繫黏著度。在後續經營遊戲化的方向上，應持續更新遊戲及提供更適切的服務，讓用戶感受到企業的用心，最終提升用戶使用平台服務的頻次及停留時間、進而達成黏著度與購買意願的提升。

關鍵字

遊戲化行銷；遊戲化忠誠度方案；品牌黏著度；購買意願；自我決定理論

並列摘要

When e-commerce is booming and many e-commerce platforms are highly competitive, companies need to combine their own resources and capabilities to create unique features. For example, more and more e-commerce platforms adopt easy-to-use interface, co-created community discussions, and involving game designs to increase more visits and longer stay, which in turn leads to brand stickiness. This research aims to provide a better understanding of gamification marketing by studying "Shopee Taiwan" (known for its entertainment strategies) and its users’ gaming behaviors, addressing the following research issues: 1. How gamification enhances consumers’ willingness to buy and time to use the platform. 2. How gamification changes consumer behavior and increases purchase intention. 3. How consumers develop platform loyalty and game loyalty through gamification. This paper adopted in-depth interviewing that involves conducting intensive interviews with 10 representative interviewees. Analysis and evaluation of interview findings has drawn the following conclusions: (1) To initiate game playing, businesses need to provide rewarding incentives, through the comprehensive planning and design of game, including: design in game rules, level challenges, etc., increase the extrinsic motivation of users. (2) Businesses are suggested to increase users’ inner sense of autonomy and competence, in the progress of game playing and goal achievement, and to make users get used to play games every day. (3) Interactions among game players in social media also satisfy the sense of relatedness and further enhance the users’ intrinsic motivation. (4) Due to the increment of extrinsic and intrinsic motivation during the game playing, it develops the loyalty towards games and further increases the visiting frequency and staying time, as well as enhances the platform stickiness. (5) Using gamification marketing, businesses can increase the frequency and amount of purchase of users at the platform, and eventually lead to a positive impression of platform brand, which unlocks the achievement on brand loyalty of platform when it becomes the best shopping platform for those game players. According to the results of the study, this paper provides both theoretical implications and practical guidelines for enterprises in gamification, which the resources and capabilitis of enterprise should be taken into consideration firslty, and integrating gamification scheme and ultimate goal of enterprise. Entertaiment and challenges on game playing provide corresponding incentives, such as Shopee Coin that can be used at shopping platform by game players after goal achievement, which eventually enables the users to have comprehensive experiences on game playing as well as to user experience. Good user experience has signigicant influence on users’ continued playing intentions, visiting frequency and time of page, so that it could further elevate platform stickiness. While in the gamification management, enterprises should update the games continuously, provide attentive and more pertinent services to users, increase the use of platform services, and eventually enhance the intention to purchase and brand stickiness.