以品牌遊戲化元素探討品牌認同感之影響

Exploring the Influence of Brand Identification with Brand Gamification Elements

黃熙棚(Ng Xi-Phng)

指導教授 ： 彭志宏 ； 李怡慧

國立政治大學/商學院/資訊管理學系/碩士(2022年)

https://doi.org/10.6814/NCCU202201506

摘要

隨著數位轉型的時代來臨，許多品牌企業會推出自己的品牌網站、品牌行動商務或加入大型購物電商平台，同時利用數位平台的便利性把品牌理念傳達給消費者，並與此建立品牌認同感。近幾年來隨著遊戲化的興起，品牌會利用遊戲化元素作為行銷策略，與消費者建立良好的關係，但過去的品牌認同文獻中忽略了遊戲化的重要性以及是否會影響品牌認同。 遊戲化的應用越來越廣泛，因此，本研究欲將目前常見的品牌中使用的遊戲化元素「徽章」及「積分」作為遊戲化元素，探討消費者在品牌平台中使用不同遊戲化元素如何影響消費者的感知享受，另外將品牌體驗及品牌態度作為中介變數，進一步觀察遊戲化是如何影響品牌認同感 本研究使用2x2的線上實驗法，透過SPSS 及 Smart PLS 對回收樣本進行t-test及結構方程模式分析，結果表明遊戲化元素徽章、積分以及交互作用會影響使用們的感知享受，並且感知享受對品牌體驗及品牌態度有顯著的影響，另外也確立了遊戲化元素會透過品牌體驗及品牌態度影響到品牌認同感。

關鍵字

遊戲化元素 ； 感知享受 ； 品牌體驗 ； 品牌態度 ； 品牌認同感 ； 內在動機

並列摘要

The purpose of this paper is to examine the importance of brand identification and its antecedents. However, the previous research in brand identification literature has neglected gamification. This paper proposes how the gamification elements such as badges and points affect brand identification and include brand experience and brand attitude as mediating variables that drive brand identification. This research adopted the 2x2 between-object online experiment method and filled out questionnaires via online distribution. The collected samples were analyzed by SPSS and Smart PLS with a t-test and structural equation model. The results revealed that the gamification elements "Badges", "Points" and interactions will influence users’ perceived enjoyment, and perceived enjoyment has a significant impact on brand experience and brand attitude. It is also established that gamification influences brand identification through brand experience and brand attitude.

並列關鍵字

Gamification elements ； Perceived enjoyment ； Brand experience ； Brand attitude ； Brand identification ； Intrinsic motivation

參考文獻

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