探討遊戲化機制對產品依附及交叉購買之影響

The Influence of Gamification on Product Attachment and Cross-Buying

徐絁瑀(Shih-Yu Shiu)

指導教授 ： 李家瑩

國立臺中科技大學/商學院/企業管理系碩士班/碩士(2019年)

摘要

現今遊戲化運用於各領域中，企業希望藉由遊戲化激勵顧客增加與企業間的互動，期望遊戲化改變使用者行為。有鑑於過去鮮少探討遊戲化機制對於消費者的產品依附及交叉購買之影響，本研究以遊戲化理論之MDE架構探究品牌遊戲化機制對於消費者之影響，主要探討遊戲化機制對顧客投入、享受以及產品依附的影響，並進一步影響交叉購買意圖。另外，本研究也探討品牌依附對於產品依附及交叉購買意圖之影響。最後，並進一步驗證主觀規範對產品依附影響交叉購買是否具有干擾效果。
本研究以有使用過Nike+ Run Club之使用者為對象，進行問卷調查，透過SmartPLS進行分析，藉以驗證本研究之模式。研究結果發現，遊戲化機制對於顧客投入與享受有正向顯著影響；顧客投入對享受有正向顯著影響；顧客投入與享受分別對產品依附有正向顯著影響；品牌依附對產品依附與交叉購買有正向顯著影響。

關鍵字

MDE架構 ； 遊戲化 ； 產品依附 ； 交叉購買 ； 品牌依附

並列摘要

Nowadays, “gamification” is used in nearly all fields. Many corporations expect to motivate and increase customers’ interactions with them through gamification, and further aims to change users’ behaviors. Given the previous literature with few discussions about the influence of gamification mechanics on consumers’ product attachment and cross-buying, this study explored the following issues: First, this research mainly investigated the impacts of gamification mechanics on customer engagement, enjoyment and product attachment, which further influenced the intention of cross-buying based on the MDE framework. Second, the influence of brand attachment on product attachment and cross-buying intention was also explored. Furthermore, this study examined whether subjective norm has a moderating effect on the relationship between product attachment and cross-buying.

The research subjects of this study were consumers who had used the Nike+ Run Club, and they were invited to fill out the questionnaire. Data collected were analyzed through SmsartPLS to verify the results of the proposed model. The results following showed that: First, gamification mechanics have positive impacts on customer engagement and enjoyment, which in trun influence product attachment. Second, customer engagement impacts enjoyment significantly. Finally, brand attachment positively impacts product attachment and cross-buying.

並列關鍵字

Mechanics Dynamics Emotions (MDE framework) ； Gamification ； Product Attachment ； Cross-Buying ； Brand Attachment

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