遊戲好好玩!遊戲化顧客契合機制對購買意圖之影響

隨著遊戲化的應用越來越廣泛，目前企業紛紛看重遊戲的趣味性以及吸引力，將遊戲化的概念融入行銷策略中，期盼藉此吸引大眾的目光、留住顧客，以帶來經濟上的利益。有鑑於過去相關文獻鮮少將遊戲化應用於電子商務的應用程式中，因此本研究將以遊戲化顧客契合體驗環境模型為理論基礎，探討電商平台之遊戲化顧客契合機制對於社交互動、成就、享受以及顧客忠誠度的影響，並更進而探討顧客在平台購買產品之意圖。本研究以曾體驗過蝦皮遊戲之顧客為研究對象，進行問卷調查，共計回收482份有效問卷並以SmartPLS進行分析，結果顯示遊戲化顧客契合機制對於社交互動、成就與享受有正向顯著影響；成就對享受有正向顯著影響；社交互動、成就以及享受分別對顧客忠誠度有正向顯著影響；顧客忠誠度對購買意圖有正向顯著影響。最後，並進一步發現顧客忠誠度可以做為社交互動、成就以及享受分別影響購買意圖的中介變數。本研究之結果將有助於業者在電子商務平台中推行遊戲化策略時之參考。

關鍵字

遊戲化；顧客契合；電子商務

並列摘要

Given that the use of gamification is becoming more and more widespread, nowadays, companies implement gamification marketing strategies in the hope of attracting customers’ attention, retaining customers and maintaining customer loyalty for profits. Because scant research focused on the application of gamification to e-commerce mobile applications, this study used the model of a gamified customer engagement experience environment as the theoretical lens to explore the impacts of gamified customer engagement mechanism on social interaction, achievement, enjoyment, and customer loyalty on e-commerce platforms, which in turn influences customers' purchase intention. In the study, an online questionnaire survey was conducted. Customers who had experienced the Shopee game were the sampling respondents. 482 usable questionnaires were collected and SmartPLS was used for data analysis. The results showed that gamified customer engagement mechanism are positively related to social interaction, achievement and enjoyment. Achievement are positively related to enjoyment, whereas social interaction, achievement and enjoyment are positively related to customer loyalty. Customer loyalty are positively related to purchase intention. Furthermore, customer loyalty plays the mediating role for the influence of social interaction, achievement and enjoyment on purchase intention respectively. The findings of this study provide suggestions for managers while exercising gamification strategies on e-commerce sites.