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。

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.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與研究問題 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 遊戲化（Gamification）5
第二節 遊戲化設計MDE框架 9
第三節 內在動機(Intrinsic Motivation) 11
第四節 品牌體驗(Brand Experiences) 12
第五節 品牌態度(Brand Attitude) 12
第六節 品牌認同感（Brand-Identification）13
第三章 研究架構與假說 14
第一節 研究假說 14
第二節 研究架構 17
第三節 研究方法 18
第四節 實驗設計 18
第五節 變數操作性定義 24
第六節 前測結果 26
第七節 資料統計與分析方法 28
第四章 研究分析 29
第一節 資料樣本基本分析與描述 29
第二節 實驗操弄檢定 30
第三節 信度分析 32
第四節 效度分析 33
第五節 研究假說檢定 35
第五章 結論與貢獻 42
第一節 研究結果 42
第二節 研究貢獻 44
第三節 研究限制與未來方向 45
參考文獻 47
附錄一 52
附錄二 54

表1 遊戲化元素描述 6
表2 遊戲化對品牌關係 8
表3 實驗情境 18
表4 感知享受問項表 24
表5 品牌體驗問項表 25
表6 品牌態度問項表 25
表7 品牌認同感問項表 26
表8 徽章情境 * 看見徽章 交叉表（前測）27
表9 徽章情境 * 看見徽章 卡方檢定（前測）27
表10 積分情境 * 看見積分 交叉表（前測）27
表11 積分情境 * 看見積分 卡方檢定（前測）27
表12 人口基本資料 29
表13 徽章情境 * 看見徽章 交叉表 31
表14 徽章情境 * 看見徽章 卡方檢定 31
表15 積分情境 * 看見積分 交叉表 31
表16 積分情境 * 看見積分 卡方檢定 31
表17 正式問卷 信度分析 32
表18 各構面之平均變異抽取量 33
表19 各構面交叉負荷量表 (Cross loading) 34
表20 徽章與積分之二因子變異數分析 35
表21 徽章與積分之二因子變異數分析敘述統計 36
表22 徽章對感知享受 組別統計量 38
表23 徽章對感知享受 獨立樣本檢定（t-test）38
表24 積分對感知享受 組別統計量 39
表25 積分對感知享受 獨立樣本檢定（t-test）39
表26 結構模型檢定表 40
表27 研究模型之假說檢定 41

圖 1研究流程圖 4
圖 2 MDA框架 9
圖 3 MDE框架 10
圖 4研究架構 17
圖 5遊戲化元素（徽章x積分）19
圖 6遊戲化元素（積分）20
圖 7遊戲化元素（徽章）21
圖 8遊戲化元素（無）22
圖 9實驗流程 23
圖 10虛構品牌理念 23
圖 11雙因子變異數分析邊緣平均數圖 37
圖 12整體統計結果之架構路徑分析圖 41

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