遊戲化是指在非遊戲的服務或 APP 中使用遊戲的設計元素來增強使用者體驗和顧客參與度。隨著現代技術的發展，創新技術被應用於許多遊戲化的設計開發上。近年來，許多致力於設計品牌小遊戲的遊戲公司成立，為了吸引大眾的目光，設計時會利用遊戲化的設計元素來增強玩家的參與度，希望在能在遊戲進行的過程中，自然而然地傳達品牌理念。在本研究中，我們想知道遊戲化的設計是如何對從情感及認知兩方面影響顧客對品牌的參與度，以及它是如何直接或間接地影響品牌忠誠度和品牌認知。因此，我們首先對遊戲化、遊戲設計以及使用者體驗進行了文獻回顧，將七個遊戲化的設計元素分為情感面和認知面，進一步提出假設並通過案例探討的方式驗證這些遊戲化設計元素，接著我們藉由收集 378 名受訪者對這些設計元素和對品牌之間關聯的看法來檢驗假設，希望此研究結果能為企業在未來制定營銷策略時提供正確的方向。

Gamification is using game design elements in non-game services or applications to enhance user experience and user engagement. With the evolvement of mobile technologies, innumerable gamification designs have been developed by using innovative technologies. Also, many game companies which dedicate to made brand mini-game founded in recent years, to effectively attract users to join the game, companies might interest in the utilize factors of gameplay design, only if customers are engaged in the experience can the company convey the concept of the brand naturally. In this study, we wonder about the influence of gamification design on the two aspects of customers’ engagement, and how it further affects brand loyalty and brand awareness directly or indirectly. Thus, we conducted a literature review on the user experience of gamification and game design, then identified seven motivational gamification design elements and classified them into the emotional and the cognitive aspect of brand engagement, further proposed hypotheses. Using case analysis, we verified these gamification design elements and further to test the hypotheses by collecting responses from 378 respondents with regard to their perceptions of the relationship between the gamification design elements and the aspect of brand engagement. We hope the findings can provide a proper direction for enterprises to develop their marketing strategy in the future.

ABSTRACT 2
CHAPTER 1 INTRODUCTION 5
1-1 Background 5
1-2 Research Question 7
CHAPTER 2 LITERATURE REVIEW 8
2-1 User Experience and Gamification 8
2-2 Motivational Design Elements of Gamification 8
2-3 Gamification Design for Brand Loyalty and Brand awareness 9
2-4 Gamification Design and Brand Engagement 9
CHAPTER 3 METHODOLOGY 14
3-1 Research Framework 14
3-2 Research Design 14
3-3 Data Collection 18
CHAPTER 4 RESEARCH RESULTS 22
4-1 Descriptive Statistics 22
4-2 Data Analysis 23
4-2-1 Measurement Model 23
4-2-2 Structural Model 25
4-3 Results Summary 27
4-4 Discussion 28
CHAPTER 5 CONCLUSION AND LIMITATIONS 30
5-1 Research Summary 30
5-2 Limitations and Future Research 31
APPENDIX. QUESTIONNAIRE 32
REFERENCES 35

Abdul Jabbar, A. I., & Felicia, P. (2015). Gameplay Engagement and Learning in Game-Based Learning. Review of Educational Research, 85(4), 740-779. https://doi.org/10.3102/0034654315577210
Abou-Shouk, M., & Soliman, M. (2021). The impact of gamification adoption intention on brand awareness and loyalty in tourism: The mediating effect of customer engagement. Journal of Destination Marketing & Management, 20, 100559. https://doi.org/10.1016/j.jdmm.2021.100559
Ahn, J., Lee, C.-K., Back, K.-J., & Schmitt, A. (2019). Brand experiential value for creating integrated resort customers’ co-creation behavior. International Journal of Hospitality Management, 81, 104-112. https://doi.org/10.1016/j.ijhm.2019.03.009
Andresen, G., & Ahdell, R. (2002). Games simulation in corporate e-learning. Magistrska naloga, Illinois: University of Illinois.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
Bandura, A., & Locke, E. A. (2003). Negative self-efficacy and goal effects revisited. Journal of applied psychology, 88(1), 87. https://doi.org/10.1037/0021-9010.88.1.87
Baumeister, R. F. (1990). Suicide as escape from self. Psychological review, 97(1), 90.
Berger, A., Schlager, T., Sprott, D. E., & Herrmann, A. (2018). Gamified interactions: whether, when, and how games facilitate self–brand connections. Journal of the Academy of Marketing Science, 46(4), 652-673. https://doi.org/10.1007/s11747-017-0530-0
Berlyne, D. E. (1960). Conflict, arousal, and curiosity. https://doi.org/10.1037/11164-000
Cagiltay, N. E., Ozcelik, E., & Ozcelik, N. S. (2015). The effect of competition on learning in games. Computers & Education, 87, 35-41. https://doi.org/10.1016/j.compedu.2015.04.001
Cheng, H. N. H., Wu, W. M. C., Liao, C. C. Y., & Chan, T.-W. (2009). Equal opportunity tactic: Redesigning and applying competition games in classrooms. Computers & Education, 53(3), 866-876. https://doi.org/10.1016/j.compedu.2009.05.006
Choi, D., Kim, H., & Kim, J. (1999). Toward the construction of fun computer games: Differences in the views of developers and players. Personal Technologies, 3(3), 92-104. https://doi.org/10.1007/BF01305334
Csikszentmihalyi, M., Abuhamdeh, S., & Nakamura, J. (2014). Flow. In (pp. 227-238). Springer Netherlands. https://doi.org/10.1007/978-94-017-9088-8_15
Csikszentmihalyi, M., & Larson, R. (1978). Intrinsic Rewards in School Crime. Crime & Delinquency, 24(3), 322-335. https://doi.org/10.1177/001112877802400306
Csikszentmihalyi, M., & Nakamura, J. (2014). Emerging Goals and the Self-Regulation of Behavior. In (pp. 199-208). Springer Netherlands. https://doi.org/10.1007/978-94-017-9088-8_13
Demetrovics, Z., Urbán, R., Nagygyörgy, K., Farkas, J., Zilahy, D., Mervó, B., Reindl, A., Ágoston, C., Kertész, A., & Harmath, E. (2011). Why do you play? The development of the motives for online gaming questionnaire (MOGQ). Behavior Research Methods, 43(3), 814-825. https://doi.org/10.3758/s13428-011-0091-y
Derboven, J., Van Gils, M., & De Grooff, D. (2012). Designing for collaboration: a study in intergenerational social game design. Universal Access in the Information Society, 11(1), 57-65. https://doi.org/10.1007/s10209-011-0233-0
Deterding, S. (2014). The ambiguity of games: Histories and discourses of a gameful world. SP Walz, & S. Deterding, The Gameful World: Approaches, Issues, Applications, 23-64.
Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011). From game design elements to gamefulness: defining" gamification". Proceedings of the 15th international academic MindTrek conference: Envisioning future media environments,
Deterding, S., Sicart, M., Nacke, L., O'Hara, K., & Dixon, D. (2011). Gamification. using game-design elements in non-gaming contexts. In CHI'11 extended abstracts on human factors in computing systems (pp. 2425-2428). https://doi.org/10.1145/1979742.1979575
Dickey, M. D. (2005). Engaging by design: How engagement strategies in popular computer and video games can inform instructional design. Educational Technology Research and Development, 53(2), 67-83. https://doi.org/10.1007/bf02504866
Dickey, M. D. (2006). Game Design Narrative for Learning: Appropriating Adventure Game Design Narrative Devices and Techniques for the Design of Interactive Learning Environments. Educational Technology Research and Development, 54(3), 245-263. https://doi.org/10.1007/s11423-006-8806-y
DIS, I. (2010). 9241-210: 2010. Ergonomics of human system interaction-Part 210: Human-centred design for interactive systems (formerly known as 13407). International Standardization Organization (ISO). Switzerland.
Dondlinger, M. J. (2007). Educational video game design: A review of the literature. Journal of applied educational technology, 4(1), 21-31.
Falk, J. H., Ballantyne, R., Packer, J., & Benckendorff, P. (2012). Travel and Learning: A Neglected Tourism Research Area. Annals of Tourism Research, 39(2), 908-927. https://doi.org/10.1016/j.annals.2011.11.016
Ferro, L. S. (2021). The Game Element and Mechanic (GEM) framework: A structural approach for implementing game elements and mechanics into game experiences. Entertainment Computing, 36, 100375. https://doi.org/10.1016/j.entcom.2020.100375
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50. https://doi.org/doi.org/10.1177/002224378101800104
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139-152. https://doi.org/10.2753/mtp1069-6679190202
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/ebr-11-2018-0203
Heatherton, T. F., & Baumeister, R. F. (1991). Binge eating as escape from self-awareness. Psychological bulletin, 110(1), 86. https://doi.org/10.1037/0033-2909.110.1.86
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In (pp. 277-319). Emerald Group Publishing Limited. https://doi.org/10.1108/s1474-7979(2009)0000020014
Hoeffler, S., & Keller, K. L. (2002). Building Brand Equity through Corporate Societal Marketing. Journal of Public Policy & Marketing, 21(1), 78-89. https://doi.org/10.1509/jppm.21.1.78.17600
Hollebeek, L. (2011). Exploring customer brand engagement: definition and themes. Journal of Strategic Marketing, 19(7), 555-573. https://doi.org/10.1080/0965254x.2011.599493
Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7-8), 785-807. https://doi.org/10.1080/0267257x.2010.500132
Hollebeek, L. D., Juric, B., & Tang, W. (2017). Virtual brand community engagement practices: a refined typology and model. Journal of Services Marketing, 31(3), 204-217. https://doi.org/10.1108/jsm-01-2016-0006
Hunt, J. (1965). Intrinsic motivation and its role in psychological development. Nebraska symposium on motivation,
Jöreskog, K. G. (1971). Simultaneous factor analysis in several populations. Psychometrika, 36(4), 409-426.
Knobloch-Westerwick, S., Hastall, M. R., & Rossmann, M. (2009). Coping or Escaping? Communication Research, 36(2), 207-228. https://doi.org/10.1177/0093650208330252
Koivisto, J., & Hamari, J. (2019). The rise of motivational information systems: A review of gamification research. International Journal of Information Management, 45, 191-210. https://doi.org/10.1016/j.ijinfomgt.2018.10.013
Law, E. L.-C., Roto, V., Hassenzahl, M., Vermeeren, A. P. O. S., & Kort, J. (2009, 2009). Understanding, scoping and defining user experience.
Lazarus, R. S., & Folkman, S. (1984). Stress, appraisal, and coping. Springer publishing company.
Loureiro, S. M. C., & Ferreira, E. S. (2018). Engaging visitors in cultural and recreational experience at museums. Anatolia, 29(4), 581-592. https://doi.org/10.1080/13032917.2018.1484378
Luce, M. F., Bettman, J. R., & Payne, J. W. (2001). Emotional decisions: Tradeoff difficulty and coping in consumer choice. Monographs of the journal of consumer research(1), 1-209.
Macdonald, E., & Sharp, B. (2003). Management perceptions of the importance of brand awareness as an indication of advertising effectiveness
Malone, T. (1981). Toward a theory of intrinsically motivating instruction. Cognitive Science, 5(4), 333-369. https://doi.org/10.1016/s0364-0213(81)80017-1
Malone, T. W. (1987). Making learning fun: A taxonomic model of intrinsic motivations for learning. Conative and affective process analysis.
Maroney, N., Williams, B. J., Thomas, A., Skues, J., & Moulding, R. (2019). A Stress-Coping Model of Problem Online Video Game Use. International Journal of Mental Health and Addiction, 17(4), 845-858. https://doi.org/10.1007/s11469-018-9887-7
McKenna, K. Y. A., & Bargh, J. A. (1999). Causes and Consequences of Social Interaction on the Internet: A Conceptual Framework. Media Psychology, 1(3), 249-269. https://doi.org/10.1207/s1532785xmep0103_4
Mekler, E. D., Brühlmann, F., Tuch, A. N., & Opwis, K. (2017). Towards understanding the effects of individual gamification elements on intrinsic motivation and performance. Computers in Human Behavior, 71, 525-534. https://doi.org/10.1016/j.chb.2015.08.048
Nacke, L. E., & Deterding, S. (2017). The maturing of gamification research. Computers in Human Behavior, 71, 450-454. https://doi.org/10.1016/j.chb.2016.11.062
Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., Ricks, J., & Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209-224. https://doi.org/10.1016/s0148-2963(01)00303-4
Olson, C. K. (2010). Children's Motivations for Video Game Play in the Context of Normal Development. Review of General Psychology, 14(2), 180-187. https://doi.org/10.1037/a0018984
Packer, J. (2006). Learning for fun: The unique contribution of educational leisure experiences. Curator: The Museum Journal, 49(3), 329-344. https://doi.org/10.1111/j.2151-6952.2006.tb00227.x
Raithel, S., Sarstedt, M., Scharf, S., & Schwaiger, M. (2012). On the value relevance of customer satisfaction. Multiple drivers and multiple markets. Journal of the Academy of Marketing Science, 40(4), 509-525. https://doi.org/10.1007/s11747-011-0247-4
Sasmita, J., & Mohd Suki, N. (2015). Young consumers’ insights on brand equity. International Journal of Retail & Distribution Management, 43(3), 276-292. https://doi.org/10.1108/ijrdm-02-2014-0024
Seaborn, K., & Fels, D. I. (2015). Gamification in theory and action: A survey. International Journal of Human-Computer Studies, 74, 14-31. https://doi.org/10.1016/j.ijhcs.2014.09.006
Sheth, J. N., & Park, C. W. (1974). A theory of multidimensional brand loyalty. ACR North American Advances.
So, K. K. F., King, C., & Sparks, B. (2014). Customer engagement with tourism brands: Scale development and validation. Journal of Hospitality & Tourism Research, 38(3), 304-329. https://doi.org/10.1177/1096348012451456
Suls, J., & Fletcher, B. (1985). The relative efficacy of avoidant and nonavoidant coping strategies: a meta-analysis. Health psychology, 4(3), 249. https://doi.org/10.1037/0278-6133.4.3.249
Sweetser, P., & Wyeth, P. (2005). GameFlow. Computers in Entertainment, 3(3), 3-3. https://doi.org/10.1145/1077246.1077253
Taheri, B., Jafari, A., & O'Gorman, K. (2014). Keeping your audience: Presenting a visitor engagement scale. Tourism Management, 42, 321-329. https://doi.org/10.1016/j.tourman.2013.12.011
Turel, O., Serenko, A., & Bontis, N. (2010). User acceptance of hedonic digital artifacts: A theory of consumption values perspective. Information & Management, 47(1), 53-59. https://doi.org/10.1016/j.im.2009.10.002
Vivek, S. D. (2009). A scale of consumer engagement University of Alabama Libraries].
Vivek, S. D., Beatty, S. E., Dalela, V., & Morgan, R. M. (2014). A Generalized Multidimensional Scale for Measuring Customer Engagement. Journal of Marketing Theory and Practice, 22(4), 401-420. https://doi.org/10.2753/mtp1069-6679220404
Weiger, W. H., Wetzel, H. A., & Hammerschmidt, M. (2017). Leveraging marketer-generated appeals in online brand communities. Journal of Service Management, 28(1), 133-156. https://doi.org/10.1108/josm-11-2015-0378
Wong, K. K.-K. (2013). Partial least squares structural equation modeling (PLS-SEM) techniques using SmartPLS. Marketing Bulletin, 24(1), 1-32.
Xi, N., & Hamari, J. (2019). Does gamification satisfy needs? A study on the relationship between gamification features and intrinsic need satisfaction. International Journal of Information Management, 46, 210-221. https://doi.org/10.1016/j.ijinfomgt.2018.12.002
Xi, N., & Hamari, J. (2020). Does gamification affect brand engagement and equity? A study in online brand communities. Journal of Business Research, 109, 449-460. https://doi.org/10.1016/j.jbusres.2019.11.058
Xu, F., Buhalis, D., & Weber, J. (2017). Serious games and the gamification of tourism. Tourism Management, 60, 244-256. https://doi.org/10.1016/j.tourman.2016.11.020
Zagal, J. P., Mateas, M., Fernández-Vara, C., Hochhalter, B., & Lichti, N. (2007). Towards an ontological language for game analysis. Worlds in play: International perspectives on digital games research, 21, 21.
Zichermann, G., & Cunningham, C. (2011). Gamification by design: Implementing game mechanics in web and mobile apps. " O'Reilly Media, Inc.".
Zichermann, G., & Linder, J. (2010). Game-based marketing: inspire customer loyalty through rewards, challenges, and contests. John Wiley & Sons.