初次採用遊戲化APP之實證研究

An Empirical Study of Adoption of Gamification App

李雅雯(YA-WEN LEE)

指導教授 ： 黃正魁

國立中正大學/管理學院/企業管理學系/碩士(2016年)

摘要

在管理資訊系統(Management Information Systems)研究領域中，探討採用的文獻，較集中於資訊系統(Information Systems)或是資訊科技(Information Technologies)的探討。然而，因為智慧型手機(Smart Phones)的崛起，大量提升App的使用普及，但是過往的文獻卻缺乏App採用意圖的相關研究。許多公司為了收集使用者的資料，開發出一種具有遊戲概念的App，稱作遊戲化App (Gamification App)。此類型的App提供了娛樂的元素予使用者，使其覺得具有挑戰並願意使用遊戲化App達成目標，如果使用者願意採用遊戲化App，公司便可收集使用者的行為資料，並且作為商業分析用途。在本研究當中，我們透過資訊系統生命週期的初次採用(Initial Adoption)概念，提出一個研究模型，深入探討使用者是如何認知和採用遊戲化的App。因為遊戲化App提供的服務，有諸多不同類型的運用主題，我們僅針對最普及使用的運動型App為研究主題。本研究利用結構方程模型(Structural Equation Modeling)，分析173份有效對象，結果顯示我們所提出的模型具有56.7%的解釋變異，此發現於學術及實務上，對於初次採用運動型遊戲化App的研究，提供了有趣的寓意。

關鍵字

科技接受模型 ； 初次採用 ； 個人層次 ； 遊戲化App ； 運動

並列摘要

Previous studies to explore the adoption in the field of management information systems focus on the object of information systems (IS) or information technologies (IT). However, since the popularity of smart phones leads to the usage of apps, limited investigations are addressed to understand the usage intention of apps. In the design of app, numerous companies commence to develop one type of apps, called gamification app, for collecting users’ data with the gamified idea. This kind of app proffer entertainment elements to users; accordingly, they feel a challenge for something and are willing to utilize the app to achieve their target. If users voluntarily adopt a gamification app, companies can hereby collect their behavioral data for business applications. In this study, a research model is proposed to comprehend how users perceive and adopt a gamification app in the initial adoption phase of the information system life cycle. Since there are various topics on gamification services, we only pinpoint one popular one, exercise, to be as the research subject. The investigation involving 173 usable subjects was conducted to evaluate the model by using structural equation modeling. The result demonstrates that our proposed model explains 56.7% of the variance. The findings have interesting implications with respect to the initial usage of the exercise gamification app, both for researchers and practitioners.

並列關鍵字

Technology acceptance model ； Initial usage ； Individual level ； Gamification app ； Exercise

參考文獻

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