遊戲「直播」間？遊戲化對直播持續使用意圖之影響

李家瑩; 方郁惠; 溫冠倫

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P241 - 273

基础与应用科学 > 资讯科学
社会科学 > 管理学

DOI： 10.6382/JIM

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游戏「直播」间？游戏化对直播持续使用意图之影响

Play with Live Broadcasts? The Influence of Gamification on Continuance Intention

李家莹(Chia-Ying Li) ；方郁惠(Yu-Hui Fang) ；温冠伦(Guan-Lun Wun)

资讯管理学报； 26 卷 3 期 (2019 / 07 / 30) ， P241 - 273

繁体中文

游戏化；直播； MDE架构；自我决定论； gamification ； live-streaming ； Mechanics ； Dynamics ； Emotions (MDE) framework ； self-determination theory

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摘要 │ 参考文献 (124) │ 被引用文献 (3) │ 国际计量

摘要〈TOP〉

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Purpose-With the advance of information technology, live-streaming is becoming more and more popular. Several types of live-streaming programs are broadcast on multiple channels, such as Twitch, Youtube, and 17. With increased live-streaming, will consumers continue to watching a specific live broadcasting? This study aims to explore the influences of gamification on consumers' continuance intention. Design/methodology/approach-The research framework was developed based on the Mechanics, Dynamics, Emotions (MDE) framework and the self-determination theory. Online questionnaire survey was used. A total of 520 valid questionnaires were collected in Taiwan. Partial-least squares was employed to test the research model. Findings-The results show that the game mechanism has a positive effect on online real-time interactivity and immersion. Online real-time interactivity has a positive impact on immersion and sense of belonging. Besides, immersion positively impacts sense of belonging, which further has a positive effect on the continuous intention. Finally, autonomy has a moderating effect on the relationship between sense of belonging and continuance intention. Research limitations/implications - This paper focuses on the impact of gamification on customers' continuance intention in the live-streaming context. However, this study does not incorporate the characteristics of live-streaming into the research model. Future search may take live-streaming specific factors into consideration. Furthermore, different live-streaming channels can be characterized by different game elements. This study explores gamification by using three game elements, in terms of rewards, badge, and ranking. Hence, future studies are recommended to consider differences between different live-streaming channels. Practical implications-This paper provides several managerial implications with managers of live-streaming channels for implementing marketing strategies. Managers can provide different types of game elements on live-streaming channels, so that streamer can select various element and utilize them flexibly to provide superior experiences for customers. Also, online streamers can authorize customers to design program content or rundown. When customer have high levels of perceived autonomy, the positive influences of sense of belonging on continuance intention would be strengthened. Originality/value-This paper is the first that applies the Mechanics, Dynamics, Emotions (MDE) framework in the live-streaming context. It advances gamification literature in explaining online customers' behaviors. The paper concludes with implications for managers and online streamers of live-streaming channels, and future directions for gamification research are also discussed.

参考文献 ( 124 ) 〈TOP〉

Ahmad, N.,Omar, A.,Ramayah, T.(2010).Consumer lifestyles and online shopping continuance intention.Business Strategy Series,11(4),227-243.
Aiken, L.S.,West, S.G.,Reno, R.R.(1991).Multiple Regression: Testing and Interpreting Interactions.Newbury Park, CA:Sage.
Aldemir, T.,Celik, B.,Kaplan, G.(2018).A qualitative investigation of student perceptions of game elements in a gamified course.Computers in Human Behavior,78,235-254.
Anderson, A.,Huttenlocher, D.,Kleinberg, J.,Leskovec, J.(2013).Steering user behavior with badges.Proceedings of the 22nd international conference on World Wide Web
Anderson, J.Q.,Rainie, L.(2012).Gamification: Experts expect ‘game layers’ to expand in the future, with positive and negative results.Games for Health: Research, Development, and Clinical Applications,1(4),299-302.

被引用文献 ( 3 ) 〈TOP〉

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