遊戲好好玩！遊戲化顧客契合機制對購買意圖之影響

Game is so Fun! The Influence of Gamified CE Mechanism on Purchase Intention

李家瑩(Chia-Ying Li)；李淑美(Shwn-Meei Lee)；傅旋鈞(Hsuan-Chun Fu)

遊戲化 ； 顧客契合 ； 電子商務 ； Gamification ； Customer engagement ； E-commerce

資訊管理學報

29卷1期（2022 / 01 / 31）

45 - 74

繁體中文

現今企業陸續將遊戲化融入行銷策略中，並期盼為公司帶來利益。有鑑於過去文獻鮮少將遊戲化應用於電子商務應用程式中，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，探討電商應用程式之遊戲化顧客契合機制對於社交互動、成就、享受與顧客忠誠度的影響，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、成就與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、成就與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。

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 Gamification as a customer engagement experience environment of model as the theoretical lens to explore the impacts of gamified customer engagement mechanism on social interaction, achievement, enjoyment, and customer loyalty of 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 mechanisms are positively related to social interaction, achievement, and enjoyment. Achievement is positively related to enjoyment, whereas social interaction, achievement and enjoyment are positively related to customer loyalty. Customer loyalty is 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.

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