電商平台中的遊戲化機制對購買意圖影響之研究

A Study of the Impact of Gamification Mechanism on Purchase Intention in e-Commerce Sites

10.53106/181666012023041901003

邱于平(Yu-Ping Chiu)；姚乃文(Nai-Wun Yao)

購買意圖 ； 遊戲化 ； 電子商務平台 ； 知覺享受 ； 知覺玩樂 ； purchase intention ； gamification ； e-commerce platform ； perceived enjoyment ； perceived playfulness

行銷科學學報

19卷1期（2023 / 04 / 01）

47 - 66

繁體中文;英文

由於Covid-19疫情，電子商務平台近幾年成長迅速，關於線上消費行為的研究也受到極大關注，尤其是消費者的購買意圖，會受到何種因素影響，是值得被釐清的。本研究從電子商務的遊戲化機制出發，探討其中哪些遊戲化機制會引發消費者的購買意圖，並透過問卷調查法，衡量受試者的購買意圖是否受到遊戲化機制所影響。研究結果顯示，電子商務平台上遊戲化機制中的挑戰與社會互動會引起消費者的知覺享受，競爭則會正向影響到知覺玩樂，而知覺享受與知覺玩樂會顯著影響消費者的購買意圖。本研究結果在學術面，能提供後續關於遊戲化對於電子商務平台消費者購買行為研究之參考架構；而在實務面，也能給予電子商務平台業者在管理上的策略依據。

Affected by the Covid-19 outbreak, research on online consumption behavior have also received great attention, especially for determinative factors of consumers' purchase intention. This study attempts to explore what causes consumers' purchase intention on e-commerce platforms. This study used the questionnaire to examine how gamification mechanisms impact purchase intention. The results showed that challenges and social interaction had a positive relationship with consumers' perceived enjoyment; competitiveness also had a positive relationship with consumers' perceived playfulness. Moreover, both consumers' perceived enjoyment and perceived playfulness influence purchase intention. Overall, this study provides the theoretical implication for explaining how gamification influences buying behavior in the online marketplace and managerial reference for suggestions to e-commerce platform managers.

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