遊戲化如今在各個領域都被應用的相當多元及廣泛，過去研究遊戲化的文獻主要關注在如何透過遊戲化的機制可以良好並有效地提升服務或產品銷售，本研究有別以往過去的研究，旨在探討藉由遊戲化包裝下的善因行銷，將如何影響消費者的心理及後續增強消費者的產品購買行為，進而探討遊戲化亦可能帶來負面效果的情況。在本研究中，當消費者接觸善因行銷的遊戲化後，會增強消費者與善因之間的連結感，而提升善因行銷廣告效果。本研究將對人稱視角及競爭感兩個影響因素進行探討，探討在遊戲化情境下，人稱視角會如何帶來影響，以及在遊戲化情境下，競爭感又會如何影響善因行銷廣告效果。本研究共進行了三個實驗，實驗一探討遊戲化情境對善因行銷廣告效果所帶來的影響，以及檢驗消費者與善因的連結感為其廣告效果背後機制，實驗二是探討當人稱視角作為影響因素時，會如何影響遊戲化在善因行銷的廣告效果，而實驗三則是探討在遊戲化情境下，競爭感又會如何影響遊戲化在善因行銷的廣告效果。

根據實驗一的結果，相較於非遊戲化情境，使用遊戲化情境的善因行銷廣告具有較佳的廣告效果，進一步確認消費者與善因的連結感是為其背後的中介機制。實驗二發現不同的人稱視角會影響遊戲化對於善因行銷的廣告效果，在遊戲化的情境下，使用第三人稱視角比起使用第一人稱視角會有更好的善因行銷之廣告效果，而在非遊戲化的情境下，使用第一人稱或第三人稱視角對善因行銷廣告效果則沒有顯著差異。實驗三則顯示遊戲的競爭感會影響遊戲化對於善因行銷的廣告效果，有競爭感情境下的消費者比無遊戲競爭感情境下的消費者展現出更低的善因連結感，遊戲的競爭感會負向影響善因行銷廣告效果，本研究最後也提出理論貢獻，並給予行銷人員以及企業在實務上的建議。

Gamification is now widely used across various domains. Past research on gamification primarily focused on how gamification could effectively enhance service evaluation or product sales. Different from previous research, the current research examines how gamification in cause-related marketing (CRM) influences consumer psychology and subsequently enhances product purchase. Furthermore, it investigates potential negative effects that gamification might bring about. It is expected that consumers exposed to gamification will feel stronger connectedness to the cause than those without such the exposure. The current research explores whether point-of-view and sense of competitiveness moderate the effects of gamification. Three experiments are conducted. Study 1 examines the impact of gamification in a CRM context and tests whether the connectedness to the cause serves as the underlying mechanism. Study 2 and 3 test point-of-view and sense of competitiveness as the influencing factors respectively.

Results of Study 1 indicate that compared to no gamification, gamification in a CRM context leads to higher advertising effectiveness. Connectedness to the cause is found as the underlying mechanism. Results of Study 2 show an interaction between point-of-view and gamification. When gamification is present, a third-person point-of-view yields stronger advertising persuation than does a first-person point-of-view. However, there is no such difference between first-person and third-person point-of-view on advertising effectiveness when no game is present. Results of Study 3 indicate that sense of competitiveness lowers the effects of gamification on CRM advertising effectiveness. Participants in the competition scenario feel less connected to the cause than those in the no-competition scenario. The research provides theoretical contributions and important managerial implications of using gamification in the CRM context for companies and marketers.

目錄
論文審定書...........................................................................................i
摘要......................................................................................................ii
Abstract...............................................................................................iii
第壹章 緒論.........................................................................................8
第一節 前言.........................................................................................8
第二節 研究背景.................................................................................8
第三節 研究動機...............................................................................10
第四節 研究目的與研究問題...........................................................11
第五節 研究架構與研究流程...........................................................12
第貳章 文獻探討...............................................................................14
第一節 前言.......................................................................................14
第二節 遊戲化...................................................................................14
第三節 善因行銷...............................................................................22
第四節 連結感...................................................................................28
第五節 人稱視角...............................................................................34
第六節 競爭感...................................................................................37
第七節 小結.......................................................................................38
第參章 研究設計與方法...................................................................39
第一節 前言.......................................................................................39
第二節 研究假設與架構...................................................................39
第三節 實驗設計建立.......................................................................44
第四節 小結.......................................................................................45
第肆章 實驗一設計與分析...............................................................46
第一節 前言.......................................................................................46
第二節 研究變數操作型定義及衡量...............................................46
第三節 研究流程與問卷設計...........................................................52
第四節 實驗一結果分析...................................................................52
第五節 小結.......................................................................................62
第伍章 實驗二設計與分析...............................................................63
第一節 前言.......................................................................................63
第二節 研究變數操作型定義及衡量...............................................63
第三節 研究流程與問卷設計...........................................................67
第四節 實驗二結果分析...................................................................67
第五節 小結.......................................................................................78
第陸章 實驗三設計與分析...............................................................79
第三節 研究流程與問卷設計...........................................................81
第四節 實驗三結果分析...................................................................82
第五節 小結.......................................................................................93
第柒章 結論與建議...........................................................................94
第一節 前言.......................................................................................94
第二節 研究結果討論.......................................................................94
第三節 研究貢獻...............................................................................96
第四節 研究限制...............................................................................99
第五節 未來研究與建議...................................................................99
第六節 總結.....................................................................................101
參考文獻..........................................................................................102
附錄一：實驗一之排除中介結果..................................................124
附錄二：實驗二之排除中介結果..................................................128
附錄三：實驗三之排除中介結果..................................................134
附錄四：實驗一問卷1（遊戲化x善因行銷）..............................138
附錄四：實驗一問卷2（非遊戲化x善因行銷）..........................143
附錄四：實驗一問卷3（非遊戲化x非善因行銷）......................147
附錄五：實驗二問卷1（遊戲化x第一人稱）..............................151
附錄五：實驗二問卷2（遊戲化x第三人稱）..............................157
附錄五：實驗二問卷3（非遊戲化x第一人稱）..........................163
附錄五：實驗二問卷4（非遊戲化x第三人稱）..........................169
附錄六：實驗三問卷1（無競爭感）............................................175
附錄六：實驗三問卷2（有競爭感下領先）................................180
附錄六：實驗三問卷3（有競爭感下落後）................................187

圖目錄
圖 1-1 遊戲化案例..............................................................................9
圖 1-2 善因行銷下的遊戲化企業案例.............................................10
圖 1-3 研究流程圖.............................................................................13
圖 3-1 假設一和假設二之研究架構.................................................40
圖 3-2 假設三之研究架構.................................................................42
圖 3-3 假設四之研究架構.................................................................43
圖 4-1 遊戲化對產品態度的影響.....................................................58
圖 4-2 遊戲化對購買意圖的影響.....................................................59
圖 4-3 遊戲化對願付價格的影響.....................................................60
圖 4-4 善因連結感對產品態度的中介效果.....................................61
圖 4-5 善因連結感對購買意圖的中介效果.....................................61
圖 4-6 善因連結感對願付價格的中介效果.....................................62
圖 5-1 遊戲化與否下人稱視角對產品態度的影響.........................72
圖 5-2 遊戲化與否下人稱視角對購買意圖的影響.........................73
圖 5-3 遊戲化與否下人稱視角對願付價格的影響.........................74
圖 5-4 以依變數為產品態度下的人稱視角中介效果檢驗 ............75
圖 5-5 以依變數為購買意圖下的人稱視角中介效果檢驗 ............76
圖 5-6 以依變數為願付價格下的人稱視角中介效果檢驗 ............77
圖 6-1 競爭感對善因連結感的影響.................................................87
圖 6-3 競爭感對購買意圖的影響.....................................................90
圖 6-4 競爭感對願付價格的影響.....................................................91
圖 6-5 以依變數為產品態度下的競爭感調節中介效果檢驗.........92
圖 6-6 以依變數為購買意圖下的競爭感調節中介效果檢驗.........93
圖 6-7 以依變數為願付價格下的競爭感調節中介效果檢驗.........93

表目錄
表 2-1 遊戲化相關文獻整理.............................................................20
表 2-1 遊戲化相關文獻整理（續）.................................................21
表 2-1 遊戲化相關文獻整理（續）.................................................22
表 2-2 影響連結感相關文獻整理.....................................................31
表 2-2 影響連結感相關文獻整理（續）.........................................32
表 2-3 連結感造成影響之相關文獻整理.........................................33
表 2-3 連結感造成影響之相關文獻整理（續）.............................34
表 3-1 三個實驗設計之比較.............................................................44
表 4-1 實驗一遊戲化操弄.................................................................47
表 4-2 實驗一敘述性統計結果.........................................................53
表 4-2 實驗一敘述性統計結果（續）.............................................54
表 4-3 實驗一題組信度分析.............................................................54
表 4-4 實驗一遊戲化操弄檢定事後分析.........................................55
表 4-5 遊戲化對產品態度的影響.....................................................57
表 4-6 遊戲化對產品態度的影響之組間比較.................................57
表 4-7 遊戲化對購買意圖的影響.....................................................58
表 4-8 遊戲化對購買意圖的影響之組間比較.................................59
表 4-9 遊戲化對願付價格的影響.....................................................60
表 4-10 遊戲化對願付價格的影響之組間比較...............................60
表 5-1 實驗二遊戲化操弄.................................................................64
表 5-2 實驗二人稱視角操弄.............................................................65
表 5-3 實驗二虛擬產品廣告.............................................................66
表 5-4 實驗二敘述性統計結果.........................................................67
表 5-4 實驗二敘述性統計結果（續）.............................................68
表 5-4 實驗二敘述性統計結果（續）.............................................69
表 5-5 實驗二信度分析.....................................................................69
表 5-6 以產品態度為依變數下遊戲化與人稱視角的影響.............72
表 5-7 以購買意圖為依變數下遊戲化與人稱視角的影響.............73
表 5-8 以願付價格為依變數下遊戲化與人稱視角的影響.............74
表 6-1 實驗三遊戲競爭感操弄.........................................................80
表 6-2 實驗三敘述性統計結果.........................................................82
表 6-2 實驗三敘述性統計結果（續）.............................................82
表 6-2 實驗三敘述性統計結果（續）.............................................83
表 6-3 實驗三信度分析.....................................................................84
表 6-4 競爭感對善因連結感的影響效果.........................................87
表 6-5 競爭感對善因連結感影響的組間比較.................................87
表 6-6 以產品態度做為依變數下的競爭感之影響效果.................88
表 6-7 競爭感對產品態度影響的組間比較.....................................88
表 6-8 以購買意圖做為依變數下的競爭感之影響效果.................89
表 6-9 競爭感對購買意圖影響的組間比較.....................................90
表 6-10 以願付價格做為依變數下的競爭感之影響效果...............91
表 6-11 競爭感對願付價格影響的組間比較...................................91

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