電商遊戲化對購買決策的影響：以平台行銷與運營為例

Abstract

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決策，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影響消費者的購買決策，並透過深度訪談法與問卷調查法，衡量受試者的購買決策是否受到遊戲化機制所影響。根據本研究，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決策。本研究結果在學術面，將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。In the wake of the Covid-19 outbreak, researches on online consumption behavior have also received considerable attention, particularly for the factors that determinate consumers’ decisions. The purpose of this study is to determine what influences consumers' purchase decisions on e-commerce platforms. An examination of the impact of gamification mechanisms on purchase decisions was conducted using a questionnaire and interviews. It was showed that challenges and social interaction would positively affect consumers' perception of enjoyment; competitiveness and rewards would similarly influence their perception of playfulness. Furthermore, consumers' perceived enjoyment and perceived playfulness influence their purchase decisions. The study aims toexplain how gamification impacts buying behavior in the online marketplace and provide managerial recommendations for e-commerce platform managers.