遊戲化應用被廣泛應用於各領域中，許多企業以消費者為中心，將好玩、有趣的元素融入網路、社交媒體以及日常營運，透過類似遊戲的功能來提供一個吸引使用者的環境，已有一些企業導入遊戲化概念而成功的獲得消費者青睞。然而，目前大多數遊戲化應用採用一體適用的方式進行設計，忽略個體在遊戲化應用中有不同的感知與應對方式。為了充分瞭解個別使用者在遊戲化應用中的正向個人價值與負面情緒認知階層關係與結構，本研究以具遊戲化之行動應用程式(App)為研究標的，並分別從以價值為導向的方法目的鏈理論 (用於探討正向價值結構)與以行為為導向的A-B-C情緒模型 (用於探討負面情緒結構)，進行兩項關聯研究的探討。關聯研究第一部份研究目的為(1)歸納彙整使用者的價值知覺圖，以瞭解使用者在“遊戲化屬性-使用結果-目標價值”之鏈結特性。(2)分析不同的使用族群，以瞭解各族群的價值認知差異。(3)找出潛藏的新遊戲化屬性需求，並從中瞭解使用者之偏好。聯研究第二部份研究目的為(1)建構完整的“遊戲化誘發事件-個人信念-負面情緒”之認知階層關係與結構。(2) 探討使用者所結構出的情緒群聚結構，以使用者行為導向之觀點瞭解多元情緒的鏈結過程。(3)探討各要素間之關聯性與相互影響程度。
Gamification applications are widely used in various fields. many enterprises incorporate consumer-centered elements that are fun and interesting into the Internet, social media and daily operations, thereby providing an environment appealing to users through similar game functions. Some enterprises have introduced the gamification concept and have successfully won the favor of consumers. However, most current gamification applications adopt the one-size-fits-all approach to carry out design, overlooking individual perceptions and coping styles in gamification applications. In order to fully understand the positive personal value and negative emotional cognitive class relations and structure of individual users in gamification applications, this study employed gamification mobile Apps as research targets, from which the value-oriented means-end-chains (used to explore a positive value structure) and from which the behavior-oriented A-B-C model of emotion (used to explore a negative emotional structure) to carry out two correlation research items. The research objectives in the first part of the correlation research are (1) Summarize the user’s value perception diagram in order to gain an insight into the link characteristics of the user in “gamification attribute use results-target value:” (2) Analyze different user groups in order to understand the differences in the value perceptions various groups; (3) Find potential gamification attribute needs in order to understand user preferences objectives in the second part of the correlation research are: (1) Construct a complete cognitive class relationship and structure of “gamification-induced event-personal faith-negative emotions”; (2) Explore the emotional cluster structure constructed by the user and gain an insight into the link process of multiple emotions, with a user behavior orientation; (3) Explore he degrees of correlation and the mutual influence among the various elements.
