| 摘要: | 現存相關零售商如何利用遊戲化增加顧客參與及鼓勵某行為之研究，一般為採取西方的觀點，然而， 大部分新的線上消費者為來自於東方國家。因此，本計晝試圖利用跨文化的觀點(cross-cultural perspective)，以比較來自東方國家的消費者，如台灣，以及來自西方國家的消費者，如英國。具體而 言，本計晝調查遊戲化(gamification)如何增進使用者之行為意圖(behavioral intention)。尤其，本計晝 採用認知-情感模式(cognitive-affective model)與期望確認模式(expectation confirmation model)，以解釋 於遊戲化之情境下，使用者之行為意圖，以及檢視文化之干擾效果(即權力距離(power distance)，不 確定性規避(uncertainty avoidance)，個人主義 / 集體主義(individualism/ coll ectivism)，陽剛 / 陰柔 (masculinity/femininity))。更確切地說，本計晝將採用認知-情感機制，以說明價值之知覺構面，於使 用者一般對於一個網站或一個系統之行為意圖之效果。關於認知(cognitive)或實用(utilitarian)構面，本 計晝專注於一個網站之知覺效果(effectiveness)及效率(efficiency)。再者，關於情感(affective)構面，本 計晝採用知覺好玩(playfulness)。藉由結合認知與情感構面，本計晝試圖提供一個更全面的使用者行 為意圖之解釋，以及彰顯此二構面的每一構面之相對重要性。這些洞見不僅對感興趣於使用者之行 為意圖之認知及情感解釋之相對重要性及相互依賴性之研究者很重要外，亦對面臨發展滿足認知及 情感之系統與網站之設計師有挑戰。本計晝將使用偏最小平方法(Partial Least Squares; PLS)，一個普 遍被使用的結構方程模式方法，透過SmartPLS，以檢定實用價值(效果及效率）、享樂價值(好玩）、以 認知為基礎的態度(cognitive-based attitude)、以情感為基礎的態度(affective-based attitude)、確認 (confirmation)、滿意(satisfaction)、口 碑意圖(word-of-mouth intention)及持續意圖(continuance intention) 之因果關係，以及探究於遊戲化情境下，使用者行為意圖之跨文化差異(亦即，文化之干擾效果）。另 外，本計晝將使用Fitocracy為題材，然後執行線上調查，並以居住於台灣及英國且20歲以上的人 為目標母群體。本計晝亦將採用分層抽樣方法以獲取有效的回應，以檢定本計晝所提之假說。最後， 根據實證的結果，本計晝期能貢獻予零售商瞭解實用價值(效果及效率）、享樂價值(好玩)及確認對於 認知為基礎態度、情感為基礎態度及滿意度之影響，進而影響其口碑意圖與持續意圖。另外，本計 晝亦試圖確認文化之干擾角色。此外，本計晝期能貢獻予零售商認識到如何透過認知-情感構面及期 望確認理論，以增進使用者之行為意圖，以及瞭解認知態度、情感態度及滿意度將會是重要因素。 總之，本計晝的研究發現將有助於零售商能更有效地增進其顧客之實用價值(效果及效率）、享樂價值 及確認之知覺，以及引導其研究與發展(R&D)使用遊戲化以促進其競爭優勢，提高產品銷售與獲利。
Existing studies on how retailers utilize gamification to enhance customer engagement and to encourage certain behaviors have generally taken a Western perspective. However, most new online consumers are from Eastern nations. Therefore, this project attempts to take a cross-cultural perspective of how consumers from Eastern nations such as Taiwan compare with consumers from Western nations such as the United Kingdom. Specifically, this project investigates how gamification improves the behavioral intention of users. In particular, this project applies the cognitive-affective model and expectation confirmation model to explain the behavioral intention of users in a gamification context, as well as examines the moderating role of culture (i.e. power distance, uncertainty avoidance, individualism/collectivism, and masculinity/femininity). More precisely, this project will adopt a cognitive-affective lens to explain the effects of perceived dimensions of value on a user’s behavioral intention with a website or a system in general. Regarding the cognitive or utilitarian dimension, this project centers on the perceived effectiveness and efficiency of a website. Furthermore, regarding the affective dimension, this project uses perceived playfulness. Through combining cognitive and affective dimensions, this project seeks to provide a more comprehensive explanation of a user’s behavioral intention and shed light on the relative importance of each of these two dimensions. These insights are not only important for researchers interested in the relative significance and interdependence of cognitive and affective explanations of a user’s behavioral intention, but also for designers confronted with the challenge of developing systems and websites that are both cognitively and affectively satisfying. This project will use Partial Least Squares (PLS), a commonly used structural equation modeling method, through SmartPLS to test the causal relationships among utilitarian value (effectiveness and efficiency), hedonic value (playfulness), cognitive-based attitude, affective-based attitude, confirmation, satisfaction, word-of-mouth intention, and continuance intention, as well as to explore the cross-cultural differences in the behavioral intention of users (i.e. the moderating effect of culture) in a gamification context. In addition, this project will use Fitocracy as the subject, and then conduct a web-based questionnaire that targets individuals aged 20 and above in Taiwan and the United Kingdom. Stratified sampling is conducted to obtain valid responses for the testing of our hypotheses. Finally, according to the empirical results, this project expects to contribute to retailers’ understanding of the impacts of utilitarian value (effectiveness and efficiency), hedonic value (playfulness), and confirmation on cognitive-based attitude, affective-based attitude, and satisfaction, and in turn, influence word-of-mouth intention and continuance intention. In addition, this project attempts to identify the moderating role of culture. Furthermore, this project expects to help retailers through combining cognitive and affective dimensions and the expectation confirmation theory to learn how they can improve the behavioral intention of users and understand how cognitive-based attitude, affective-based attitude, and satisfaction are important factors. In summary, the findings of this project can help retailers improve their customer perception of utilitarian value (effectiveness and efficiency), hedonic value (playfulness), and confirmation more effectively, as well as guide research and development (R&D) using gamification to promote competitive advantage, thereby increasing sales and profitability |
