| 摘要: | 購物是人們生活中的一大部分，不論食衣住行都必須都與購物脫離不了關係。而隨著網路世代的興起，人們的購物習慣從傳統實體店面購物或郵購等線下購物模式，逐漸轉換到線上購物。近年來更受 COVID-19 疫情之影響有更明顯的漲幅，電子商務平台業者競爭更加激烈，然而平台所販賣之商品都大同小異，要如何吸引消費者在自家的購物平台上進行消費，對於平台業者來說，則是一大課題，故有探討之必要。因此本研究將遊戲化與元宇宙設為自變數、電子口碑設為中介變數、電子商務購物平台意圖為依變數，針對消費者使用電子商務購物平台意圖之探討，並提供未來相關業者執行之參考。
經本研究結果分析後發現，遊戲化與元宇宙皆直接或透過電子口碑間接對電子商務平台有正向顯著之影響。針對此結果，本研究提出電子商務平台業者，或自行架設平台之業者，可將遊戲化或虛擬人物等概念導入至平台當中，設計一些遊戲，透過遊戲當中所贏得不同積分得到相對應不同等級之優惠券，藉此吸引消費者使用自家平台，增加消費者黏著度及使用率。
Shopping constitutes a substantial component of individuals' daily lives, encom-passing essential aspects such as sustenance, clothing, shelter, and transportation. As the digital era unfolds, conventional offline shopping methods, including brick-and-mortar stores and mail-order systems, have gradually given way to online shopping, primarily propelled by the advent of the internet age. The emergence of the COVID-19 pandemic has further amplified this transition, leading to a marked surge in online shopping prac-tices. Consequently, the competition among e-commerce platform operators has intensi-fied, despite the homogeneity of the products offered on such platforms. Attracting consumers to engage in transactions on their own platforms has become a significant challenge for these operators, necessitating exploration and analysis.
Therefore, the study aims to shed light on consumers' inclination to use e-commerce platforms and provide valuable insights for future reference among industry practition-ers. Based on the intensive reviews of literature, e-commerce consumers’ usage inten-tions were highly impacted by the domains of gamification, metaverse, and electronic word-of-mouth; thus, this study developed this research framework.
Upon conducting a comprehensive analysis of the research findings, it could be concluded that both gamification and the metaverse exert a direct or indirect, signifi-cantly positive influence on e-commerce platforms, mediated by electronic word-of-mouth. Additionally, based on the findings, this study proposed suggestions and recommendations for e-commerce platform practitioners, as well as self-established platform entities, to incorporate the concepts of gamification and virtual elements into their respective platforms; it could be beneficial for e-commerce platforms to effectively entice consumers to utilize their platforms, thereby augmenting consumer loyalty and adoption rates. |
