自我成長服務遊戲化體驗之研究

Abstract

隨著自我成長活動的興起，包括學習、運動和規律生活，人們越來越依賴遊戲化之自我成長服務來提升個人能力，例如納入遊戲化元素的健康應用程式、語言學習軟體等，相關的服務體驗更是維繫人們對成自我成長目標堅持的關鍵。然而，過往遊戲化文獻卻鮮少涵蓋自我成長的領域，而少數考量遊戲化概念的自我成長研究，亦僅侷限於社交功能層面的設計機制，有關自我成長服務遊戲化體驗概念及其影響，仍鮮少被討論。為填補此重要研究缺口，本研究旨在建立一實證模型，從自我成長服務遊戲化體驗出發，探討如何透過遊戲化的服務設計，提升服務使用者的目標承諾以及參與熱忱。 本研究以遊戲化之自我成長服務使用經驗的使用者做為調查對象，透過 SurveyCake 網站進行問卷調查，採用簡單隨機抽樣的方式執行問卷發放，共回收有效問卷共300份，採結構方程式（Structural Equation Modeling）的統計方法進行模型分析與假說驗證。研究結果發現，自我成長服務遊戲化體驗之任務趣味性以及成就獎勵，會正向影響服務使用者的目標承諾，進而提高對自我成長的熱忱參與。 綜上所述，本研究顯示自我成長服務遊戲化體驗，是提高自我成長服務使用者積極參與程度的重要因素。本研究亦針對此研究結果進行學術與管理意涵相關的討論，並提出未來研究建議與發展方向。

With the rising trend of self-improvement, customers are seeking related services to help them achieve personal growth and realize enhanced aspects of the self. Among them, gamified self-improvement services, such as fitness apps and language-learning software with gamified elements, have gained wide acceptance and popularity. Since excellent gamified experiences are suggested to help users persist on associated goals, understanding customers’ gamified self-improvement service experiences is thus critical in engaging them for self-improvement objectives and better service outcomes. Despite the importance, extant literature on gamification has rarely covered the self-improvement service domain. While a restricted few studies on self-improvement discussed gamified elements, they were still confined to specific social functions such as sharing on social media or user competition/cooperation structure. There is litter research examining customers’ experiences related to gamified self-improvement services. To fill this important research gap, this study aims to propose and empirically test a model that explores customers’ gamified self-improvement service experiences, and how such experiences affect customers’ goal commitment and participation behavior. Survey data were collected from 300 respondents with experience in gamified self-improvement services through a structured questionnaire distributed via the SurveyCake platform. The analysis was conducted using Structural Equation Modeling (SEM). Results indicated that task playfulness and achievement rewards associated with gamified self-improvement services positively influence customers’ goal commitment, thereby increasing their enthusiastic participation in the self-improvement journey. Implications, limitations, and further research directions are then discussed.