探討在購物網站上遊戲化對內、外在動機與再購意圖之影響

Abstract

遊戲化是近年來興起的想法，使用遊戲化物件與遊戲化機制能夠幫助購物網站提高消費者的動機，並促進參與。由於購物網站競爭激烈的環境，使得做為購物網站成功關鍵因素的再購意圖越來越難被維持，因此本研究的目的旨在探討購物網站的遊戲化對於消費者的內在動機、外在動機以及再購意圖的影響，藉以了解遊戲化在購物網站中如何提升消費者的再購意圖。 本研究一共蒐集了367份有效問卷，並使用SmartPLS與LISREL進行結構方程模型分析，結果顯示本研究所提出的所有假設都獲得支持。本研究提出了遊戲化的問項，並確立了購物網站的遊戲化會透過內在動機與外在動機影響再購意圖，同時也發現內在動機比外在動機更能影響消費者的再購意圖。最後本研究也根據研究結果提供學術界與實務界一些建議。

Gamification is a recently emerging idea for using gamification objects and gamification mechanics to increase consumers’ motivation and foster engagement. Due to the intense competition in the shopping website industry, repurchase intention, as the key success factor for shopping website, is harder and harder to be maintained. Thus, the main purpose of this research is to explore the influence of gamification on consumers’ intrinsic motivation, extrinsic motivation, and repurchase intention in the context of shopping websites. This research is also aimed to help people gain the understanding of how gamification will increase consumers’ repurchase intention on shopping websites. The study collects 367 valid samples and uses SmartPLS and LISREL to conduct SEM analysis. The result shows that all hypotheses are supported. This study proposes items measuring gamification and discovers that gamification on shopping websites will influence repurchase intention through intrinsic motivation and extrinsic motivation. This research also finds that the impact of intrinsic motivation on repurchase intention is more powerful than extrinsic motivation. Finally, the research provides some implications for theoretical and practice circles.