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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 翁崇雄(Chorng-Shyong Ong) | |
| dc.contributor.author | Chen-Yu Li | en |
| dc.contributor.author | 李振瑀 | zh_TW |
| dc.date.accessioned | 2021-06-17T03:21:29Z | - |
| dc.date.available | 2018-06-26 | |
| dc.date.copyright | 2018-06-26 | |
| dc.date.issued | 2018 | |
| dc.date.submitted | 2018-06-22 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/69624 | - |
| dc.description.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。 | zh_TW |
| dc.description.abstract | 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. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-17T03:21:29Z (GMT). No. of bitstreams: 1 ntu-107-R05725038-1.pdf: 1393246 bytes, checksum: d32ca6e7fc1b8222f46f81ae0d671f31 (MD5) Previous issue date: 2018 | en |
| dc.description.tableofcontents | 謝辭 i
論文摘要 ii ABSTRACT iii 圖目錄 vi 表目錄 vii 第一章 緒論 1 第一節 研究背景與研究動機 1 第二節 研究目的 3 第二章 文獻探討 4 第一節 遊戲化 4 第二節 內在動機與外在動機 9 2.2.1 內在動機 9 2.2.2 外在動機 10 第三節 再購意圖 11 第三章 研究方法 12 第一節 研究架構 12 第二節 研究假設 13 第三節 問項定義與衡量 15 3.3.1 遊戲化 15 3.3.2 內在動機 16 3.3.3 外在動機 16 3.3.4 再購意圖 17 第四節 研究抽樣與資料蒐集 18 第五節 資料研究方法 18 第四章 資料分析與研究結果 19 第一節 問卷回收及樣本結構分析 19 第二節 信效度分析 23 4.2.1 信度分析 23 4.2.2 效度分析 24 第三節 結構模式分析 28 4.3.1 模型適配度分析 28 4.3.2 研究假設檢定 31 第四節 敘述統計量分析 33 第五章 結論與建議 37 第一節 研究結論 37 第二節 學術及實務意涵 38 第三節 研究限制與未來研究方向 39 參考文獻 40 附錄一 ：問卷 54 | |
| dc.language.iso | zh-TW | |
| dc.subject | 購物網站 | zh_TW |
| dc.subject | 遊戲化 | zh_TW |
| dc.subject | 內在動機 | zh_TW |
| dc.subject | 外在動機 | zh_TW |
| dc.subject | 再購意圖 | zh_TW |
| dc.subject | repurchase intention | en |
| dc.subject | gamification | en |
| dc.subject | shopping websites | en |
| dc.subject | intrinsic motivation | en |
| dc.subject | extrinsic motivation | en |
| dc.title | 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 | zh_TW |
| dc.title | Explore the influence of gamification on intrinsic motivation, extrinsic motivation, and repurchase intention on shopping websites | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 106-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 練乃華,孔令傑 | |
| dc.subject.keyword | 遊戲化,購物網站,內在動機,外在動機,再購意圖, | zh_TW |
| dc.subject.keyword | gamification,shopping websites,intrinsic motivation,extrinsic motivation,repurchase intention, | en |
| dc.relation.page | 56 | |
| dc.identifier.doi | 10.6342/NTU201801027 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2018-06-22 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 資訊管理學研究所 | zh_TW |
| 顯示於系所單位： | 資訊管理學系 | |
文件中的檔案：
| 檔案 | 大小 | 格式 | |
|---|---|---|---|
| ntu-107-1.pdf 未授權公開取用 | 1.36 MB | Adobe PDF |
系統中的文件，除了特別指名其著作權條款之外，均受到著作權保護，並且保留所有的權利。