游戏化对网络消费者购买意愿的影响  

Impact of Gamification on Online Purchase Intention

作　　者：吴小梅[1] 林婷 林红焱 WU Xiaomei;LIN Ting;LIN Hongyan(School of Economics&Management,Xiamen University of Technology,Xiamen 361024,China;International College,Xiamen University of Technology,Xiamen 361024,China)

机构地区：[1]厦门理工学院经济与管理学院,福建厦门361024 [2]厦门理工学院国际教育学院,福建厦门361024

出　　处：《厦门理工学院学报》2022年第6期56-63,共8页Journal of Xiamen University of Technology

基　　金：2021年度“我为建设新福建献良策”(统一战线专项)课题(JAT21083);福建省社会科学基金项目(FJ2022B058);教育部人文社会科学研究规划基金项目(17YJA630112)。

摘　　要：基于游戏化金字塔理论构建研究模型,运用问卷调查法收集数据,采用层级回归分析法研究发现,对于网络消费者,游戏化三个维度——游戏动力、游戏机制、游戏组件正向影响其购买意愿和顾客参与的三个维度——信息分享、人际互动、合作行为;顾客参与的三个维度正向影响购买意愿,并在游戏化三个维度与购买意愿间起部分中介作用。电子商务企业可以通过游戏化设计,全方位调动网络消费者参与营销活动的积极性,协同运用游戏化元素提高网络消费者购买意愿。This paper constructs a research model based on the gamification pyramid theory.It uses a questionnaire survey to collect data and hierarchical regression analysis to test the hypotheses.The research results show that the three dimensions of gamification—game dynamics,game mechanics,and game components—positively influence purchase intention and the three dimensions of customer participation—information sharing,interpersonal interaction,and cooperative behavior;the three dimensions of customer participation have a positive impact on purchase intention and play a partial mediating role between the three dimensions of gamification and purchase intention.Suggestions for e-commerce companies are conducting well-designed gamification marketing activities to increase customer participation and coordinating different gamification elements to increase online purchase intention.

关 键 词：游戏化 网络消费者 购买意愿 顾客参与 游戏化金字塔理论 层级回归分析法 

分 类 号：F713.36[经济管理—产业经济]