定位性遊戲化機制的設計元素的影響力研究 - 政大學術集成

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(1)國立政治大學資訊管理學系研究所碩士學位論文. 立. 政治大. ‧ 國. 學. 定位性遊戲化機制的設計元素的影響力研究 An Examination of the Effects of Design Elements on. Nat. n. al. er. io. sit. y. ‧. Location-Based Gamification. Ch. engchi. i n U. v. 指導教授:尚孝純博士研究生:賴郁成. 中國民國 104 年 1 月.

(2) 謝辭首先要先感謝兩年來指導我的尚孝純教授，如果不是老師兩年來的帶領以及督促，今天的我不可能完成這份畢業論文，然後還要感謝兩位口試委員－吳雅鈴老師以及陳聖智老師，從論文提報開始到最後的論文口試都不斷給我意見和指導。再來要感謝我的家人在我忙碌於論文之中的時候都很支持我，也給予我不少的幫助，然後還要感謝我的朋友們（博ㄎ、之之、馨儀、陳毅、潔潔、Ｊ大、銀聖、奇葩朱………），有些朋友幫助我指導我論文，有些朋友鼓勵我陪我放鬆陪我聊天，有些朋友幫助我釋放論文帶來的巨大身心壓力，謝謝你們，這輩子都不會忘記在這段新苦日子幫助我的朋友們。最後要感謝的是政治大學，在政治大學念書的這兩年真的很快樂，謝謝政大給予我豐富的知識以及滿滿的回憶，在政大的每一天都值得回味，如今要離開學校了，謝謝政治大學。. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 2. i n U. v.

(3) 摘要此研究的目的是為了幫助企業更深入的了解並運用遊戲化機制，來達到提升品牌體驗及品牌忠誠度的目的。首先，此研究定義了定位系統結合遊戲化機制的七個設計元素：逃避、面對、幻想、技能提升、娛樂、競爭、社交、定位性，然後定義了品牌體驗的四個面向，包括：感官、情感、知性、行為。此研究採用準實驗設計，最後收集了來自 238 參與者的問卷，並且分別搜集了使用者對定位系統結合遊戲化機制的遊戲體驗前及體驗後對於品牌忠誠度的差異來做探討以及分析。研究結果發現：1）定位系統結合遊戲化機制的方式可以改變使用者對於品牌的認知，2）幻想、娛樂、社交、定位性此四個設計元素對於品牌體驗有很大的影響力，3）情感體驗以及知性體驗這兩個面向的品牌體驗對於品牌忠誠度有很大的關聯性。企業採用定位系統結合遊戲化機制的方式時，應重視應用程序的設計元素，並了解每一個設計元素對於使用者內心以及行為模式的影響。. 立. 政治大. ‧. ‧ 國. 學. 關鍵詞：定位性遊戲化機制，品牌體驗，品牌忠誠度. n. er. io. sit. y. Nat. al. Ch. engchi. 3. i n U. v.

(4) ABSTRACT The objective of this study is to help enterprises to better understand the use of location-based gamification to enhance brand experience and brand loyalty. Frist, the study identified the design elements of location-based gamification as: escape, coping, fantasy, skill development, recreation, competition, social and location-base. Then, four dimensions of brand experience were identified, these experiences include: sensory, affective, intellectual and behavioral experiences. Using a quasi-experimental design, this study collected data from 238 participants who join the testing program with pre and post-test of the effects of a designed location-based gamification application. The results show that 1) the use of location-based gamification can change user perception of the brand, 2) the design elements of Fantasy, Recreation, Social and Location-Base have a strong association with the brand experience and 3) dimensions of affective and intellectual experience are strongly linked with brand loyalty.. 立. 政治大. ‧. ‧ 國. 學. Organizations adopting location based gamification should pay attention to the design elements of the application and understand its impact on various aspects of user behavior. n. al. er. io. sit. y. Nat. Keywords: location-based gamification, design element, brand experience, brand loyalty. Ch. engchi. 4. i n U. v.

(5) CONTENT INDEX 謝辭 ........................................................................................................................................... 2 摘要 ........................................................................................................................................... 3 ABSTRACT .............................................................................................................................. 4 CONTENT INDEX ................................................................................................................... 5 LIST OF TABLES .................................................................................................................... 7 LIST OF FIGURES ................................................................................................................... 8 CHAPTER 1. INTRODUCTION .............................................................................................. 9 1.1 Motivation ....................................................................................................................... 9. 政治大 CHAPTER 2. LITERATURE立 REVIEW AND HYPOTHESES............................................. 11 1.2 Research Objective ........................................................................................................ 10. ‧ 國. 學. 2.1 Gamification .................................................................................................................. 11 2.2 Gamification Mechanics, Dynamics and Aesthetics ..................................................... 14. ‧. 2.3 Location-Based Mobile Apps ........................................................................................ 14 2.4 Location-Based Gamification ........................................................................................ 15. y. Nat. io. sit. 2.6 Design Elements of Location-based Gamification ........................................................ 19. n. al. er. 2.5 Brand Experience .......................................................................................................... 22. i n U. v. 2.7Brand Loyalty ................................................................................................................. 24. Ch. engchi. CHAPTER 3. METHODOLOGY ........................................................................................... 26 3.1 Research Framework ..................................................................................................... 26 3.2 The ChengChi Adventure app ....................................................................................... 26 3.4 Prototype Design ........................................................................................................... 27 3.3 Data Collection and Experiment Process ...................................................................... 29 3.5 Data Analysis Method ................................................................................................... 30 CHAPTER 4 RESEARCH RESULTS .................................................................................... 31 4.1 Survey Administration................................................................................................... 31 4.2 Data Analysis ................................................................................................................ 33 4.3 Results ........................................................................................................................... 36 5.

(6) CHAPTER 5 DISCUSSIONS ................................................................................................. 39 5.1 Brand Loyalty ................................................................................................................ 39 5.2 Gamification Design Elements and Brand Experience ................................................. 39 5.3 Brand Experience and Brand Loyalty ........................................................................... 40 CHAPTER 6 CONCLUSION ................................................................................................. 42 6.1 Summary ....................................................................................................................... 42 6.2 Conclusion ..................................................................................................................... 42 6.3 Future Research and Limitation .................................................................................... 43 REFERENCE .......................................................................................................................... 45. 政治大. APPENDIX ............................................................................................................................. 52. 立. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 6. i n U. v.

(7) LIST OF TABLES Table 1. Examples of gamification .............................................................................. 12 Table 2. Examples of location-based gamification ...................................................... 16 Table 3. Categories of Design Elements ...................................................................... 22 Table 4. Analysis of gamification cases ...................................................................... 26 Table 5. Definition of design elements, brand experience and brand loyalty.............. 28 Table 6. Demographic Information of Respondents (N = 208) ................................... 31 Table 7. Descriptive Statistics for the Constructs ........................................................ 34 Table 8. Correlations and square root of AVE values ................................................. 34. 政治大 Table 10. Path Coefficient 立 of Hypotheses ................................................................... 37 Table 9. PLS Confirmatory Factor Analysis and Cross-Loadings .............................. 35. ‧. ‧ 國. 學. Table 11. Two-sample t-test for paired data ................................................................ 38. n. er. io. sit. y. Nat. al. Ch. engchi. 7. i n U. v.

(8) LIST OF FIGURES Figure 1. Game Screen 1 .............................................................................................. 27 Figure 2. Game Screen 2 .............................................................................................. 27 Figure 3. Research model ............................................................................................ 28 Figure 4. Experimental Screen(Experiment Explanation) ........................................... 32 Figure 5. Experimental Screen(Stage One) ................................................................. 32 Figure 6. Experimental Screen(Stage Two) ................................................................. 33 Figure 7. PLS results of the research model (∗p < 0.10, ∗∗p < 0.05, ∗∗∗p < 0.01) ..... 38. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 8. i n U. v.

(9) CHAPTER 1. INTRODUCTION 1.1 Motivation There are three key reasons for the rapid growth of location-based gamification. 1. Mobile-device functionality is comprehensive and in an advanced stage of development. 2. Enterprises regard location-based gamification as capable of enhancing brand experience and increasing users’ engagement. 3. The location-based services provided by mobile devices have reached a mature stage of development, and are used frequently. According to R "Ray" (2011), gamification yields positive outcomes for enterprises. Constellation predicts that more than 50% of all social business initiatives will have implemented a gamification component by 2013. In addition, Elise (2012) predicts that 40% of 1000 organizations around the world will be using gamification by 2015. It can be concluded from the foregoing predictions that gamification will be used increasingly by enterprises to assist their market planning. Enterprises should thus implement gamification to avoid falling behind their competitors.. 立. 政治大. ‧ 國. 學. ‧. However, Elise (2012) also states that 80% of existing gamfied applications will fail to meet businesses’ objectives in 2014, primarily due to poor design. This suggests that although gamification has limitless potential, enterprises do not understand how best to use this method to increase customer benefits or loyalty. After identifying these trends and forecasts, the study will examine why. sit. y. Nat. n. al. er. io. researchers predict negative outcomes for enterprises’ use of gamification, and will identify potential improvements to enterprises’ gamification strategies. Enterprises’ primary goal in using gamification is to increase customers’ contact with brandrelated items and thereby increase customer loyalty. Therefore, this study plan to analyze the characteristics of individual elements of gamification design to provide enterprises with clear information on gamification and show them how best to deploy their limited marketing budgets for this purpose. Gamification is a mix of game design elements in non-gaming systems for improve user experience (UX) and user engagement (Deterding et al., 2011). By putting the term "game" first in “gamification”, it implies that gamification will give. Ch. engchi. i n U. v. user an engaging experience. And if users have a positive and meaningful game-based experience, then the organization will benefit in the long term (Nicholson, 2012). Those above studies indicates that gamification can exert its advantages by creating positive experience. After examining the evidence provided by case studies and previous research, the study will investigate gamification in greater depth by adding a location-based 9.

(10) element to the gamification process, because location-based services provide gamification with interesting features, and it is very important for enterprises to know the locations of their customers (McKenzie, 2011; Sotamaa, 2002). Furthermore the study are supposed to use brand experience as mediator due to that gamification can affect loyalty and engagement through positive experience. Research objective will be to help enterprises to achieve their original aims in implementing gamification.. 1.2 Research Objective Many elements or characteristics could be dynamically introduced to the gamification process to promote interaction between enterprises and customers. However, as businesses’ ultimate goal is to enhance brand experience and thereby brand loyalty, this study will address the most important question for business analysts: which location-based gamification elements have the greatest positive effects on brand experience and brand loyalty? This study will analyze the major questions that arise when enterprises decide to implement location-based gamification, as follows. 1. How can location-based gamification be designed and leveraged to increase brand experience? 2. Is location-based gamification really capable of fostering brand loyalty?. 立. 政治大. ‧. ‧ 國. 學. y. Nat. sit. These research questions are focused on determining which location-based. n. al. er. io. gamification design elements significantly affect consumers’ brand experience, and whether customers’ brand experience directly affects their brand loyalty.. Ch. engchi. 10. i n U. v.

(11) CHAPTER 2. LITERATURE REVIEW AND HYPOTHESES 2.1 Gamification The word “gamification” may be unfamiliar, and its meaning unclear. The word was a term originated in the digital media industry, and has been used widely since 2010 (Deterding et al., 2011). However, the principle of gamification is not new (Danforth, 2011). A simple definition of “gamification” is the use of game thinking, game dynamics and game mechanics in the service process—via websites, campaigns and applications (apps), for example—to make users feel cheerful and thereby increase their engagement with a product. “Gamification” may also be considered an umbrella term for the use of game. 立. 政治大. ‧. ‧ 國. 學. elements to create gamefulness, gameful interaction, and gameful design (Deterding et al., 2011). It can be used to enhance the service experience and users’ engagement with non-game services through gameful processes (Salen & Zimmerman, 2004; Huotari & Hamari, 2012; Deterding et al., 2011). Coca-Cola’s sponsorship campaign for the movie Skyfall, “Unlock the 007 in You,” is an excellent example of gamification. Customers who bought Coca-Cola from a particular vending machine were given a 007-style mission with a reward for. sit. y. Nat. n. al. er. io. successful completion (tickets to watch Skyfall). This act of gamification enabled customers to experience the life of a secret agent, and gave them a new image of Coca-Cola (e.g. the perception that “Coca-Cola is cool and will make me stronger, faster and more handsome, like James Bond”). The case studies and literature on this topic all indicate that gamification is a broad concept that can be used by any industry in any medium (telephones, watches, mirrors, computers, monitors, etc.) and anywhere (home, restaurants, schools, parks, streets) to increase users’ brand engagement or experience through enjoyment. By transforming users into players, gamification increases their brand loyalty and/or their desire to buy brand-related items (José Carlos Cortizo, 2013).. Ch. engchi. i n U. v. The distinction between “game” and “gamification” is not always clear-cut, and the two words are much similar (Danforth, 2011). However, there are still some differences between the two concepts. From the perspective of vendors and consultants, gamification is related to benefits and customers’ engagement (Deterding et al., 2011).Overall, gamification was born for the brand’s reputation and more concerned about the adoption of game thinking, game mechanics, game technology 11.

(12) and game-design methods (Deterding et al., 2011). In terms of commercial value, gamification is also an effective marketing tool that can be used to engage customers with a particular brand through gameful processes. Gamification has a social function that engages users and increases their loyalty to a brand (Wireless News, 2013). Table 1. Examples of gamification Case 1 Name. “Unlock 007 in You”. Introduction. When customers bought Coca-Cola from a particular vending machine, they were given a 007-style mission with a time limit of 70 seconds and a reward for successful completion (Skyfall tickets).. Influence. a. “Unlock 007 in You” gave customers an unforgettable consumer experience with the opportunity to play the role of 007 in real life. b. “Unlock 007 in You” created a new brand image for Coca-Cola (e.g. the perception that “buying Coca-Cola is a cool and interactive experience that may make me stronger and faster”). c. “Unlock 007 in You” increased awareness of the new movie (Skyfall) in the 007 franchise, and the 50th anniversary of the franchise.. 立. 政治大. y. v i n The Monster” isC anhexample of interactive e n g c h i U gamification designed by The United Nations Children’s Fund (UNICEF) and the n. Introduction. al. sit. io. Name. Case 2. er. Aesthetics: Courage. ‧. ‧ 國. 學. Nat. Mechanics: Vending Machine Dynamics: Mission. “The Monster”. Internationale Nederlanden Group (ING) to encourage dropouts to go back to school. The Monster” represented the problems that prevent children from going to school (e.g. illness and poverty) as monsters in an interactive animation. By sending messages directing the main character in the animation, the main character could defeat the monsters, and message-sender can give real donations to children experiencing such difficulties.. 12.

(13) Influence. a. “The Monster” got 263000 viewers and earned 8000000 NTD for UNICEF to help children experiencing educational problems. . “The Monster” increased awareness of the needs of underprivileged children in disadvantaged areas, and gave users the chance to make real-life donations. c. The positive influence of “The Monster” indirectly improved the brand image of ING. Mechanics: Animation Dynamics: Message Aesthetics: Achievement Case 3. Name. Tipp-Ex on YouTube. Introduction. Tipp-Ex created an innovative YouTube animation of a hunter and a bear, and allowed players to choose the ending of the story. The beginning of the video and choosing a new verb for the title of the story, players were given a demonstration of the product features (the hunter used Tipp-Ex to erase the original verb in the title of the video) and shown the new ending of the video.. 政治大. 立. ‧ 國. 學. a. The Tipp-Ex video received more than 35 million views within the first 100 days of its launch. b. Due to the prevalence of social networks such as Facebook,. ‧. Influence. y. Nat. sit. n. al. er. io. Twitter and Plurk, the gamification of Tipp-Ex enabled its brand image to be spread instantly around the world via viral marketing. c. The gamification helped to raise awareness of the Tipp-Ex brand and created a new word (“to tippex” = “to erase,” “to change” and “to innovate”).. Ch. engchi. i n U. v. Mechanics: YouTube Dynamics: Tapping Verb Aesthetics: Recreation Case 4 Name. “Decode Jay-Z”. Introduction. In 2010, the famous U.S. musician Jay-Z hid 300 pages of his new book, Decoded, around the world. Readers had 30 days to use their mobile devices to locate all of the chapters, which were hidden in the packaging of a burger, on a blackboard in a park and at the bottom of a swimming pool, among other locations. Fans received clues via Facebook, Twitter and the radio.. 13.

(14) Influence. a. “Decode Jay-Z” increased the engagement of the average player to more than 11 minutes per visit. b. “Decode Jay-Z” increased Jay-Z’s Facebook fan base by 1 million members. c. The book Decoded became a best-seller. d. “Decode Jay-Z” received 1.1 billion global-media expressions. Mechanics: QR cord Dynamics: Communications Media Aesthetics: Worshipping. 2.2 Gamification Mechanics, Dynamics and Aesthetics. 政治大. Gamification Mechanics are tools, techniques and widgets for creating enjoyable games, describing the rules of the game and creating game dynamics. Gamification Mechanics are also used to create highly motivational user experience. Some of the most common mechanics are point systems, leaderboards, levels and challenges (Zichermann & Cunningham, 2011; Hunicke et al., 2004; Sergio, 2014) Gamification Dynamics are “how user interact with mechanics” and the “user’s interactions or response to the implemented mechanics.” These reactions try to satisfy mental needs and desires and is the nearest to motivation. (Andrzej, 2013; Zichermann & Cunningham, 2011; Bryant, 2013). The line between Gamification Mechanics and Gamification Dynamics is thin.. 立. ‧. ‧ 國. 學. sit. y. Nat. n. al. er. io. To conclude it, gamification mechanics and dynamics are applied for creating compelling and participatory user experience ultimately motivating users to make specific actions (Bryant, 2013). Game aesthetics can be viewed as the emotional responses (e.g. joy, recreation, and fellowship) evoked in the player’s mind of the mechanics and dynamics (Zichermann & Cunningham, 2011; Matthew, 2009). From designer’s perspective, the mechanics generate dynamics which generate aesthetics. But the perspective of player is the other way around. Player experience the game through the aesthetics, which the game dynamics provide, which emerged from the mechanics (Matthew, 2009).. Ch. engchi. i n U. v. 2.3 Location-Based Mobile Apps Most people carry their personal telephones with them at all times. With the development of 3G and 4G networks, mobile phones have become an important social habit, and people are accustomed to interacting with others on our mobile devices 14.

(15) (Sotamaa, 2002). According to a Credit Suisse estimate, 1 billion smartphone devices will be sold in 2014 alone. Such predictions suggest that the number of smartphone users is increasing at an incredible rate, and that mobile apps thus have huge potential to help businesses improve brand experience, collect data and offer more interesting services. Branded apps shape brand experience by exposing users to branded logos, slogans, icons and identities. As a method of “pull” advertising, they have a natural advantage: "pull” advertising is better than "push” advertising because it allows customers to choose which apps to download, and to control how much information will be revealed by the apps (Bellman et al., 2011). According to Hutton and Rodnick (2009), branded apps may be the most powerful and useful advertisement tool yet developed. And location-based is the use of information on the geographical positions or physiological states of mobile-device users (Quercia et al., 2010; Shu et al., 2010). For example, players may be able to see enemies’ locations within a limited range and access their partners’ locations from any other locations. With advanced functionality, players may also obtain information on their partners’ bodily states, moods and tactics (Wiegmans, 2005). Due to their convenience and potential advantages, location-based services have become central to the expansion of the mobile-device market (Quercia. 立. 政治大. ‧. ‧ 國. 學. sit. y. Nat. et al., 2010; Shu et al., 2010). Location-based services are used in a variety of apps to promote exercise (e.g. New Balance) and health (e.g. NIKE+), to enable players to search for objects (e.g.. n. al. er. io. ChengChi Adventure), to provide entertainment, and to encourage buying and selling (e.g. iButterfly), among many other purposes.. Ch. engchi. i n U. v. 2.4 Location-Based Gamification. “Location-based gamification” is the combination of location-based services and gamification to create a better brand experience that engages more users. Innovatively combining location-based services with gamification can make any street corner or ordinary object meaningful and memorable (Sotamaa, 2002; Barnes, 2003). Locationbased gamification represents a new generation of both gamification and locationbased service provision (McKenzie, 2011; Wiegmans, 2005). As location-based gamification is used more widely and considered more valuable than gamification in enhancing brand experience, collecting data and increasing profit; it is not merely an entertainment medium. Enterprises can combine location-based services with gamification to allow customers to access gamified apps anywhere and use them with ease. Location-based services help to make customers 15.

(16) aware of the enterprise providing the gamified service, foster their commitment to the relevant brand and encourage them to spread positive information about the brand by word of mouth (Pura, 2005; McKenzie, 2011). A simple example of the location-based gamification design is Foursquare, which combines a location-sharing service with gamification. Players receive points and awards for “check-ins,” and compete with other players for rewards. The user with the highest number of “check‐ins” receives recognition and an honorary title. McKenzie (2011) argues that the use of location-based gamification to collect data and engage customers is surely worthy of additional study, as research on this topic is still at an early stage. Location-based gamification provides users with enjoyment and additional functionality. Unlike pure gamification, however, location-based gamification has some limitations; in particular, the need for a device capable of delivering locationbased services. Table 2. Examples of location-based gamification. 立. ‧. Starbucks used location-based gamification to encourage its customers to “check in” by using Foursquare. With each “check-in,” Starbucks customers received a “Barista Badge.” Customers who gained enough “check-ins” received a title, a rare badge and a coupon for Starbucks products.. sit. y. Nat. n. al. er. Location-based gamification enabled Starbucks to collect data on its customers via Foursquare, and thereby to analyze the market situation (e.g. obtaining demographic information on the people who visit Starbucks most frequently, and ascertaining the times of a day at which the most check-ins occur).. io. Influence. “Foursquare + Starbucks”. ‧ 國. Introduction. Case 1. 學. Name. 政治大. Ch. engchi. i n U. v. Mechanics: Locating System Dynamics: Check-in Aesthetics: Achievement Case 2 Name. NIKE+. Introduction. NIKE+ is a combination of a mobile-device app, a social network and sports equipment in the form of Nike shoes. NIKE+ offers runners the ability to record their running distances and speeds, as well as providing them with opportunities for social interaction. NIKE+ gives users the novel experience of easily and enjoyably sharing their training experiences or achievements and competing 16.

(17) with others. NIKE+ also offers individual users the option of storing their personal records on a website: their longest running distances, highest speeds and awards for successfully completing challenges set by Nike. Influence. a. NIKE+ encouraged more users in the U.S. than in Europe and Africa to take up running in the winter. b. NIKE+ increased runners’ average engagement to 35 minutes per day. c. NIKE+ improved the relationship between Nike and its customers. Mechanics: Motivation inductor system Dynamics: Exercise with devices Aesthetics: Achievement. 政治大 “Vodafone立 BufferBusters” used augmented-reality (AR) technology Case 3. Name Introduction. “Vodafone-BufferBusters”. ‧. ‧ 國. 學. to represent monsters on mobile phones or other devices. Players used location-based services to locate the monsters within various cities and catch them. The monsters captured in the “Vodafone BufferBusters” game could be taken to real Vodafone stores and exchanged for rewards. The best hunter every week received a smartphone. The overall winner of the “Vodafone BufferBusters”. y. Nat. n. al. Ch. e Case n g 4c h i. er. io. Mechanics: Locating System Dynamics: Monsters in AR Aesthetics: Challenged, Achievement. sit. game received a lifelong contract for free telecommunication.. i n U. v. Name. “Mini Cooper - Getaway”. Introduction. The “Mini Cooper - Getaway” campaign organized by Mini Cooper in Stockholm in 2010 was an enjoyable activity with a large reward. Players could use location-based mobile services to search for the virtual Mini Cooper by using the “Mini Cooper - Getaway” app. Players who are within 50 meters with the virtual Mini Cooper owner could use their mobile devices to seize the virtual car. At the end of the campaign, the player who own the virtual Mini Cooper could receive a real Mini Cooper car as a prize.. Influence. a. Within a week, “Mini Cooper - Getaway” encouraged more than 11,000 people to download the app and participate in the gamification process. 17.

(18) b. The virtual Mini Cooper covered a distance of 1,500 km during the course of the campaign. c. Each player used the “Mini Cooper - Getaway” app for an average of 5 hours and 6 minutes. The gamification process provided users with information about the new car on their mobile devices. d. Most importantly, Mini’s seasonal sales increased by 108% after the completion of the “Mini Cooper - Getaway” campaign. Mechanics: Locating System Dynamics: Fight for Car Aesthetics: Challenged, Achievement Case 5 Name. “iButterfly”. Introduction. “iButterfly” combined real-life experiences with AR technology. Users were shown flying butterflies against the background of the real world on their mobile devices, and were able to wave their mobile devices to catch the butterflies. Each butterfly represented a coupon for a discount on a brand or product. There were various kinds of butterflies/coupons, most of which were region-limited. Users were able to exchange the butterflies they had collected with those collected by friends and others.. 立. 政治大. ‧. ‧ 國. 學. y. Nat. sit. io. a. “iButterfly” made coupons lifelike and interesting. b. “iButterfly” increased users’ engagement. c. “iButterfly” encouraged customers to share their coupons actively, unlike the traditional model of coupon purchase, thereby changing users’ impressions of coupons.. n. al. er. Influence. Ch. engchi. i n U. v. Mechanics: AR, Locating System Dynamics: Catching Butterfly Aesthetics: Rewarded Case 6 Name. “New Balance: Urban Dash”. Introduction. New Balance organized the “New Balance-Urban Dash” activity to celebrate the opening of its new flagship store in New York. Using the “New Balance: Urban Dash” app, users located a virtual relay baton and competed for control of the baton. Users could seize control of the relay baton by running faster than its previous owner. The baton could then be taken to the newly opened flagship store and exchanged for New Balance 574 shoes. 18.

(19) Influence. a. “New Balance: Urban Dash” encapsulated the spirit of New Balance, namely running and exercise. b. The average time spent on the app by each participant in the “New Balance: Urban Dash” campaign was 2 hours and 10 minutes. c. The runners involved in the “New Balance: Urban Dash” campaign ran 14,000 miles in total. e. New Balance’s flagship store in New York received 12,000 visitors in the first month of its opening. Mechanics: Locating System Dynamics: Fight for Relay Baton Aesthetics: Challenged, Achievement Case 7. 政治大. Name. ChengChi Adventure. Introduction. “ChengChi Adventure” is a mobile-device adventure app set on the campus of the National ChengChi University. The app transforms real buildings into virtual buildings via AR technology. The players are warriors charged with finding a specific building or location to trigger a battle or continue the narrative. After fulfilling certain challenges, players receive coupons for discounts at nearby stores, and their scores are uploaded and ranked. The app was designed to help users to get to know the National ChengChi University through. 立. ‧. ‧ 國. 學. y. Nat. sit. physical exploration.. n. al. er. io. Mechanics: AR, Locating System Dynamics: Verity Stages in Different Location Aesthetics: Achievement, Sense of Belonging. Ch. engchi. i n U. v. 2.6 Design Elements of Location-based Gamification As discussed previously, gamification entails the use of game-design elements to create gameful experiences (Deterding et al., 2011), and there is no clear-cut distinction between game and gamification (Danforth, 2011). Therefore, understanding game-design elements is a good way of optimizing gamification design strategy. Taking a cognitive-psychological approach, Demetrovics et al. (2011) categorized 129 motives into the following 7 motivational areas to give 56 questionnaire items. (1) Escape (2) Coping (3) Fantasy 19.

(20) (4) Skill development (5) Recreation (6) Competition (7) Social Following Sotamaa (2002), this study add a Location-Base element to the research to gain more in-depth insight into the trend of location-based gamification. (8)Location-based Based on the characteristics of the following game-design elements and existing research on the roles of various brand-related stimuli in shaping different dimensions of brand experience (Brakus, Schmitt & Zarantonello, 2009), there are some hypotheses concerning each location-based gamification design element.. 政治大 Users exhibiting the “escape” motivation wish to escape reality, especially real立 world problems (Demetrovics et al., 2011). 1) Design elements relating to “Escape(ESC)”:. ‧ 國. 學. ‧. Virtual reality (VR) is the technology most commonly used in gamification to enable users to escape the real world. Users experience a virtual environment by such means as body-tracking devices, visual displays or other sensory-input devices (Rothbaum et al., 2001).. y. Nat. sit. 2) Design elements relating to “Coping(COP)”:. n. al. er. io. The “coping” element of gamification design concerns the use of gamification to help users cope with real problems (such as stress, aggression and anxiety) and manage negative moods and unwanted impulses (Demetrovics et al., 2011). The traditional definition of “coping” concerns the management of one’s response to distress or other emotions. More recently, scholars have emphasized the connection between coping and controlling one’s emotions (Fournier and Yao, 1997; Folkman & Richard , 1988; Watson & Birenda, 2008). According to the above research, design elements that successfully support the “coping” motivation must be familiar and related to our emotions.. Ch. engchi. i n U. v. 3) Design elements relating to “Fantasy(FAN)”: The “fantasy” element of game design enables the user to step out of his/her usual identity into a new identity in a fantasy world, and to experience things that are impossible in real life (Demetrovics et al., 2011). According to Myers (1990), the fantasy element engages players, and Garris et 20.

(21) al. (2002) add that the fantasy element can motivate users to take part in games and satisfy their individual psychological needs. Malone and Lepper (1987) argue that the fantasy element can also fulfill emotional needs. According to this research, the fantasy element is directly tied to users’ emotional and mental states.. 4) Design elements relating to “Recreation(REC)”: “Recreation” refers to engagement in games or activities for the purposes of enjoyment and relaxation (Demetrovics et al., 2011). The enjoyment that naturally arises from a user’s mental engagement with a game can be termed the standard emotional response (James, 1884).. 5) Design elements relating to “Social(SOC)”: The “social” element of game design gives users the pleasure of getting to know other people while interacting and playing games with them (Demetrovics et al., 2011). Nysveen et al. (2005) argue that social interaction is becoming increasingly significant to mobile location-based services and experiential services. Social interaction is positively related to commitment (Hennig-Thurau et al., 2002; Wang et al., 2004). According to the theory of relational cohesion, emotions affect commitment behavior (Lawler & Yoon, 1996). From the above review, it can be concluded that social elements of game design are related to commitment, which in turn is related to emotion.. 立. 政治大. ‧. ‧ 國. 學. er. io. sit. y. Nat. n. 6) Design elements relating a to “Skill Development(SKI)”:. iv l C n hengchi U. Users motivated by “skill development” to play games seek to improve their coordination, concentration or other essential skills (Demetrovics et al., 2011). This study are focusing on location-based gamification, with particular reference to the ChengChi Adventure app. Location-based gamification always requires users to avoid or search for particular people, buildings or items, and engages their mobiledevice operating skills and social competence. Such activities always make users feel curious and seek to improve their skills to successfully complete all of the challenges and receive the best rewards.. 7) Design elements relating to “Competition(COMP)”: The “competition” element of game design reflects users’ motivation to gain a sense of achievement by competing with and defeating others (Demetrovics et al., 2011). Frederick-Recascino, Schuster-Smith and Frederick-Recascino (2003) argue that 21.

(22) competition plays a vital role in intrinsic motivation, and cannot be disregarded. Competition is also unpredictable, and inevitably makes users work hard to win through a discovery process (Snow, 2002).. 8) Design elements relating to “Location-base(LOC)”: Location-based design elements require players to move to specific locations, find certain objects/people or avoid other players (Sotamaa, 2002). Location-based elements have great potential to engage players with their physical environment; for example, setting players the task of going to a particular location (Reeves & Read, 2009; Zichermann & Linder, 2010; Sotamaa, 2002). Due to the “required mobility” (Sotamaa, 2002) of location-based game design, players gain information on the geography of the area in which the game is played. Like skateboarders, who create interesting spaces full of personal memories and emotions from public places with no special significance, location-based gamification merges real-life memories and personal histories with elements of a game, conferring new, brand-related meaning on given locations, buildings or things (Sotamaa, 2002). It can be concluded that location-based elements of game design can motivate users to physically view or touch real stores or brand-related items, and also to experience new feelings and emotions.. 立. 政治大. ‧. ‧ 國. 學. sit. y. Nat. Think about the above 8 elements, they are more relate to the Dynamics and Aesthetics level. Competition, Skill Development and Location-Base elements are. n. al. er. io. Dynamics and are used to illustrate how to interact with brand, players, or buildings in the gamification. As well as, Escape, Coping, Fantasy, Social and Recreation are more related to Aesthetics. They are used to satisfy mental needs or create more emotions in players’ mind. Table 3. Categories of Design Elements Dynamics. Ch. engchi. i n U. v. Competition Skill Development Location-Based. Aesthetics. Escape Coping Fantasy Recreation Socail. 2.5 Brand Experience 22.

(23) Brand experience is created when customers come into contact with, shop for, receive and/or consume brand-related services, products or websites. The nature of brand experience is determined by brand-related stimuli such as logo, design, color, name, store environment and packaging (Brakus, Schmitt & Zarantonello, 2009). Therefore, brand experience is also created when users participate in brand-related location-based gamification. According to Brakus, Schmitt & Zarantonello (2009), brand experience has four dimensions (sensory, affective, behavioral and intellectual), each of which can be evoked by particular brand-related stimuli. 1) The sensory dimension of brand experience: The sensory dimension of brand experience comprises the “visual, auditory, tactile, gustative, and olfactory stimulations provided by a brand” (Brakus, Schmitt & Zarantonello, 2009). Strong sensory impressions create a powerful sensory brand experience.. 立. 政治大. ‧ 國. 學. ‧. 2) The affective dimension of brand experience: The affective dimension of brand experience comprises the feelings or sentiments elicited by the brand and customers’ emotional connection to the brand (Brakus, Schmitt & Zarantonello, 2009).. y. Nat. sit. 3) The intellectual dimension of brand experience:. n. al. er. io. “Intellectual brand experience” refers to the brand’s ability to make customers think or elicit their curiosity (Brakus, Schmitt & Zarantonello, 2009).. Ch. engchi. i n U. v. 4) The behavioral dimension of brand experience: “Behavioral brand experience” reflects the brand’s ability to make customers physically active and interact bodily with the brand (Brakus, Schmitt & Zarantonello, 2009). A review of the existing evidence leads to two key observations on brand experience. 1. The quality of brand experience produced by brand stimuli has a real effect on consumers’ satisfaction, personal response and loyalty (Keller, 1993; Brakus, Schmitt & Zarantonello, 2009). 2. Lee et al. (2011) define experiential marketing as the provision of memorable and compelling brand-related experiences. Therefore, brand experience can be regarded as closely related to memory. According to Brakus, Schmitt and Zarantonello (2009), effective brand experiences are stored in customers’ brains 23.

(24) for longer, and continue to affect consumer satisfaction and loyalty after the experiences themselves have ended (Oliver, 1980; Reicheld, 1996). It can be concluded that the use of appropriate stimuli in location-based gamification to provide customers with more impressive or long-lasting brand experiences and memories will increase consumers’ satisfaction and loyalty. H1: The design elements in location-based gamification positively affects brand experience. 2.7Brand Loyalty Early researchers defined brand loyalty in one dimension, as consumers’ inclination to repurchase products based on their satisfaction and accumulated. 政治大 experiences of the brand (Assael, 1993; Jacoby & Chestnut, 1978). According to 立 Jacoby & Olson (1970), who took a psychological approach to brand loyalty, brand. ‧ 國. 學. ‧. loyalty is the result of non-random, long-lasting behavioral responses that shape a mental purchase process comprising certain decision units. More recently, researchers have identified two dimensions of brand loyalty: affective loyalty and behavioral loyalty (Baldinger & Rubinson, 1996). Chiou and Droge (2006) argue that affective loyalty entails a degree of dispositional commitment to a brand on the part of consumers.. sit. y. Nat. n. al. er. io. In addition, Lin (2010) states that both behavioral loyalty and affective loyalty— which refers to a consumer’s preference for and affinity with a specific brand—are revealed in actual purchase behavior. Bennett and Rundle-Thiele (2004) note that recommending a brand to family or friends is another brand-loyal behavioral response. This study combine the two dimensions of brand loyalty. As Kuikka and Laukkanen (2012) explain, most of the marketing literature defines brand loyalty as a result of the interplay between the consumer’s attitude (affective brand loyalty) and repeat purchase behavior (behavioral brand loyalty) (Day, 1969; Jacoby & Kyner, 1973; Chaudhuri, 1995; Baldinger & Rubinson, 1996; Farr & Hollis, 1997; Fournier. Ch. engchi. i n U. v. & Yao, 1997; Ogba & Tan, 2009). With regard to the relationship between brand experience and brand loyalty, a pleasurable brand experience makes consumers wish to repeat the experience, increases satisfaction and thereby increases existing and future consumer loyalty (Brakus, Schmitt & Zarantonello, 2009; Keller, 1993). Other researchers recommend that businesses use consumer satisfaction as an important predictor of consumer 24.

(25) behavior (Brakus, Schmitt & Zarantonello, 2009; Delgado-Ballester & MunueraAlemán, 2001). Furthermore, Reast (2005) argues that brand loyalty is constructed by consumers’ consistent satisfaction. It can be concluded from the findings of these studies that brand experience affects consumers’ satisfaction and in turn their brand loyalty. From the above review, it is clear that brand experience has four dimensions and can affect satisfaction and thereby brand loyalty. Ha: Positive brand experience positively affects brand loyalty. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 25. i n U. v.

(26) CHAPTER 3. METHODOLOGY 3.1 Research Framework The objective of the proposed research will be to gain insight into the ways in which design elements of location-based gamification may affect brand experience, and to determine whether the brand experience created by location-based gamification influences brand loyalty. In chapter2, there are many cases of gamification and the analysis of the eleven gamification by using the eight elements in Table 4. This study chose ChengChi Adventure to be the research target because the gamification contains the eight elements and is the pioneer of location-based gamification in Taiwan. Table 4. Analysis of gamification cases Aesthetics. V. V. V. V. V. V. V. V. V. V. V. V. V. V. V. V. V. V. V. V. V. V. i n V U. V. Foursquare + Starbucks. V. NIKE+. V. Mini Cooper. io. iButterfly. Nat. Voda Fone. ChengChi Adventure. V. V. V. V. al. n. New Balance. V. V. V V V. V. C hV V V engchi. V V. V. V V. V. V. V. V. V. V. V. y. V. LOC. ‧. Decode Jay-Z. V. V. COMP SKI. 學. Tipp-Ex. ‧ 國. Unlock007 in you. SOC 大 V. V. V. V. sit. 立V. The Monster. Dynamics. V. V. V. V. V. V. V. V. V. V. V. V. er. ESC. 政 FAN治REC COP. v. 3.2 The ChengChi Adventure app ChengChi Adventure were designed to upgrade users’ brand loyalty by playing the gamification and experiencing the NCCU. ChengChi Adventure app virtualized and redesigned the campus geographical environment as a similar but more magic one in the gamification through the mobile devices. Players were forced to arrive the specific locations for entering the stages. It is a gamification that could induce players to visit the NCCU and have new feelings or memories about NCCU.. 26.

(27) Figure 1. Game Screen 1. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 2. Game Screen 2. 3.4 Prototype Design The research objective will be to empirically test the hypothesized relationships between the design elements of location-based gamification, brand experience and brand loyalty. The hypotheses are summarized in Figure 3. Means-end theory is be referenced for designing the study. Means-end theory digs deeper into the psyche of consumers to determine the emotional triggers that actually drive their decisions. Means-end is a rigorous research method that employs the laddering interviewing technique. It is used to uncover the underlying emotions, consequences, and personal values that drive consumer choice. It is a hybrid of qualitative and quantitative research approaches. In this study, design element are 27.

(28) similar to the functional consequence of means-end value chain, brand experience are similar to psychological consequence of means-end value chain and the brand loyalty is similar to the value of means-end value chain. The measures for the design elements of location-based gamification are adapted from Demetrovics et al. (2011) and Sotamaa (2002). The measures used for the four dimensions of brand experience are adapted from Brakus, Schmitt & Zarantonello (2009). The measures of brand loyalty are adapted from Jacoby and Chestnut (1978), Bennett and Rundle-Thiele (2004) and Chiou and Droge (2006). All of the survey items will be measured on a seven-point interval scale. (Tables 5: construct definition and measurement source) To test the conceptual framework, data will be collected on the users’ experiences by questionnaire to verify the hypotheses. All of the subjects will have experienced t experiment processes before they fill out their questionnaires. An expected 300 surveys will be collected. To ensure the clarity and suitability of the questionnaire items, 30 pre-test questionnaires will be sent to obtain the subjects’ opinions of the questionnaire. After discussing and editing any unsuitable content, the formal questionnaire survey will be undertaken.. 立. 政治大. ‧. ‧ 國. 學. n. Ch. er. io. al. sit. y. Nat. Figure 3. Research model. i n U. v. Table 5. Definition of design elements on location-based gamification, brand experience and brand loyalty Location-Based Gamification. engchi. Escape. Enables users to leave reality.. Coping. Helps users to cope with real problems and manage negative moods.. Fantasy. Enables users to step out of their usual identities.. Skill Development. Improves users’ coordination or other skills.. Recreation. Provides relaxation and enjoyment.. Competition. Enables users to compete with or defeat others to obtain a sense of 28. Demetrovics, Urbán, Nagygyörgy, Farkas, Zilahy, Mervó & Harmath, 2011.

(29) achievement. Enables users to get to know, interact and play games with others.. Location-based. Requires player to physically move; to search for certain “hotspots” or to find or avoid other players.. Sotamaa, 2002. Sensory Brand Experience. Visual, auditory, tactile, gustative, and olfactory stimuli provided by a brand.. Brakus, Schmitt & Zarantonello, 2009. Affective Brand Experience. Feelings elicited by a brand and consumers’ emotional connection to a brand.. 立. Physical experience, lifestyle and interaction with a brand.. Behavioral Brand Loyalty. Inclination to repurchase or recommend.. io. Attitudinal Brand Loyalty. n. al. A degree of dispositional commitment to the brand.. sit. y. ‧. Behavioral Brand Experience. Nat. Brand Loyalty. stimulated by a brand.. 學. ‧ 國. Intellectual Brand Experience. 政治大 Curiosity or intellectual activity. Jacoby & Chestnut, 1978; Bennett & Rundle-Thiele, 2004 Chiou & Droge, 2006. er. Brand Experience. Social. i n U. C. v. h e n g c h iProcess 3.3 Data Collection and Experiment Quasi-experimental design would be used in this study for better controlling the criterion for assignment and making this study be more convincing (Martyn, 2008 ; Shadish, Cook & Cambell, 2002). Otherwise quasi-experiments are chosen by experimenters because they maximize internal and external validity. (DeRue, Nahrgang, Hollenbeck, & Workman,2012) First, this study controls that all subjects are students and haven’t studied in NCCU. It also means that subjects in this experiment are approaching the brand and would have chance to choose the brand. Second, all subjects experience the same Experimental processes, orders and stages. Third, subjects are new to NCCU and experience the app for the first time. Fourth, subjects use the devices prepared by researchers with similar level. This paper describes a study surveying users’ responses to the elements of 29.

(30) location-based gamification and their opinions of the potential influence of the elements on brand experience and brand loyalty. The experiment announcement will be posted on the BBS and FB societies to recruit participants who match conditions. Before their responses are surveyed, subjects should experience the experimental processes of ChengChi Adventure. When subjects arrive the meeting room, they should full fill the pretest part of the questionnaire and make sure that they have functional devices for the following experiment. Experiment explanation around ten minutes will be started after subjects in the same stage arrive. After the explanation, subjects will start the adventure at the starting point – NCCU gate with experiment holders’ accompany. In the experiment, subjects will experience four stages which are in different location in NCCU and subjects will approximately spend ten minutes in each stage. After conquering four appointed stages, subjects will be leaded to the meeting classroom for fulfilling the experimental questionnaires.. 立. 政治大. ‧ 國. 學. 3.5 Data Analysis Method. Data analysis are supposed to use two-step approach method for data analysis in. ‧. order to establish the reliability and validity of the measures before assessing the structural relationship of the model (Anderson & Gerbing, 1988). The first step involves the analysis of the measurement model while the second step tests the structural relationships among the latent constructs. SmartPLS 2.0 was used because it. sit. y. Nat. n. al. er. io. allows latent constructs to be modeled as formative or reflective indicators. SmartPLS 2.0 places minimal restrictions on the measurement scales, sample size, and residual distribution. And there are pretesting questions about brand loyalty for participants before they play ChengChi Adventure. Those same questions about brand loyalty will be done again by subjects after they experience the ChengChi Adventure. The study will use the pre and post-test data about brand loyalty to do two-sample t-test for paired data. The survey instruments will be used primarily to measure the influence of the design elements of location-based gamification on brand experience and brand loyalty, and to test the hypotheses regarding the relationships between location-based. Ch. engchi. i n U. v. gamification design elements, brand experience and brand loyalty. In addition, the questionnaire was developed for study purposes, attained in accordance with a literature review, and resulted from repeated discussions and corrections. Thus, the questionnaire possessed content validity. . 30.

(31) CHAPTER 4 RESEARCH RESULTS 4.1 Survey Administration Part of subjects used their own equipment for the experiment and other subjects who did not have available equipment would use the equipment prepared by experiment holders. All subjects experienced the ChengChi Adventure in the NCCU campus with the designed experiment processes. After their experiencing, subjects would complete the experimental questionnaires. When the experiment was ending, there were 238 finished questionnaires be collected. Then, invalid questionnaires were be deleted. Finally, 208 valid questionnaires were used for further analysis. Table 6. Demographic Information of Respondents (N = 208)(Original N = 238) ITEM. n Internet Surfing (hours/day). High School University Graduate. 40 148 20. Within 1 1~2 2~3 3~4 4~5 5~6 Above 6. 11 34 42 43 22 15 41. Ch. y. sit. ‧ 國 io. al. 27 90 76 15. ‧. Nat. Education. 15~17 18~20 21~23 24~26. 學. Age. 立. er. Gender. RESPONDENTS PERCENTAGE 治政 Male 90 43.3% 大 Female 118 56.7%. engchi. 31. i n U. v. 13.0% 43.3% 36.5% 7.2% 19.2% 71.2% 9.6% 5.3% 16.3% 20.2% 20.7% 10.6% 7.2% 19.7%.

(32) 政治大 Figure 4. Experimental Screen(Experiment Explanation) 立 ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 5. Experimental Screen(Stage One). 32.

(33) 政治大. Figure 6. Experimental Screen(Stage Two). 立. ‧ 國. 學. 4.2 Data Analysis. Reliability was examined based on the composite reliability values and. ‧. Cronbach’s alpha. According to Jomes & James (1979), Cronbach's alpha value which is higher than 0.6 lies within the acceptable range. The results of the reliability analysis in Table 7 show that all Cronbach’s alpha are higher than 0.7 indicating adequate internal consistency of the constructs. And the results in Table 7 also show. sit. y. Nat. n. al. er. io. that all of the composite reliability values are above 0.8, satisfying the commonly acceptable level. The convergent validity of the scales was assessed by two criteria (Fornell and Larcker, 1981): (1) all indicator loadings should be significant and exceed 0.7 and (2) the average variance extracted (AVE) should exceed 0.5 Table 8 shows that all of the items exhibit a loading higher than 0.7 on their respective constructs, and Table 7 shows that all of the AVEs range from 0.5674 to 0.8125, thus satisfying both criteria for convergent validity. The discriminant validity was examined based on that the square root of the AVE of each construct should be larger than the correlation of the specific construct with. Ch. engchi. i n U. v. any of the other constructs in the model (Fornell and Larcker, 1981). Table 7 shows that the square root of AVE value in the diagonal for each construct exceeded the correlation coefficients in the corresponding rows and columns. Thus, both discriminant and convergent validity were acceptable in this study.. 33.

(34) Table 7. Descriptive Statistics for the Constructs ITEM. AVE. Composite Reliability. R Square. Cronbachs Alpha. ESC. 4. 0.7422. 0.9200. 0. 0.8842. COP. 4. 0.7182. 0.9106. 0. 0.8690. FAN. 3. 0.6346. 0.8388. 0. 0.7125. REC. 3. 0.7116. 0.8809. 0. 0.7979. SOC. 4. 0.7529. 0.9241. 0. 0.8904. SKI. 3. 0.7516. 0.9005. 0. 0.8339. COMP. 3. 0.6769. 0.8620. 0. 0.7584. LOC. 3. 0.6439. 0.8433. 0. 0.7178. SENEX. 3. 0.7427. 0.8964. 0.5613. 0.8261. AFFEX. 3. 0.6263. 0.7024. INTEX. 3. 0.8125. BEEX. 3. 0.6614. 0.8340 0.4284 政0.9285治大0.5095. LOY. 7. 0.5674. 0.8542. 0.4885. 0.7457. 0.9016. 0.5094. 0.8734. 學. ‧ 國. 立. 0.8838. Table 8. Correlations and square root of AVE values SOC. 0.862. COP. 0.762. 0.847. FAN. 0.566. 0.630. 0.787. Nat. REC. 0.542. 0.721. 0.626. 0.844. SOC. 0.418. 0.516. 0.424. 0.386. SKI. 0.493. 0.569. 0.528. 0.436. COMP. 0.509. 0.589. 0.449. 0.521. LOC. 0.230. 0.350. 0.353. SEEX. 0.508. 0.635. AFEX. 0.359. INTEX. io. ESC. SKI. COMP. LOC. SEEX. AFEX. INTEX. BEEX. LOY. y. REC. sit. FAN. er. COP. ‧. ESC. n. a0.868 iv l C n 0.517 h0.867 engchi U 0.439. 0.572. 0.823. 0.365. 0.298. 0.372. 0.332. 0.802. 0.436. 0.662. 0.401. 0.478. 0.539. 0.438. 0.862. 0.486. 0.499. 0.498. 0.444. 0.381. 0.410. 0.489. 0.472. 0.791. 0.391. 0.549. 0.592. 0.613. 0.421. 0.481. 0.453. 0.435. 0.416. 0.441. 0.901. BEEX. 0.268. 0.395. 0.449. 0.490. 0.380. 0.416. 0.350. 0.613. 0.423. 0.558. 0.539. 0.813. LOY. 0.357. 0.450. 0.438. 0.456. 0.423. 0.414. 0.390. 0.442. 0.452. 0.670. 0.482. 0.517. 34. 0.753.

(35) Table 9. PLS Confirmatory Factor Analysis and Cross-Loadings ESC. COP. FAN. REC. SOC. SKI. COMP LOC. SEEX AFEX INTEX BEEX. LOY. ESC1. 0.866 0.666 0.532 0.509 0.384 0.436 0.507 0.193 0.476 0.357 0.372 0.298 0.324. ESC2. 0.811 0.537 0.451 0.370 0.342 0.379 0.361 0.218 0.400 0.259 0.270 0.158 0.284. ESC3. 0.864 0.615 0.448 0.410 0.352 0.440 0.376 0.157 0.390 0.231 0.310 0.180 0.279. ESC4. 0.903 0.786 0.511 0.556 0.361 0.442 0.489 0.221 0.472 0.369 0.382 0.269 0.338. COP1. 0.664 0.865 0.522 0.631 0.425 0.453 0.526 0.319 0.571 0.439 0.473 0.352 0.429. COP2. 0.613 0.819 0.537 0.523 0.452 0.531 0.472 0.235 0.487 0.362 0.459 0.259 0.320. COP3. 0.625 0.890 0.537 0.600 0.479 0.488 0.516 0.352 0.544 0.448 0.466 0.374 0.428. COP4. 0.686 0.815 0.546 0.690 0.396 0.470 0.481 0.269 0.548 0.389 0.466 0.345 0.336. FAN1. 0.422 0.493 0.802 0.534 0.296 0.437 0.376 0.298 0.389 0.409 0.438 0.340 0.353. FAN2. 0.423 0.462 0.758 0.381 0.350 0.311 0.313 0.287 0.271 0.309 0.460 0.351 0.286. FAN3. 0.503 0.545 0.828 0.566 0.368 0.498 0.381 0.263 0.372 0.461 0.516 0.381 0.398. REC3. 0.487 0.593 0.620 0.818 0.380 0.409 0.440 0.336 0.478 0.459 0.592 0.472 0.318. SOC1. 0.358 0.500 0.460 0.360 0.869 0.455 0.391 0.252 0.318 0.399 0.400 0.321 0.371. SOC2. 0.344 0.318 0.296 0.257 0.818 0.416 0.323 0.200 0.291 0.340 0.315 0.301 0.312. SOC3. 0.383 0.440 0.313 0.276 0.894 0.470 0.393 0.271 0.345 0.384 0.339 0.302 0.370. SOC4. 0.366 0.515 0.396 0.431 0.887 0.453 0.411 0.302 0.428 0.414 0.400 0.389 0.407. SKI1. 0.415 0.483 0.378 0.327 0.421 0.804 0.461 0.272 0.443 0.330 0.369 0.297 0.327. SKI2. 0.413 0.505 0.489 0.408 0.484 0.905 0.505 0.299 0.400 0.322 0.447 0.384 0.370. SKI3. 0.457 0.495 0.496 0.393 0.439 0.889 0.518 0.393 0.408 0.341 0.430 0.393 0.379. ‧. ‧ 國. io. sit. y. Nat. n. al. er. REC1. 學. REC2. 治政大 0.607 0.392 0.486 0.378 0.443 0.395 0.563 0.473 0.849 0.270 0.322 0.432 0.302 立0.315 0.363 0.442 0.280 0.600 0.401 0.460 0.380 0.402 0.481 0.667 0.471 0.863. Ch. COMP1 0.427 0.506 0.290 0.463 0.317 0.479 0.731 COMP2 0.431 0.535 0.431 0.432. iv n 0.325 U 0.464. e n g0.877 c h i 0.237 0.436 0.493. 0.329 0.348 0.371 0.274. 0.474 0.365 0.424 0.257 0.363. COMP3 0.396 0.403 0.375 0.389 0.316 0.434 0.852 0.263 0.387 0.313 0.337 0.240 0.318 LOC1. 0.138 0.240 0.227 0.254 0.292 0.233 0.173 0.700 0.283 0.386 0.347 0.454 0.338. LOC2. 0.189 0.269 0.264 0.302 0.232 0.343 0.336 0.869 0.381 0.428 0.335 0.531 0.367. LOC3. 0.222 0.332 0.355 0.319 0.198 0.313 0.277 0.829 0.384 0.361 0.365 0.488 0.359. SEEX1 0.430 0.605 0.381 0.628 0.357 0.398 0.452 0.442 0.888 0.470 0.366 0.443 0.413 SEEX2 0.416 0.557 0.347 0.614 0.335 0.342 0.507 0.367 0.877 0.386 0.358 0.374 0.376 SEEX3 0.468 0.476 0.395 0.466 0.344 0.496 0.437 0.318 0.819 0.360 0.351 0.270 0.379 AFEX1 0.309 0.442 0.382 0.441 0.305 0.344 0.387 0.390 0.384 0.818 0.395 0.483 0.639 AFEX2 0.285 0.387 0.377 0.356 0.366 0.256 0.301 0.325 0.376 0.799 0.310 0.355 0.506 AFEX3 0.254 0.316 0.429 0.379 0.394 0.298 0.276 0.447 0.361 0.757 0.336 0.481 0.427 INTEX1 0.308 0.415 0.518 0.457 0.353 0.408 0.349 0.373 0.294 0.363 0.916 0.455 0.398 35.

(36) INTEX2 0.356 0.494 0.564 0.534 0.407 0.474 0.446 0.427 0.359 0.422 0.937 0.513 0.486 INTEX3 0.392 0.575 0.519 0.668 0.374 0.413 0.426 0.371 0.472 0.403 0.850 0.486 0.412 BEEX1 0.235 0.343 0.410 0.393 0.303 0.387 0.296 0.602 0.348 0.450 0.461 0.819 0.425 BEEX2 0.208 0.311 0.368 0.419 0.267 0.310 0.344 0.431 0.345 0.396 0.449 0.817 0.383 BEEX3 0.208 0.306 0.311 0.387 0.356 0.307 0.213 0.444 0.338 0.512 0.402 0.803 0.451 AFLOY1 0.373 0.364 0.394 0.294 0.385 0.358 0.370 0.439 0.365 0.525 0.383 0.411 0.740 AFLOY2 0.222 0.301 0.317 0.346 0.311 0.341 0.272 0.285 0.370 0.499 0.379 0.328 0.813 AFLOY3 0.246 0.345 0.225 0.218 0.339 0.288 0.231 0.172 0.195 0.488 0.266 0.254 0.715 AFLOY4 0.235 0.340 0.270 0.289 0.363 0.280 0.285 0.204 0.248 0.490 0.238 0.222 0.729 BELOY1 0.326 0.362 0.411 0.455 0.289 0.377 0.360 0.444 0.432 0.523 0.480 0.559 0.786 BELOY2 0.263 0.381 0.380 0.475 0.257 0.302 0.312 0.433 0.456 0.537 0.424 0.532 0.775 BELOY3 0.194 0.270 0.262 0.267 0.309 0.214 0.192 0.277 0.251 0.460 0.313 0.329 0.710. 立. 4.3 Results. 政治大. ‧ 國. 學. After analyzing the data and using T statistic to calculate the P value, the table 10. ‧. shows that Social, Recreation, Fantasy and Location-Based elements can positively affect brand experience. Otherwise, intellectual and affective brand experience can positively affect brand loyalty. Concentrate on the influence of design elements, results show that Location-Base element can positively influence all dimensions of brand experiences. And Recreation. sit. y. Nat. n. al. er. io. element can affect three dimensions of brand experience. In addition, Fantasy element can affect two dimensions of brand experience. Focus on brand experience, results show that four dimensions of brand experience can be affected by more than one design elements separately. As well as, the results indicate that affective and intellectual brand experience have significant links with brand loyalty in location-based gamification. Focus on brand loyalty, results show that affective brand experience is the most significant indicator for forecasting and involving brand loyalty. And intellectual brand experience is the second important factor for positive affecting brand loyalty. By Two-sample t-test for paired data (Table 11), it shows that subjects’ brand. Ch. engchi. i n U. v. loyalty level about NCCU are different after they experienced the ChengChi Adventure.. 36.

(37) Table 10. Path Coefficient of Hypotheses T Statistics. Escape → Sensory Brand Experience. 0.070. 0.834. Coping → Sensory Brand Experience. 0.177. 1.651. Fantasy → Sensory Brand Experience. -0.157. 1.946. Recreation → Sensory Brand Experience. 0.417. 5.312***. Social → Sensory Brand Experience. 0.033. 0.513. Skill Development → Sensory Brand Experience. 0.080. 1.091. Competition → Sensory Brand Experience. 0.132. 1.802. Location-Base → Sensory Brand Experience. 0.181. 3.392***. Escape → Affective Brand Experience. -0.049. 0.482. 0.077. 0.753. 0.197. 2.121*. 0.150. 1.761. 0.195. 2.177*. -0.058. 0.688. Competition → Affective Brand Experience. 0.075. 0.931. Location-Base → Affective Brand Experience. 0.287. Escape → Intellectual Brand Experience. ‧. 4.638***. -0.126. 1.508. Coping → Intellectual Brand Experience. y. Path Coefficients. 0.085. 0.816. 0.257. 3.143**. 治政 Fantasy → Affective Brand Experience 大立 Experience Recreation → Affective Brand. Nat. io. Fantasy → Intellectual Brand Experience Recreation → Intellectual Brand Experience. n. al. Social → Intellectual Brand Experience. Ch. e nExperience Skill Development → Intellectual Brand gchi U. sit. ‧ 國. Skill Development → Affective Brand Experience. 學. Social → Affective Brand Experience. er. Coping → Affective Brand Experience. 0.305. v n i 0.087. 3.712*** 1.141. 0.096. 1.323. Competition → Intellectual Brand Experience. 0.050. 0.689. Location-Base → Intellectual Brand Experience. 0.154. 2.720**. Escape → Behavioral Brand Experience. -0.071. 0.830. Coping → Behavioral Brand Experience. -0.092. 0.881. Fantasy → Behavioral Brand Experience. 0.121. 1.520. Recreation → Behavioral Brand Experience. 0.270. 3.510***. Social → Behavioral Brand Experience. 0.125. 1.906. Skill Development → Behavioral Brand Experience. 0.094. 1.235. Competition → Behavioral Brand Experience. -0.009. 0.123. Location-Base → Behavioral Brand Experience. 0.449. 7.144***. Sensory Brand Experience → Brand Loyalty. 0.106. 1.699. Affective Brand Experience → Brand Loyalty. 0.484. 8.388***. 37.

(38) Intellectual Brand Experience → Brand Loyalty Behavioral Brand Experience → Brand Loyalty *p<.05，**p<.01，***p<.001. 立. 0.162. 2.320***. 0.114. 1.751. 政治大. ‧ 國. 學. Figure 7. PLS results of the research model (∗p < 0.10, ∗∗p < 0.05, ∗∗∗p < 0.01). ‧. Table 11. Two-sample t-test for paired data. Nat. sit. y. n. al. Behavioral Brand Loyalty. BEFORE. AFTER. 5.05(0.822). 5.40(0.838). 5.76(0.697). Ch. engchi. Brand Loyalty 5.36(0.702) *p<.05，**p<.01，***p<.001. 38. er. io. Affective Brand Loyalty. Mean(Standard deviation). i n U. v. T 8.153***. 5.92(0.683). 4.093***. 5.62(0.721). 7.772***.

(39) CHAPTER 5 DISCUSSIONS 5.1 Brand Loyalty Table 11 shows that the experimental subjects had better brand loyalty both in affective, behavioral and mixed dimensions after they experienced the location-based gamification. It shows that the experiencing processes about touching, viewing, searching and feeling in gamification are meaningful and workable for improving brand loyalty. The results also verify the viewpoint of McKenzie (2011):” In designing and engineering the next generation of mobile GIS applications and devices, we must not ignore the power of gamification.”. 5.2 Gamification Design Elements 政治and Brand Experience. 大. 立. Table 10 shows that four dimensions of brand experience can be affected by. ‧. ‧ 國. 學. more than one design elements separately. Location-Based element can affect all dimensions of brand experience. And Recreation element can affect three dimensions of brand experience. Otherwise, Fantasy element can affect two dimensions of brand experience. Recreation and Location-Based elements seems to be the most important two elements for enhancing brand experience. Focus on the influence of Social element, NIKE+ is a good example for explaining that Socail element can affect affective brand experience. After using. sit. y. Nat. n. al. er. io. NIKE+, players can satisfy the social needs and be grateful for NIKE+. Because NIKE+ records users’ training period and achievement and then post them to players’ web. Players can display their efforts for friends or people having the same habit in similar training. And then they can discuss, review, compare or have more interaction through NIKE+. This example is identical with the results showing that Socail element can affect affective brand experience. Concentrate on the influence of Fantasy element, there is an example. “Unlock the 007 in You” gave users the opportunity to assume the role of the handsome and charming James Bond: an example of gamification that presumably satisfied the psychological aspirations of many boys and men. And when player is acting James. Ch. engchi. i n U. v. Bond, player will try to recall some classic scenes in the movies for mimicking the handsome detector better. The gamification make player think more, display handsome guy and create affection to the role. This case showing that Fantasy element can affect intellectual and affective brand experience reflects the analyzing result. The results show that Recreation element can affect sensory, intellectual and 39.

(40) behavioral experience. Recreation element is related to emotions and should affect affective brand experience. This results can be explained that Recreation element in location-based gamification may be too much functional and related to upgrade the users’ skills or gaming experience. Those causes make Recreation element support other three dimensions of brand experience but can’t affect affective brand experience. Location-Base element is the most important role for affecting brand experience because Location-Base element can positively affects all dimensions of brand experience and has highest path coefficient with affective brand experience which can highly involve brand loyalty. In ChengChi Adventure, the app locates user’s location and virtualize the building around the user and make interaction chance between user and building. It can give user the visual impression and new feeling and memory about the building. And ChengChi Adventure will force users to cruise in the campus and search a certain building for entering next stage. Otherwise, ChengChi Adventure uploads users’ scores to the leadership board for them to discuss or compete with others. Through the board, users also can find who play the gamification in his friend list and would invite them to play together. In the case, Location-Bass element shows. 立. 政治大. ‧ 國. 學. ‧. that it can affect the four dimensions of brand experience. Otherwise, the case and results also prove that ” The mobile industry will continue to see a rise in locationbased gaming, not just as an entertainment medium, but also for the purposes of data collection and profit(McKenzie, 2011).” The cases and results shows that LocationBase function is really important for future gamification development.. er. io. sit. y. Nat. n. a l and Brand Loyalty i v 5.3 Brand Experience. n U i e nofgbrand Table 10 shows that two dimensions can positively affect c h experience. Ch. brand loyalty. And affective brand experience has highest path coefficient with brand loyalty. It shows that affective interaction or experience are the most important factors for improve brand loyalty. As well as intellectual brand experience has significant link with brand loyalty. Intellectual brand experience would be the second important factor for raising brand loyalty. For understanding why other two brand experiences can’t affect brand loyalty, brand loyalty were broken down to two dimensions for further analyzing. Focus on sensory brand experience, it seems to affect affective brand loyalty but can’t affect behavioral brand experience. And behavioral experience seems to affect behavioral experience but can’t affect affective brand experience. But in this study, brand loyalty is the mix of affective and behavioral dimensions. So the study results show that the two dimensions of brand experience can not affect brand loyalty. However the sensory 40.

(41) and behavioral brand experience are still important for improving brand loyalty. To conclude the relation between brand experience and brand loyalty, focusing on the interaction of affective and intellectual brand experience is the first priority. But designers shouldn’t ignore the importance of the other two dimensions of brand experience.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 41. i n U. v.