遊戲設計是指利用遊戲因子在非遊戲的環境中，並使用遊戲機制來吸引使用者達成特定目標的一個過程。本研究預期開發一款以行動遊戲設計元素為概念之應用程式，並提供創新的服務來提升使用者的行為表現。本研究目的主要使用遊戲設計(Gamification)的概念，設計出適合行銷目的之擴增實境行動遊戲應用程式(APP)。此遊戲設計結合了擴增實境(Augmented Reality，AR)以及全球定位系統(Global Positioning System，GPS)等技術。在遊戲過程中，使用者必須走到特定的地點，讓GPS定位到使用者現在的位置，並觸發該定點的關卡資訊。進而探討使用者體驗行動遊戲後所產生的顧客價值(Consumer Value)以及品牌忠誠度(Brand Loyalty)的關係。首先，本研究率先定義了行動遊戲設計的元素，包含了投入性(Coping-escape)、幻想性(Fantasy)、娛樂性(Recreation)、社交性(Social)、全能性(Omnipotence)、競爭性(Competition)、技巧性(Skill development)、適地性(Location-based)。再者，本研究模型中適地性(Location-based)視為一個二階形成性構面，子構面包括無所不在性(Ubiquitous Connectivity)以及定位性(Contextual Offer)。本研究將採取準實驗法以驗證模式，期望本研究之結果能開拓行動遊戲設計概念應用至更多的領域(如：學習, 社群激勵)，提供服務提供者制訂管理策略之參考依據以達成其目標。

Gamification is defined as using game design elements, characteristic for games, in non-game contexts, and it is a process of using game mechanics to engage users and achieve a specific goal. In order to build effective gamification apps for effective user performance, the objective of this study is to develop strategic elements for mobile gaming design in providing innovative services. We used the Gamification concept to design a mobile gaming app for contextual marketing, and integrated digital game design technologies, such as mobile augmented reality (MAR) and global positioning system (GPS). This study focused on associated consumer value and brand loyalty created by the users after experiencing the mobile game. Accordingly, we defined the eight elements of a mobile gamification design, including coping-escape, fantasy, recreation, social, omnipotence, competition, skill development, and location-based. This research model treats “location-based” as a formative second-order construct driven by ubiquitous connectivity and contextual offer. The study conducted a quasi-experimental research to verify our model. It is hoped that service managers can benefit from the insights discovered from this study and implement more effective management strategies for effective performance.

目錄
 第一章　緒論	1
1.1	研究背景及動機	1
1.2	研究目的與研究問題	2
1.3	研究程序	3
 第二章　文獻探討	4
2.1	刺激-有機體-反應理論(Stimulus-Organism-Response Theory)	4
2.2	遊戲設計(Gamification)	5
2.3	顧客價值(Consumer Value)	7
2.4	持續使用意圖(Continuance Intention)	9
2.5	口碑(Word-of-Mouth)	9
 第三章　研究方法	11
3.1	研究架構	11
3.2	研究流程	12
3.3	研究個案分析	14
3.3.1	實驗遊戲應用程式介紹	16
3.4	研究假說	18
3.5	問卷設計與變數測量	23
3.5.1	本研究問卷	23
3.5.2	問卷題項	24
3.6	構面操作定義	25
3.7	實驗設計	26
3.7.1	實驗對象	26
3.7.2	實驗流程	26
 第四章　資料分析	28
4.1	資料分析方法	28
4.2	樣本結構描述	28
4.3	模型與假說驗證	30
4.3.1	持續使用意圖及口碑效果之比較分析	30
4.3.2	測量模型分析	31
4.3.3	結構模型分析	34
 第五章　結論與建議	37
5.1	研究結果與討論	37
5.2	理論意涵	43
5.3	實務意涵	44
5.4	研究限制與建議	45
附錄	56 
表目錄
表 2-1：遊戲三大架構	7
表 3-1：研究流程	13
表 3-2：焦點群體法分析結果	15
表 3-3：遊戲設計個案分析	16
表 3-4：研究操作型定義	25
表 4-1：受測者一般性統計資料(N= 332)	30
表 4-2：持續使用意圖和口碑之基本統計量	31
表 4-3：構面之描述性統計	32
表 4-4：PLS驗證性因素分析與各指標交叉負荷量值	33
表 4-5：各構面間之相關係數與AVE的平方根值	34
表 4-6：本研究假說與驗證結果	36

 
圖目錄
圖 1-1：研究程序	3
圖 2-1：本研究概念模型	5
圖 3-1：研究模型	12
圖 3-2：遊戲應用程式的流程概念圖	18
圖 3-3：實驗流程圖	27
圖 4-1：SEM研究效果模式	35

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