游戏化对用户参与意向的影响探析

Exploring the Impact of Gamification on User Engagement Intentions

游戏化已经成为商业界中一种快速兴起的做法,越来越多的企业采用游戏技术和游戏风格的奖励来鼓励用户主动参与和增强用户粘性。本文结合国内外游戏化营销的概念,借鉴TAM模型研究游戏化对用户参与游戏化过程的意图以及他们对品牌的态度。通过问卷方式和结构方程方法分析得出,感知有用性与感知社会影响、感知趣味性对用户的参与意愿和品牌态度有积极影响,而感知易用性对用户参与游戏化过程及品牌态度影响不显著。

Gamification has become a rapidly emerging practice in the business world.More and more companies are using game technology and game style rewards to encourage users to actively participate and enhance user stickiness.This paper combines the concept of gamification marketing at home and abroad,and draws on the TAM model to study the intention of gamification on users'participation in the gamification process and their attitude towards the brand.Through questionnaire and structural equation analysis,it is concluded that perceived usefulness and perceived social impact,perceived interest have a positive impact on users'willingness to participate and brand attitude,while perceived ease of use has little effect on users'participation in the gamification process and brand attitude.