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105 以科技接受模型探討運動APP遊戲化元素對使用者行為的影響:以Nike+Running為例

出版年度:105

 

論文名稱:以科技接受模型探討運動APP遊戲化元素對使用者行為的影響:以Nike+Running為例

 

研究生:宋禹璇   指導教授:蔡子瑋

 


論文簡介:

  近年來行動裝置興起與應用軟體普及,行動App成為人們生活中重要的輔助工具,為促進人們進行休閒活動維持身心健康,與助長運動風潮的流行,許多運動支援軟體的開發融入遊戲化設計機制,成功吸引消費者使用動機,因此遊戲化成為開發時必要的考量因素。為了瞭解使用者對於遊戲化運動支援軟體的使用意圖,本研究以Nike+Running App為例,探討遊戲化元素對使用意圖的影響。因此以專家小組法討論出Nike+Running App中成就、社群與挑戰三個代表性遊戲化元素,並以科技接受模型中知覺有用性、知覺易用性,知覺關係價值及社會性價值,作為評估使用意圖的構面。實驗採問卷法進行調查,從PTT論壇回收125份有效問卷,分析方法使用PLS-SEM線性迴歸分析,探討各構面間的影響關係。 With the increasing use of mobile devices, mobile apps have become important auxiliary tools to change our behavior and use experience. For example, most gamigication design factors developed in sports apps are intented to promote people’s participant in leisure activities and keep their physical and mental health. Because gamification strategies seem to succeed in enhancing consumers’ motivation, the design elements are getting to be the necessary considerations in sport apps. In the research, take Nike+Running, a lead brand sport app, as a case study, to explore the effect of gamification elements on use-intention. Based on Technology Acceptance Model, perceived usefulness, perceived ease of use, perceived relationship value and social value are defined to the four evaluation frameworks for use-intention. First, experts’ focus group is executed to acquire the Nike+Running gamification strategies comprising achievement, socialization and challenge. Secondly, e-questionaire is used to evaluate the effect of three gamification strategies separatelly. The 125 participants were volunteerly recruited from PPT webside. Based on The Partial Least Squares Structural Equation Modeling, the data are analyzed to explore the relationship among gamification strateties, frameworks and use-intention.

 

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