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研究生: 姚乃文
Yao, Nai-Wun
論文名稱: 電商遊戲化對購買決策的影響:以平台行銷與運營為例
The impact of e-commerce gamification on purchase decisions: Investigated with platform marketing and operations
指導教授: 邱于平
Chiu, Yu-Ping
口試委員: 邱于平
Chiu, Yu-Ping
張淑楨
Chang, Shu-Chen
謝艾芸
Hsieh, Ai-Yun
口試日期: 2023/06/28
學位類別: 碩士
Master
系所名稱: 圖文傳播學系
Department of Graphic Arts and Communications
論文出版年: 2023
畢業學年度: 111
語文別: 中文
論文頁數: 150
中文關鍵詞: 購買決策遊戲化電子商務平台知覺享受知覺玩樂
英文關鍵詞: purchase decisions, gamification, e-commerce platform, perceived enjoyment, perceived playfulness
研究方法: 深度訪談法問卷調查法
DOI URL: http://doi.org/10.6345/NTNU202300662
論文種類: 學術論文
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  • 摘要 ii Abstract iii 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的與問題 5 第三節 名詞解釋 6 第四節 研究範圍與限制 7 第五節 研究流程 8 第二章 文獻探討 9 第一節 電子商務平台 9 第二節 電子商務平台的遊戲化機制與應用 11 第三節 遊戲化機制對知覺玩樂的影響 14 第四節 遊戲化機制對知覺享受的影響 17 第五節 購買意圖與衝動購買 20 第三章 質化研究 23 第一節 研究方法 23 第二節 研究對象 24 第三節 研究工具 26 第四節 研究實施 28 第五節 資料處理與分析 29 第六節 研究結果 33 第四章 量化研究 41 第一節 研究架構與研究假設 41 第二節 研究方法 43 第三節 研究對象 44 第四節 變數操弄與衡量 45 第五節 研究實施 50 第六節 資料處理與分析 52 第七節 研究結果 52 第五章 研究結論與建議 60 第一節 研究結論 60 第二節 學術與實務意涵 64 第三節 研究限制與未來研究建議 67 參考文獻 69 附錄 83

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