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遊戲化設計對知覺互動性、流暢體驗和顧客滿意度的影響研究—以行動點餐服務為例

The Effects of Gamification Design on Perceived Interactivity, Flow Experience and Customer Satisfaction  Evidence from Mobile Meal Ordering Service (MMOS)

作者:蕭雯方
畢業學校:國立臺灣科技大學
出版單位:國立臺灣科技大學
核准日期:2016-01-15
類型:Electronic Thesis or Dissertation
權限:Copyright information available at source archive--National Taiwan University of Science and Technology....

中文摘要

隨著智慧行動裝置的普及,行動服務相關的發展與應用已成為現今企業服務創新的契機。對顧客而言,行動點餐服務能提供快速取餐與不用排隊的優點。雖然先前多篇研究指出好的「知覺互動性」與「流暢體驗」會產生較高顧客滿意度,但鮮少研究聚焦於行動點餐服務領域。此外,遊戲化應用不僅提供顧客對服務的樂趣感受,且能增進顧客的互動知覺性與流暢體驗。基此,以行動點餐服務為例,本研究旨在探討遊戲化設計對「知覺互動性」、「流暢體驗」與「顧客滿意度」的影響。
本研究的執行概分為四大階段。第一階段為「探索與界定」階段,本研究先透過觀察法了解A速食餐飲業者之現行行動點餐服務內涵,並繪製出顧客旅程地圖。再者,本研究收集80份有效問卷,確認行動點餐服務之知覺互動性、流暢體驗與顧客滿意度衡量構面。接著,藉由訪談9位行動點餐服務重度使用者,發掘出22項行動點餐服務之激勵因子。第二階段為「設計」階段,本研究邀請4位具設計背景研究生組成設計小組,以腦力激盪法進行行動點餐服務遊戲化設計之構想發展後,產出3款不同之遊戲化設計提案。第三階段為「評估」階段,本研究採用啟發式評估法且邀請4位設計相關專家進行遊戲化設計的評估,以篩選出1款較佳之遊戲化設計提案,並製作行動點餐服務App原型。
最後,本研究收集到100份有效問卷,且針對有、無遊戲化設計之知覺互動性、流暢體驗與顧客滿意度進行分析。透過回歸分析,本研究發現,「知覺互動性」和「流暢體驗」為影響行動點餐服務「顧客滿意度」之兩項因子;其中,「流暢體驗」為最主要影響因子。儘管「遊戲化設計」無法直接影響「顧客滿意度」,但透過遊戲化設計卻可改善「知覺互動性」、「流暢體驗」來間接提升「顧客滿意度」。最後,以行動點餐服務為例,本研究提出遊戲化設計流程與五大設計方針。

英文摘要

In recent years, more and more companies have increasingly invested in mobile services to foster better relationships with their customers. Mobile meal ordering services (MMOSs) allow the customer to pick up the meals without waiting with the benefits of speed. Past studies advocate that good perceived interactivity and flow expediencies can result in greater customer satisfaction. However, as for the MMOSs, very little research explores the relationship of perceived interactivity, flow experience and customer satisfaction focuses. Furthermore, applying gamification can not only make more playful experience for the customer, but also enhance customer experience and satisfaction. Taken as an example of the MMOSs, this study aims to examine the effects of gamification design on perceived interactivity, flow experience and customer satisfaction.
In doing so, the study first explored customer experience of A company s current MMOSs and created a customer journey map. Then, a survey was first conducted to investigate customer experience with the MMOSs. This study collected 80 questionnaires to establish validity of research instruments in perceived interactivity, flow experience and customer satisfaction for the MMOSs. By interviewing 9 heavy users of the MMOSs, this study excavated 22 motivational sources of using the MMOSs. Secondly, using focus group with 4 designers in doing concept development, this study generated 3 gamification design proposals for the MMOSs. Finally, based on the criteria of gamification design criteria during the MMOSs, 4 design experts invited selected the best proposal.
After completing the prototype of the gamified MMOSs, this study collected a total of 100 valid questionnaires to uncover the effects of gamification design on perceived interactivity, flow experience and customer satisfaction. This study found that 1) perceived interactivity and flow experience are two keys factors that can effect customer satisfaction in the MMOSs, while flow experience is the main positive factor; 2) although gamification design doesn t effect customer satisfaction directly, it can indirectly effect customer satisfaction through improving perceived interactivity and flow experience. Evnetually, this study proposed a gamification design process and 5 gamification design guidelines for the MMOSs.

 

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