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題名：從遊戲到遊戲化：行銷溝通遊戲化理論初探
書刊名：新聞學研究
作者：吳岱芸
作者(外文)：Wu, Dai-yun
出版日期：2015
卷期：124
頁次：頁215-251
主題關鍵詞：公眾關注；行銷溝通；媒介娛樂；遊戲化；體驗行銷；Experiential marketing；Gamification；Marketing communication；Media entertainment；Publicity
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(5) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:5
  • 共同引用共同引用:2
  • 點閱點閱:88
本文目的在於探討近年來行銷溝通領域漸受重視的遊戲化（gamification）趨勢背後的理論基礎，重新定義行銷溝通脈絡下的遊戲化概念，並分別從品牌以及消費者觀點尋找可能的學理依據，進一步指出此現象的理論意涵及其對行銷傳播研究的意義。本文以媒介娛樂理論為基礎，整合公眾關注論、體驗行銷、以及大腦獎勵系統等觀點，提出行銷溝通遊戲化理論模型來呈現遊戲化行銷活動的運作機制，並以遊戲化概念地圖描繪各種遊戲化形式的區別，期能作為未來深入探究行銷溝通遊戲化的初步理論框架。
This article aims to provide a new understanding of the theoretical foundations of gamification and the related phenomena in the field of marketing communication. We started from redefining the concept of marketing gamification, and tried to point out the mechanisms of the phenomena by proposing theoretical basis from brand and consumer perspective separately. Finally, we tried to clarify some similar concepts, and put forward a marketing gamification model and a gamification concept map as the preliminary theoretical framework for further research in the future.
期刊論文
1.Berthon, Pierre R.、Pitt, Leyland F.、Campbell, Colin(2008)。Ad lib: when customers create the ad。California Management Review，50(4)，6-30。  new window
2.Mitchell, A.(20060406)。We must reinvent marketing for empowered consumers。Marketing Week，29(14)，28-29。  new window
3.Ambler, T.(2000)。Persuasion, pride and prejudice: How ads work。International Journal of Advertising，19(3)，299-316。  new window
4.Ashley, C.、Oliver, J. D.(2010)。Creative leaders: Thirty years of big ideas。Journal of Advertising，39(1)，115-130。  new window
5.Brown, A.(200801)。The consumer is the medium: Digitally empowered consumers are rewriting the rules of business. Bye-bye, "influentials"。The Futurist，42(1)，29-32。  new window
6.Schultz, W.(2000)。Multiple reward signals in the brain。Nature Reviews Neuroscience，1(3)，199-207。  new window
7.Simões, Jorge、Redondo, Rebeca Díaz、Vilas, Ana Fernández(2013)。A social gamification framework for a K-6 learning platform。Computers in Human Behavior，29(2)，345-353。  new window
8.Terlutter, R.、Capella, M. L.(2013)。The gamification of advertising: Analysis and research directions of in-game advertising, advergames, and advertising in social network games。Journal of Advertising，42(2/3)，95-112。  new window
9.Okazaki, S.、Yagüe, M. J.(2012)。Responses to an advergaming campaign on a mobile social net-working site: An initial research report。Computers in Human Behavior，28(1)，78-86。  new window
10.Nieuwdorp, E.(2007)。The pervasive discourse: an analysis。Computers in Entertainment，5(2)，13。  new window
11.Locher, P.、Overbeeke, K.、Wensveen, S.(2010)。Aesthetic interaction: A framework。Design Issues，26(2)，70-79。  new window
12.McCormick, T.(2013)。Anthropology of an idea gamification。Foreign Policy，201，26-27。  new window
13.Keller, E.、Fay, B.(2009)。The role of advertising in word of mouth。Journal of Advertising Research，49(2)，154-158。  new window
14.Campbell, M. C.、Kirmani, A.(2000)。Consumer's use of persuasion knowledge: The effects of accessibility and cognitive capacity on perceptions of an influence agent。Journal of Consumer Research，27(1)，69-83。  new window
15.Ehrenberg, A.、Barnard, N.、Kennedy, A.、Bloom, H.(2002)。Brand advertising as creative publicity。Journal of Advertising Research，42(4)，7-18。  new window
16.Winkler, Tina、Buckner, Kathy(2006)。Receptiveness of Gamers to Embedded Brand Messages in Advergames: Attitudes towards Product Placement。Journal of Interactive Advertising，7(1)，3-32。  new window
17.Wise, K.、Bolls, P. D.、Kim, H.、Venkataraman, A.、Meyer, R.(2008)。Enjoyment of advergames and brand attitudes: The impact of thematic relevance。Journal of Interactive Advertising，9(1)，27-36。  new window
18.Romaniuk, J.、Sharp, B.(2003)。Brand salience and customer defection in subscription markets。Journal of Marketing Management，19(1/2)，25-44。  new window
19.Prahalad, C. K.、Ramaswamy, V.(2002)。The co-creation connection。Strategy and Business，27(2)，51-60。  new window
20.Murray, J. H.(2006)。Toward a cultural theory of gaming: Digital games and the co-evolution of media, mind, and culture。Popular Communication，4(3)，185-202。  new window
21.Poulsson, S. H. G.、Kale, S. H.(2004)。Experience Economy and Commercial Experiences。The Marketing Review，4(3)，267-277。  new window
22.Stewart, David W.、Pavlou, Paul A.(2002)。From consumer response to active consumer: Measuring the effectiveness of interactive media。Journal of the Academy of Marketing Science，30(4)，376-396。  new window
23.Friestad, Marian、Wright, Peter(1994)。The Persuasion Knowledge Model: How People Cope with Persuasion Attempts。Journal of Consumer Research，21(1)，1-31。  new window
24.Rodriguez, Hector(2006)。The Playful and the Serious: An approximation to Huizinga's Homo Ludens。Game Studies，6(1)。  new window
會議論文
1.Huotari, K.、Hamari, J.(2012)。Defining gamification: A service marketing perspective。The 16th International Academic MindTrek Conference，(會議日期: October 3-5, 2012)。Association for Computing Machinery。17-22。  new window
2.Hunicke, R.、LeBlanc, M.、Zubek, R.(2004)。MDA: A formal approach to game design and game research。The AAAI-04 Workshop on Challenges in Game AI，(會議日期: July 25-26)，1-5。  new window
3.Deterding, Sebastian、Dixon, Dan、Khaled, Rilla、Nacke, Lennart(2011)。From game design elements to gamefulness: Defining "gamification"。The 15th International Academic MindTrek Conference: Envisioning Future Media Environments，(會議日期: 2011/09/28-09/30)。Association for Computing Machinery。9-15。  new window
學位論文
1.Barr, P.(2008)。Video game values: Play as human-computer interaction(博士論文)。Victoria University of Wellington。  new window
圖書
1.Zichermann, Gabe、Cunningham, Christopher(2011)。Gamification by design: Implementing game mechanics in web and mobile apps。O'Reilly Media。  new window
2.井上明人、連宜萍(2013)。從思考、設計到行銷，都要玩遊戲！：Gamification遊戲化的時代。時報文化出版企業股份有限公司。  延伸查詢new window
3.井上明人(2012)。Gamification：「ゲーム」がビジネスを変える。東京：NHK。  延伸查詢new window
4.Werbach, Kevin、Hunter, Dan(2012)。For the win: How game thinking can revolutionize your business。Wharton Digital Press。  new window
5.Poole, S.(2004)。Trigger happy: Videogames and the entertainment revolution。New York：Arcade Publishing。  new window
6.Marczewski, A.(2012)。Gamification: A simple introduction。Raleigh, NC：Lulu。  new window
7.葉思義(2004)。數位遊戲設計--遊戲設計知識全領域。台北：碁峰資訊。  延伸查詢new window
8.Castronova, E.(2005)。Synthetic world: The business and culture of online games。Chicago, IL：The university of Chicago Press。  new window
9.Schmitt, Bernd(1999)。Experiential marketing: How to get customers to sense, feel, think, act and relate to your company and brands。New York：The Free Press。  new window
10.吳岳剛(20120000)。廣告創意 : 理論與實務的對話。臺北：國立政治大學出版社。new window  延伸查詢new window
11.Huizinga, Johan(1955)。Homo Ludens: A Study of the Play-Element in Culture。Beacon Press。  new window
12.Kotler, Philip(1997)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall。  new window
其他
1.Pankraz, D.(20101027)。Introducing generation C: the connected collective consumer，http://www.nielsen.com/us/en/ insights/news/2010/introducing-gen-c-the-connected-collective-consumer.html， 20121028。  new window
2.Brockmeier, J.(20110811)。Gartner adds big data, gamification, and internet of things to its hype cycle，http://readwrite.com/2011/08/11/gartner-adds-big-data-gamifica。  new window
3.Workman, R.(20130524)。What is Gamification?，http://www.businessnewsdaily.com/4541-gamification.html。  new window
4.Wingfield, N.(20121223)。All the world's a game, and business is a player，http://www.nytimes.com/。  new window
5.Schreiber, M.(20131024)。Gamification for businesses: Q&A with Mario Herger，http://www.clickz.com/clickz/column/2302704/gamification-for-businesses-q-a-with-mario-herger/。  new window
6.Sayanthan, B.(20130227)。Where 'gamification' meets advertising，http://sayys365.blogspot.tw/2013/02/where-gamification-meets-advertising.html/。  new window
7.Saini A.(20080514)。Solving the web's image problem，http://news.bbc.co.uk/2/hi/technology/7395751.stm， 2014/01/20。  new window
8.Roberts, M.(20120603)。Gamification drives customer engagement [Web blog article]，http://allegoriedesign.com/gamification-drives-customer-engagement/#.UUYWs7uYaFY/。  new window
9.Raymer, R.(201109)。Gamification: Using game mechanics to enhance elearning，http://elearnmag.acm.org/archive.cfm?aid=2031772， 2014/01/20。  new window
10.Markoff, J.(20100804)。In a video game, tackling the complexities of protein folding，http://www.nytimes.com/2010/08/05/science/05protein.html， 2014/01/19。  new window
11.Kuo, I.(20130221)。Chok! Coca-Cola's most successful Hong Kong marketing campaign in 35 years，http://www.gamification.co/2013/02/21/chok-coca-cola-marketing-campaign/。  new window
12.Holton, K.，Abboud, L.(20130228)。Chok! Chok! Chok! ad shakes up mobile marketing，http://www.reuters.com/ article/2013/02/28/us-mobile-world-advertising-idUSBRE91R13I20130228/， 2014/02/14。  new window
13.Huling, R.(20100325)。Gamification: Turning work into play，http://hplusmagazine.com/2010/03/25/gamification-turning-work-play/。  new window
圖書論文
1.Vorderer, P.、Hartmann, T.(2009)。Entertainment and enjoyment as media effects。Media effects: Advances in theory and research。New York：Routledge。  new window
2.Montola, M.(200512)。Exploring the edge of the magic circle: Defining pervasive games。Proceedings of DAC。  new window
3.Lee, K. M.、Peng, W.、Park, N.(2009)。Effects of computer/video games and beyond。Media effects: Advances in theory and research。New York：Routledge。  new window
4.Huber, M. Z.、Hilty, L. M.(2015)。Gamification and sustainable consumption: Overcoming the limitations of persuasive technologies。ICT Innovations for Sustainability。Cham, Switzerland：Springer International Publishing。  new window
 
 
 
 
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