以 UTAUT2 模式探討電子商務遊戲化體驗影響消費者購買意願之研究

Abstract

過去研究發現遊戲化產品不僅為行動電商平臺帶來大量參與的活躍使用者，還為使 用者透過平臺遊戲進行社交互動，而參與遊戲化可以提高產品的轉換率，增強使用者對 平臺的參與度，促進銷售成長。因此本研究目的為: (一) 透過延伸型整合性科技接受 模式 (The Extended Unified Theory of Acceptance and Use of Technology, UTAUT2) 與名 聲了解消費者使用電商內遊戲與購買意願間之影響。 (二) 探討消費者對於電商內遊戲 之動機與意願為何。 (三) 探討使用行為意願是否為所有自變數構面與購買意願的中介 變數。 (四) 不同電商平臺在 UTAUT2 自變數與名聲對使用行為意願是否具備調節效 果，根據過往文獻建構 10 個構面共 38 題問卷題項，經由 10 位異質性專家修正後，以 發放線上問卷於 2023 年 2 月 4 日至 3 月 10 日發放，採取立意抽樣，回收共 680 份問 卷，其中 657 份為有效樣本，有效回收率為 97%。本研究以先檢測構面信效度，再以結 構方程模型 AMOS 檢驗結構與測量模型、SPSS 檢驗路徑係數，最後以 SPSS PROCESS 檢驗中介效果，研究發現期望績效、期望努力、社會影響、促成條件、享樂動機、感知 價值、習慣、名聲對使用行為意願有正向影響，期望績效、期望努力、社會影響、促成 條件、享樂動機、感知價值、習慣、名聲對購買意願有正向影響，並且均為部分中介效 果;在調節效果檢驗上發現本研究未具備調節效果，因此代表本研究模型具穩定性，基 於上述研究結果建議電商經營者應加強遊戲設計、提供簡單易懂的遊戲供消費者遊玩。

Past research has found that gamified products not only bring a large number of active users to mobile e-commerce platforms but also facilitate social interaction among users through in-platform games. Participation in gamification can improve product conversion rates, enhance user engagement with the platform, and promote sales growth. Therefore, the objectives of this study are as follows: (1) Investigate the influence of the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) and reputation on consumers' intention to use e-commerce games and make purchases; (2) Explore consumers' motivation and intention of playing e-commerce games; (3) Examine whether the use intention is a mediating variable between all the independent variable constructs and purchase intention; (4) Determine whether different e-commerce platforms exhibit moderating effects on the relationship between UTAUT2 independent variables, reputation and behavioral intention. A total of 38 questions in 10 dimensions were constructedbased on previous literature and revised by 10 heterogeneous experts. An online questionnaire was distributed from February 4 to March 10, 2023. A purposive sampling method was used, and a total of 680 questionnaires were collected, with 657 of them being valid samples, resulting in a valid response rate of 97%. In this study, confirmatory factor analysis (CFA) was conducted to examine the validity and reliability of the constructs. AMOS was used to test the CFA. The path coefficient examination was used by SPSS and SPSS PROCESS to test the mediating effects.The research findings indicate that performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, customer perceived value, habit, and reputation have a positive impact on behavioral intention. Moreover, performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, customer perceived value, habit, and reputation have a positive influence on purchase intention, and are all partially mediated. In examining the moderating effects, it was found that this study did not demonstrate a significant moderation effect. Therefore, it suggests that the research model in this study is stable. Based on these findings, it is recommended that e-commerce operators enhance their game design and provide simple and user-friendly games for consumers to engage with.