| Summary: | 博士 === 國立交通大學 === 工業工程與管理系所 === 101 === This research proposed a framework for exploring design factors for gamification and sociability of social media and divide it into two studies. In study I, we first identified attractive gamification mechanism for collaborative storytelling websites. We constructed a hierarchical system structure of gamification design of collaborative storytelling websites and conducted a focus group interview with eighteen frequent users to identify 35 gamification features. After that, this study determined the relative attractiveness of these gamification features by administrating an online survey to collaborative storytelling websites users. The results indicated that the top 10 most attractive gamification features could account for more than 50% of attractiveness among these 35 gamification features. The feature of unpredictable time pressure is important to website users, yet not revealed in previous relevant studies. In study 2, we then attempts to s to access the relative weights of these sociability factors of social media. We used fuzzy-AHP approach to access the relative weights of these sociability factors we garnered from the literature on educational MMORPGs. To do this, a questionnaire using a pair-wise comparison data input format was administered to 242 school teachers to gather assessments for the factors. We found five most important factors affecting sociability - cooperation, team based reward, discussion of strategy, reputation, and social navigation. Although prior studies have identified various factors that facilitate sociability in educational MMORPGs, the relative importance of these factors has not been determined. The results not only be used to help social media developers focus on the most important sociability factors and propose specific guidelines for designing educational MMORPGs, but can also identify the best design strategy for promoting sociability of social media.
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