| Summary: | 碩士 === 中國文化大學 === 國際企業管理學系 === 103 === This study takes the world's largest online shopping website (Taobao.com) as an example to investigate game mechanism of badges, which were used in the site. There-fore, consumers who had used Taobao.com, but have not use badges before, were cho-sen to evaluate the changes with or without gamification, which influence their web site loyalty. A total of 300 valid questionnaires were collected. In this study, data was ana-lyzed through hierarchical regression and paired-sample t test. The results indicate that congruence between self-image and online store image with trusting beliefs all lead to significant influence on web site loyalty. Furthermore, the results show the moderating effects of flow experience between congruence between self-image and online store image with trusting beliefs on web site loyalty in gamification context; on the contrary, there are no moderating effects between them without gameful experience context.
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