Design Factors for Gamification to Enhance Sharing and Acceptance of Social Innovation.

• Main Authors: Wang, Chun-Ju, 王君汝
• Other Authors: 許尚華
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/wq6yxv

碩士 === 國立交通大學 === 工業工程與管理系所 === 104 === Social innovation is a collaborative process to create value accrues primarily to whole society rather than private individuals. Social innovation cannot be successful because there is not have an effective mechanism to agglomerate participants and participants do not understand the solution or idea in the development of scaling up and diffusion in social innovation. This paper is focus on investigates sharing and acceptance of social innovation. Experiential marketing is a concept that moves beyond the traditional features-and-benefits marketing. By appealing to participants on multiple levels, experiential marketing gives participants in-depth experiences with products or idea in order to give them enough information to make the decision. With the explosive adoption of new technologies driven by disrupting factors as social networking a new system of engagement was created, leveraging gamification concepts. Gamification is one of the method in experiential marketing. Applying game mechanics and design elements to non-gaming contexts brings a new model of engagement that increases the point of interaction stickiness and quality of engagement. This paper investigates the important design factors of gamification in marketing. In this paper, the concept of development of gamification design features is based on experiential marketing and using questionnaire to collect data. We used multiple regression analysis to find the relationship between design feature, sharing and acceptance and used path analysis to know the causal relationship between design feature, mediator variable, sharing and acceptance in social innovation. The results showed that the authentic game scene, challenge, role play and the knowledge of social innovation solution can enhance sharing and acceptance of social innovation. The results not only can used to help participants of social innovation focus on the most important gamification feature and propose specific guidelines for designing social games, but also can identify the design strategy to enhance sharing and acceptance of social innovation platform in the future.