Can Learning Be a Kind of Leisure? Revealing the Perceptive Marketing Implications of Board Game Design

• Main Authors: CHI, TSU-HSIN, 紀祖欣
• Other Authors: LIN, CHIN-FENG
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/3r3qx8

碩士 === 國立屏東大學 === 休閒事業經營學系碩士班 === 106 === 　　Education is the foundation of national development. Therefore, many countries are actively promoting various education policies and learning models. How to improve the intrinsic motivation of learning and student’s learning motivation is an important to strengthen education. In this study, means-end chains (MECs) and balance theory were used to investigate the users’ preferences of playing the board game products. Students, teachers, parents and designers were interviewed by a laddering technique to discover which attributes, consequences and values are they pay attention, and then analyze these attributes, consequence and values by using the framework of balance theory. A total of six combinations are used to demonstrate the balance of educational learning and leisure. The results of this study show that the four types of interviewees believed that the “interaction with other people” attribute is important to them. The consequences that are more likely to be generated are “fun and joy” and “relationship development”. According to the balance theory, eighty percent of “attribute-consequence” and “consequence-value” pairing combinations are balanced. Through by using the analytical framework proposed in this study to deduce the product strategy, marketing strategy and learning strategy of board games products, it is possible to help students to use board games products to increase their learning motivation and achieve the goal of implementing educational policy.