Dcard成就徽章遊戲化行銷對使用者參與行為之影響：歸屬需求、勝任需求與逃避現實之多重中介效果

The impact of Dcard achievement badge gamification marketing on user engagement behavior: Multiple mediating effects of the Need for Relatedness, Competency Required, and Escapism

本研究旨在探討Dcard成就徵章遊戲化行銷的外顯與無實質獎勵機制對使用者參與行為的影響，以自我決定理論和心流理論為理論基礎，導入歸屬需求、勝任需求以及逃避現實的多重中介模型探討其影響機制為何。並以611位Dcard使用者作者作為受測者，以結構方程式作為主要的資料分析工具，而中介效果則是採用PRODCLIN2所提出的多重中介模型間接效果比較法，藉此計算三種中介途徑何者影響力較大。研究結果發現：1.遊戲化行銷之無獎勵及外顯機制對使用者參與行為具有影響。2.遊戲化行銷會透過歸屬需求、勝任需求以及逃避現實的中介效果進而影響使用者參與行為。3.關係與報酬透過逃避現實的中介影響力最大。4.競争與樂趣透過勝任需求的中介影響力最大。5.當同時將關係與報酬、競爭與樂趣納入考量時，兩者皆對歸屬需求與勝任需求具有顯著影響。然而，就逃避現實而言，僅關係與報酬具有顯著影響力;相較之下，競争與樂趣僅呈現微弱且邊際顯著的效果。本研究根據此研究結果，提出具體的理論與實務意涵。

This study investigates how gamification marketing-specifically Dcard's achievement badge system featuring non-material and externally visible rewards-affects user's engagement behavior. Grounded in Self-Determination Theory and Flow Theory, this research incorporates a multiple mediation model to examine the psychological mechanisms driving user responses. Key mediators include the need for relatedness, need for competence, and escapism. Data were collected from 611 Dcard users and analyzed using structural equation modeling (SEM), with indirect effects assessed through the PRODCLIN2 method for multiple mediation comparisons. Findings indicate that: (1) Both non-reward and explicit reward mechanisms significantly influence user engagement. (2) Gamification marketing impacts user behavior via the mediating effects of need for relatedness, need for competence, and escapism. (3) The escapism pathway is most strongly influenced by relationships and rewards; (4) The need for competence pathway is primarily driven by competition and fun. (5) When both relationships/rewards and competition/fun are considered simultaneously, they significantly affect both need for relatedness and need for competence. However, only relational and reward-based mechanisms have a notable impact on escapism, while competition and fun yield marginal effects. Theoretical contributions and practical implications for gamified platform design are discussed.