遊戲化行銷與品牌忠誠度關係之研究

Research on the Relationship between Gamification Marketing and Brand Loyalty

Gamification marketing applies interesting game elements to stimulate users' motivation to participate, so that customers can gain a sense of accomplishment and value during the experience, improve the effectiveness of marketing activities and customer satisfaction, thereby changing their shopping behavior and enhancing brand connection and loyalty. Spend. This study collects questionnaires online to explore the impact of gamification marketing on brand loyalty. The research subjects were users who had used Shopee for shopping, and there were 207 valid questionnaires (effective recovery rate 99%). The empirical results are consistent with the hypotheses. Finally, there is a discussion of research and management implications.