透過遊戲化機制增強購買綠色金融商品意圖之研究

A Study on Enhancing the Intention to Purchase Green Financing Products through Gamification Mechanisms

研究目的：在綠色金融行動方案3.0政策下，本研究檢視金融業者如何透過遊戲化機制增強消費者購買綠色金融商品意圖。
研究設計／方法：透過線上問卷共回收217份有效問卷，並使用AMOS軟體分析資料。
研究結果：遊戲化機制能為消費者帶來享受與增加顧客參與度，當消費者有享受情緒時可增強顧客參與度及產生購買綠色金融商品意圖。
研究限制／啟發：未來可發展不同的遊戲化機制或將綠色金融商品分類進行探討。
理論／實務／社會意涵：金融業者推廣綠色金融商品時，在綠色金融平台可導入遊戲化機制，喚起消費者享受情緒及增強顧客參與度，以促進消費者產生購買綠色金融商品意圖。
創見／價值：金融業者可運用遊戲化機制向消費者提供新穎的享樂體驗及提升參與活動。為業者帶來收益之餘也能落實綠色金融，擴展綠色金融市場並達成資本與永續雙贏局面。

Purpose–Given the Green Finance Action Plan 3.0, this study explores how financial practitioners use gamification mechanics to enhance purchase green financing products intention.
Design/methodology/approach–An online questionnaire was designed and a total of 217 valid responses were collected. The data was analyzed using the AMOS software.
Findings–The results reveal that gamification mechanics bring enjoyment to consumers and can increase customer engagement. Furthermore, when consumers experience enjoyment, it enhances customer engagement, ultimately leading to the intention to purchase green financing products.
Research limitations/implications–In the future, different gamification mechanisms can be developed or green financing products can be classified for exploration.
Practical implications/Social implications–When promoting the marketing of green financing products, financial practitioners can introduce gamification mechanisms and evoke consumer enjoyment emotions to enhance customer engagement, thereby enhancing the intention to purchase green financing products.
Originality/value–Financial practitioners can utilize the gamification mechanisms to provide consumers with innovative marketing experiences and enhance engagement activities. While bringing profits to practitioners, they can also implement green finance, expand the green finance market, and achieve a win-win situation of capital and sustainability.