在網路上搜尋資訊，已成為現代人最常獲得資訊的方式之一。然而因各式社群平台的出現，雖然使資訊取得越來越容易，但卻讓人眼花撩亂不知如何選擇。如何增加使用者對於同一社群平台的黏著度，也成為現今社群平台所面臨到的難題。因應人類對於遊戲的喜愛，以及遊戲化概念近年來的風行，本研究欲探討遊戲化概念在社群平台設計上之應用，包含 (1) 深入了解遊戲化的核心八角框架；(2) 針對現行知名社群平台PTT、Mobile01與UrCosme進行個案研究，找出其與遊戲化概念對應之元素或結構；(3) 以遊戲化概念為出發，提供吃喝玩樂等資訊分享社群平台的設計雛型。本研究結果能提供社群平台開發者更多以遊戲化為基礎的平台設計概念，期許平台能永續經營，使用者亦能從分享中獲得樂趣，以創造出雙贏之局面。

Online searching has become one of the most common ways for modern people to access information. Although the emergence of various social platforms makes the acquisition of information become more and more easier, it is difficult for people to visit or use a specific platform loyally. Hence, how to increase users’ stickiness on a specific platform has become a challenge for platform managers. Based on the fascination of “game” by human nature and the popularity of Gamification, this study attempts to explore the design of social platforms by using the concept of Gamification, including (1) to deeply understand the “Octalysis” of Gamification; (2) to analyze the well-known social platforms in Taiwan (PTT, Mobile01, & UrCosme) and find out the design elements of the platforms that is correspond to the core concepts of Gamification; (3) to demonstrate a prototype of entertainment information exchange platform based on the idea of Gamification. The results of this study provide several design elements of gamification-based platform for platform owners, which can lead to the sustainability of the platform as well as the enjoyment of the platform users, and ultimately create a win-win situation for both platform owners and uses.

論文審定書 i
論文公開授權書 ii
致謝 iii
中文摘要 iv
英文摘要 v
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 社群平台 6
第二節 社群平台使用動機與行為 10
第三節 遊戲化(Gamification) 13
第三章 研究方法 19
第一節 個案研究法 19
第二節 研究個案選擇 21
第四章 個案分析 29
第一節 現有平台遊戲化應用之案例分析 29
第二節 遊戲化應用之社群平台設計個案 40
第五章 結論與建議 46
第一節 研究結果討論 46
第二節 研究貢獻 48
第三節 研究限制 49
參考文獻 51

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