行動行銷的趨勢，帶動各大企業陸續開發自家品牌APP，預期透過此行動策略，與消費者建立互動關係。然而，APP市場的蓬勃發展，順勢擠壓了品牌APP的生存空間。本研究以遊戲化品牌APP為背景，探討遊戲化品牌APP所引發的挑戰感、成就感、社交互動感，如何透過沈浸影響品牌的溝通效果。此外，更以創意作為干擾變數，企圖調查該變數在消費者心理狀態與沈浸之間所扮演的角色為何。本研究結果發現，遊戲化品牌APP所引發的挑戰感、競爭型成就感以及內部社交互動感能正向影響沈浸，並進一步引發消費者的品牌態度與購買意願。本研究擴展遊戲化應用，將其延伸至品牌APP領域，並提供建議給欲開發遊戲化品牌APP之企業。在開發品牌APP時，能考慮遊戲化應用，以此發揮品牌APP的行銷效益。

Mobile marketing prevailed over the world, many companies started to develop theirs branded APP, most of which are implementing mobile strategies and are developing the connection with customer. However, there are thousands of APPs being submitted to the APP store daily, so it’s easy for companies to get lost in the crowd. In order to make the branded APP acquire successful brand benefit. This study used gamification branded app as background to probe into the cause of gamification branded app arouse challenge, achievement, and social interaction, how to affect brand communication effect by flow. Beside, this research used creativity as moderator, attempts to investigate what does the variable takes on between consumer psychology and flow. The results of this study found that the cause of gamification brand app arouse challenge, competition achievement, and internal social interation positive effects flow and further stimulates consumer’s brand attitude and purchase intention. The research extended gamification application to the area of brand app. Also provide suggestions for the company which wants to develop gamification branded app. The company can consider gamification and use it to enlarge branded app marketing benefit when they are developing brand app.

第壹章、 緒論 1
第一節、 研究背景 1
第二節、 研究動機與目的 2
第貳章、 文獻探討 5
第一節、 品牌APP（Branded Application） 5
一、 品牌APP 5
二、 品牌APP的類型 6
三、 品牌APP的相關研究 8
第二節、 遊戲化（Gamification） 9
一、 定義 9
二、 遊戲化的內涵 9
三、 遊戲化應用的相關研究 11
第三節、 品牌APP遊戲化所引發的消費者心理 14
一、 挑戰感 15
二、 成就感 16
三、 社交互動感 17
第四節、 沈浸理論（Flow Theory） 19
一、 沈浸理論 19
二、 沈浸理論的特徵 21
三、 沈浸理論的效益 22
四、 遊戲化應用與沈浸 23
五、 品牌APP遊戲化 25
第五節、 創意（Creativity） 29
一、 新穎性（Novelty） 29
二、 意義性（Meaningfulness） 30
三、 關聯性（Connectedness） 30
第六節、 品牌溝通效果 32
一、 品牌態度（brand attitude） 32
二、 購買意願（purchase intention） 34
第參章、 研究方法 36
第一節、 研究架構 36
第二節、 研究假說 36
一、 品牌APP遊戲化的消費者心理與沈浸之關係 36
二、 品牌APP的創意在品牌APP遊戲化應用與沈浸之間的干擾效果 38
三、 沈浸與品牌態度之關係 39
四、 品牌態度與購買意願之關係 40
第三節、 研究方法與設計 40
一、 研究對象 40
二、 品牌的選擇 40
三、 研究過程 42
四、 操作型定義與問卷題項 43
第肆章、 研究結果分析 46
第一節、 描述性統計 46
第二節、 操弄性檢驗 51
第三節、 信效度分析 53
一、 整體信效度分析 53
二、 高低創意信效度分析 56
第四節、 常態分佈檢定 60
第五節、 結構方程式結果分析 60
一、 模型配適度檢驗 60
二、 路徑分析 63
第伍章、 研究討論 68
第一節、 品牌APP遊戲化對沈浸的影響 68
一、 挑戰感對沈浸的影響 68
二、 成就感對沈浸的影響 68
三、 社交互動感對沈浸的關係 69
第二節、 創意於消費者心理與沈浸之間的干擾作用 70
第三節、 沈浸對品牌溝通效果的影響 71
第陸章、 結論與建議 72
第一節、 結論 72
第二節、 研究貢獻 72
一、 理論貢獻 72
二、 實務貢獻 74
三、 研究限制與建議 75
參考文獻....... 77
附錄.............. 92

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