近年來，網際網路的快速發展，網路世界已成為現代人生活中不可或缺的一部分。超過半數的人們每日花費數小時的時間在網路世界裡，其中又有超過六成的時間花在社群媒體上，可以說是現代人的生活和社群媒體已經密不可分。持續發展的社群網路讓企業嗅到無限的商機，許多企業紛紛開始投入到社群媒體中，透過社群媒體來與顧客互動、建立品牌知名度和企業形象。
隨著各式科技的持續進步與普及 早期的行銷手法已經無法快速準確地觸及到越來越廣大的網路族，因此許多企業 開始發展創新的行銷手法來吸引網路使用者的注意， 提升品牌的網路聲量，並藉由互動過程中獲得的資訊回饋來修正企業自身的行銷方向。本研究將以遊戲化行銷為主，輔以體驗行銷為基礎設計，發展一個遊戲化行銷體驗，並探討創新的顧客體驗整合虛實環境會對品牌帶來什麼樣的正
面影響。
本研究透過觀察與訪談，歸納出本研究體驗行銷提升品牌知名度與網路聲量之發現。經由觀察，結合「影片」、「遊戲化體驗」的一連串體驗行銷活動確實能提升大眾對品牌的知名度與網路聲量。其中遊戲化體驗又是最關鍵的部分，而影片則能與其相輔相成提升整體成效。

In recent years, with the rapid development of the Internet, the Internet world has become an indispensable part of modern life. More than half people spend hours on internet, and more than 60% of them spend on social media. It can be said that modern life and social media are inseparable. The continuous development of social networks allows companies to smell unlimited business opportunities, and many companies have begun to invest in social media to interact with customers through social media, build brand awareness and company image.
With the continuous advancement and ,popularization of various technologies, early marketing methods have been unable to quickly and accurately reach a wider and wider internet users. Therefore, many companies have begun to develop innovative marketing techniques to attract the attention of internet users ,enhance brand network volume, and through the information feedback obtained during the interaction process to correct the company's marketing direction. This research will focus on game marketing, supplemented by experience marketing, develop a gamification marketing experience, and explore the positive impact of the innovative customer experience on the brand.
Through observations and interviews, this study summarizes the findings of this research experience marketing to enhance brand awareness and network volume. Through observation, a series of experiential marketing activities combined with "film" and "gamification experience" can indeed enhance the public's brand awareness and network voice. The gamification experience is the most crucial part, and the film can complement each other to improve the overall results.

論文審定書 .................................................................................................................................... i
摘要 ............................................................................................................................................... ii
Abstract ........................................................................................................................................ iii
目錄 .............................................................................................................................................. iv
圖目錄 ......................................................................................................................................... vii
表目錄 .......................................................................................................................................... ix
第一章、緒論 ............................................................................................................................... 1
第一節 研究背景與動機 ......................................................................................................... 1
第二節 研究問題 ..................................................................................................................... 2
第三節 研究目的 ..................................................................................................................... 2
第二章、文獻探討 ....................................................................................................................... 3
第一節 體驗行銷 ..................................................................................................................... 3
一、體驗行銷 ....................................................................................................................... 3
二、體驗行銷之特性 ........................................................................................................... 4
三、體驗行銷之體驗模組 ................................................................................................... 6
四、體驗媒介 ....................................................................................................................... 7
第二節 遊戲化行銷 ................................................................................................................. 9
一、遊戲化 ........................................................................................................................... 9
二、遊戲化行銷 ................................................................................................................. 10
第三節 品牌知名度 ............................................................................................................... 13
一、品牌 ............................................................................................................................. 13
二、品牌知名度 ................................................................................................................. 13
第四節 社群媒體行銷 ........................................................................................................... 15
一、社群 ............................................................................................................................. 15
二、社群媒體 ..................................................................................................................... 15
三、社群媒體行銷 ............................................................................................................. 16
第五節 網路聲量 ................................................................................................................... 18
一、網路口碑 ..................................................................................................................... 18
二、口碑的演進 ................................................................................................................. 19
三、網路聲量 ..................................................................................................................... 21
第三章、研究架構與方法 ......................................................................................................... 22
第一節 研究架構 ................................................................................................................... 22
第二節 爬文分析 ................................................................................................................... 23
第三節 研究方法 ................................................................................................................... 34
一、實驗環境 ..................................................................................................................... 34
二、實驗對象 ..................................................................................................................... 34
三、前測 ............................................................................................................................. 34
四、實驗流程 ..................................................................................................................... 38
第四章、研究結果 ..................................................................................................................... 44
第一節 網路聲量分析 ........................................................................................................... 44
一、關鍵字分析 ................................................................................................................. 44
第二節 正式實驗 ................................................................................................................... 49
一、正式實驗與結果分析 ................................................................................................. 49
第三節 問卷結果分析 ........................................................................................................... 54
一、敘述統計分析 ............................................................................................................. 54
二、皮爾森積差相關分析 ................................................................................................. 60
三、信度分析 ..................................................................................................................... 62
四、網路影片喜好度分析 ................................................................................................. 63
第五章、結論與建議 ................................................................................................................. 66
第一節 研究結論 ................................................................................................................... 66
一、影片對品牌知名度與網路聲量之影響 ..................................................................... 66
二、遊戲化體驗行銷對品牌知名度與網路聲量之影響 ................................................. 66
第二節 研究限制與未來建議 ............................................................................................... 67
一、研究場域限制 ............................................................................................................. 67
二、線上資源限制 ............................................................................................................. 67
三、未來建議 ..................................................................................................................... 67
英文參考文獻 ............................................................................................................................. 68
中文參考文獻 ............................................................................................................................. 71
附錄、問卷 ................................................................................................................................. 73

英文參考文獻
[1] Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a BrandName, New York, The Free
[2] Barr, P. (2008). Video game values: Play as human-computer interaction. (Doctoral
Dissertation) Victoria University of Wellington.
[3] Barry, B. (1985). Word of mouth: the indirect effects of marketing efforts. Journal of advertising research, 25(3), 31-39.
[4] Bearden, William and Terence Shimp, (1982). The Use of Extrinsic Cues to Facilitate Product Adoption, The Journal of Marketing Research, Vol. 29(May), 229-239.
[5] Bickart, B., & R. M. Schindler. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15(3), 31-40.
[6] Bone, P. F. (1995). Word-of-mouth effects on short-term and long-term product judgments. Journal of Business Research, 32(3), 213-223.
[7] Bristor, Julia M. (1990). Enhanced explanations of word of mouth communications: The power of relationships. Research in Consumer Behavior, 4, 51-83
[8] Brockmeier, J. (2011). Gartner adds big data, gamification, and internet of things to its hype cycle.
[9] Castronova, E. (2005). Synthetic world: The business and culture of online games. Chicago: The University of Chicago Press.
[10]Chueh, K. J. (2004). The impact of internet anonymity, corporate Image, and relationship quality on Electronic Word-of-Mouth --the online game as the example. National Chung Hsing University.
[11]Day, George S. (1971). Attitude change media and word of mouth. Journal of Advertising Research, 11(6), 31-40.
[12]Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011). From game design elements to gamefulness: Defining gamification. Proceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments, 9-15.
[13]Duhan, D.F., S.D. Johnson, J.B. Wilcox , & G.D. 1997））. Influences on consumer use of word-of-mouth recommendation sources. Journal of theAcademy of Marketing Science, 25(4), 283-295.
[14]Godes, D., & Mayzlin., D. (2004). Using online conversations to study word-of-mouth communication. Marketing Science, 23(4), 545-560.
[15]Hennig-Thurau, Throsten, Kevin P. Gwinner, Gianfranco Walsh, & Dwayne D.Gremler. (2004). Electronic word-of-mouth via consumer-opinion platforms: Motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38-52
[16]Herr, P. M., F. R. Kardes, & J. Kim. (1991). Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective.Journal of Consumer Research, 17(4), 454-462.
[17]Hunicke, R., LeBlanc, M., & Zubek, R. (2004). MDA: A formal approach to game design
and game research. Proceedings of the AAAI Workshop on Challenges in GameAI, 04-04.
[18]Hoyer, W. D. and S. P. Brown, 1990. Effects of Brand Awareness on Choice for a Common Repeat-Purchase. Journal of Consumer Research, Vol.17, No.2: 141-148.
[19]Kamins, M. A. and L. J. Marks, 1991. The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar and Unfamiliar Brands, Journal of the Academy of Marketing Science, Vol.19, No.3: 177-185.
[20]Keaveney, S. M. 1995. Customer switching behavior in service industries: an exploratory study. Journal of Marketing, 59(2): 71-82.
[21]Murray, J. H. (2006). Toward a cultural theory of gaming: Digital games and the coevolution of media, mind, and culture. Popular Communication, 4(3), 185-202.
[22]Rao, A. R. and K. B. Monroe.(1988) “The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations,” Journal of Consumer Research, Vol. 15, 53-264.
[23]Rheingold, H.(1993). The Virtual Community: Homesteading on the Electronic Frontier. Readings, MA: Addison-Wesley.
[24]Shafer,D.(1999). VitComm99: Reflections of a maturing conference.
[25]Silverman G.(1997). How to harness the awesome power of word-of-mouth. Direct Marketing, 60(7), 32-37.
[26]Tanimoto, J., & H. Fujii. (2003). A study on diffusion characteristics of information on a human network analyzed by a Multi-Agent simulator. The Social Science Journal, 40(3), 479-485.
[27]Zichermann, G., & Cunningham, C. (2011). Gamification by design: Implementing game mechanics in web and mobile apps. Sebastopol, CA: O’Reilly Media
中文參考文獻
[1]張瀚仁,&管郁君(2000)。個人化技術對虛擬社群發展之影響。
[2]張純富(2010)。社交網站人際關係維繫之研究:以Facebook為例，世新大學資訊傳播學系碩士論文。
[3]孫傳雄(2009)。FACEBOOK行銷大補帖。
[4]孫傳雄(2009)。FACEBOOK粉絲專頁懶人包－企業社群行銷（Social media marketing）的最佳工具。
[5]孫傳雄(2009)。FACEBOOK的塗鴉牆、社團與粉絲專頁懶人包。
[6]吳富傑(2009)。企業利用Facebook平台經營粉絲專頁社群之研究。國立政治大學科技管理研究所碩士論文。
[7]浩騰媒體(2009)。浩騰媒體2009年9月月報。
[8]吳岱芸(2015)。從遊戲到遊戲化：行銷溝通遊戲化理論初探。新聞學研究第124期。
[9]品牌志(2018)。【品牌行銷】5大行銷案例 ! 看Nike,星巴克教你遊戲化行銷 (Gamification)。
[10]林隆儀,&陳俊碩(2010)，來源國形象與品牌知名度的組合效果對消費者購買意圖的影響-產品涉入的干擾效果，聯大學報，第7 卷，第１期。
[11]郭宜姍(2010)， 產品屬性、推廣策略、顧客價值、品牌知名度與消費者購買意願的關係－ 以3C 產品消費者為例，真理大學管理科學研究所碩士論文。
[12]蕭至惠,洪筱婷,&蔡進發(2008)，旅遊網站品牌知名度與價格標示對線上套裝旅遊購買意願之影響，觀光休閒學報，第14 卷，第1 期。
[13]孫衙聰,葉素妙(2016)，認知需求對妥協效果之影響－以品牌知名度為調節變項，萬能商學學報，第21期，15-30。
[14]國家發展委員會的「2017年數位機會調查報告」https://www.ndc.gov.tw/cp.aspx?n=55c8164714dfd9e9
[15]陳久郁(2012)。社交網站使用者價值與忠誠度之關係探討-以Facebook為例。國立中山大學資訊管理學系碩士論文。
[16]方世榮,張苑惠(2006)。網路口碑之形成影響因素以網路涉入程度與虛擬社群管理為干擾因素，Journal of e-Business，8(4)，499-532。
[17]林建煌(2002)。《消費者行為》。台北：智勝文化事業有限公司。
[18]留淑芳(2003)。《網路口耳相傳訊息特性及接受者行為特質對態度形成之影響》。國立台灣大學商學研究所博士論文。