| 摘要: | Gamification is defined as using game design elements, characteristic for games, in non-game contexts, and it is a process of using game mechanics to engage users and achieve a specific goal. In order to build effective gamification apps (applications) for effective user performance, the objectives of this project is to develop strategic elements for mobile gaming design in providing innovative services. In the first year, this study attempts to explore the development of a productive learning atmosphere in the context of mobile situated learning. An quasi-experiment research will be conducted with university-level students having homogenous background and coursework by applying heterogeneous pedagogies, including textual, video, collaborative, and gamification. Moreover, the uses and gratifications theory and the cognitive load theory are adopted to identify the cognitive factors that influence the learning performance in mobile situated learning. In the second year, the purpose of this study is mainly to use the Gamification concept to design a mobile gaming app (application) for contextual marketing, and we will integrate digital game design technologies, such as augmented reality (AR) and global positioning system (GPS). The study will then look at associated consumer value and brand loyalty created by the users after experiencing the mobile game. Accordingly, we define the eight elements of a mobile gamification design, including Coping-escape, Fantasy, Recreation, Social, Omnipotence, Competition, Skill Development, and Location-based. This research model treats “location-based” as a formative second-order construct driven by ubiquitous connectivity and contextual offer. Brand Loyalty is also a second-order construct driven by word-of-mouth and continuance intention. The study will conduct a quasi-experimental research to verify our model. It is hoped that service managers can benefit from the insights discovered from this study and implement more effective management strategies for effective performance. |
