This research proposed a framework for exploring design factors for gamification and sociability of social media and divide it into two studies. In study I, we first identified attractive gamification mechanism for collaborative storytelling websites. We constructed a hierarchical system structure of gamification design of collaborative storytelling websites and conducted a focus group interview with eighteen frequent users to identify 35 gamification features. After that, this study determined the relative attractiveness of these gamification features by administrating an online survey to collaborative storytelling websites users. The results indicated that the top 10 most attractive gamification features could account for more than 50% of attractiveness among these 35 gamification features. The feature of unpredictable time pressure is important to website users, yet not revealed in previous relevant studies. In study 2, we then attempts to s to access the relative weights of these sociability factors of social media. We used fuzzy-AHP approach to access the relative weights of these sociability factors we garnered from the literature on educational MMORPGs. To do this, a questionnaire using a pair-wise comparison data input format was administered to 242 school teachers to gather assessments for the factors. We found five most important factors affecting sociability - cooperation, team based reward, discussion of strategy, reputation, and social navigation. Although prior studies have identified various factors that facilitate sociability in educational MMORPGs, the relative importance of these factors has not been determined. The results not only be used to help social media developers focus on the most important sociability factors and propose specific guidelines for designing educational MMORPGs, but can also identify the best design strategy for promoting sociability of social media.
表目錄 vi
圖目錄 vii
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 7
1.3論文架構 8
第二章 文獻回顧 9
2.1社交媒體 9
2.2遊戲化機制 11
2.2.1 遊戲化的起源 11
2.2.2 遊戲化介面發展 13
2.2.3 遊戲化設計技術發展 13
2.2.4 遊戲化經驗設計發展 14
2.3 網際社交性 16
2.3.1 社交性對社交媒體與嚴肅型遊戲的重要性 16
2.3.2 教育型多人線上角色扮演遊戲的社交性設計 17
2.4模糊層級分析法 21
2.4.1層級分析法 21
2.4.2模糊理論 22
2.4.3模糊層級分析法 24
2.5文獻回顧結語 24
第三章 研究方法 25
3.1 第一部分、探索社交媒體的遊戲化機制 26
3.1.1階段一 建立遊戲化機制的系統性結構 26
3.1.2階段二 找出遊戲化特徵 31
3.1.3階段三 找出遊戲化特徵的相對吸引力 31
3.2 第二部分、探索促進社交媒體的社交性因素 37
3.2.1階段一：探索影響社交性的因素 37
3.2.2階段二：評估影響社交媒體社交性的設計因素 43
第四章 研究結果 45
4.1社交媒體遊戲化機制研究結果: 45
4.1.1 遊戲化分析結果 45
4.1.2 遊戲化機制分析結果討論 45
4.2 社交媒體社交性研究結果 49
4.2.1促進社交性因素分析結果 49
4.2.2促進社交性因素分析結果討論 51
第五章 結論與後續研究方向 53
5.1 結論 53
5.2 學術與實務應用 56
5.3 後續研究方向與研究限制 58
參考文獻 60
附錄一、協同故事創作網站遊戲化因素與特徵之模糊類別分析評估問卷 77
附錄二、教育型多人線上角色扮演遊戲社交性設計因素評估問卷 85
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