移动互联网的快速发展，使企业通过传统大众媒体与消费者进行单向沟通的 成效日渐式微。企业需要强化与用户的联系，保持长久紧密关系，高度契合的顾 客会积极共享信息并潜在地推荐产品和服务，因此顾客契合被看作是移动互联网 企业持续发展和实现价值共创的基矗为了保证企业和用户的持续发展和价值共 创的实现。越来越多的企业开始关注游戏这种兼具娱乐性和互动性的内容载体， 运用游戏思维和游戏技术与消费者建立新型互动关系。游戏化营销正在成为营销 模式创新的热点，游戏化体验是游戏化营销中的核心。但是学术界对于游戏化体 验的研究还处于起步阶段，大多还停留在概念层面的研究，并没有解释游戏化体 验是如何对顾客的心理和行为产生影响的，及其对顾客契合的影响机制。 故本文根据对论文所涉及到的相关变量的国内外相关理论及文献进行了系 统梳理。对顾客契合、游戏化体验、自我效能感和品牌价值观一致性的概念的进 行了界定并将相关内容以及划分的研究维度进行了梳理。结合相关理论对线上平 台中游戏化营销对顾客契合的影响机制进行研究，综合文献研读和专家访谈的方 法，在提出了相应的研究假设的基础上，构建了以游戏化体验为自变量，自我效 能感为中介变量，品牌价值观一致性为调节变量，顾客契合为因变量的理论模型。 探讨移动APP中游戏化体验对促进顾客契合的影响和作用机制。通过线上移动 app平台获取了803份有效问卷的调查数据，并运用相关的数据分析软件对数据 进行处理，最后利用结构方程对研究假设进行检验，对相关变量之间的作用机制 进行了清晰的厘定。 研究结论表明：在移动APP中，游戏化体验对顾客契合有显著的正向促进 作用；自我效能感在游戏化体验与顾客契合的关系中，起到了部分中介的作用； 品牌价值观一致性在游戏化体验与顾客契合的关系间起到有中介的正向调节作 用。通过对移动APP中游戏化体验到顾客契合形成机制的剖析，有助于深化对 移动APP中消费者动机和行为的理解，为有效发展与改进游戏化营销的管理提 供有益的参考。 关键词：游戏化体验；顾客契合；自我效能感；品牌价值观一致性；社会认知理 论 II Abstract TherapiddevelopmentofmobileInternethasmadeone-waycommunication betweenenterprisesandconsumersthroughtraditionalmassmediaincreasingly ineffective.Enterprisesneedtostrengthentherelationshipwithusersandmaintaina long-termandcloserelationship.Highlycompatiblecustomerswillactivelyshare informationandpotentiallyrecommendproductsandservices.Therefore,customer alignmentisregardedasthebasisforthesustainabledevelopmentandvalue co-creationofmobileInternetenterprises.Inordertoensurethesustainable developmentofenterprisesandusersandtherealizationofvalueco-creation.More andmoreenterprisesbegintopayattentiontogames,whicharebothentertainingand interactivecontentcarrier,andusegamethinkingandgametechnologytoestablisha newinteractiverelationshipwithconsumers.Gamificationmarketingisbecominga hotspotofmarketingmodelinnovationandgamificationexperienceisthecoreof gamificationmarketing.However,theresearchongamificationexperiencein domesticacademiccirclesisstillinitsinfancy,andmostofthemarestillatthe conceptuallevel,withoutexplaininghowgamificationexperienceinfluencesthe psychologyandbehaviorofcustomers,anditsinfluencemechanismoncustomerfit. Therefore,thispapersystematicallysortsoutdomesticandforeigntheoriesand literaturesrelatedtotherelatedvariablesinvolvedinthepaper.Theconceptsof customerfit,gamificationexperience,self-efficacyandbrandvalueconsistencywere defined,andrelevantcontentsandresearchdimensionsweresortedout.Basedon theoryofsocialcognition,onlinegamingmarketingplatformandmechanismtostudy theinfluenceoffittocustomers,thecomprehensivemethodofliteraturestudyand expertinterview,onthebasisoftheproposedthecorrespondingresearchhypothesis, constructsthegamingexperienceasindependentvariables,self-efficacyas intermediaryvariables,brandvaluesconsistencyastheregulatingvariable,the theoreticalmodelofcustomerfitasthedependentvariable.Toexploretheinfluence andmechanismofgamificationexperienceoncustomerfitinmobileAPP.The surveydataof803validquestionnaireswereobtainedthroughtheonlinemobileapp platform,andrelevantdataanalysissoftwarewasusedtoprocessthedata.Finally,the researchhypothesiswastestedwithstructuralequation,andthemechanismofaction betweenrelatedvariableswasclearlydetermined. Theresearchconclusionshowsthat:inmobileAPP,gamificationexperiencehas asignificantpositiveeffectoncustomerfit.Self-efficacyplaysapartinmediatingthe relationshipbetweengamificationexperienceandcustomers.Brandvalueconsistency playsamediatingandpositiveroleintherelationshipbetweengamification experienceandcustomerfit.Theanalysisoftheformationmechanismofcustomerfit throughgamificationexperienceinmobileAPPwillhelpdeepentheunderstandingof consumers'motivationandbehaviorinmobileAPPandprovidebeneficialreference fortheeffectivedevelopmentandimprovementofgamificationmarketing management. Keywords:gamificationexperience；customerengagement；self-efficacy；brand valuesconsistency；socialcogn-itiontheory III 目录 摘要..............................................................................................................................I Abstract........................................................................................................................II 第1章绪论...............................................................................................................1 1.1研究背景.........................................................................................................................1 1.2研究意义.........................................................................................................................2 1.2.1理论意义..................................................................................................................3 1.2.2现实意义..................................................................................................................3 1.3研究内容.........................................................................................................................4 1.4论文的主要创新点.........................................................................................................5 1.5论文的研究方法与技术路线.........................................................................................6 1.5.1研究方法..................................................................................................................6 1.5.2技术路线..................................................................................................................7 第2章文献综述.........................................................................................................8 2.1顾客契合的相关研究.....................................................................................................8 2.1.1顾客契合的概念界定..............................................................................................8 2.1.2顾客契合与相似概念的关系................................................................................11 2.1.3影响顾客契合的前置因素....................................................................................13 2.2游戏化体验的相关研究...............................................................................................14 2.2.1游戏化与游戏化体验............................................................................................15 2.2.2游戏化体验的理论基础........................................................................................18 2.2.3游戏化体验的应用领域........................................................................................20 2.3自我效能感的相关研究...............................................................................................21 2.3.1自我效能的概念界定............................................................................................22 2.3.2影响自我效能感的前置因素................................................................................22 2.4顾客-品牌价值观一致性的相关研究.........................................................................23 2.4.1品牌价值观的概念界定........................................................................................24 2.4.2自我概念与一致性理论........................................................................................25 2.4.3品牌价值观的研究现状.....................................................