在我国互联网流量增速放缓、互联网红利期逐渐走向尾声的大背景下，各互 联网企业间的流量争夺战愈演愈烈。面对飞速上涨的获客成本、顾客留存成本， 通过在线品牌社区进行社区运营成为了新环境下企业提高用户黏性的关键。目 前，许多企业和学者已经尝试将游戏设计元素融入到在线品牌社区中，通过游戏 化体验助力社区运营目标的实现。游戏化体验改变了传统营销模式中企业向用 户灌输营销信息、而用户只能被动接受的局面，用户受到吸引而主动参与到企业 营销活动中，显著提高了企业营销活动的效果和收益。然而目前对于在线品牌社 区游戏化体验的研究还处于起步阶段，对于游戏化体验的构成要素、使用边界、 对用户心理和行为的影响机理还鲜有涉及。 本文围绕在线品牌社区游戏化体验对用户黏性的影响展开，首先阐述了研 究的目的和意义，对国内外研究文献进行梳理和述评。其次，对本研究的理论基 础、研究变量的概念演变和维度划分进行了综述，提出假设并构建概念模型。在 以二手数据进行初步调查的基础上，采用半结构化深度访谈和扎根理论的研究 方法，对在线品牌社区游戏化体验的维度和构成要素进行了测度。最后，以大学 生、企业员工和在线品牌社区用户为调查对象，探讨了在线品牌社区中游戏化体 验、顾客契合、调节定向和用户黏性之间的关系，并采用层级回归分析的方法检 验研究假设。本研究的创新点包括：第一，借助扎根理论，开展基于二手数据的 初步调查和基于半结构化深度访谈的正式调查，将在线品牌社区游戏化体验划 分为社交互动、奖励反馈、沉浸投入和积极情绪四个维度，并对各个维度的内涵 和构成进行了阐述；第二，构建了以顾客契合为中介、调节定向为调节的在线品 牌社区游戏化体验影响用户黏性的概念模型，探索了游戏化体验对用户黏性的 影响机理和作用边界，以此为基础提出了优化在线品牌社区游戏化体验的管理 策略，帮助我国互联网企业通过社区运营工作有效提高用户黏性。 综上所述，本文以在线品牌社区为研究对象，从社区用户的角度出发，厘清 了在线品牌社区游戏化体验的维度和构成要素，探究了在线品牌社区游戏化体 验对用户黏性的影响，丰富了游戏化领域的相关研究，为我国互联网企业有效开 展社区运营、运用游戏化体验提高用户黏性提供了参考依据。 关键词：游戏化体验；在线品牌社区；用户黏性；调节定向；顾客契合 II Abstract Under the background of the slowdown in the growth of internet user traffic, and internet dividend period is coming to an end, the battle for traffic among major internet enterprises is getting fiercer. Facing the rapidly rising customer acquisition cost and customer retention cost, conducting community operation through online brand community has become an important means for enterprises to improve user stickiness. At present, in order to help the realization of community operation objectives through gamified experience, many enterprises and scholars begin to integrate game design elements into online brand community. Gamified experience has changed the traditional marketing model in which enterprises instill marketing information into users and users passively participate in the marketing work of the enterprise, which significantly improves the effect and income of the marketing activities of the enterprise, and enhances the user stickiness of the enterprise products. However, at present, the research on gamified experience is still in its infancy, there are very few researches on the elements of online brand community gamified experience, its use boundary, its influence mechanism on users' psychology and behavior is not clear yet. This thesis focuses on the impact of online brand community gamified experience on user stickiness. First, the purpose and significance of this thesis were described, and the domestic and foreign research literatures were reviewed. Secondly, the theoretical basis of this thesis were introduced, the concept evolution and the dimensions of research variables were summarized, the hypotheses and concept model were put forward. On the basis of preliminary investigation with second-hand data, the dimensions and components of online brand community gamified experience were measured through semi-structured in-depth interview and grounded theory. Finally, the university students, enterprise employees and online brand community users were taken as research objects, the relationship among gamified experience, customer engagement, regulation focus and user stickiness in online brand community were discussed, the research hypotheses were tested using the method of hierarchical regression analysis. This thesis has the following innovation points, first, based on the method of grounded theory, preliminary survey based on second-hand data and formal survey based on semi-structured in-depth interview were conducted, online brand III community gamified experience was divided into four dimensions: social interaction, award feedback, deep immersion and positive emotion, and the connotation and composition of each dimension were described. Second, a moderating mediating model of online brand community gamified experience influencing user stickiness with customer engagement as mediating variable and regulation focus as moderating variable was constructed, the mechanism and boundary of the influence of gamified experience on user stickiness were explored, in order to help Chinese internet enterprises effectively improve user stickiness through community operation, the management strategies of optimizing online brand community's gamified experience were put forward. In summary, the online brand communities of internet enterprises were taken as the research objects in this thesis, from the perspective of community users, the dimensions of online brand community gamified experience were explored by grounded theory. the mechanism and boundary of the influence of gamified experience on user stickiness were explored, the relevant research in the field of gamification was enriched, several management strategies for Chinese internet enterprises to make full use of game design elements to build gamified experience and improve user stickiness were provided. Key words: Gamified Experience; Online Brand Community; User Stickiness; Regulatory Focus; Customer Engagement IV 目 录 摘要 . I Abstract ......................... II 第1章 绪论 .................... 1 1.1研究目的和意义 . 1 1.1.1研究目的 ... 1 1.1.2研究意义 ... 2 1.2国内外研究现状 . 2 1.2.1游戏化体验研究现状 .............. 2 1.2.2用户黏性研究现状 .................. 5 1.2.3游戏化体验对用户黏性影响的研究现状 ............. 6 1.2.4国内外研究述评 ...................... 6 1.3研究内容和方法 . 8 1.3.1研究内容 ... 8 1.3.2研究方法 ... 9 1.3.3技术路线图 .............................. 9 第2章 理论基础和研究假设 ..................... 11 2.1相关概念界定与维度划分 .............. 11 2.1.1游戏化体验 ............................ 11 2.1.2顾客契合 . 13 2.1.3调节定向 . 15 2.1.4用户黏性 . 16 2.2理论基础 ........... 18 2.2.1刺激-机体-反应理论 .............. 18 2.2.2心流理论 . 19 2.2.3自我决定理论 ........................ 20 2.3研究假设与概念模型 ...................... 20 2.3.1游戏化体验与顾客契合的关系 ........................... 20 2.3.2游戏化体验与用户黏性的关系 ........................... 21 2.3.3顾客契合的中介作用 ............ 22 2.3.4调节定向的调节作用 ............ 22 2.3.5初始概念模型构建 ................ 24 V 第3章 基于扎根理论的游戏化体验测度 . 25 3.1基于二手数据的游戏化体验概念初步调查 ................. 25 3.1.1研究样本选择 ........................ 25 3.1.2研究数据收集与整理 ............ 26 3.1.3初步调查结果分析 ................ 27 3.2基于深度访谈的扎根理论研究设计 ............................. 32 3.2.1研究方法 . 32 3.2.2访谈设计 . 33 3.2.3数据收集与整理 .................... 35 3.3游戏化体验测度 .............................. 36 3.3.1开放性编码 ............................ 36 3.3.2主轴编码 . 37 3.3.3选择性编码 ............................ 38 3.3.4理论饱和度检验 .................... 39 3.4研究结果分析 ... 40 3.3.1社交互动 . 40 3.3.2奖励反馈 . 40 3.3.3沉浸投入 . 41 3.3.4积极情绪 . 42 第4章 研究设计与预调研 ......................... 43 4.1修正模型构建与假设汇总 .............. 43 4.1.1概念模型修正 ........................ 43 4.1.2在线品牌社区游戏化体验与顾客契合的关系 ... 43 4.1.3在线品牌社区游戏化体验与用户黏性的关系 ... 45 4.1.4顾客契合的中介作用 ............ 46 4.1.5调节定向的调节作用 ............ 47 4.2问卷设计与问卷量表 .............