宁昌会,奚楠楠

• 1:中南财经政法大学 工商管理学院，湖北 武汉 430073

摘要(Abstract)：

游戏化已经在医疗健康、教育培训、营销活动和企业管理等方面得到广泛应用，能够影响用户的心理状态和行为，例如促进参与和实现契合。目前，已有不少企业将游戏设计元素应用于营销实践，开展游戏化营销。自从“游戏化”概念在2011年游戏开发者大会被提及至今，国外不少学者和机构围绕这一主题进行了研究和探讨，而国内的学者尚未给予足够的重视，研究明显滞后。鉴于此，本文围绕游戏化营销的产生背景、应用领域、理论基础和概念模型等方面对国外的相关文献进行了综述，界定了游戏化营销的基本含义，梳理了游戏化营销的应用范围，总结了游戏化营销比传统营销方式更有效的原因，并对未来的研究方向进行了展望，以期为游戏化营销研究者和实践者提供借鉴。

关键词(KeyWords)： 游戏化;游戏设计元素;自我决定理论;心流体验

Abstract:

Keywords:

基金项目(Foundation): 国家社会科学基金项目（12BGL055）

作者(Author): 宁昌会,奚楠楠

DOI: 10.16538/j.cnki.fem.2017.10.005

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