由於親社會行為(Prosocial Behavior)在系統與組織中可帶來許多效益，管理人員會透過設定不同的目標和獎勵以促使系統與組織中的個體進行更多親社會行為。在促使個體執行特定行為時，經常會運用目標設定理論(Goal-setting theory)來達成，而遊戲化徽章(Gamified Badges)則是實作目標設定理論經常使用的方法之一，亦是現今遊戲化常使用的方法。遊戲化已經被運用在多種領域上，例如在教育、商業、工作環境等情境上，遊戲化的目的即是增加系統與組織中個體的參與程度以及表現成果，而遊戲化設計之系統普遍被認為比無遊戲化設計之系統有更好的表現。

然而，在過去的研究中甚少探討遊戲化徽章在協助情境中對於引導親社會行為的效果與影響，本研究實作了一需求配對系統以建立個體可執行親社會行為的情境，以聊天機器人的形式來設計個體在供需媒合上的互動，並且加入以目標設定理論為基礎的遊戲化徽章來觀察使用者的親社會行為。透過18位使用者為期兩週的使用測試，本研究對使用者進行半結構訪談來探討遊戲化徽章引導親社會行為的效果、並了解遊戲化徽章的操作對於個體的影響，最後提供如何透過遊戲化徽章引導親社會行為來增加個體受益的建議。研究結果顯示遊戲化徽章之限時獲得的特性與降低獲得徽章的資格難度能增加個體為了獲得徽章而進行親社會行為的次數，而賦予遊戲化徽章後續的功用可增加個體收集徽章的意願。

Since prosocial behavior can bring benefits to systems and organizations, managers build different goals and rewards to encourage individuals to conduct more prosocial behavior. Gamified badges are the common practice of gamification to implement the goal-setting theory, which is used when aiming to urge people to conduct certain behavior. Currently, to increase engagement and performance, gamification is exploited in domains such as work, commerce, and learning. It is believed that systems that include gamification have better performance than those that do not.

However, there is very little research that has examined how gamified badges affect people to conduct prosocial behavior. In this study, a demand matching system is implemented to establish a context in which individuals can perform prosocial behaviors, and the interaction between individuals on the supply and demand medium is designed in the form of a chatbot. Gamified badges based on goal-setting theory are added to the system to observe individuals' prosocial behaviors. Through a two-week experiment, this study conducts semi-structured interviews with 18 subjects to explore the effect of gamified badges guiding prosocial behaviors and understand the impact of gamified badges on individuals. Finally, this study provides suggestions on how to increase individual benefits by using gamified badges. The results show that the time-limited characteristics of gamified badges and the reduction of the qualification to obtain badges can increase the number of times of prosocial behaviors while setting subsequent functions of gamified badges can increase the willingness of individuals to collect badges.

中文摘要 i
Abstract ii
目錄 iii
圖目錄 v
表目錄 vii
壹、 緒論 1
第一節 研究背景與動機 1
第二節 研究問題 2
貳、 文獻探討 3
第一節 遊戲化 3
第二節 目標設定理論 5
第三節 親社會行為 9
參、 系統架構設計 11
第一節 使用情境設計 11
第二節 使用流程設計 13
（一） 會員流程註冊 13
（二） 顯示個人資訊流程 15
（三） 刊登需求流程 17
（四） 協助需求流程 17
（五） 顯示遊戲化徽章流程 20
第三節 遊戲化徽章設計 21
（一） 遊戲化徽章介面設計 22
（二） 遊戲化徽章任務設計 25
第四節 資料庫設計 29
（一） 資料庫介紹 29
（二） 資料庫欄位設計 31
第五節 Line Bot實作 38
（一） Line Bot 介紹 38
（二） Line Bot 訊息處理 38
（三） Messaging API 實作 41
肆、 評估方法 47
第一節 遊戲化徽章操作 48
（一） 遊戲化徽章獲取資格更動 48
（二） 特定獲得時間之遊戲化徽章 50
（三） 預設需求刊登 51
（四） 提醒通知 51
伍、 評估結果 52
第一節 對遊戲化徽章之認知 54
第二節 遊戲化徽章之影響 61
陸、 結論 69
第一節 研究結論 69
第二節 研究貢獻 70
第三節 研究限制與建議 71
參考文獻 73
附錄 77

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