在這個資訊爆炸的時代，人們熱衷於在社群媒體上分享與參與活動，而資訊的快速流動，強烈了影響消費者的習性，消費者追求更多好玩與新鮮的內容，同時也希望可以在不同活動上獲得更多的成就感。如何在這樣的環境下，創造出更吸引消費者的策略，吸引消費者主動參與投入，遊戲化已成為世界知名企業爭相學習的解藥之一。遊戲化能夠招喚人們的玩樂欲，創造商機。另外，已有知名國際企業如：可口可樂、Google、三星等企業，開始導入遊戲化，足以見得遊戲化在世界發展的重要性。因此，本研究欲探究遊戲化之內涵。
得助於於科技的快速發展，消費模式與以往有了革命性的轉變，靠著行動裝置的發達，現在電子商務不僅僅只是電腦網路購物而已。仰仗社群媒體的熱絡，新的電子商務模式已經成形。本研究以遊戲化為主體，首先探討遊戲化影響企業成功的關鍵因素，再探討遊戲化、顧客旅程、顧客體驗間的關聯，試圖找出顧客旅程與顧客體驗對於遊戲化的角色為何。由於，過去的研究從來沒有將這三個理論整合做過研究，故本研究希望可以補此研究缺口。
整篇研究以台灣電子商務產業為背景，新進的新加坡電子商務公司為例，採用質性研究中的次級資料研究方法，探討利用遊戲化的策略，創造的長期利潤模式，再來探討顧客旅程與顧客體驗的強化顧客關係維繫。

The purpose of this research was to investigate the successful business model of e-commerce company through three different theories, Gamification, Customer Journey and Customer Experience. Thanks to technology changing, people not only go shopping in a store but also an online shop. E-commerce market share became the new land to scramble. Moreover, people rely on mobile devices and use social media all the time. It is really clear customer behaviour has been changed. It is not just E-Commerce anymore, it became “M-Commerce” (Mobile Commerce). In this study, Gamification is the key theory to study the success elements of e-commerce. Then, by using Customer Journey and Customer Experience theories to find their connection with Gamification for the enterprise’s success. Finally, find a new successful business model for an enterprise to build a long-term competitive advantage.

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