網路調查是一種通過網站進行研究與市場調查的新模式，近二十年中獲得極大的歡迎。然而，網路調查的回覆率普遍較低，進一步影響調查的數據品質，從研究主題至資料整理與分析，調查數據品質乃是所有研究者們追求的最高標準。幸運的是遊戲化可以通過遊戲元素與機制製造類似遊戲的歷程，進一步驅使人們的參與動機、體驗與忠誠度，同時也經常應用於嚴肅工作中。
本研究欲以遊戲化應用於網路調查，來提升數據品質及促進參與體驗。先以現有網路調查案例及遊戲化相關研究篩選出適合網路調查之元素，並進一步以半結構式訪談與使用者體驗測試確立體驗性較高的遊戲化元素。以第一階段實驗為基礎，自建網頁開發出遊戲化調查與一般調查，將兩者執行A/B測試探究遊戲化網路調查對數據品質及主觀參與體驗的影響。
研究結果發現，遊戲化調查在客觀性指標的回覆率、回覆時間及開放式問題的答案長度，以及主觀性指標的系統易用性量表及使用者體驗問卷，這幾個項目結果都優於一般調查。尤其遊戲化調查的回覆率達80.39%更是比一般的調查都還要高，而在開放式問題的答案長度中也有達顯著水準，還額外收穫到受測者使用表情符號及波浪符號的回應狀況，表示遊戲化調查操作起來很有趣及設計的很棒等回饋。由此證明應用遊戲化能使得網路調查參與者有良好的體驗並提升數據品質。最後，本研究最終提出了遊戲化調查的設計概念，將網路調查分做「觸發連結」、「參與動力」與「成就回饋」三個階段進行遊戲化設計。此概念貢獻給後續的研究實驗進一步開發，無論是提升調查品質亦或是貼近使用者的期望，遊戲化網路調查勢必是個新機會能深入去發展。

Online survey is a new mode of conducting research and market research through websites, which has gained great popularity in the past two decades. However, the response rate of online surveys is generally low, which further affects the quality of survey. The data quality is the highest standard pursued by all researchers. Fortunately, gamification can create a game-like process and environment through game elements and mechanics to further drive people’s motivation, experience, and loyalty. It is also often used in serious work.
This study intends to apply gamification to online surveys to improve data quality and promote participation experience. First, the existing online survey cases and gamification-related research are used to screen out the elements suitable for the online survey, and then semi-structured interviews and user experience tests are used to establish more experiential gamification elements. Based on the first phase of the experiment, self-built website developed gamification surveys and normal surveys, and performed A/B testing to explore the impact of gamification online surveys on data quality and subjective participation experience.
The result shows that gamification surveys are better than normal surveys in terms of response rate, response time, length of answers to open questions, system usability scale, and user experience questionnaire. In particular, the response rate of gamification surveys reached 80.39%, which is even higher than general online surveys. The length of answers to open questions is also higher than normal surveys and has reached significant level. In addition, participants mentioned in the answers that these are fun to operate and well designed. This proves that application gamification can enable to have a great experience and improve data quality. Finally, this research puts forward the design concept of the gamification survey, which divides the online survey into three stages: “Trigger Connection”, “Participation Motivation” and “Achievement Feedback”. Whether improving the quality of the survey or meeting the expectations of users, gamification online surveys are bound to be a new opportunity for further development.

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