本研究旨在調查客戶通過參加商業諮詢機構組織的線上活動來諮詢線下服務的意願。 由於在線渠道是通過提供定向來預先定位客戶的有效方式，因此很少有研究調查將在線活動參與轉化為客戶的關鍵因素。 以此為基礎，本研究應用遊戲化可供性和自我決定理論來實證檢驗在線參與互動和尋求服務的意圖之間的關聯。 本研究選擇留學諮詢服務作為案例，因為該業務在後疫情時期蓬勃發展。 結果（440 名抽樣受試者）表明，給予獎勵、反饋、自我表達和敘述等遊戲化可供性對用戶參與行為有積極影響。 此外，外在和內在動機也對用戶參與度產生重大影響。 用戶參與行為與用戶與業務提供商進行諮詢服務交互和諮詢的意願呈正相關。 這些發現有助於改進在線營銷策略，以組織針對預先目標客戶的在線活動。 對管理層的影響強調了有效的遊戲化策略、平衡動機、促進互動以及在在線教育活動中提供支持的重要性。 論文的最後給出了對未來研究的討論和啟示。

This study aims at examining customers’ intentions to consult offline service through participating online events organized by business consultancies. As online channel is an efficient way to pre-target customers by providing orientations, there are limited studies investigate the critical factors that convert online event-participations to customers. Drawing from this, theories of gamification affordances and self-determination are applied to empirical examine the associations between online participations’ intentions to interact and seek service in this study. The case of study abroad consultancy service is selected in this study as this business is booming at the post-COVID pandemic time. Results (440 sampling subjects) reveal that gamification affordances such as giving rewards, feedback, self-expressions, and narratives have a positive effect on user engagement behavior. As well, extrinsic, and intrinsic motivations have a substantial impact on user engagement. User engagement behavior correlates positively with the user's indentations to interact and consult with consulting services with business providers. The findings contribute to the advancement of online marketing strategies to organize online events to pre-target customers. Implications for management emphasize the significance of effective gamification strategies, balanced motivation, fostering interaction, and providing support at online education events. Discussions and implications are given at the end of the thesis for future study.

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