游戏化营销背景下解锁机制对消费者持续参与的影
响研究
The impact of unlocking mechanism on consumers'persistence in the context
of gamification marketing
学位申请人张立芹
指导教师谭慧敏
学科专业市场营销管理
学位类别管理学
分类号密级
U.D.C
游戏化营销背景下解锁机制对消费者持续参与的影
响研究
The impact of unlocking mechanism on consumers'persistence in the context
of gamification marketing
学位申请人：张立芹
学号：2201202Z5010
学科专业：市场营销管理
研究方向：消费者行为学
指导教师：谭慧敏
定稿时间：2023年2月
摘要数字时代下，企业如何最大程度地吸引消费者、激发消费者持续参与的
动力、提升消费者粘性是近年来营销专家和学者们关注的重要议题。尤其是
对于一些强调长期目标、需要意志和坚持才能收获最终效果的行业和领域，
消费者是否能够持续参与直接影响他们的满意度和忠诚度。然而在参与过程
中，为实现最终目标而付出的努力和代价往往非常高昂，而最终目标带来的
好处又无法立即体会到。因此，企业亟需构建出一些特殊机制帮助消费者抵
抗惰性和诱惑的干扰，促进他们对目标的投入和参与，从而顺利实现长期目
标。
游戏作为一种放松身心的娱乐方式，一直受到人们的欢迎和喜爱。近年
来在电商购物、运动健身、在线品牌社区、线上教育等营销场景当中，游戏
化营销在情感性和参与性上展现出了巨大的优势，帮助企业在优化顾客体验
的过程中鼓励顾客的整体价值创造。而以往的游戏化营销少有针对解锁这个
重要机制的实证研究，本研究由此出发，主要探讨游戏化营销背景下解锁机
制对消费者持续参与行为的影响，并引入预期后悔和认知闭合需要理论探讨
其内在机制和边界条件。通过设计三个随机实验对所提假设进行了验证：实
验一通过改变自变量设计提出更有效的解锁机制，并对主效应进行验证；实
验二通过更换不同的任务材料再次验证主效应，增加结果的稳健性；实验三
验证了净预期退出后悔的中介作用和认知闭合需要的调节作用。
由此，本研究得出三个结论：第一，相对于无解锁任务而言，有解锁任
务更能促进消费者在长期目标中的持续参与；第二，净预期退出后悔在解锁
机制对持续参与的影响中起中介作用；第三，认知闭合需要调节了解锁机制
对持续参与的影响，其中高认知闭合需要个体在解锁机制中表现出更久的持
续参与，低认知闭合需要个体的持续参与并无显著差异。
综上所述，本研究主要探索游戏化营销中的解锁机制对促进消费者持续
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游戏化解锁机制对消费者持续参与的影响研究
参与的影响，并探索了预期后悔的中介作用和认知闭合需要的调节作用。理
论方面，本研究有助于丰富游戏化营销的实证研究、补充解锁这个游戏化元
素的理论研究，同时扩展了预期后悔理论的解释范围、丰富了认知闭合需要
的理论研究。实践方面，为企业提供了一种行之有效的方法来促进消费者对
长期目标的坚持，同时也帮助消费者抵抗惰性和诱惑的干扰，提高自我控制
的能力、促进持续参与，从而顺利完成长期目标。
关键词：游戏化营销；解锁机制；预期后悔；认知闭合需要；持续参与
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Abstract
Abstract
In the digital age,how enterprises can attract consumers to the maximum extent,
stimulate their continuous participation,and enhance consumer stickiness has
become an important topic of concern for marketing experts and scholars in recent
years.Especially for industries and fields that emphasize long-term goals and
require willpower and persistence to achieve ultimate results,whether consumers
can continue to participate directly affects their satisfaction and loyalty.However,
in the process of participation,the efforts and costs paid to achieve the ultimate goal
are often very high,and the benefits brought by the ultimate goal cannot be
immediately realized.Therefore,enterprises urgently need to build some special
mechanisms to help consumers resist the interference of inertia and temptation,
promote their investment and participation in the goals,and achieve long-term goals
smoothly.
Game,as a form of relaxation and entertainment,have always been popular
and loved by people.Especially in recent years,in marketing scenarios such as e-
commerce shopping,sports and fitness,online brand communities,and online
education,gamified marketing has shown great advantages in terms of emotional
and participatory aspects,helping enterprises encourage overall value creation for
users in the process of optimizing customer experience.However,there have been
few empirical studies on the important mechanism of unlocking in gamification
marketing in the past.Starting from this,this study mainly explores the impact of
unlocking mechanism on consumers'sustained participation behavior in the context
of gamification,and introduces the theories of expected regret and cognitive closure
needs to explore their internal mechanisms.The proposed hypothesis was validated
by designing three random experiments,exploring the internal mechanism and
boundary conditions for the unlocking mechanism to produce better results.
Specifically,experiment 1proposed a more effective unlocking mechanism by
changing the independent variable design,and verified the Main effect;Experiment
1