游戏化体验设计框架、理论模型与案例实践

王样; 赵阳; 邹虹

doi:10.19554/j.cnki.1001-3563.2026.10.008

PDF(16926 KB)

包装工程（设计栏目） ›› 2026, Vol. 47 ›› Issue (10) : 86-99. DOI: 10.19554/j.cnki.1001-3563.2026.10.008

工业设计

游戏化体验设计框架、理论模型与案例实践

王样, 赵阳, 邹虹

作者信息 +

Gameful Experience Design Framework, Theoretical Models and Case Practices

WANG Yang, ZHAO Yan, ZOU Hong

Author information +

文章历史 +

摘要

目的基于现有游戏化理论,构建全新游戏化体验设计框架,为实证案例研究提供指导。方法通过文献研究方法识别游戏化体验设计的当前趋势,并完成三方面研究。在理论回顾方面,阐明游戏化体验的概念内涵。在理论创新方面,提出双钻石模型驱动的游戏化体验设计框架。在实证检验方面,通过对多代群体实施游戏化体验设计实践,验证框架的适用性。结果构建了由“4阶段12部分+12项设计原则”组成的游戏化体验设计框架,为研究者提供连续、递进且迭代的设计引导,并致力于将设计焦点从“物（游戏）”转向“人（玩家）”。结论研究结果显示,在游戏化体验设计过程中,游戏动机、玩家角色、游戏类型和游戏乐趣等内容均存在差异。对此,游戏化体验设计的重点是将日常活动转化为有意义的游戏化体验活动,以维持用户参与度并促进持续的价值共创。

Abstract

The work aims to develop an innovative framework for gameful experience design based on established gamification theories to guide empirical case investigations. Through systematic literature analysis, prevailing trends in gameful experience design were identified and tripartite research initiatives were executed. Theoretically, the conceptual boundaries of gameful experiences were delineated. Methodologically, a double diamond model-driven framework that advanced design innovation was proposed. Empirically, the framework's efficacy was validated through multi-generational implementations. The resulting framework integrated four developmental phases with twelve structural components and twelve complementary design principles, effecting a paradigm shift from game-centric artifacts (objects) to player-oriented dynamics (human). This transformation was supported by continuously iterative design guidance throughout the development lifecycle. Empirical findings reveal significant variations in gameplay motivations, player roles, gameplay types, and gameplay funs in gameful experience design. In this regard, the focus of gameful experience design is to transform routine activities into meaningful gameful experience activities to maintain user engagement and foster ongoing value co-creation.

导出引用1

王样, 赵阳, 邹虹. 游戏化体验设计框架、理论模型与案例实践[J]. 包装工程. 2026, 47(10): 86-99 https://doi.org/10.19554/j.cnki.1001-3563.2026.10.008

WANG Yang, ZHAO Yan, ZOU Hong. Gameful Experience Design Framework, Theoretical Models and Case Practices[J]. Packaging Engineering. 2026, 47(10): 86-99 https://doi.org/10.19554/j.cnki.1001-3563.2026.10.008

中图分类号： TB472

参考文献

[1] DETERDING S.The Lens of Intrinsic Skill Atoms: A Method for Gameful Design[J]. Human-Computer Interaction, 2015, 30(3/4): 294-335.
[2] 张斌. 开源情报对国家情报工作制度创新的影响: 基于系统性文献综述视角[J]. 信息资源管理学报, 2021, 11(4): 60-69.
ZHANG B.The Impact of Open Source Intelligence on National Intelligence Work System Innovation: A Systematic Literature Review[J]. Journal of Information Resources Management, 2021, 11(4): 60-69.
[3] 凯文·韦巴赫, 丹·亨特. 游戏化思维——改变未来商业的新力量[M]. 周逵, 王晓丹, 译. 杭州: 浙江人民出版社, 2014.
WERBACH K, HUNTER D.For the Win: How Game Thinking Can Revolutionize Your Business[M]. ZHOU K, WANG X D, Trans. Hangzhou: Zhejiang People‘s Publishing House, 2014.
[4] HUOTARI K, HAMARI J.A Definition for Gamification: Anchoring Gamification in the Service Marketing Literature[J]. Electronic Markets, 2017, 27(1): 21-31.
[5] DETERDING S, DIXON D, KHALED R, et al.From Game Design Elements to Gamefulness: Defining "Gamification"[C]// Proceedings of the 15^th International Academic MindTrek Conference: Envisioning Future Media Environments. Tampere Finland. ACM, 2011: 9-15.
[6] DOMÍNGUEZ A, SAENZ-DE-NAVARRETE J, DE-MARCOS L, et al. Gamifying Learning Experiences: Practical Implications and Outcomes[J]. Computers & Education, 2013, 63: 380-392.
[7] HOFACKER C F, DE RUYTER K, LURIE N H, et al.Gamification and Mobile Marketing Effectiveness[J]. Journal of Interactive Marketing, 2016, 34(1): 25-36.
[8] CIUCHITA R, HELLER J, KÖCHER S, et al. It Is Really Not a Game: An Integrative Review of Gamification for Service Research[J]. Journal of Service Research, 2023, 26(1): 3-20.
[9] DETERDING S.Gamification in Management: Between Choice Architecture and Humanistic Design[J]. Journal of Management Inquiry, 2019, 28(2): 131-136.
[10] LANDERS R N.Gamification Misunderstood: How Badly Executed and Rhetorical Gamification Obscures Its Transformative Potential[J]. Journal of Management Inquiry, 2019, 28(2): 137-140.
[11] WARMELINK H, KOIVISTO J, MAYER I, et al.Gamification of Production and Logistics Operations: Status Quo and Future Directions[J]. Journal of Business Research, 2020, 106: 331-340.
[12] MULLINS J K, SABHERWAL R.Gamification: A Cognitive-Emotional View[J]. Journal of Business Research, 2020, 106: 304-314.
[13] HAMMEDI W, LECLERCQ T, STEILS N.Gamification Myopia: Satiation Effects in Gamified Activities[J]. Journal of Service Research, 2024, 27(2): 213-230.
[14] 王锰, 徐磊, 孙红蕾. 公共文化云平台游戏化设计研究——以国家公共文化云为例[J]. 图书情报工作, 2023, 67(21): 73-88.
WANG M, XU L, SUN H L.Research on Gamification Design of Public Culture Cloud Platform—Taking the National Public Culture Cloud as an Example[J]. Library and Information Service, 2023, 67(21): 73-88.
[15] FENG W T, TU R, HSIEH P.Sumers 'Engagement in Fitness Apps? The Moderating Role of Commensurability of the Game Elements[J]. Journal of Retailing and Consumer Services, 2020, 57: 102229.
[16] 杨文阳, 孟青青. 面向培养高校学生编程能力的游戏化学习应用模型构建[J]. 数字教育, 2022, 8(1): 40-47.
YANG W Y, MENG Q Q.The Construction of Game Learning Application Model for Cultivating College Students’ Programming Capability[J]. Digital Educatiion, 2022, 8(1): 40-47.
[17] HÖLLIG C E, TUMASJAN A, WELPE I M. Individualizing Gamified Systems: The Role of Trait Competitiveness and Leaderboard Design[J]. Journal of Business Research, 2020, 106: 288-303.
[18] KOIVISTO J, HAMARI J.The Rise of Motivational Information Systems: A Review of Gamification Research[J]. International Journal of Information Management, 2019, 45: 191-210.
[19] VARGO S L, LUSCH R F.Service-Dominant Logic: Continuing the Evolution[J]. Journal of the Academy of Marketing Science, 2008, 36(1): 1-10.
[20] DYMEK M.Expanding the Magic Circle-Gamification as a Marketplace Icon[J]. Consumption Markets & Culture, 2018, 21(6): 590-602.
[21] BITRIÁN P, BUIL I, CATALÁN S. Enhancing User Engagement: The Role of Gamification in Mobile Apps[J]. Journal of Business Research, 2021, 132: 170-185.
[22] SYRJÄLÄ H, KAUPPINEN-RÄISÄNEN H, LUOMALA H T, et al. Gamified Package: Consumer Insights into Multidimensional Brand Engagement[J]. Journal of Business Research, 2020, 119: 423-434.
[23] HÖGBERG J, RAMBERG M O, GUSTAFSSON A, et al. Creating Brand Engagement through In-Store Gamified Customer Experiences[J]. Journal of Retailing and Consumer Services, 2019, 50: 122-130.
[24] HAMARI J, KOIVISTO J, SARSA H.Does Gamification Work? — a Literature Review of Empirical Studies on Gamification[C]// 2014 47th Hawaii International Conference on System Sciences. Waikoloa, HI, USA. IEEE, 2014: 3025-3034.
[25] MASSER K, MORY L.The Gamification of Citizens' Participation in Policymaking[M]. Cham: Springer International Publishing, 2018.
[26] BEKK M, EPPMANN R, KLEIN K, et al.All that Glitters Is Not Gold: An Investigation into the Undesired Effects of Gamification and how to Mitigate Them through Gamification Design[J]. International Journal of Research in Marketing, 2022, 39(4): 1059-1081.
[27] MULCAHY R, RUSSELL-BENNETT R, IACOBUCCI D.Designing Gamified Apps for Sustainable Consumption: A Field Study[J]. Journal of Business Research, 2020, 106: 377-387.
[28] HUOTARI K, HAMARI J.Defining Gamification: A Service Marketing Perspective[C]// Proceeding of the 16th International Academic MindTrek Conference. Tampere Finland. ACM, 2012: 17-22.
[29] MORSCHHEUSER B, HASSAN L, WERDER K, et al.How to Design Gamification? A Method for Engineering Gamified Software[J]. Information and Software Technology, 2018, 95: 219-237.
[30] HASSAN L.Governments should Play Games: Towards a Framework for the Gamification of Civic Engagement Platforms[J]. Simulation & Gaming, 2017, 48(2): 249-267.
[31] BOGOST I.Gamification is Bullshit, in The Gameful World: Approaches, Issues, Applications[M]. The MIT Press, 2015.
[32] ROBSON K, PLANGGER K, KIETZMANN J H, et al.Game On: Engaging Customers and Employees through Gamification[J]. Business Horizons, 2016, 59(1): 29-36.
[33] CHOU Y K.游戏化实战[M]. 杨国庆, 译. 武汉: 华中科技大学出版社, 2017.
CHOU Y K.Actionable Gamification: Beyond Points, Badges, and Leaderboards[M]. YANG G Q, Translate. Wuhan: Huazhong University of Science and Technology Press, 2017.
[34] QUANTIC FOUNDRY.Gamer Motivation Model:Overview & Descriptions[OL/EB]. (2015-12-15) [2025-02-16]. https://quanticfoundry.com/2015/12/15/handy-reference/
[35] LECLERCQ T, PONCIN I, HAMMEDI W.Opening the Black Box of Gameful Experience: Implications for Gamification Process Design[J]. Journal of Retailing and Consumer Services, 2020, 52: 101882.
[36] LAZZARO N. Why We Play Games:Four Keys to More Emotion Without Story[OL/EB]. (2004-03-08) [2024-07-02]. https://citeseerx.ist.psu.edu/documentrepid=rep1&type=pdf&doi=833ea51bd6e9f7726dd10dd34441d6211b7f52b4.
[37] O'BRIEN H L, CAIRNS P, HALL M. A Practical Approach to Measuring User Engagement with the Refined User Engagement Scale (UES) and New UES Short Form[J]. International Journal of Human-Computer Studies, 2018, 112: 28-39.
[38] PHAN M H, KEEBLER J R, CHAPARRO B S.The Development and Validation of the Game User Experience Satisfaction Scale (GUESS)[J]. Human Factors, 2016, 58(8): 1217-1247.
[39] KEEBLER J R, SHELSTAD W J, SMITH D C, et al.Validation of The Guess-18: a Short Version of The Game User Experience Satisfaction Scale (GUESS)[J]. Journal of Usability Studies, 2020, 16(1): 49.
[40] HÖGBERG J, HAMARI J, WÄSTLUND E. Gameful Experience Questionnaire (GAMEFULQUEST): An Instrument for Measuring the Perceived Gamefulness of System Use[J]. User Modeling and User-Adapted Interaction, 2019, 29(3): 619-660.
[41] 黄振辉. 多案例与单案例研究的差异与进路安排——理论探讨与实例分析[J]. 管理案例研究与评论, 2010, 3(2): 183-188.
HUANG Z H.The Differences between Single Case Study and Multiple Cases Study and Its Research Approach Arrangement—Theoretical Discussion and Case Study[J]. Journal of Management Case Studies, 2010, 3(2): 183-188.
[42] 杨菊华, 卢瑞鹏. “漂老”与“老漂”: 国内老年流动人口的研究进展与展望[J]. 西安交通大学学报(社会科学版), 2023, 43(1): 84-94.
YANG J H, LU R P.Elderly Migrants in China: Research Progress and Future Prospects[J]. Journal of Xi’an Jiaotong University (Social Sciences), 2023, 43(1): 84-94.
[43] 贾冰, 张晓天. 增能视角下随迁老人参与社区治理的研究——以武汉市B社区为例[J]. 广州城市职业学院学报, 2022, 16(3): 1-5.
JIA B, ZHANG X T.Research on Participation of Migrant Elderly in Community Governance from Empowerment Perspective—Take Community B in Wuhan as an Example[J]. Journal of Guangzhou City Polytechnic, 2022, 16(3): 1-5.
[44] 王样, 张浩, 张继发, 等. 价值共创驱动的数字疗法服务系统设计研究[J]. 包装工程, 2024, 45(24): 57-70.
WANG Y, ZHANG H, ZHANG J F, et al.Design of Digital Therapeutics (DTx) Service System Driven by Value Co-Creation[J]. Packaging Engineering, 2024, 45(24): 57-70.
[45] SOVA BD, NIELSEN J.234 Tips and Tricks for Recruiting Users as Participants in Usability Studies[M]. Oxford: Nielsen Norman Group, 2010.