Research On Motivation-driven Mechanism And Effect Of Taobao’s Gamification Design

The development of the Internet has reached the "next stage",and competition among Internet companies for user time has intensified.The game has a powerful and interactive charm,and the value of the game has attracted attention.As a kind of thinking and strategy,"gamification" has gradually become popular in the academic and practical circles.Gamification design in marketing practice has become one of the ways for Internet companies to gain competitive advantage.Taobao currently has a large number of various gamification designs,which have a certain impact on consumers.Choosing Taobao gamification design as the research object is not only representative,but also has practical value.This article mainly focuses on the core issue of Taobao’s gamification design on consumers’ motivation,with qualitative analysis as the main part,supplemented by quantitative research by typical representatives.First,the concept and development overview of games and gamification were sorted out,and then the existing gamification-related theoretical models were rebuilt,and the gamification design framework-the octagonal behavior analysis method and the DMC game pyramid model were merged to form The theoretical analysis framework of Taobao gamification design project is presented.Secondly,according to the author’s own Taobao gamification experience,Taobao’s gamification design is divided into three categories,and they are introduced and summarized respectively.The reconstructed gamification theory model is used to analyze the three Taobao gamification designs.After that,a quantitative study was carried out with Taobao’s new and influential gamification design-”Double 11 Meow Sugar General Mobilization" as a typical example.Finally,combining all the above qualitative and qualitative analysis results,the current problems in Taobao’s gamification design are summarized and corresponding suggestions are given to reflect on Taobao’s gamification design.Through the research on Taobao’s gamification design,I hopes to provide ideas for Internet marketing practice,to give some reference to the current gamification design,and to give a little thought to the current wave of gamification.