題目：Enhancing User-Game Engagement through Software Gaming Elements
主講人：WEI Kwok Kee教授（City University of Hong Kong）
時間：2014年3月10日 （星期一）下午3:00
地點：主樓317會議室
主講人簡介：
Professor WEI Kwok Kee
Chair Professor of Information Systems Department of Information Systems
City University of Hong Kong
Tat Chee Avenue,Kowloon Tong
內容簡介：
User–game engagement is vital for building and retaining a customer base for software games. However, few studies have investigated such engagement during gameplay and the impact of gaming elements on engagement. Drawing on the theoretical foundation of engagement, we meticulously deduced two cognitive-related gaming elements of a software game, namely, game complexity and game familiarity, and argued that these elements have individual and joint impacts on user–game engagement. This research adopted multi-method empirical investigations to validate our conceptions. The first investigation used electroencephalography and a self-report survey to study quantitatively the cognitive activities of user–game engagement. The second investigation adopted the qualitative interview method to triangulate the findings from the quantitative data. This research contributes to theory in two ways, namely conceptualizing and empirically examining the user–game engagement as well as theorizing and demonstrating how the two gaming elements affect user–game engagement. In addition, this work contributes to practitioners by providing a set of gaming elements design principles.
Keywords: user–game engagement, electroencephalography, NeuroIS, software game
