現今應用程式軟體（APP）不斷推陳出新，吸引不少企業與廠商投入應用程式設計的行列，原因來自於使用者高度熱衷使用這類型的程式，而此高使用度也可能正面影響使用者對贊助品牌的認同度。由於近年來資訊科技與通訊發展迅速，因而帶動應用程式設計業者設計更多動態功能與互動性功能的應用程式以期留住顧客，鼓勵他們重複性購買該應用程式之衍生商品，以提升顧客忠誠度。但隨著有越來越多的社群與手機遊戲應用程式漸漸在現今生活中形成一股重要潮流後，企業應瞭解添加遊戲元素至應用程式中將能夠帶給顧客哪些價值感受，並選取最重要的元素作為主要訴求。本研究中整理不同的遊戲設計元素及不同人口統計特徵與消費行為，用以探討不同類型顧客的消費購買意向，在檢閱過遊戲設計的相關文獻後，本研究歸納出七種遊戲設計元素，並以個案研究方式驗證這些元素後，進而提出研究假設，試圖找出遊戲設計對不同類型顧客的影響。接著，為驗證本研究提出的假設，我們調查五百名受試者對遊戲元素的感受，希望本研究成果能提供應用程式設計者參考，設計出更貼近使用者需求的應用程式，幫助他們從衍生產品中獲得更高的收益。 / Applications software (“apps”) have generated substantial interest among marketers, primarily because of their high level of user engagement and the positive impact this presumably has on a customer’s attitude toward the sponsoring brand. Due to the advancement of information and telecommunication technologies, more dynamic and interactive applications have been developed to retain customers and encourage repeat purchasing for extension products and further enhance customer loyalty. As the increasing application of social and mobile games plays an important trend in today’s culture, enterprises need to understand the value of adding frequent game design elements into every customer encounter. This study consolidates different game design elements and demographics to explore the purchase intentions of different types of customers. We have reviewed the game-design literature and identified seven motivational elements. Using a case analysis, we verified these elements and proposed hypotheses on game design for different types of customers. Then the hypotheses was tested by collecting responses from 500 participants regarding their perceptions of the elements of the game activity. We hope that the findings can provide app designer useful references in generating more revenue from extension products.