本文目的在於探討近年來行銷溝通領域漸受重視的遊戲化（gamification）趨勢背後的理論基礎，重新定義行銷溝通脈絡下的遊戲化概念，並分別從品牌以及消費者觀點尋找可能的學理依據，進一步指出此現象的理論意涵及其對行銷傳播研究的意義。本文以媒介娛樂理論為基礎，整合公眾關注論、體驗行銷、以及大腦獎勵系統等觀點，提出行銷溝通遊戲化理論模型來呈現遊戲化行銷活動的運作機制，並以遊戲化概念地圖描繪各種遊戲化形式的區別，期能作為未來深入探究行銷溝通遊戲化的初步理論框架。

This article aims to provide a new understanding of the theoretical foundations of gamification and the related phenomena in the field of marketing communication. We started from redefining the concept of marketing gamification, and tried to point out the mechanisms of the phenomena by proposing theoretical basis from brand and consumer perspective separately. Finally, we tried to clarify some similar concepts, and put forward a marketing gamification model and a gamification concept map as the preliminary theoretical framework for further research in the future.