隨著「你是什麼形狀的人？」、「你混什麼圈？」、「你內心住著什麼小怪物？」等心理測驗在社群中流傳並引發高度討論，以心理測驗作為遊戲化廣告工具的案例於近5年迅速崛起，本研究篩選出以MBTI人格類型為測驗結果分類基礎的相關心理測驗案例（以下簡稱「MBTI測驗遊戲化廣告」），從大眾參與MBTI測驗遊戲化廣告的動機、參與過程中體驗到的玩樂性，及參與後所產生之廣告效果進行探討，試圖解析此新興的廣告手法，並期望能從本案例補充學術上的知識，且在未來的實務應用提供相關設計建議。

本研究之架構以Chou（2015）提出之遊戲化八角框架為基礎，選擇五項核心動力（好奇心、所有權、社會影響、迫切性、錯失恐懼）作為自變項，探討其對Lavidge與Steiner（1961）所提出之三大廣告效果（認知、情感、意動）之影響，同時納入玩樂性為調節變項。研究透過問卷調查法進行，並邀請參與者實際體驗「圈內人集合！測測你是什麼屬性的人？」心理測驗後填答問卷，有效樣本共376份。研究結果顯示，五項核心動力中僅「錯失恐懼」較不被大眾認同為參與MBTI測驗遊戲化廣告之原因，而參與MBTI測驗遊戲化廣告能顯著產生認知、情感、意動三大廣告效果。多數核心動力對廣告效果具顯著正向影響，惟「好奇心」對認知效果、「社會影響」對情感效果之影響不顯著；玩樂性對三種廣告效果皆具正向預測力，但僅在「錯失恐懼」與廣告效果間具有部分調節效果。

In recent years, psychological tests such as “What Shape Are You?”, “What Squad Do You Belong To?”, and “What kind of little monster lives inside you?” have gone viral on social media and sparking widespread discussions. This trend has led to the rapid emergence of gamified advertising strategies using psychological tests. This study focuses on gamified advertising campaigns based on MBTI personality types （hereafter referred to as “MBTI gamified advertising”）, examining the core drives for public participation, the perceived playfulness during engagement, and the resulting advertising effects. The aim is to analyze this emerging advertising approach, contribute to academic understanding, and provide practical design recommendations for future applications.
The research framework is based on Chou’s （2015） Octalysis gamification model. Five core drives—curiosity, ownership, social influence, urgency, and fear of missing out—were selected as independent variables, while advertising effects were measured using Lavidge and Steiner’s （1961） hierarchy-of-effects model, which includes cognitive, affective, and conative outcomes. Playfulness was included as a moderating variable. The study employed a questionnaire survey method and invited participants to experience the psychological test titled “Insider Squad: What Type Are You?” before completing the survey, yielding 376 valid responses. The findings revealed that among the five core drives, only fear of missing out was not widely recognized as a core drive for participating in MBTI gamified advertising. Nevertheless, the campaign effectively generated cognitive, affective, and conative advertising effects. Most core drives had a significantly positive impact on advertising outcomes, except curiosity （on cognition） and social influence （on affect）. Playfulness positively predicted all three advertising effects, though it only moderated the relationship between fear of missing out and advertising outcomes.

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