網路的發展為奢侈品牌如何觸達不同世代消費者提供了新的選項，其中，製作線上電子遊戲與 Z 世代消費者建立對話與關係，成為不少奢侈品牌加強品牌感知、佔據 Z 世代心智的重要嘗試。本文建構了遊戲元素影響奢侈品牌感知的模型，以探索自製遊戲的動力機制和組件機制如何影響消費者對品牌的客觀及情感認知。研究發現，遊戲的動力機制和組件機制，對消費者奢侈品牌的客觀認知和情感均具有顯著的正向影響，同時在構成遊戲的兩組元素中，遊戲的動力機制對品牌客觀認知的影響效果最強， 其次是對情感認知的影響。遊戲的組件機制影響力相對較弱。據此，本文從理論和實 踐兩個方面，對奢侈品牌提高 Z 世代品牌感知提出建議和討論。

 The development of the Internet and communication technologies has provided more ways for luxury brands to reach out to different generations of consumers. Among them, creating video games to connect with Generation Z consumers has become an important practice for many luxury brands to strengthen their brand perception and capture the minds of Generation Z. This paper develops a model of the influence of game elements on luxury brand perception to explore how the dynamics and mechanics of video games affect consumers’ objective and affective perceptions of brands. The study found that both the dynamics and mechanics of the game have significant positive effects on consumers’ objective and affective perceptions of the luxury brand, with the dynamics mechanism of the game having the strongest effect on the objective perception of the brand in the two components of the game, followed by its effect on the affective perception. The effect of the mechanic mechanism of the game is relatively weak on consumers’ perception of luxury brands. Ultimately, this paper proposes and discusses the theoretical and practical aspects of luxury brands to improve brand perception among Generation Z.