How hand gestures influence the enjoyment in gamified mobile marketing
How hand gestures influence the enjoyment in gamified mobile marketing
复制标题
手势如何影响游戏化移动营销的乐趣
DOI：
10.1016/j.ijhcs.2018.09.010
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发表时间：
2019-07-01
影响因子：
5.4
通讯作者：
Wang Quansheng
中科院分区：
文献类型：
--
作者：
Xi Wanyu;Gong Han;Wang Quansheng
随着移动技术的快速发展，游戏化作为一种有效的营销工具已普遍部署在移动平台上。在本研究中，我们通过研究两种类型的手势：表面手势和运动手势，重点关注移动手势技术如何影响消费者对移动营销游戏的享受。考虑到手势的特点和具身认知理论，我们提出手势与另外两个游戏元素（对象视觉呈现和奖励设置）一起影响移动营销游戏的享受。具体来说，表面手势（相对于运动手势）与真实产品图片的对象视觉呈现（相对于象征性品牌标志图像）之间的交互可以通过心理模拟带来更大的营销游戏乐趣。同样，运动手势（相对于表面手势）和不确定性奖励设置（相对于确定性）之间的相互作用会通过感知控制带来更大的营销游戏乐趣。进行了三个在线实验来支持所提出的假设。结果为营销从业者提供了启示，即手势设计应与一致的对象视觉呈现和奖励设置保持一致，以提高消费者对移动营销游戏的享受。这项研究对现有的游戏化以及人机交互文献做出了贡献。
With the rapid development of mobile technologies, gamification has been deployed pervasively on mobile platforms as an effective marketing tool. In this study, we focus on how mobile gesture technology influences consumer enjoyment of mobile marketing games by examining two types of hand gestures: surface and motion gestures. Considering the characteristics of hand gestures and embodied cognition theories, we propose that hand gestures influence the enjoyment of mobile marketing games with two other game elements: object visual presentation and reward setting. Specifically, the interaction between surface gesture (vs. motion gesture) and the object visual presentation of a real product picture (vs. symbolic brand logo image) leads to greater enjoyment of marketing games through mental simulation. Similarly, the interaction between motion gesture (vs. surface gesture) and reward setting of uncertainty (vs. certainty) leads to greater enjoyment of marketing games through perceived control. Three online experiments are conducted to support the proposed hypotheses. Results provide implications for marketing practitioners that hand gesture design should be aligned with congruent object visual presentation and reward setting in order to enhance consumer enjoyment of mobile marketing games. This study contributes to the extant literature of gamification, as well as human-computer interaction.