Examining the impact of gamification on intention of engagement and brand attitude in the marketing context
Examining the impact of gamification on intention of engagement and brand attitude in the marketing context
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DOI：
10.1016/j.chb.2017.03.066
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发表时间：
2017-08
期刊：
影响因子：
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通讯作者：
Yang Yang-Yang;Yousra Asaad;Yogesh Kumar Dwivedi
中科院分区：
文献类型：
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作者：
Yang Yang-Yang;Yousra Asaad;Yogesh Kumar Dwivedi
具有游戏特征的多种应用的发展带来了一种新的趋势——游戏化。随着越来越多的组织采用游戏技术和游戏式奖励来提高客户粘性，游戏化已经成为商业世界中一种快速兴起的实践。尽管这种发展趋势和游戏化所发挥的潜在作用，营销文献缺乏模型来解释游戏化在营销背景下的使用，消费者对游戏化的看法及其对品牌态度的影响。本研究通过在游戏化环境中采用TAM框架来解决这一遗漏。与TAM类似，游戏化在技术和信息系统文献中找到了根源。利用TAM，本研究提出了一个模型，该模型检验了游戏化对客户参与游戏化过程的意图和他们对品牌的态度的影响。使用定量方法，结果为感知有用性和感知享受作为参与意向和品牌态度的预测因子提供了实证支持。然而，令人惊讶的是，感知易用性与人们参与游戏化过程的意愿和他们的品牌态度并无显著关系。此外，我们发现感知到的社会影响力与人们的参与意愿无关，但与他们的品牌态度有关。本研究结果具有理论和实践意义。
The development of multiple applications with features of games has brought about a new trend – gamification. Gamification has become a fast-emerging practice in the business world, with a growing number of organizations adopting gaming techniques and game-style rewards in order to increase customer engagement. Despite this growing trend and the potential role played by gamification, the marketing literature lacks models that explain the use of gamification in the marketing context, customers' perceptions of gamification and its effects on their attitudes towards the brand. This study addresses this omission by adopting the TAM framework in a gamification context. Similar to TAM, gamification finds its roots in the technology and information systems literature. Drawing on TAM, this study presents a model that examines the effects of gamification on customers' intention to engage in the gamification process and their attitudes toward the brand. Using a quantitative methodology, the results provide empirical support for perceived usefulness and perceived enjoyment as predictors to intention of engagement and brand attitude. However, perceived ease of use was surprisingly found not to be significantly related to people's intention of engagement with the gamification process and their brand attitude. In addition, perceived social influence was found not to be related to people's intention of engagement, but was related to their brand attitude. The findings of this research have theory and practical implications.