Strong tie or weak tie? Exploring the impact of group-formation gamification mechanisms on user emotional anxiety in social commerce
Strong tie or weak tie? Exploring the impact of group-formation gamification mechanisms on user emotional anxiety in social commerce
复制标题
强领带还是弱领带？
DOI：
10.1080/0144929x.2021.1917661
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发表时间：
2021-04
影响因子：
3.7
通讯作者：
Guanghui Ma
中科院分区：
文献类型：
--
作者：
Manning Li;Dongming Xu;Qianqian Guo;Guanghui Ma
摘要消费者在参与游戏化的社交移动营销活动期间，可能会提出各种方面的担忧和焦虑。为了深入了解如何解决这些焦虑，这项研究探索了群体形成游戏化机制对用户情绪焦虑和他们参与此类活动的意图的影响。提出了一个描述游戏化社交移动营销活动中群体形成游戏化策略、用户焦虑和参与意图的研究模型，并通过对232名参与者的实验，通过脑电测试和跟踪访谈对实验结果进行了三角测量。研究结果表明，与弱关系群体形成机制相比，强关系群体形成机制可以降低用户的情绪焦虑水平，包括降低用户操作焦虑、用户隐私焦虑和社会形象焦虑，进而提高用户参与游戏化社交移动营销活动的意愿。此外，研究还发现，用户性别和可支配收入对用户在与活动互动过程中的焦虑有显著的缓解作用。
ABSTRACT Customers can raise various aspects of concerns and anxieties during their participation in gamified social mobile marketing campaigns. To gain insights into how to address these anxieties, this research explores the impact of group-formation gamification mechanisms on users’ emotional anxiety and their intentions to participate in such campaigns. A research model depicting group-formation gamification strategies, user anxieties and participation intentions in gamified social mobile marketing campaigns was proposed and examined through experiments involving 232 participants, which were triangulated by electroencephalogram (EEG) tests and follow-up interviews. The results of this study showed that compared with weak-tie group-formation mechanisms, strong-tie mechanisms can result in a lower level of user emotional anxiety, including reductions in user manipulation anxiety, user privacy anxiety and social image anxiety, which in turn led to higher user intentions to participate in the gamified social mobile marketing campaign. Moreover, it was found that user gender and disposable incomes had significant moderating effects on user anxiety during their interactions with the campaign.
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DOI：
10.1080/10705519909540118
发表时间：
1999-01-01
影响因子：
6
作者：
Hu, Li-tze;Bentler, Peter M.
通讯作者：
Bentler, Peter M.
DOI：
10.4324/9781315782379-57
发表时间：
2019
期刊：
Proceedings of the Twenty-Fourth Annual Conference of the Cognitive Science Society
影响因子：
--
作者：
Sieghard Beller
通讯作者：
Sieghard Beller
影响因子：
4.4
作者：
Lawler, EJ;Thye, SR;Yoon, J
通讯作者：
Yoon, J
DOI：
--
发表时间：
2009
期刊：
--
影响因子：
--
作者：
Tammy Haskins;Iacobucci Kevin;Cox
通讯作者：
Tammy Haskins;Iacobucci Kevin;Cox
影响因子：
1.1
作者：
Russell M. Brown;M. Salo
通讯作者：
Russell M. Brown;M. Salo