Exploring the Impact of Gamification Elements in Brand Apps on the Purchase Intention of Consumers
Author:
Affiliation:
1. Vivekananda Institute of Professional Studies, India
2. Indian Institute of Management-Jammu (IIMJ), India
3. Institute of Management Technology, Ghaziabad, India
4. Banaras Hindu University, India
Abstract
The purpose of this manuscript is to understand how the elements of the game apps impact the intention of purchase of a consumer with the mediating effect of perceived enjoyment, hedonic value, and social interaction to derive benefits designed in terms of marketing strategies. Quantitative data obtained from the non-probability sampling via a standardized questionnaire in the design of exploratory analysis was done to examine the effect of gamification on behaviour intention by adopting mechanic-dynamics-aesthetics (MDA) framework. The findings of the research indicated that fun as a sub-element of mobile gamification can significantly affect social interaction, and storytelling has a significant impact on perceived enjoyment. The study identifies perceived enjoyment as an important antecedent of consumer intention to involve gamification. This provides managers and developers to focus on dynamics, mechanics, and proper feedback systems with the emergence of new technologies.
Publisher
IGI Global
Subject
Information Systems and Management,Management Science and Operations Research,Strategy and Management,Computer Science Applications,Business and International Management
Reference166 articles.
1. The theory of planned behavior
2. The role of utilitarian and hedonic aspects in the continuance intention to use social mobile apps
3. Does loyalty span domains? Examining the relationship between consumer loyalty, other loyalties and happiness
4. The impact of gamification on consumer loyalty, electronic word‐of mouth sharing and purchase behavior
5. A tabletop interactive storytelling system: designing for social interaction
Cited by 8 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献
1. Unveiling the role of gamification in shared mobility services;Environment, Development and Sustainability;2024-01-29
2. Exploring the effects of virtual annotation background display mode and transparency through a 360-degree panorama approach to online shopping;Asia Pacific Journal of Marketing and Logistics;2023-11-17
3. Enhancing brand love, customer engagement, brand experience, and repurchase intention: Focusing on the role of gamification in mobile apps;Decision Support Systems;2023-11
4. How gamification elements benefit brand love: the moderating effect of immersion;Marketing Intelligence & Planning;2023-08-25
5. Role of virtual reality authentic experience on affective responses: moderating role virtual reality attachment;Journal of Ecotourism;2023-07-18
1.学者识别学者识别
2.学术分析学术分析
3.人才评估人才评估
"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370
www.globalauthorid.com
TOP
Copyright © 2019-2024 北京同舟云网络信息技术有限公司 京公网安备11010802033243号 京ICP备18003416号-3