3,176 research outputs found

    Beyond Gamification: Fostering Millennial Loyalty in the Retail Industry

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    The concept of loyalty marketing has expanded over the last three decades, from punch cards and frequent flyer miles to robust, gamified programs rich with personalized data. Recently, firms have attempted to engage younger generations with technology and social media; however, Millennials remain the least loyal generation to date. Loyalty program usage is declining: brands have failed to reach this critical generation. This thesis discusses the current state of loyalty and describes tactics firms can use to gain footing with Millennials, who are keenly aware of their $600 billion in spending power. By developing brand credibility, creating Millennial-focused brand experiences and leveraging modern elements of customer relationship management, firms can develop consumers for a lifetime

    Understanding Fitness App Users’ Loyalty and Word of Mouth through Gameful Experience and Flow Theory

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    In this study, we examine the effect that a gameful experience and personalization have on the flow experience of fitness app users. We also test the association between flow experience and satisfaction in using fitness apps and whether satisfied users remain loyal and spread word of mouth regarding fitness apps. We use the belief-attitude- behavior framework as a theoretical lens and flow theory to explore the proposed relationships. Four hundred thirty- one fitness app users from India participated in the study. The results indicate that gameful experience and personalization lead to flow experience. We found a positive association between flow and satisfaction wherein satisfied fitness app users spread word of mouth and remained loyal to using fitness apps. Our findings will help fitness app developers identify factors to retain fitness app users and attract new ones

    Gamification and online consumer decisions: Is the game over?

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    Consumption can be more than just a necessity; it can become a leisure activity. With the emergence of e-commerce and social media, products and services are just one click away; a trend that is further driven by gamified systems. This research aims to systematically analyze the most relevant academic literature on gamification, to establish if it influences online consumer decisions and, if so, which elements, mechanisms, and theories can explain it. After a thorough search from Web of Science and Scopus databases using SciMAT, 257 papers were analyzed. Twenty-nine (29) of the 36 papers found show empirical evidence that the inclusion of game elements in non-game activities has a significant influence on consumer engagement and online consumer decisions in digital contexts. Moreover, rewards and challenges were identified as the two most used mechanisms, with points, badges, and leaderboards being the most tested gamification elements. The Self- Determination Theory (SDT) and the Technology Acceptance Model (TAM) are the two most common theoretical explanations for why gamification works. Lastly, possible future studies to include thematic, methodological and theoretical agendas were discussed

    The effects of gamified customer benefits and characteristics on behavioral engagement and purchase : evidence from mobile exercise application uses

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    This study investigates how gamified customer benefits (epistemic, social integrative, and personal integrative) and customer characteristics (age and experience) influence marketing outcomes, behavioral engagement and purchase, in exercise context. Using a unique data set of exercise and purchase history created by 5,072 smartphone users over three years in South Korea, this study finds that although all three customer benefits are positively associated with marketing outcomes, personal and social integrative benefits are the best predictors for engagement and purchase, respectively. Furthermore, the effects of gamified customer benefits on marketing outcomes vary by age and experience, showing the importance of epistemic and personal integrative benefits to older and less experienced customers and social integrative benefits to younger and experienced customers. This study not only explores the long-term effects of gamification on behavioral outcomes but also examines the feasibility of successfully implementing the gamification benefit proposition strategy for superior marketing outcomes

    How Can Gamified Applications Drive Engagement and Brand Attitude? The Case of Nike Run Club Application

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    This research aims to analyze the feasibility of gamified applications as a tool to promote engagement and brand attitude. To accomplish this, this research was developed using a quantitative methodology. A confirmatory factor analysis (CFA) was performed and the model hypotheses were tested by a structural equation modeling (SEM). A questionnaire was applied to Portuguese consumers who use the “Nike Run Club” application, from which 203 valid responses were received. The results confirm the influence of social circles and their impact on the intention to interact with the brand. For theoretical contributions, this research contributes to the existing literature and academic knowledge in the areas of marketing and gamification, providing a suggestion for the TAM model to be used in this type of research. It also contributes to a better understanding of the relationship between gamification and marketing, demonstrating that the use of gamified applications as engagement tools can have a positive impact on the brand attitude. On the practical side, it contributes as a consultation tool for brands, application designers, and marketers when defining engagement strategies, allowing a better understanding of the factors that may or may not influence the public’s relationship with the brands and what dynamics they should use in the development of new Gamified marketing solutionsinfo:eu-repo/semantics/publishedVersio

    Consumer attitudes towards electric vehicles: effects of product user stereotype and self-image congruence

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    Purpose To investigate the effects of gamification on connections between consumers’ self-image congruence in relation to the purchasers of an environmentally-friendly product (electric vehicles [EVs]) and (i) their possession of a stereotype of EV owners as being ‘unconventional’, and (ii) their attitudes towards EVs, having regard to their levels of environmental concern and prior knowledge of EVs. Additionally, the research explored the link between attitudes towards and willingness to purchase EVs. Design/methodology/approach Participants completed a questionnaire and an Implicit Association Test both before and after playing a computer game wherein the player assumed the identity of an EV driver. A structural equation model was constructed to predict attitude to EVs. The relationship between attitude and willingness to purchase was examined via a conditional process analysis. Findings The experience of playing the game improved the favourability of the respondents’ stereotype of EV owners by an average of 19%, and their attitude towards EVs by 17%. Self-image congruence in relation to EV ownership increased on the average by 14% and reported EV product knowledge by eight per cent. However, willingness to purchase an EV was not substantially affected. The link between attitude and willingness to purchase was weak, but was significantly moderated by stereotype favourability and self-image congruence with EV owners. Limitations As with any IAT study, it was necessary to pre-specify a particular form of stereotype. Future research could employ alternative stereotypes. The investigation took place in a single country and involved a single environmentally-friendly product. Implications Gamification has much potential for helping manufacturers and government agencies to stimulate the mass market for EVs. In order to negate unfavourable images of EV owners, marketing communications promoting EVs might usefully employ celebrities, sports personalities and/or leading political figures as exemplars of the types of people who drive electric cars. Originality The research is the first to explore the effects of gamification on product user self-image congruence and stereotype formation. It is novel both in its employment of an IAT to measure the consumer stereotype of an environmentally-friendly product and in its examination of the moderating influences of stereotype and product user self-image congruence on the attitude-willingness to purchase link

    key determinants of e-commerce usage and repurchase intention

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    Aparicio, M., Costa, C. J., & Moises, R. (2021). Gamification and reputation: key determinants of e-commerce usage and repurchase intention. Heliyon, 7(3), [e06383]. https://doi.org/10.1016/j.heliyon.2021.e06383Nowadays, companies know that keeping customers engaged is essential to increase their loyalty. The main goal of this study is to understand the impact of gamification and reputation on the intention of repurchase in e-commerce. Gamification corresponds to the regular usage of game elements in non-game context. This study purposes a theoretical model indicating the determinants of repurchase intention. Here we present an empirical study (survey collected data) within a real e-commerce usage context. Data were analysed with SEM/PLS method. Results indicate a positive impact of trust on the intention to use of e-commerce, on buy frequency and on repurchase intention. Ease of use, usefulness of e-commerce platforms affect intension to use. We verified the impact of reputation on trust, as well as the impact of gamification on the effective use of the e-commerce platforms. Results indicate that gamified e-commerce websites determine usage and use positively influences repurchase intention in e-commerce context. Gamification, e-commerce, Repurchase intention, Information systems modelpublishersversionpublishe

    Impact of Gamification on Consumers’ Online Impulse Purchase: The Mediating Effect of Affect Reaction and Social Interaction

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    Drawing upon the stimulus-organism-response (S-O-R)framework, this study developeda theoretical model to examine the impact mechanismof two gamification features on individuals’ impulse purchase in the context of Double Eleven. An empirical survey was conducted and 716 valid questionnaires were collected from consumers using Taobao and Tmall platforms in China.Structural equation modelling method was used to examine the research model. The empirical results suggestedthat rewards giving and badges upgradinggamification features werepositivelyassociated with perceived enjoyment and social interaction reactions, which in turn hadstrong influenceson consumers’ impulse purchase. This study providesnew insights in understandingonline impulsive buyingbehaviorsby incorporatingthe mechanism of gamificationin the new research context of Double Eleven

    Go Digital! Determinants of Continuance Usage of Mobile Payment Apps: Focusing on the Mediating Role of Gamification

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    Background: COVID-19 spread over the last two years has been instrumental in shifting physical banking transactions to mobile-based banking transactions. Recently, M-payments have dominated online and point-of-sale (POS) transactions in the Asia-pacific region. Therefore, there was a need to study the factors influencing M-payments. This research has been conducted to determine the significant factors influencing the usage and continuance usage of M-payment apps in an emerging country and particularly how gamified features enhance the usage of M-payments apps.is study is based on the perspectives of the Unified theory of acceptance and use of technology (UTAUT2) and information system success (ISS) theory, and it adds three new determinants—trust, gamified features, and continued use of mobile payments to better explain and forecast users\u27 behavioral intentions and continued use of mobile payment applications (M-payments apps). Method: The research has employed two studies on sample data from young users of M-payment apps (n=898), the dataset was analyzed through structural equation modelling for mediation and moderation analysis in study one. The second study was grounded through Vignette experiments to analyze the effects of the degree of gamified features on the continued usage of M-payments. Results: The results reported that behavioral intention to adopt, and usage of mobile payments are significantly mediated by gamified features and gamified features are partially mediating continuance usage of M-payments. Trust is the key to enabling continuance usage amongst the users of M-payments. These findings extend the understanding of users’ continuance intention in the context of payments apps. Conclusion: This study would be helpful in presenting insights for the M-payments service providers and the associated banks to develop strategy for the continuance usage of mobile payment apps
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