The effect of gamification on brand equity and desirable consumer behaviors in online retail stores: The mediating role of brand engagement
محل انتشار: مجله ایرانی مطالعات مدیریت، دوره: 17، شماره: 2
سال انتشار: 1403
نوع سند: مقاله ژورنالی
زبان: انگلیسی
مشاهده: 45
فایل این مقاله در 13 صفحه با فرمت PDF قابل دریافت می باشد
- صدور گواهی نمایه سازی
- من نویسنده این مقاله هستم
استخراج به نرم افزارهای پژوهشی:
شناسه ملی سند علمی:
JR_JIJMS-17-2_002
تاریخ نمایه سازی: 28 اسفند 1402
چکیده مقاله:
The use of gamification as a means to engage and retain customers has garnered significant attention in marketing. Despite its widespread usage, little is known about its impact on consumer behavior within online contexts. This paper aims to investigate the influence of gamification on brand equity and desirable consumer behaviors by examining the mediating role of brand engagement. An analytical survey study was conducted, with the statistical population consisting of all customers of Digikala, the most prominent online retail store in Iran. The G-power software was employed to determine the sample size for the partial least square test. Standard questionnaires were employed for data collection, and structural equation modeling (SEM) using Smart PLS software was utilized for data analysis. The findings reveal that gamification significantly impacts brand equity, including brand awareness and loyalty, and desirable consumer behaviors such as word of mouth and resistance to negative information. Moreover, gamification enhanced brand engagement, which mediates its effects on brand equity and desirable consumer behaviors. The incorporation of gamification dimensions, including immersion, achievement, and social interaction, is identified as a promising marketing strategy, and online business managers and marketers should focus on enhancing these dimensions.
کلیدواژه ها:
نویسندگان
Elham Ebrahimi
Department of Management, Institute for Humanities and Cultural Studies, Tehran, Iran
Hamid Reza Irani
Department of Marketing and Entrepreneurship, Faculty of Management and Accounting, College of Farabi, University of Tehran, Qom, Iran
Mohammad Abbasi
Faculty of Management and Accounting, College of Farabi, University of Tehran, Qom, Iran
Ali Abedini
Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran
مراجع و منابع این مقاله:
لیست زیر مراجع و منابع استفاده شده در این مقاله را نمایش می دهد. این مراجع به صورت کاملا ماشینی و بر اساس هوش مصنوعی استخراج شده اند و لذا ممکن است دارای اشکالاتی باشند که به مرور زمان دقت استخراج این محتوا افزایش می یابد. مراجعی که مقالات مربوط به آنها در سیویلیکا نمایه شده و پیدا شده اند، به خود مقاله لینک شده اند :