從「玩」到完售：探討遊戲化機制對品牌依附及交叉購買意圖之影響

Sale from Fun: The Influence of Gamification on Brand Attachment and Cross-buying

李家瑩(Chia-Ying Li) ； 李淑美(Shwn-Meei Lee) ； 徐絁瑀(Shih-Yu Shiu)

《資訊管理學報》 27卷3期 (2020/07) Pp. 265-290

摘要

現今遊戲化運用於各領域，企業藉由遊戲化來激勵顧客增加與企業的互動，期望遊戲化能改變使用者的行為。有鑑於過去相關文獻鮮少探討遊戲化機制對顧客的品牌依附及交叉購買意圖之影響，本研究以遊戲化理論mechanics, dynamics, emotions（MDE）架構為基礎，探究遊戲化機制對顧客投入、享受及品牌依附的影響，進一步影響交叉購買意圖。本研究以使用過Nike + Run Club之顧客為研究對象，進行問卷調查，總共收回324份有效問卷，並以SmartPLS進行分析，研究結果顯示遊戲化機制對顧客投入與享受有正向影響，顧客投入對享受有正向影響，顧客投入與享受對品牌依附有正向影響，品牌依附對交叉購買意圖有正向影響，本研究結果將作為品牌業者執行遊戲化策略時之參考。

關鍵字

遊戲化 ； MDE架構 ； 品牌依附 ； 交叉購買意圖

並列摘要

Purpose-Nowadays, gamification is used in nearly all fields. Many firms deliver product information to customers or interact with them through gamification. However, few previous studies have discussed the influence of gamification on consumers' attitudes or behaviors. Thus, this study aims to develop a framework which explores how gamification mechanics influence consumers' cross-buying intentions. Design/methodology/approach-The research framework was developed based on the Mechanics, Dynamics, Emotions framework and brand attachment theory. This study invited consumers who had used the Nike + Run Club to fill out the online questionnaire. A total of 324 valid questionnaires were collected in Taiwan. Data collected were analyzed through SmsartPLS to verify the results of the proposed model. Findings-The results show that gamification mechanics have positive impacts on customer engagement and enjoyment, which in turn influence brand attachment. Furthermore, customer engagement impacts enjoyment significantly. Moreover, brand attachment positively affects cross-buying intentions. Research limitations/implications - This research mainly investigated the impacts of gamification mechanics on customer cross-buying engagement intention framework by using Nike + Run as the research context. However, different research targets can be featured by different game elements. Future search may take different brands or products into consideration. Furthermore, this study explores the impacts of gamification mechanics on customer engagement and enjoyment based on the MDE. This study only investigates the influence of customer engagement on enjoyment. However, enjoyment may possibly affect customer engagement. Hence, future studies are recommended to consider non-recursive relationship between customer engagement and enjoyment. Practical implications-This paper provides several managerial implications with managers for implementing marketing strategies through gamification. Different types of game elements help firms connect with customers and increase customer engagement. For instance, the accumulation of points attracts customers to stay loyalty and further maintain relationship with firms. Also, customer engagement and enjoyment facilitate the formation of brand attachment. When customers have high levels of attachment toward the brand, they tend to cross-buying intention and further enhance finical performance of the firms. Originality/value-This paper is the first that applies the MDE framework to investigate the impacts of game elements on consumers cross-buying intention. It advances gamification literature in explaining the influences of gamification mechanics on consumer perceptions and behaviors. The study concludes with implications for managers who would like to exercise marketing strategies for interacting with customers, and future directions for gamification research are also discussed.

並列關鍵字

mechanics dynamics emotions (MDE framework) ； gamification ； cross-buying ； brand attachment

參考文獻

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