游戏化如何以及何时提升移动应用的有效性?元分析回顾

IF 3.6 3区 管理学 Q2 BUSINESS
Mojtaba Barari
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引用次数: 0

摘要

目的移动应用中的游戏化已成为通过移动应用促进公司与客户关系的一种引人注目的战略。本研究利用元分析综述来说明游戏化如何影响消费者的反应,以及调节变量在这一过程中的作用。本研究利用元分析综述来合并和综合 62 项研究的数据,包括 71 个独立样本和 20,510 个样本量,以检验研究模型,并考察调节变量在这一模型中的作用。研究结果研究结果表明,游戏化通过客户体验要素(认知、享乐、实用和社交要素)提高了客户参与度,从而产生了口碑和忠诚度。然而,隐私问题在这一过程中起到了破坏作用,恶化了客户与企业之间的关系。调节因素分析表明,游戏化设计元素,如奖励、进阶和定制系统,以及产品和服务利益、参与度、熟悉度和企业类型,调节了游戏化与客户反应之间的关系。研究局限性/意义荟萃分析的主要结果和调节分析结果为营销经理提供了一些启示,有助于他们制定有效的移动应用游戏化战略。原创性/价值研究结果揭示了游戏化对顾客反应影响的新颖见解,既包括游戏化对顾客反应影响的光明面,也包括其阴暗面,同时还研究了游戏化、产品和服务以及企业特征的调节作用。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
How and when does gamification level up mobile app effectiveness? Meta-analytics review

Purpose

Gamification in mobile apps has emerged as a compelling strategy to foster firm’s relationships with their customers through mobile applications. This study utilizes a meta-analytic review to demonstrate how gamification shapes consumer responses and how moderator variables play a role in this process.

Design/methodology/approach

The study employed a meta-analytic review to combine and synthesize data from 62 studies, including 71 independent samples and a sample size of 20,510 to test the research model and examine the role of moderators in this model.

Findings

Findings reveal that gamification, through the customer experience components (cognitive, hedonic, pragmatic and social elements), leads to customer engagement, resulting in word-of-mouth and loyalty. However, privacy concerns play a destructive role in this process, deteriorating customer–firm relationships. Moderator analysis indicates that gamification design elements, such as rewards, progression and customization systems, along with product and service benefit, involvement, familiarity and firm type moderate the relationship between gamification and customer response.

Research limitations/implications

The meta-analysis main and moderator analysis results provide several insights for marketing managers that assist them in developing an effective gamification in mobile app strategy.

Originality/value

The findings reveal novel insights, encompassing both the bright and dark sides of the influence of gamification on customer response, while also examining the moderating roles of gamification, product and service and firm characteristics.

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来源期刊
CiteScore
8.00
自引率
9.10%
发文量
64
期刊介绍: Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.
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