新冠肺炎时代亚马逊在线零售公司的游戏化客户体验和参与

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2022-12-26 DOI:10.7903/ijecs.2055

M. Akbari, M. Bigdeli

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引用次数: 0

摘要

本研究旨在通过对游戏化特征（沉浸感（讲故事）、成就（奖励）和社交（竞争）对客户体验（CX）和参与度（CE）的影响）进行全面分析，填补新冠肺炎-19时代游戏化特征及其对实际营销活动的影响之间的差距。在本研究中，使用准实验设计方法来检验CX上的游戏化特征与参与度的关系。为了进行调查，向200名学生进行了一项在线调查，他们随机暴露在三种不同的场景中。使用结构方程建模、方差分析（ANOVA）、t检验、回归、路径分析和Sobel检验来评估游戏化对CX和参与度的影响。结果表明，游戏化对CE和CX有正向影响，而成就对CX的影响比沉浸和社交更大，竞争比讲故事有更强的正向影响，但比奖励有较弱的正向影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Gamified Customer Experience and Engagement in Amazon Online Retailing Company in Covid-19 era

This study aims to fill the gap between gamification features and their impacts on practical marketing activities in The Covid -19 era by providing a comprehensive analysis between gamification features: immersion (storytelling), achievement (reward), and social (competition) on customer experience (CX) and engagement (CE). In this study, a Quasi-experimental design method was used to examine the relationship of the gamification features on CX and engagement. To investigate, an online survey was distributed to 200 students and they were exposed to three different scenarios randomly. Structural equation modeling, Analysis of variance (ANOVA), t-test, regression, path analysis and Sobel test were used to evaluate the impacts of gamification on CX and engagement. The results reveal that gamification has positive effect on CE and CX while, achievement has a more substantial impact than immersion and social on CX, competition has a stronger positive effect than storytelling but weaker positive effect than reward.

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来源期刊

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.