تاثیر حرکات بیانگر بر لذت بازاریابی سیار
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تاثیر حرکات بیانگر بر لذت بازاریابی سیار

عنوان فارسی مقاله: تاثیر حرکات بیانگر بر لذت بازاریابی سیار بازی وار سازی شده
عنوان انگلیسی مقاله: How Hand Gestures Influence the Enjoyment in Gamified Mobile Marketing
مجله/کنفرانس: مجله بین المللی مطالعات انسانی-کامپیوتر – International Journal of Human-Computer Studies
رشته های تحصیلی مرتبط: مدیریت
گرایش های تحصیلی مرتبط: بازاریابی
کلمات کلیدی فارسی: تعامل ژست، شبیه سازی ذهنی، کنترل درک شده، لذت، طراحی بازی
کلمات کلیدی انگلیسی: gesture interaction، mental simulation، perceived control، enjoyment، game design
نوع نگارش مقاله: مقاله پژوهشی (Research Article)
نمایه: Scopus – Master Journal List – JCR
شناسه دیجیتال (DOI): https://doi.org/10.1016/j.ijhcs.2018.09.010
دانشگاه: Department of Marketing and E-Commerce – School of Business – Nanjing University – China
ناشر: الزویر - Elsevier
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2018
ایمپکت فاکتور: ۲٫۳۰۰ در سال ۲۰۱۷
شاخص H_index: ۱۰۳ در سال ۲۰۱۸
شاخص SJR: ۰٫۶۰۵ در سال ۲۰۱۸
شناسه ISSN: 1071-5819
فرمت مقاله انگلیسی: PDF
تعداد صفحات مقاله انگلیسی: 46
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: خیر
کد محصول: E10566
فهرست انگلیسی مطالب

Abstract


1- Introduction


2- Literature review and conceptual framework


3- Overview of experiments


4- General discussion


References

نمونه متن انگلیسی مقاله

Abstract


With the rapid development of mobile technologies, gamification has been deployed pervasively on mobile platforms as an effective marketing tool. In this study, we focus on how mobile gesture technology influences consumer enjoyment of mobile marketing games by examining two types of hand gestures: surface and motion gestures. Considering the characteristics of hand gestures and embodied cognition theories, we propose that hand gestures influence the enjoyment of mobile marketing games with two other game elements: object visual presentation and reward setting. Specifically, the interaction between surface gesture (vs. motion gesture) and the object visual presentation of a real product picture (vs. symbolic brand logo image) leads to greater enjoyment of marketing games through mental simulation. Similarly, the interaction between motion gesture (vs. surface gesture) and reward setting of uncertainty (vs. certainty) leads to greater enjoyment of marketing games through perceived control. Three online experiments are conducted to support the proposed hypotheses. Results provide implications for marketing practitioners that hand gesture design should be aligned with congruent object visual presentation and reward setting in order to enhance consumer enjoyment of mobile marketing games. This study contributes to the extant literature of gamification, as well as human-computer interaction.


Introduction


Gamification, which is defined as a process of enhancing a service with affordances for gameful experiences to support users‘ overall value creation, has recently become an effective tool in supporting marketing activities (Deterding et al., 2011; Huotari and Hamari, 2017). Especially with the rapid development of mobile technology, gamification is deployed pervasively on the mobile platform to facilitate mobile marketing (Hofacker et al., 2015). Many brands, such as Starbucks and Nike+, have applied gamification elements in their mobile applications and managed to enhance customer engagement. In addition, some mobile applications, Foursquare for instance, specially provide gamification service for brands‘ mobile marketing (Business Insider, 2013). An increasing body of research has found that gamification implemented on the mobile platform is effective in helping firms increase customer brand loyalty, customer–brand connection, etc. (e.g. Berger et al., 2017; Kim and Ahn, 2017). An effective gamification design should be focused on creating gameful and enjoyable experiences rather than solely changing certain behaviours. Consequently, to achieve mobile marketing goals, it is important for firms to invest effort in enhancing consumer enjoyment of mobile marketing games through better gamification design (Hofacker et al., 2015; Huotari and Hamari, 2017; Liu et al., 2017).

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