رابطه بازی‌وارسازی با کیفیت تجربه کاربری با تعدیل‌گری استراتژی‌های قیمت‌گذاری در پلتفرم‌ها

نوع مقاله : علمی - پژوهشی

نویسندگان

دانشگاه علامه طباطبائی

10.29252/jbmp.2021.217490.0

چکیده

هدف: پژوهش پیش رو به دنبال آن است که نشان دهد کیفیت تجربه کاربری پلتفرم‌ها تا چه میزان تحت تأثیر بازی‌وارسازی و استراتژی قیمت‌گذاری آن‌ها است.روش: جامعه آماری این پژوهش شامل 114 پلتفرم ایرانی و خارجی و نمونه آماری شامل 88 پلتفرم بر اساس رتبه‌بندی آلکسا است. برای تحلیل داده‌ها از روش مدل‌سازی معادلات ساختاری و از نرم‌افزار SMART-PLS3 استفاده شده است.یافته‌ها: نتایج حاصل حاکی از این است که بازی‌وارسازی اثر مثبت و معناداری بر روی کیفیت تجربه کاربری ندارد. و طبق بررسی‌های انجام شده تاثیر تعدیلی استراتژی‌های قیمت‌گذاری بر رابطه بین بازی‌وارسازی و کیفیت تجربه کاربری تایید شد.نتیجه‌گیری: استفاده از ابزار بازی‌وارسازی در پلتفرم‌ها به خودی خود باعث بهبود و یا افزایش کیفیت تجربه کاربری نمی‌شود. پلتفرم‌ها و شرکت‌ها یا سازمان‌هایی که مدل کسب و کار پلتفرمی دارند در صورتی می‌توانند از بازی‌وارسازی برای افزایش کیفیت تجربه کاربری استفاده کنند که از استراتژی‌های قیمت‌گذاری مناسب و صحیحی استفاده کنند.

کلیدواژه‌ها


عنوان مقاله [English]

The relationship between gamification and user experience quality by modulating pricing strategies on platforms.

نویسندگان [English]

  • Shahram Khalil Nezhad
  • Milad Ghanbari
  • Mohaddeseh Rezaian Astaneh
Allameh Tabataba'i University
چکیده [English]

Objective: The present study seeks to show the extent to which the quality of user experience of platforms is influenced by their gamification and pricing strategy.
Methodology: The statistical population of this study includes 114 Iranian and foreign platforms and the statistical sample includes 88 platforms based on Alexa ranking. Structural equation modeling and SMART-PLS3 software were used to analyze the data.
Findings: The results indicate that gamification does not have a positive and significant effect on the quality of user experience. According to the studies, the adjustment effect of pricing strategies on the relationship between gamification and user experience quality was confirmed.
Conclusion: Using gamification tools on platforms does not in itself improve or enhance the quality of the user experience. Platforms and companies or organizations that have a platform business model can use gamification to enhance the quality of the user experience if they use appropriate pricing strategies.

کلیدواژه‌ها [English]

  • gamification
  • user experience quality
  • pricing strategies
  • platform
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