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

Document Type : علمی - پژوهشی

Authors

Allameh Tabataba'i University

10.52547/jbmp.19.43.98

Abstract

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.

Keywords

References

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History

  • Receive Date: 30 October 2020
  • Revise Date: 07 February 2021
  • Accept Date: 07 February 2021

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