تأثیر تجربه فعالیت‏ های بازاریابی بازی ‎سازی بر عشق به برند با تأکید بر نقش میانجی ارزش های لذت جویانه و فایده گرا

نوع مقاله : علمی - پژوهشی

نویسندگان

1 استادیار گروه مدیریت دانشکده علوم اداری و اقتصاد دانشگاه ولی عصر (عج) رفسنجان، رفسنجان، ایران

2 دانشیار گروه مدیریت بازرگانی دانشکده ادبیات و علوم انسانی دانشگاه ایلام، ایلام، ایران

چکیده

هدف: این پژوهش با هدف بررسی تأثیر تجربه فعالیت‏های بازاریابی بازی‎سازی بر عشق به برند با تأکید بر نقش میانجی ارزش‌های لذت‌جویانه و فایده‌گرا انجام شده است.
روش: تحقیق حاضر از نظر هدف، کاربردی و از لحاظ نحوه گردآوری ‌داده‌ها، از نوع توصیفی- پیمایشی می‌باشد. گردآوری داده‌ها با استفاده از پرسشنامه استاندارد که روایی آن با روایی صوری و پایایی آن با ضریب آلفای کرونباخ بررسی شد، انجام پذیرفت. از رویکرد مدل‌سازی معادلات ساختاری مبتنی بر کواریانس برای بررسی فرضیه‌ها استفاده شده است. برای آزمون روابط مفروض در مدل تحقیق از یک نمونه آماری شامل 396 مشتری از اپلیکیشن آپ در شهر کرمان استفاده شد؛ اپلیکیشن آپ توانسته است با استفاده از بازی‎سازی، بازاریابی بسیار موفقی داشته باشند.
یافته‌ها: یافته‌های به دست آمده از پژوهش نشان داد که تجربه فعالیت‌های بازاریابی بازی‎سازی بر ارزش لذت‏جویانه و فایده‎گرایانه به شکلی معنادار و مثبت تاثیرگذار است. از طرفی، ارزش‎های لذت‏جویانه و فایده‎گرایانه بر عشق به برند تأثیر مثبت معناداری دارد. همچنین ارزش‎های لذت‏جویانه و فایده‎گرایانه در تأثیرگذاری تجربه فعالیت‌های بازاریابی بازی‎سازی بر عشق برند نقش میانجی ایفا می‌کند.
نتیجه‌گیری: یافته‏های این مطالعه برای اپلیکیشن آپ ‏ در پیش‎بینی دقیق‎تر رفتارهای آتی مشتریان، و مدیریت دارایی‏ها و فعالیت‏های بازاریابی بازی‌سازی مفید خواهد بود. این مطالعه از لحاظ تئوری و تجربی نشان می‏دهد که تجربه اقدامات بازاریابی بازی‌سازی در توضیح رفتارهای مطلوب مشتریان موثر است. بنابراین، این مطالعه اقدامات بازاریابی بازی‌سازی را به زمینه رفتارهای مطلوب مشتریان گسترش می‏دهد.

کلیدواژه‌ها

عنوان مقاله [English]

The effect of gamification marketing activities on brand love with an emphasis on the mediating role of hedonic and utilitarian values

نویسندگان [English]

  • Mahdi Dehghani Soltani 1
  • Esfandyar Mohammadi 2
1 Assistant Professor, In Management, Faculty of Administrative Sciences and Economic, Vali-e-Asr University of Rafsanjan, Rafsanjan, Iran
2 Associate Professor, In Business Management, Faculty of Literature and Humanities Sciences, Ilam University, Ilam, Iran
چکیده [English]

Objective: The purpose of this study is to examine the effect of gamification marketing on brand love, with an emphasis on the mediating role of hedonistic and utilitarian values.
Methodology: The present study is applied in terms of purpose and the data collection method is descriptive-survey. The data are collected using a standard questionnaire whose validity is assessed by face validity and its reliability by Cronbach's alpha coefficient. Furthermore, the covariance-based structural equation modeling approach is used to test the hypotheses. In the research model, a statistical sample including 396 customers of the app application that has a significant and positive effect on hedonic and utilitarian value is used to test the hypotheses in Kerman.
Findings: The study's findings indicate that the experience of game-making marketing activities has a significant positive effect on both hedonistic and utilitarian values. On the other hand, hedonistic and utilitarian values have a significant positive effect on brand love. Additionally, hedonistic and utilitarian values play a mediating role in influencing the experience of game-making marketing activities on brand love.
Conclusion: The findings of this study will be useful for more accurately predicting future customer behaviors as well as managing assets and game-making marketing activities. This study theoretically and empirically demonstrates that the experience of game-making marketing actions is effective in explaining the desired behaviors of customers. Therefore, this study extends game-making marketing actions to the context of desirable customer behaviors.

کلیدواژه‌ها [English]

  • Gamification marketing
  • Hedonic values
  • Brand love
  • Utilitarian values

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  • تاریخ دریافت: 25 مهر 1400
  • تاریخ بازنگری: 04 آبان 1400
  • تاریخ پذیرش: 10 آبان 1400

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