The effect of gamification principles on customer engagement considering to the mediating role of hope and compulsion: A study in Snapp! application

Document Type : Original Article

Authors

1 Department of Management, Faculty of Management and Finance, Khatam University, Tehran, Iran

2 Mahmoud Reza Afra, Master of Business Administration: Marketing, Department of Management and Finance, Khatam University

10.52547/jbmp.2023.224034.1185

Abstract

Objective: This research studies the effect of gamification principles on customer engagement considering to the mediating role of hope and compulsion (A study in Snapp! application). This research studies the effect of the gamification principles by considering the mediating role of “hope” and “compulsion” on the customer’s involvement which finally leads to purchase.
Method: Therefore, the objectives, questions, and hypotheses as well as the conceptual model are provided based on the theoretical bases and empirical background of research. The statistical population of this research is users of the Snapp application, and the sample volume for the unlimited population (384 people) was determined by the Cochran formula.
Findings: the distributed questionnaire had 28 questions with a five-point Likert spectrum whose data was analyzed by SPSS 23.0 and Smart PLS 3.0.
Conclusion: The obtained results from this research show that all the gamification principles reinforce hope if they are used correctly. However, if they are not used correctly, they reinforce mental disorders in people. Moreover, the results show that compulsion or forced purchase has a negative effect on the customer’s involvement.

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History

  • Receive Date: 06 October 2021
  • Revise Date: 07 March 2023
  • Accept Date: 11 March 2023

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