مقاله انگلیسی رایگان در مورد تاثیر حرکات بیانگر بر لذت بازاریابی – الزویر ۲۰۱۸

مقاله انگلیسی رایگان در مورد تاثیر حرکات بیانگر بر لذت بازاریابی – الزویر ۲۰۱۸

 

مشخصات مقاله
ترجمه عنوان 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
انتشار مقاله سال ۲۰۱۸
تعداد صفحات مقاله انگلیسی ۴۶ صفحه
هزینه دانلود مقاله انگلیسی رایگان میباشد.
پایگاه داده نشریه الزویر
نوع نگارش مقاله
مقاله پژوهشی (Research Article)
مقاله بیس این مقاله بیس نمیباشد
نمایه (index) scopus – Master Journal List – JCR
نوع مقاله ISI
فرمت مقاله انگلیسی  PDF
ایمپکت فاکتور(IF)
۲٫۳۰۰ در سال ۲۰۱۷
شاخص H_index ۱۰۳ در سال ۲۰۱۸
شاخص SJR ۰٫۶۰۵ در سال ۲۰۱۸
رشته های مرتبط مدیریت
گرایش های مرتبط بازاریابی
نوع ارائه مقاله
ژورنال
مجله مجله بین المللی مطالعات انسانی-کامپیوتر – International Journal of Human-Computer Studies
دانشگاه  Department of Marketing and E-Commerce – School of Business – Nanjing University – China
کلمات کلیدی تعامل ژست، شبیه سازی ذهنی، کنترل درک شده، لذت، طراحی بازی
کلمات کلیدی انگلیسی gesture interaction، mental simulation، perceived control، enjoyment، game design
شناسه دیجیتال – doi
https://doi.org/10.1016/j.ijhcs.2018.09.010
کد محصول  E10566
وضعیت ترجمه مقاله  ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید.
دانلود رایگان مقاله دانلود رایگان مقاله انگلیسی
سفارش ترجمه این مقاله سفارش ترجمه این مقاله

 

فهرست مطالب مقاله:
Abstract

۱- Introduction

۲- Literature review and conceptual framework

۳- Overview of experiments

۴- General discussion

References

بخشی از متن 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).

ثبت دیدگاه