مقاله انگلیسی رایگان در مورد تاثیر حرکات بیانگر بر لذت بازاریابی – الزویر 2018

1- Introduction

2- Literature review and conceptual framework

3- Overview of experiments

4- General discussion

References

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).