تاثیر بازی‎وارسازی بر قصد تعامل و نگرش نسبت به برند

توسعه برنامه‎های کاربردی متعدد با ویژگی‎های بازی به روند جدید بازی‎وارسازی منجر شده است. با وجود این روند روبه‏رشد و نقش بالقوه بازی‎وارسازی، مبانی نظری بازاریابی فاقد مدل‎هایی است که استفاده از بازی‎وارسازی را در زمینه بازاریابی، ادراک مشتریان و تاثیر آن بر نگرش نسبت به برند توضیح دهند. در این پژوهش بر مبنای مدل پذیرش فناوری، مدلی برای بررسی اثرات بازی‎وارسازی بر قصد تعامل مشتریان با فرآیند بازی‎وارسازی و نگرش آن ها نسبت به برند ارائه می‎شود. تحقیق حاضر از منظر هدف، کاربردی و با توجه به نحوه گردآوری داده ها، توصیفی- پیمایشی است. برای جمع آوری داده ها پرسشنامه استاندارد به‌کار برده شد که روایی آن از طریق روایی صوری و پایایی آن نیز با آلفای کرونباخ محاسبه گردید. از مدلسازی معادلات ساختاری و نرم افزار لیزرل برای تجزیه و تحلیل داده ها استفاده شد. جامعه آماری در این پژوهش کابران جوان نرم افزارهای کاربردی پرداخت موبایلی که از بازی وارسازی استفاده کرده اند، در شهر کرمان بود. حجم نمونه به تعداد 392 نفر تعیین و برای انتخاب نمونه از روش نمونه گیری در دسترس استفاده شد. نتایج به دست آمده از پژوهش نشان داد که سودمندی درک شده، سهولت استفاده درک شده، تاثیر اجتماعی درک شده و لذت درک شده به طور مثبت بر قصد افراد برای تعامل و نگرش نسبت به برند در زمینه بازاریابی بازی‎وارسازی تاثیرگذار است. همچنین نتایج این مطالعه حاکی از تاثیر مثبت قصد تعامل بر نگرش نسبت به برند بود.

the effect of gamification on the intention of engagement and the attitude towards a brand

introduction: the concept of gamification and its mechanics in non-gaming environments has become a rapidly emerging practice in business, especially in marketing. in the early days of the advent of gamification, it was not felt that the roots of mechanics and techniques could easily penetrate the gaming software world. the use of gamification tools and methods can be beneficial to the organizations active in various industries, which is due to its fundamental potential in forming and influencing behavior and attitudes. an increasing number of organizations are adopting game techniques and game-style rewards to increase customer engagement. despite the practical importance of the gamification cycle, the current gamification literature is still lacking, and it lacks scientific accuracy. in other words, a comprehensive definition of gamification has rarely been provided in scientific research on gamification in various fields. second, since gamification is a relatively new concept, it is largely unclear how an effective design for a particular goal can be realized. some researchers argue that most businesses pursue gamification with the goal of achieving unlikely and far-reaching success, and, as a result, most businesses use gamification as a tool to improve business processes without examining its suitability for their organization, and they do their job. due to the poor design of gamification software programs, some procedures have failed to achieve business goals. moreover, nowadays, gamification has increasingly been able to play a significant role in attracting customers. many companies that seek to improve the performance of their business can use it as an important strategy to improve their business activities. therefore, gamification is considered as a business strategy that is used by many managers in different companies in order to increase the interaction and loyalty of customers. to achieve different marketing goals, one can use dynamic and stable gamification experiences. the participants that pioneered in gamification were coca-cola, mcdonald’s, nike and sony. in this research, gamification is defined as a system that uses game design components in a non-game environment in order to create enjoyable experiences, and influence the attitude or behavior of users. in addition, there is no uniform approach to the successful development and implementation of gamification aspects in the existing processes. this means that there is limited knowledge of how the structural application of gamification plays in processes. also, the effect of gamification on changing people’s behavior or attitude towards different business processes has not been studied yet. third, there is no scientific evidence of the effects or benefits of gamification. the gamification is used as a system based on new technologies in various fields. technology acceptance theories in the field of information systems have examined the acceptance of technology-based systems. in particular, the technology acceptance model is a valid, robust, and almost simple model for predicting the user’s acceptance. this research seeks to investigate the concept of gamification in the general field of marketing and its impact on users’ intentions and attitudes toward the brand by expanding the technology acceptance model. therefore, the purpose of this study is to investigate a model that explains the role of gamification in marketing by considering the impacts of social interaction, perceived pleasure and other factors on users’ intention to participate in games and their attitude towards the brand.methodology: the present study is an applied piece of research. in terms of data processing, the study is of a descriptive type conducted through correlation analyses. a standard questionnaire was used to measure the effect of gamification on the intention to interact and the user’s attitude towards a brand.