Mishra Sita, Malhotra Gunjan
Marketing Institute of Management Technology, Ghaziabad, UP, India.
Operations Institute of Management Technology, Ghaziabad, UP, India.
Int J Inf Manage. 2021 Dec;61:102245. doi: 10.1016/j.ijinfomgt.2020.102245. Epub 2020 Sep 30.
Gamification on the mobile platform through the concept of online games has the potential to create unprecedented engagement with customers. With the growth in the gamification market due to the increase in internet penetration and the number of mobile devices, it has become one of the potential channels to reach and influence young consumers who spend more time on gaming. There is a shortage of empirical evidence on the impact of gamification on online consumer decisions. This study uses 'psychological ownership theory' and 'schema theory' to examine the effects of gameful experience (GFUL) on the attitudes of online gamers (N = 326). Data were analyzed using AMOS 25 and Process Macro for SPSS. The analytical results indicated that GFUL is mediated through both the intervening variables (perceived in-game advertisement effectiveness and psychological ownership), which positively influence gamers' attitudes towards the game and in-game advertising. Further, the study investigated the impact of in-game advertisement intrusiveness. Based on the research findings, this study proposed the theoretical and managerial implications.
通过网络游戏概念在移动平台上进行游戏化，有可能与客户建立前所未有的互动。随着互联网普及率和移动设备数量的增加，游戏化市场不断增长，它已成为接触和影响花更多时间玩游戏的年轻消费者的潜在渠道之一。关于游戏化对在线消费者决策的影响，实证证据不足。本研究运用“心理所有权理论”和“图式理论”来检验游戏体验（GFUL）对在线游戏玩家（N = 326）态度的影响。使用AMOS 25和SPSS的Process Macro对数据进行分析。分析结果表明，GFUL通过中介变量（感知游戏内广告效果和心理所有权）起作用，这些中介变量对玩家对游戏和游戏内广告的态度有积极影响。此外，该研究调查了游戏内广告的侵扰性影响。基于研究结果，本研究提出了理论和管理方面的启示。
