Liao Yingchuan, Zhou Fei, Chen Youcheng, Wu Yenchun Jim
College of Business Administration, Huaqiao University, Quanzhou 362021, China.
College of Digital Economy, Fujian Agriculture and Forestry University, Fuzhou 350001, China.
Behav Sci (Basel). 2024 Dec 19;14(12):1226. doi: 10.3390/bs14121226.
Gamification has been extensively employed in marketing practices to meet the diverse needs of consumers. Previous research suggests that gamification marketing plays a pivotal role in influencing customer purchase intention. However, the precise mechanism through which gamification marketing impacts purchase intention requires further investigation. Drawing on the self-determination theory (SDT), this study explores the relationship between gamification marketing and purchase intention, with customers' perceived brand coolness as a mediating variable and time poverty as a moderating variable. Using data collected from 184 participants in the experiment, our research demonstrates that, in comparison to non-gamification marketing, gamification marketing significantly influences purchase intention. Furthermore, perceived brand coolness emerges as a mediating factor in this relationship, providing new insights into the gamification mechanism. Customers who are in low time poverty exert more perceived brand coolness and purchase intentions compared with high time poverty in the context of gamification marketing. This study expands the research of gamification by introducing perceived brand coolness to the relationship between gamification marketing and purchase intention. It also contributes to the study of time poverty under the context of gamification marketing.
游戏化已被广泛应用于营销实践中，以满足消费者的多样化需求。先前的研究表明，游戏化营销在影响顾客购买意愿方面起着关键作用。然而，游戏化营销影响购买意愿的确切机制仍需进一步研究。本研究借鉴自我决定理论（SDT），探讨游戏化营销与购买意愿之间的关系，将顾客感知的品牌酷感作为中介变量，将时间贫困作为调节变量。通过对184名实验参与者收集的数据进行分析，我们的研究表明，与非游戏化营销相比，游戏化营销对购买意愿有显著影响。此外，感知品牌酷感在此关系中成为一个中介因素，为游戏化机制提供了新的见解。在游戏化营销背景下，与时间贫困程度高的顾客相比，时间贫困程度低的顾客表现出更强的感知品牌酷感和购买意愿。本研究通过将感知品牌酷感引入游戏化营销与购买意愿之间的关系，扩展了游戏化的研究范围。它还为游戏化营销背景下的时间贫困研究做出了贡献。
