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首页> 外文期刊>International Journal of Research in Marketing >Hook vs. hope: How to enhance customer engagement through gamification
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Hook vs. hope: How to enhance customer engagement through gamification

机译：钩与希望：如何通过游戏化提高客户参与度

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摘要

Many digital service providers have adopted gamification to promote customer engagement. Critical questions, however, remain about the most effective way to enhance customer engagement and increase sales by applying gamification. With a research design that combines qualitative and quantitative methods, including the use of objective sales data from a large field study and replication of the findings across different contexts, this study explores how gamification fosters customer engagement. Both field study results and a simulation study reveal gamification principles (i.e., social interaction, sense of control, goals, progress tracking, rewards, and prompts) that promote hope and consequently increase customer engagement and digital sales. Furthermore, we find that hope is more strongly associated with customer engagement than the psychological condition of compulsion, which even exerts a negative impact. This research thus explores how gamification creates value for customers and provides actionable insights for managers to foster hope through gamification as opposed to get customers hooked. (C) 2019 Elsevier B.V. All rights reserved.
机译：许多数字服务提供商已采用游戏化来促进客户参与。然而，仍然存在关于通过应用游戏化来提高客户参与度和增加销售量的最有效方法的关键问题。通过结合定性和定量方法的研究设计，包括使用来自大型现场研究的客观销售数据以及在不同背景下的发现重复，该研究探索了游戏化如何促进客户参与。实地研究结果和模拟研究都揭示了游戏化原则（即社交互动，控制感，目标，进度跟踪，奖励和提示），这些原则促进了希望并因此提高了客户参与度和数字销售量。此外，我们发现，希望与客户敬业度的联系比强迫的心理状况更重要，后者甚至会产生负面影响。因此，这项研究探索了游戏化如何为客户创造价值，并为管理者提供了可行的见解，从而通过游戏化来培养希望，而不是吸引客户。 （C）2019 Elsevier B.V.保留所有权利。

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