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首页> 外文期刊>Journal of Business Research >The effects of gamified customer benefits and characteristics on behavioral engagement and purchase: Evidence from mobile exercise application uses
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The effects of gamified customer benefits and characteristics on behavioral engagement and purchase: Evidence from mobile exercise application uses

机译：游戏化的客户利益和特征对行为参与和购买的影响：来自移动锻炼应用程序使用的证据

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This study investigates how gamified customer benefits (epistemic, social integrative, and personal integrative) and customer characteristics (age and experience) influence marketing outcomes, behavioral engagement and purchase, in exercise context. Using a unique data set of exercise and purchase history created by 5072 smartphone users over three years in South Korea, this study finds that although all three customer benefits are positively associated with marketing outcomes, personal and social integrative benefits are the best predictors for engagement and purchase, respectively. Furthermore, the effects of gamified customer benefits on marketing outcomes vary by age and experience, showing the importance of epistemic and personal integrative benefits to older and less experienced customers and social integrative benefits to younger and experienced customers. This study not only explores the long-term effects of gamification on behavioral outcomes but also examines the feasibility of successfully implementing the gamification benefit proposition strategy for superior marketing outcomes.
机译：这项研究调查了运动环境下，游戏化的客户利益（流行病，社会融合和个人融合）和客户特征（年龄和经验）如何影响营销结果，行为参与和购买。使用由5072名智能手机用户在韩国进行的三年中创建的锻炼和购买历史的独特数据集，该研究发现，尽管所有这三个客户利益都与营销成果成正相关，但个人和社会综合利益是互动和互动的最佳预测指标购买。此外，游戏化客户收益对营销结果的影响随年龄和经验的不同而变化，这表明认知和个人综合收益对年长和经验较少的客户的重要性以及社会综合收益对年轻和经验丰富的客户的重要性。这项研究不仅探讨了游戏化对行为结果的长期影响，而且还研究了成功实施游戏化利益主张战略以实现卓越的营销成果的可行性。

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