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首页> 外文期刊>International journal of human-computer studies >How hand gestures influence the enjoyment in gamified mobile marketing
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How hand gestures influence the enjoyment in gamified mobile marketing

机译：手势如何影响赌博移动营销的享受

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摘要

With the rapid development of mobile technologies, gamification has been deployed pervasively on mobile platforms as an effective marketing tool. In this study, we focus on how mobile gesture technology influences consumer enjoyment of mobile marketing games by examining two types of hand gestures: surface and motion gestures. Considering the characteristics of hand gestures and embodied cognition theories, we propose that hand gestures influence the enjoyment of mobile marketing games with two other game elements: object visual presentation and reward setting. Specifically, the interaction between surface gesture (vs. motion gesture) and the object visual presentation of a real product picture (vs. symbolic brand logo image) leads to greater enjoyment of marketing games through mental simulation. Similarly, the interaction between motion gesture (vs. surface gesture) and reward setting of uncertainty (vs. certainty) leads to greater enjoyment of marketing games through perceived control. Three online experiments are conducted to support the proposed hypotheses. Results provide implications for marketing practitioners that hand gesture design should be aligned with congruent object visual presentation and reward setting in order to enhance consumer enjoyment of mobile marketing games. This study contributes to the extant literature of gamification, as well as human-computer interaction.
机译：随着移动技术的快速发展，通过作为一个有效的营销工具，在移动平台上普遍地部署了Gamification。在这项研究中，我们专注于移动手势技术如何通过检查两种类型的手势：表面和运动手势来利用移动营销游戏的消费者享受。考虑到手势的特点和体现认知理论，我们提出了手势影响移动营销游戏的享受与另外两个游戏元素：对象视觉演示和奖励设置。具体而言，表面手势（与运动手势）之间的相互作用和真实产品图片（VS.符号品牌标志图像）的对象视觉呈现导致通过精神模拟更加享受营销游戏。同样，运动手势（与表面姿势）之间的相互作用和不确定性（与Cerlainty）的奖励设置导致通过感知控制更加享受营销游戏。进行三个在线实验以支持所提出的假设。结果为营销从业者提供手势设计的营销从业者的影响，应该与全体对象视觉演示和奖励设置对齐，以提高消费者对移动营销游戏的享受。这项研究有助于游戏的现存文献，以及人机互动。

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