QQ客服 官方微博 反馈留言

	Cultivate Consumer Engagement with Mobile and Gamification
	Lei Wang; Siyuan Liu; Ramayya Krishnan
	2016
会议名称	Marketing Science2016
英文摘要	How to engage customers and motivate them to actively make purchases and adopt services has been a puzzle for businesses for a long time. The gamification aspects of location-based service provide a great tool for businesses to maintain awareness and ride the wave of social and location-based media. Game-like elements, such as badges and mayorships, provide consumers a fun and playful way to keep track of their shopping activity and shopping experience, enjoying the sense of accomplishment and also create a friendly competition among friends. Despite the growing popularity of gamification and its potentials on customer engagement, we still have very little knowledge about gamification and its impact on customer engagement. In this research, customer engagement is being captured by three different ways: mobile coupon redemption rate, total money spent in the venue, and the time length stayed in the venue. We conduct a randomized field experiment in a large shopping mall in Asia to investigate the impact of gamification on cultivating customer engagement. Gamification elements that have been tested in previous research include points, leaderboards, rewards and badges. In this research, we focus on two gamification elements, badges and leaderboards. We aim to explore (1) which one is the most effective gamification feature of location-based games in terms of motivating them to actively make purchases and redeeming coupon? (2) How do gamification elements affect consumer behavior? Our results from the large-scale randomized field experiments will allow us to effectively measure the causal impact of gamification and mobile campaigns for businesses. It can also provide insights on quantifying and improving the impacts of gamification on customer engagement and mobile advertising. This study provides important implications for the ongoing research on the impact of gamification and also suggests ways for firms to benefit from gamification.
收录类别	EI
语种	英语
内容类型	会议论文
源URL	[http://ir.siat.ac.cn:8080/handle/172644/10326]
专题	深圳先进技术研究院_数字所
作者单位	2016
推荐引用方式 GB/T 7714	Lei Wang,Siyuan Liu,Ramayya Krishnan. Cultivate Consumer Engagement with Mobile and Gamification[C]. 见:Marketing Science2016.

个性服务

查看访问统计

相关权益政策

暂无数据

收藏/分享

除非特别说明，本系统中所有内容都受版权保护，并保留所有权利。