نوع مقاله : مقاله پژوهشی (کمی)

نویسندگان

1 دانشجوی مقطع دکتری تخصصی رشته آینده‌پژوهی، دانشکده و پژوهشکده حضرت ولی‌عصر(عج)، دانشگاه جامع امام حسین(ع)، تهران، ایران.

2 استادتمام گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی تهران، ایران

چکیده

هدف: در این پژوهش هدف اصلی بررسی تاثیر بازی‌وارسازی بر وفاداری مصرف‌کننده با توجه به نقش میانجی نگرش نسبت به برند و قصد درگیری می باشد.روش: از لحاظ روش جمع‌آوری داده‌ها، این پژوهش توصیفی از نوع پیمایشی است و از نظر هدف نیز کاربردی است. جامعه آماری پژوهش حاضر، مشتریان و خریداران ایرانی سراسر کشور، فروشگاه‌ اینترنتی دیجی‌کالا می‌باشد. روش نمونه‌گیری، نمونه‌گیری در دسترس است. ابزار راﻳـﺞ ﭘﺮﺳﺸﻨﺎﻣﻪ(آنلاین)، ابزار اصلی ﺑـﺮای ﺟﻤـﻊ‌آوری داده‌های اﻳـﻦ ﭘـﮋوهش اﺳﺖ. در طرف دیگر برای ارزیابی پایایی پژوهش از ضریب آلفای کرونباخ و پایایی ترکیبی استفاده شده است. از آزمون سوبل نیز برای سنجش معناداری تاثیر متغیر میانجی استفاده می‌شود. همچنین داده‌های پژوهش در قالب مدل‌سازی معادله‌های ساختاری مبتنی بر روش حداقل مربعات جزئی و با استفاده از نرم‌افزار Amos تحلیل می‌شود.یافته‌ها: این مدل که شامل تاثیر مستقیم بازی‌وارسازی بر وفاداری مصرف کننده و همچنین تاثیر بازی‌وارسازی از طریق میانجی‌گری نگرش نسبت به برند و قصد درگیری بر وفاداری مصرف کننده بود، مولفه‌های آن مورد آزمون قرار گرفت. همچنین در ارزیابی بخش ساختاری مدل بین سازه‌های درون زا و برون زا ارتباط قوی برخوردار است و مدل کلی پژوهش از برازش مطلوبی برخوردار است.نتیجه‌گیری: پس از تجزیه و تحلیل اطلاعات مشخص شد که بازی‌وارسازی (سودمندی درک شده، درک سهولت استفاده، اثر اجتماعی درک شده، لذت درک شده) از طریق متغیر میانجی نگرش نسبت به برند و قصد درگیری، به طور مستقیم و غیر مستقیم بر وفاداری مصرف‌کننده تاثیر مثبت و معناداری دارد.

کلیدواژه‌ها

عنوان مقاله [English]

The effect of gaimification on consumer loyalty with respect to the mediating role of attitude toward the brand and intent to engage

نویسندگان [English]

  • Milad Ghanbari 1
  • Zohreh Dehdashti Shahrokh 2

1 Ph.D. student in future studies, Faculty and Research Institute of Hazrat ValiAsr(A.S), Imam Hossein(A.S) Comprehensive University, Tehran, Iran

2 Professor, Faculty of Business Administration, Management & Accounting, Allame Tabataba’i University,Tehran, Iran

چکیده [English]

Objective: In this study, the main purpose of this study is to investigate the effect of gaimification on consumer loyalty with respect to the mediating role of attitude towards the brand and intention to engage.Methodology: In terms of data collection method, this research is a descriptive survey and is applied in terms of purpose. The statistical population of the present study, Iranian customers and buyers across the country, is the online store of Digikala. Sampling method is available sampling. Online tool, the main tool for data collection. On the other hand, Cronbach's alpha coefficient and combined reliability were used to evaluate the reliability of the research. The Sobel test is used to measure the significance of the effect of the mediating variable. The research data are also analyzed in the form of structural equation modeling based on the partial least squares method using Amos software.Findings:This model, which included the direct effect of gaimification on consumer loyalty as well as the effect of gaimification through mediating attitude towards the brand and the intention of engagement on consumer loyalty, its components were tested. Also, in evaluating the structural part of the model, there is a strong relationship between endogenous and exogenous structures and the general research model has a good fit.Conclusion:After analyzing the data, it was found that gaimification(Perceived usefulness, perceived ease of use, perceived social impact, perceived pleasure) through mediating variable attitude towards the brand and intention to engage, directly and indirectly have a positive and significant effect on consumer loyalty.

کلیدواژه‌ها [English]

  • Gaimification
  • attitude towards the brand
  • intention to engage
  • Consumer loyalty
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