مطالعات مدیریت کسب و کار هوشمند

نوع مقاله : مقاله پژوهشی

نویسنده

استادیار گروه مطالعات فکرپروری برای کودک و نوجوان، پژوهشگاه علوم انسانی و مطالعات فرهنگی، تهران، ایران نویسنده مسئول : n.mahmoudi@ihcs.ac.ir

چکیده


نگرش شرکت‌ها و مؤسسات فرهنگی به لحاظ گسترش فضای رقابتی، به ناگزیر بر جلب هر چه بیشتر اعتماد مصرف‌کننده برای ارائه خدمات و جلب مخاطب بیشتر متمرکز شده است. هدف از مطالعه حاضر تأثیر کیفیت اطلاعات و بازی‌نمایی سبز بر اعتماد مصرف‌کننده محصولات فرهنگی بود. روش اجرای پژوهش حاضر پیمایشی و طرح پژوهشی همبستگی از نوع معادلات ساختاری به روش کمترین مجذورات جزئی است. جامعه آماری پژوهش حاضر مصرف‌کنندگان محصولات فرهنگی دیجی‌کالا است. روش نمونه‌گیری پژوهش، روش نمونه‌گیری طبقه­ای متناسب بود. برای جمع‌آوری داده‌ها در این پژوهش از روش میدانی با استفاده از پرسشنامه استفاده شد. تجزیه‌وتحلیل داده‌های پژوهش به روش مدل یابی معادلات ساختاری و با استفاده از نرم‌افزار پی آل اس صورت گرفت. نتایج نشان داد که کیفیت اطلاعات و بازی‌نمایی سبز بر مفید بودن و سهولت ادراک‌شده تأثیر معنی‌دار دارند. همچنین بر اساس یافته‌های پژوهش مفید بودن ادراک‌شده در ارتباط بین کیفیت اطلاعات و بازی‌نمایی سبز با اعتماد مصرف‌کننده محصولات فرهنگی نقش میانجی دارد. همچنین نقش میانجیگری سهولت استفاده ادراک‌شده در ارتباط بین کیفیت اطلاعات و بازی‌نمایی سبز با اعتماد مصرف‌کننده محصولات فرهنگی معنی‌دار است. بر اساس یافته‌ها می‌توان نتیجه گرفت که عرضه‌کنندگان محصولات فرهنگی از طریق بازی‌نمایی سبز و کیفیت اطلاعات در مسیر بهبود اعتماد مصرف‌کننده قرار می‌گیر

کلیدواژه‌ها

عنوان مقاله [English]

The Effect of Information Quality and Green Gamification on Consumer Trust in Cultural Products

نویسنده [English]

  • Seyed Nuredin Mahmoodi

Assistant Professor, The Study Group of Thoughtfulness for Children, Institute of Humanities and Cultural Studies, Tehran, Iran Corresponding Author: n.mahmoudi@ihcs.ac.ir

چکیده [English]


Introduction

Using e-commerce will significantly reduce energy consumption and pollution. Today, large stores easily sell their products electronically. The branches of electronic business have expanded so much that companies and organizations exchange with each other or provide their goods and services to their customers by spending the least possible time and cost. The use of information technology is one of the necessary links to increase commercial efficiency in the national economy and preserve the environment.
This research will not only explain the consumer trust in cultural products and examine its dimensions and components but also pay attention to the motivation and drivers of the movement towards the consumer trust in cultural products and understand the appropriate platform for its realization through gaming. Green and quality information will help. On the other hand, the case study of the present research is Digikala's online service company. At the time of the research, Digikala is the largest online store in Iran, has more than 2 million daily visitors, and has taken 70% of the online sales market share in Iran. Digikala's business model is a combination of virtual marketplace and retail (Shojaei Raisi, 1400). The reason for choosing Digikala electronic store is due to the use of gaming in attracting and retaining customers and the store's attempt to persuade customers to be environmentally responsible.
Research Question(s)
The main issue of the current research is whether the quality of information and green gaming has an effect on consumer trust in cultural products, taking into account the mediating role of perceived usefulness and perceived ease of use.

Literature Review

Gamification has emerged as a technological trend that transfers the features of games to non-game contexts. Studies in various fields such as health, education, and marketing have shown that gaming affects people's behavior. However, few sustainability studies provide conclusive findings on whether gamification affects actual pro-environmental behavior. The purpose of gamification is to transfer the features of games to non-game contexts in order to create a game experience. Accordingly, the user must perceive a gamified or interactive situation with a game-like service. To realize this, gameplay is based on the concept of "Loodus". For example, basic features of games such as goals, rules, structure, and feedback should be transferred to the non-game context. Through these components, gaming presents and conveys information in a different way. Customers actively participate in providing information and experience the information in the form of a game

Methodology

The method of carrying out the present research is a survey and correlational research design of the type of structural equations using the method of partial least squares. The statistical population of the present study is the consumers of Digikala cultural products. The total number of the statistical population of the present study is uncertain. Considering the statistical population, Cochran's formula is used to determine the number of samples, for this purpose, 384 samples were selected due to heterogeneity and stratified proportional sampling.
The questionnaire was distributed among the customers in cultural products who have access to the Internet and have made an electronic purchase from DigiKala. Among the statistical samples of the research, 384 questionnaires were distributed, of which 380 questionnaires were answered, of which 4 questionnaires were excluded from the analysis because they did not answer a large number of questions. Finally, 380 questionnaires were included in the analysis.

Results

The results showed that the quality of information has a significant effect on perceived usefulness and ease. Also, green gameplay has a significant effect on perceived usefulness and ease. Perceived usefulness plays a mediating role in the relationship between information quality and green gaming with consumer trust in cultural products. Perceived ease of use plays a mediating role in the relationship between information quality and green gaming with consumer trust in cultural products. The numbers inside the explained variance circle are the research variables.

Discussion

In the new business process, gaining the trust of consumers of cultural products has taken an important and vital place in the goals of organizations, and senior managers know very well that their success in achieving the organization's major goals depends on gaining the trust of consumers of cultural products. Is. The purpose of the present study was to explain the effect of green gaming and information quality on consumer trust in cultural products with regard to the mediating role of perceived usefulness and perceived ease of use.
According to the findings of the research, it was found that green gaming has a significant effect on perceived usefulness. Green gaming is one of the ways that helps to attract customers in different aspects. Green gamification in terms of providing gamified information can increase pro-environmental behavior due to the reduction of psychological distance. Therefore, the presentation of gamified information should increase the perceived clarity and quality of information, which should therefore encourage pro-environmental behavior. In this regard, the results of Wolff's research (2020) showed that green gamification and gamified information have a positive effect on perceived usefulness and perceived ease.

Conclusion

Based on the findings of the research, to improve the trust of consumers in cultural products, it is suggested to provide complete information about green gaming to consumers and how to use it in a clear and transparent manner. implemented and the employees have sufficient knowledge about green gaming and have received the necessary training in this field.
One of the limitations of the current research was that this research was conducted only in the Digikala online store, so caution should be exercised in generalizing its results to other industries or other organizations. For future research, it is suggested that the model used in this research should be investigated in other industries or a specific organization, and individual and cultural factors regarding green gaming should be investigated.
 
 
 

احمدیان، سحر، آزاده، سعید و محقق‌زاده، فاطمه. (1398). تأثیر رضایت مشتری، اعتماد، قطعیت و تبلیغات کلامی مثبت بر قصد خرید با تأکید بر شبکه‌های اجتماعی. شباک، 47:9-16.
ارمندئی، صابر. (1401). تأثیر شهرت، بازی وارسازی، سودمندی و سهولت ادراک شده بر قصد خرید مجدد با نقش میانجی قصد استفاده، استفاده و اعتماد به فروشنده. موسسه آموزش عالی بصیر - آبیک، گروه علوم انسانی
بابائیان، جلال. (۱۳۹۷). عوامل مؤثر بر قصد رفتاری و پذیرش موبایل بانک توسط مشتریان بانک ملت استان مازندران، کنفرانس ملی مدیریت، حسابداری و توسعه کسب‌وکار، قائم‌شهر، مؤسسه آموزش عالی فروردین
رونقی، محمدحسین. (1400). ارائه چارچوب فناوری اطلاعات سبز با استفاده از رویکرد فراترکیب. مطالعات مدیریت کسب‌وکار هوشمند، 10 (38): 237-266.  doi:10.22054/ims.2021.59760.1931
زارعی شرق، ناهید. (1397). تأثیر ابعاد سودمندی ادراک‌شده، سهولت استفاده ادراک‌شده، طراحی وب‌سایت، ریسک ادراک‌شده، اعتماد آنلاین و قصد خرید آنلاین بر خرید آنلاین. پایان‌نامه کارشناسی‌ارشد، دانشگاه آزاد اسلامی واحد نراق.
زمانی، ساناز. (1398). رابطه بین ابعاد بانکداری بین ابعاد بانکداری الکترونیک، تجربه مشتری و عملکرد مالی از طریق نقش میانجی رضایت و وفاداری مشتریان در شعب بانک ملت استان گیلان. رویکرد‌های پژوهش نوین در مدیریت و حسابداری، 19:28-39.
زینبی، حسن، ابراهیمی، عباس و شیخ، مهسا. (1394). بررسی تأثیر سهولت و سودمندی ادراک‌شده، آگاهی مشتریان و اعتماد به همراه بانک برتمایل به استفاده (قصد استفاده) از سیستم همراه بانک (مطالعه موردی مشتریان شعب بانک تجارت استان خوزستان)، کنفرانس بین‌المللی مدیریت و اقتصاد در قرن.
شجاعی رئیسی، مرضیه. (1400). تأثیر اعتماد به خرید آنلاین، متقاعدکنندگی خرید آنلاین و خدمات به مشتری در خرید آنلاین بر تمایل به خرید آنلاین با نقش میانجی نگرش به خرید آنلاین و هنجارهای ذهنی (نمونه موردی: مشتریان دیجی‌کالا)، پایان‌نامه برای دریافت درجه کارشناسی‌ارشد، دانشگاه آزاد اسلامی واحد تهران جنوب.
عسکری، فروغ، ایزدیار، هاجر و رضایی، الهه. (1395). مدل‌سازی روابط میان عوامل مؤثر بر پذیرش بانکداری مجازی. بازاریابی پارس مدیر، 2: 37-46.
References
Chin. W. W., Marcolin., B & Newsted, P. (1996). A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and voice mail emotion/adoption study. Proceedings of the 17th International Conference on Information Systems, Cleveland, Ohio.
Coursaris, C. K., Van Osch, W., & Albini, A. (2018). Antecedents and Consequents of Information Usefulness in User-generated Online Reviews: A Multi-group Moderation Analysis of Review Valence. AIS Transactions on Human-Computer Interaction, 10(1), 1-25. https://doi.org/10.17705/1thci.00102
Dillon, W. R., & Goldstein, M. (1984). Multivariate analysis: Methods and applications. New York (NY): Wiley, 1984. https://doi.org/10.1002/bimj.4710290617
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 5-39. https://doi.org/10.2307/3151312
Gefen, D., & Straub, D. (2005). A practical guide to factorial validity using PLS-Graph: Tutorial and annotated example. Communications of the Association for Information Systems, 16, 91–109. https://doi.org/10.17705/1CAIS.01605.
Glaveli, N. (2020). Corporate social responsibility toward stakeholders and customer loyalty: Investigating the roles of trust and customer identification with the company. Social Responsibility Journal17(3), 367-383. https://doi.org/10.1108/SRJ-07-2019-0257
Glicksman, R. L., Buzbee, W. W., Mandelker, D. R., Hammond, E., & Camacho, A. (2023). Environmental protection: law and policy. Aspen Publishing.
Grossberg, F., Wolfson, M., Mazur-Stommen, S., Farley, K., & Nadel, S. (2015). Gamified energy efficiency programs. American Council for an Energy-Efficient Economy, Washington, DC.
Gupta, P., Prashar, S., Vijay, T. S., & Parsad, C. (2021). Examining the influence of antecedents of continuous intention to use an informational app: the role of perceived usefulness and perceived ease of use. International Journal of Business Information Systems36(2), 270-287. https://doi.org/10.1504/IJBIS.2021.112829
Hajli, N. (2016). Ethical environment in the online communities by information credibility: a social media perspective. Journal of Business Ethics, 1-12. https://doi.org/10.1007/s10551-016-3036-7
Herzig, P., Ameling, M., & Schill, A. (2012). A generic platform for enterprise gamification. In Software Architecture (WICSA) and European Conference on Software Architecture (ECSA), 2012 Joint Working IEEE/IFIP Conference on (pp. 219-223). IEEE. 10.1109/WICSA-ECSA.212.33
Huang, M., Mohamad Saleh, M. S., & Zolkepli, I. A. (2023). The Moderating Effect of Green Advertising on the Relationship between Gamification and Sustainable Consumption Behavior: A Case Study of the Ant Forest Social Media App. Sustainability, 15(4), 2883. https://doi.org/10.3390/su15042883
Johnson, D., Horton, E., Mulcahy, R., Foth, M. (2017). Gamification and serious games within the domain of domestic energy consumption: A systematic review. Renew. Sustain. Energy Rev. 73, 249–264. https://doi.org/10.1016/j.rser.2017.01.134
Kang, J. W., & Namkung, Y. (2019). The information quality and source credibility matter in customers’ evaluation toward food O2O commerce. International Journal of Hospitality Management78, 189-198. https://doi.org/10.1016/j.ijhm.2018.10.011
Karlin, B., Zinger, J.F., Ford, R. (2015). The effects of feedback on energy conservation: A metaanalysis. Psychol. Bull. 141, 1205–1227. https://doi.org/10.1037/a0039650
Kuo, R. Z., & Lee, G. G. (2011). Knowledge management system adoption: exploring the effects of empowering leadership, task-technology fit and compatibility. Behaviour & Information Technology, 30(1), 113-129. 10.1080/0144929X.2010.516018
Lin, C. A., & Kim, T. (2016). Predicting user response to sponsored advertising on social media via the technology acceptance model. Computers in Human Behavior, 64, 710-718. https://doi.org/10.1016/j.chb.2016.07.027
Lin, Y., & Du, H. S. (2021). An analysis on the formation and cultivation of environmental protection norms in the context of green gamification. In Proceedings of The International Conference on Electronic Business (Vol. 21, pp. 53-64).
Lui, T. K., Zainuldin, M. H., Yii, K. J., Lau, L. S., & Go, Y. H. (2021). Consumer Adoption of Alipay in Malaysia: The Mediation Effect of Perceived Ease of Use and Perceived Usefulness. Pertanika Journal of Social Sciences & Humanities29(1). DOI:10.47836/pjssh.29.1.22
Oh, H. J., Hong, K. W., & Kim, H. C. (2013). The influence of multidimensional aspects of service quality, communication on customer satisfaction and customer behavior-focused on the Airline Service. Korean Business Education Review, 28(3), 273-295. https://doi.org/10.1016/j.jretconser.2019.04.020
Prakosa, A., & Sumantika, A. (2021, March). An Analysis of Online Shoppers’ Acceptance and Trust toward Electronic Marketplace using TAM Model. In Journal of Physics: Conference Series (Vol. 1823, No. 1, p. 012008). IOP Publishing. DOI:10.5539/mas.v6n4p49
Tenenhaus, M.; Vinizi, V, E. Cgatelin, Y. M.; Lauro, C. (2005). PLS path modeling. Computational Statistics and Data Analysis, 48 (1), 159-20. https://doi.org/10.1016/j.csda.2004.03.005
Trope, Y., & Liberman, N. (2010). Construal-level theory of psychological distance. Psychological review, 117(2), 440. doi:10.1037/a0018963.
Werbach, K., & Hunter, D. (2012). For the win: How game thinking can revolutionize your business. Wharton Digital Press.
Wilson, N., Alvita, M., & Wibisono, J. (2021). The Effect of Perceived Ease of Use and Perceived Security Toward Satisfaction and Repurchase Intention. Jurnal Muara Ilmu Ekonomi dan Bisnis5(1), 145-159. https://doi.org/10.24912/jmieb.v5i1.10489
Wolf, T. (2020). Green gamification: How gamified information presentation affects pro-environmental behavior. In GamiFIN (pp. 82-91).
Yeo, V. C. S., Goh, S. K., & Rezaei, S. (2017). Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services. Journal of Retailing and Consumer services, 35, 150-162. https://doi.org/10.1016/j.jretconser.2016.12.013
Zichermann, G., & Cunningham, C. (2011). Gamification by design: Implementing game mechanics in web and mobile apps. "O'Reilly Media, Inc.
References [In Persian]
Ahmadian, Sahar, Azadeh, Saeed, Mohaghegzadeh, Fatemeh. (2018). The effect of customer satisfaction, trust, certainty and positive word of mouth advertising on purchase intention with emphasis on social networks. Shabak, 47:9-16. [In Persian].
Armandei, Saber (2022), The effect of reputation, gamification, usefulness and perceived ease on repurchase intention with the mediating role of intention to use, use and trust in the seller, Basir-Abike Institute of Higher Education, Department of Human Sciences[In Persian].
Askari, Forough, Izdiyar, Hajar and Rezaei, Elaha. (2015). Modeling the relationships between factors affecting the acceptance of virtual banking. Marketing of Pars Madir, 2: 37-46 [In Persian].
Babaian, Jalal. (2017). Factors affecting the behavioral intention and acceptance of mobile banking by Bank Mellat customers in Mazandaran province, National Conference on Management, Accounting and Business Development, Ghaem Shahr, Farvardin Institute of Higher Education. [In Persian].
Raunghi, Mohammad Hossein. (2021). Presenting the framework of green information technology using a hybrid approach. Smart business management studies. 10 (38): 237-266. doi:10.22054/ims.2021.59760.1931. [In Persian].
Shojaei Raisi, Marzieh (2021), the effect of trust in online shopping, persuasiveness of online shopping and customer service in online shopping on the willingness to shop online with the mediating role of attitude to online shopping and mental norms (case example: customers of DigiKala), the end Letter for receiving master's degree, Islamic Azad University, South Tehran branch. [In Persian].
Zainabi, Hassan, Ebrahimi, Abbas, Sheikh, Mehsa (2014). Investigating the effect of perceived ease and usefulness, customer awareness and trust in the bank on the willingness to use (intention to use) the bank's system (case study of customers of Tejarat Bank branches in Khuzestan province), International Conference on Management and Economics in the Century. [In Persian].
Zamani, Sanaz. (2018). The relationship between the dimensions of banking between the dimensions of electronic banking, customer experience and financial performance through the mediating role of customer satisfaction and loyalty in Bank Mellat branches in Gilan province. New research approaches in management and accounting, 19:28-39. [In Persian].
Zarei Sharq, Nahid (2017), the effect of dimensions of perceived usefulness, perceived ease of use, website design, perceived risk, online trust and online purchase intention on online shopping, master's thesis, Islamic Azad University, Naragh Branch[In Persian].