Document Type : Research Paper
Authors
1 Assistant Prof., Faculty of Management and Accounting, Islamic Azad University-Karaj Brach, Tehran, Iran Corresponding author: akbari.mahsa@gmail.com
2 MA of Business Management, Faculty of Management, Islamic Azad University-Karaj Branch, Alborz, Iran
3 Assistant Pro., Faculty of Management, Islamic Azad University-Arak Branch, Markazi, Iran
Abstract
Abstract
Gamification is a relatively new concept that has seen a significant increase in its use in recent years. Gamification involves the application of game elements in a non-gaming environment to create a gaming experience related to a product or service. The aim of this research is to investigate the impact of different aspects of gamification (immersion, achievement, social) on customer engagement (emotional, cognitive, social) in the online store of Digikala. The research population consists of consumers and users of the Digikala website who have made at least one purchase on this site. In this regard, 222 questionnaires obtained from Digikala website users' data were analyzed. The research model was designed by reviewing the literature related to the research topic and previous studies, and it was analyzed using structural equation modeling. Finally, it was determined that the aspects of gamification have a positive and significant effect on customer engagement. The immersion aspects of gamification have a positive impact on emotional aspects of customer engagement, the achievement aspects affect the cognitive aspects of customer engagement, and the social aspects of gamification also have a stronger positive impact on the social aspects of customer engagement.
Introduction
Gamification has gained recognition as a powerful tool for establishing customer engagement in recent years, garnering significant attention both in industry and academia (Huotari, 2017), (Hamari et al., 2014), (Hamari et al., 2014b). This is because the inherent nature of play and the potential for possible achievement evoke positive emotions in people. In marketing, gamification is a means to elicit positive emotions in customers for the sale of a product or service. The use of gamification helps consumers spend more time on your website, increasing the likelihood of them making a purchase. In this context, gamification can be described as the use of game design in a non-gaming environment (Deterding et al., 2011). In other words, gamification seeks to replicate the effects of games, including motivation, excitement, and repetition, in a real-world context. Therefore, gamification technologies have the capability to manipulate social and individual factors to motivate customers and influence their intentions (Shang & Lin, 2013), (Jackson, 2009).
As online games and social software continue to advance and become integrated into e-commerce businesses, they create new patterns that enhance user experiences and encourage active participation (Hsu & Chen, 2018).
With the expansion of online businesses, the use of effective marketing techniques to attract customers has become crucial. In this regard, Digikala, the largest online retailer in Iran, has been no exception. Therefore, the use of gamification has great importance in branding and improving customer experiences.
Literature Review
Gamification is an innovative concept that has not only impacted the gaming industry but has also opened avenues in management sciences to provide maximum effectiveness for organizations in competitive conditions. Initial studies on gamification were conducted in 2008 by Brett Terrill. However, its scientific popularity and extensive research began around 2010 (Alhamed & Morano, 2018).
In terms of the effectiveness and the impact of gamification on marketing concepts, particularly in customer engagement, extensive research has not been conducted. However, most studies indicate a positive impact of gamification on customer engagement. In this regard, we will review some important research studies.
In a study that examined the effects of gamification aspects on customer engagement dimensions and brand value among customers of Huawei and Xiaomi in social networks, it was found that gamification aspects have a significant impact on customer engagement dimensions and brand value (Xi & Hamari, 2019). In another study that investigated the impact of gamification on customer engagement and online sales, it was revealed that gamification aspects such as social interactions, goal orientation, and rewards lead to increased customer engagement and online sales (Eisingerich et al., 2019). In a study that focused on the impact of gamification on participation in online programs, the results indicated that gamification significantly affects participation (Looyestyn et al., 2017).
Methodology
This study is descriptive & applied in nature and employs a quantitative approach. Data collection was done through questionnaire.
In this study, the statistical population consists of customers of the Digikala website who have made at least one purchase from this site. Since this website is the most well-known online shopping site in Iran, a structured questionnaire was distributed to 300 Digikala users using convenience sampling method. After filtering out incomplete and problematic questionnaires, a total of 222 questionnaires were gathered. Data analysis was conducted using Structural Equation Modeling (SEM) through the Lisrel Software.
Results
Based on the results obtained from the hypothetical model, we conclude that:
The influence of immersion aspects of gamification on the emotional dimension of customer engagement was confirmed (Hypothesis 1).
The influence of immersion aspects of gamification on the social and cognitive dimensions of customer engagement was not confirmed (Hypotheses 2 and 3).
The influence of achievement aspects of gamification on the emotional and cognitive dimensions of customer engagement was confirmed (Hypotheses 4 and 5).
The influence of achievement aspects of gamification on the social dimension of customer engagement was not confirmed (Hypothesis 6).
The influence of achievement aspects of gamification on the emotional, cognitive, and social dimensions of customer engagement was confirmed (Hypotheses 7, 8, and 9).
The immersion aspects of gamification have a stronger and more significant impact on the emotional dimension of customer engagement compared to other dimensions (Hypothesis 10).
The achievement aspects of gamification have a stronger and more significant impact on the cognitive dimension of customer engagement compared to other dimensions (Hypothesis 11).
The social aspects of gamification have a stronger and more significant impact on the social dimension of customer engagement compared to other dimensions (Hypothesis 12).
Discussion & Conclusion
In general, the findings of the present research indicate that immersion aspects of gamification (such as creating avatars, customizing applications and web pages, storytelling, and narrative) have a greater impact on the emotional dimensions of customer engagement.
When compared to immersion aspects, achievement aspects of gamification, such as giving prizes, medals, digital currency, coins, points, and gift cards, have a greater influence on the cognitive dimensions of customer engagement. They also affect the emotional aspect. Providing rewards and medals leads to customers forming a better rational and cognitive perception of our brand.
Moreover, social aspects of gamification, like organizing competitions and teamwork activities and using social networks, have a more significant impact on the social dimension of customer engagement. However, they also have an effect on the emotional and cognitive dimensions.
The findings of this research are consistent with the results of previous studies, including Madura (2015), Zhi and Hamari (2019), Harwood and Garry (2015), Yin et al. (2017), and Eisingerich et al. (2019).
Based on the results obtained, it is recommended that online stores and smart businesses employ various gamification elements to increase customer engagement
Keywords
Main Subjects
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