نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار گروه مدیریت، پژوهشکده علوم اقتصادی دانشگاه علامه طباطبائی، تهران، ایران نویسنده مسئول: saadi1001@yahoo.com
2 استاد، گروه مدیریت بازرگانی، دانشگاه محقق اردبیلی، اردبیل، ایران
3 دانشجوی دکترای مدیریت بازرگانی، دانشگاه محقق اردبیلی، اردبیل، ایران
چکیده
هدف: گیمیفیکیشن اجتماعی به طور گسترده در صنایع مختلف برای افزایش تعامل کاربران استفاده شده است و قوانین تعامل را در مدیریت کسب و کار تغییر می دهد. طراحی گیمیفیکیشن اجتماعی می‌تواند تا حدودی به شکل دادن به رفتار کاربر کمک کند و سطح عملکرد کسب و کارها را افزایش دهد. با توجه به نقش و تاثیر گیمیفیکیشن در سرعت بخشیدن به توسعه کسب و کارها اهمیت این موضوع برجسته می‌شود. روش شناسی: . این پژوهش با هدف ارائه الگویی برای نقش گیمیفیکیشن اجتماعی در توسعه کسب و کارها به شیوه‌ی توصیفی، از طریق مصاحبه‌های عمیق نیمه‌ساختارمند با روش داده بنیاد پرداخته است. جامعه‌ی آماری شامل خبرگان و صاحبنظران و متخصصان در زمینه‌های گیمیفیکیشن، کسب وکارهای آنلاین، کارشناسان علم اطلاعات و فناوری و رسانه‌های اجتماعی هستند که از بین آنها ۱2نفر به روش نمونه‌گیری هدفمند انتخاب و در این مطالعه مشارکت کردند. تعداد نمونه‌ها از قاعده اشباع پیروی می‌کند. یافته ها:شرایط علی شامل(تسهیل یادگیری و آموزش، تقویت تعامل اجتماعی، ارتقای انگیزه مشارکت، بهبود تجربه کاری و رقابت)، شرایط زمینه ای شامل (مشارکت و مسئولیت اجتماعی، آموزش و توسعه منابع انسانی، بازاریابی و تبلیغات بازی‌گونه) شرایط مداخله‌گر (فقدان درک صحیح کاربران از گیمیفیکیشن، عدم تناسب گیمیفیکیشن با اهداف کسب‌وکار، طراحی نادرست گیمیفیکیشن)، راهبردها (خلاقیت و نوآوری، توسعه و بهبود مستمر فرایندها، شبیه سازی و ایفای نقش)، پیامدها شامل (تحلیل و بازخورد بهتر، ساده‌سازی مسائل پیچیده، بهبود عملکرد تجاری، هم‌افزایی و رشد کسب و کار با بازی‌وارسازی، همگرایی فروش و درآمد) دسته بندی شدند.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
A model for social gamification in business development
نویسندگان [English]
- Mohammadreza Saadi 1
- Mohammad Bashokouh 2
- Golsum Akbariarbatan 3
1 Assistant Professor, Department of Management, Allameh Tabataba’i University Research Institute, Tehran, Iran Corresponding Author: saadi1001@yahoo.com
2 Prof, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
3 Ph.D. student of Business Administration, University of Mohaghegh Ardabili , Ardabil, Iran
چکیده [English]
Objective: Social gamification has been widely used in various industries to increase user engagement and change the rules of engagement in business management. Designing social gamification can help shape user behavior to some extent and increase the level of business performance. Considering the role and impact of gamification in speeding up the development of businesses, the importance of this issue is highlighted. Methodology: With the aim of providing a model for the role of social gamification in the development of businesses in a descriptive manner, this research developed and validated a conceptual framework with the foundational data method through in-depth semi-structured interviews. The statistical population includes experts and experts in the fields of gamification, online businesses, experts in information science and technology, and social media, among whom 12 people were selected and participated in this study by purposeful sampling. The number of samples follows the rule of saturation. Findings: Causal conditions including (facilitating learning and training, strengthening social interaction, promoting participation motivation, improving work experience and competition), background conditions including (participation and social responsibility, training and development of human resources, marketing and game-like advertising) intervening conditions ( lack of correct understanding of gamification by users, incompatibility of gamification with business goals, incorrect design of gamification), strategies (creativity and innovation, development and continuous improvement of processes, simulation and role playing), consequences including (better analysis and feedback, simplification of issues) complex, business performance improvement, synergy and business growth with gamification, sales and revenue convergence) were categorized.
کلیدواژه‌ها [English]
- Gamification
- Social networks
- Interaction Rules
- Business Development
- امیری، صبا و روشنی، غلامحسین. (1401). بررسی تأثیر بازی‌وارسازی بر رفتار خرید مصرف‌کنندگان با استفاده از شبکه عصبی مصنوعی. مدیریت بازرگانی، (4)14، 674-647.
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