مطالعات مدیریت کسب و کار هوشمند
مطالعات مدیریت کسب و کار هوشمند

تاثیر کارکردهای درک شده بازی‌وارسازی بر رفتار شهروندی مصرف‌کننده: نقش میانجی مالکیت روانشناختی و نقش تعدیلگر شخصیت مصرف‌کننده

نوع مقاله : مقاله پژوهشی

نویسندگان

سکینه ابراهیمی 1
باقر عسگرنژاد نوری 2
هوشمند باقری قره بلاغ 3
رامین بشیر خداپرستی 2

1 دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، ارومیه، ایران

2 دانشیار گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، ارومیه، ایران

3 استادیار گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، ارومیه، ایران

https://doi.org/10.22054/ims.2025.84026.2574
چکیده
تشویق مصرف‌کنندگان آنلاین به انجام رفتار داوطلبانه فرا‌نقشی، به اصطلاح "رفتار شهروندی مصرف-کننده" برای عملکرد سازمانی در جامعه مدرن بسیار مهم است. با افزایش پذیرش بازی‌وارسازی در محیط آنلاین، مصرف کنندگان تحریک می‌شوند تا رفتارهای شهروندی را به عنوان کمک به دیگران و بازخورد انجام دهند. از این‌رو، پژوهش حاضر با هدف واکاوی کارکردهای درک شده بازی‌وارسازی (خودمختاری، تعامل، خودابرازی و رقابت) بر رفتار شهروندی مصرف‌کننده با نقش میانجیگری مالکیت‌روانشناختی وتعدیلگری شخصیت مصرف‌کننده انجام شد. جامعه آماری پژوهش را کاربران پلتفرم بازی‌وارشده اسنپ در حوزه تجارت الکترونیک تشکیل می‌دهند و به دلیل اینکه حجم جامعه آماری نامشخص بود، تعداد نمونه براساس فرمول کوکران در سطح خطای 05/0 درصد، 384 نفر بدست آمد که با روش نمونه‌گیری غیرتصادفی دردسترس انتخاب شدند. به منظور سنجش متغیرها، از پرسشنامه استاندارد؛ ارزیابی روایی پرسشنامه از روایی سازه، همگرا و واگرا و به منظور ارزیابی پایایی پرسشنامه از پایایی ترکیبی و ضریب آلفای کرونباخ استفاده شده است. جهت تجزیه و تحلیل داده‌ها از روش معادلات ساختاری و نرم‌افزار حداقل مربعات جزئی استفاده شد. نتایج نشان داد که کارکردهای درک شده بازی‌وارسازی (خودمختاری، تعامل، خودابرازی، رقابت) بر رفتارشهروندی مصرف‌کننده تأثیر مثبت و معناداری دارد. افزون براین، مالکیت روانشناختی عامل مهمی بر رفتارشهروندی مصرف‌کننده در محیط تجارت الکترونیکی است. همچنین، یافته‌ها تاثیر میانجی‌گری مالکیت روانشناختی بین کارکردهای درک شده بازی‌وارسازی (خودمختاری، تعامل، خودابرازی، رقابت) و رفتارشهروندی مصرف‌کننده را تأیید کردند. در پایان، اثر تعدیلگری شخصیت مصرف‌کننده در رابطه بین مالکیت روانشناختی و رفتارشهروندی مصرف‌کننده مورد تأیید قرار گرفت.

کلیدواژه‌ها

بازی‌وارسازی
کارکردهای بازی‌وارسازی
رفتارشهروندی مصرف‌کننده
مالکیت روانشناختی
شخصیت مصرف‌کننده
موضوعات

عنوان مقاله English

The Impact of Perceived Gamification affordances Consumer Citizenship Behavior: The Mediating Role of Psychological Ownership and the Moderating Role of Consumer Personality

نویسندگان English

Sakineh Ebrahimi 1
Bagher Asgarnezhad Nouri 2
Hooshmand Bagheri Garabollagh 3
Ramin Bashir Khodaparasti 2
1 Master of Business Administration student, Faculty of Economics and Management, Urmia University, Urmia, Iran
2 Associate Professor, Department of Business Administration, Faculty of Economics and Management, Urmia University, Urmia, Iran
3 Assistant Professor, Department of Business Administration, Faculty of Economics and Management, Urmia University, Urmia, Iran
چکیده English



Encouraging online consumers to engage in voluntary extra-role behavior, referred to as "consumer citizenship behavior," is critical for organizational performance in modern society. With the increasing adoption of gamification in online environments, consumers are motivated to exhibit behaviors like helping others and providing feedback. This study aims to explore the perceived affordances of gamification (autonomy, engagement, self-expression, and competition) on consumer citizenship behavior, with the mediating role of psychological ownership and the moderating role of consumer personality. The statistical population consisted of users of the gamified Snap platform in e-commerce. Since the exact population size was unknown, the sample size was determined as 384 individuals based on Cochran's formula at a 5% error level, selected through non-random convenience sampling. A standardized questionnaire measured variables. Its validity was assessed using construct, convergent, and discriminant validity, while reliability was evaluated via composite reliability and Cronbach's alpha. Data were analyzed using structural equation modeling with Partial Least Squares (PLS) software. Results indicated that perceived affordances of gamification (autonomy, engagement, self-expression, and competition) significantly and positively impact consumer citizenship behavior. Psychological ownership emerged as a crucial factor influencing this behavior in e-commerce. Furthermore, findings confirmed psychological ownership mediates the relationship between perceived affordances of gamification and consumer citizenship behavior. Lastly, the moderating effect of consumer personality on the relationship between psychological ownership and consumer citizenship behavior was validated.

کلیدواژه‌ها English

Gamification
Gamification affordances
Consumer Citizenship Behavior
Psychological Ownership
Consumer Personality
  1. امیری، صبا و روشنی، غلامحسین. (۱۴۰۱). بررسی تأثیر گیمیفیکیشن بر رفتار خرید مصرف‌کنندگان با استفاده از شبکه عصبی مصنوعی.مدیریت بازرگانی،14(4)،647-674.‎ https://doi.org/10.22059/jibm.2022.334038.4249
  2. سعدی، محمدرضا، باشکوه اجیرلو، محمد و اکبری آرباطان، گلثوم. (1404). مدلی برای بازی‌وارسازی اجتماعی در توسعه کسب‌وکارها. مطالعات مدیریت کسب‌وکار هوشمند، 14 (53)، 75/33. doi: 10.22054/ims.2025.83227.2546

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‌ ‌استناد به این مقاله: ابراهیمی، سکینه.، عسگرنژاد نوری، باقر.، باقری قره‌بلاغ، هوشمند.، بشیر، خداپرستی رامین. (1404). تأثیر کارکردهای درک شده بازی‌وارسازی بر رفتار شهروندی مصرف‌کننده: نقش میانجی مالکیت روان‌شناختی و نقش تعدیل‌گر شخصیت مصرف‌کننده، مطالعات مدیریت کسب وکار هوشمند، 14(54)، 45-83. DOI: 10.22054/ims.2025.84026.2574

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مطالعات مدیریت کسب و کار هوشمند
دوره 14، شماره 54
زمستان 1404
صفحه 45-83

  • تاریخ دریافت 09 بهمن 1403
  • تاریخ بازنگری 12 خرداد 1404
  • تاریخ پذیرش 22 تیر 1404

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