lynx   »   [go: up one dir, main page]
IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-02014162.html
   My bibliography  Save this paper

The effects of gamified customer benefits and characteristics on behavioral engagement and purchase: Evidence from mobile exercise application uses

Author

Listed:
  • Seongsoo Jang

    (Cardiff Business School)

  • Philip Kitchen

    (ICN Business School, CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Jinwon Kim

    (UF - University of Florida [Gainesville])

Abstract
This study investigates how gamified customer benefits (epistemic, social integrative, and personal integrative) and customer characteristics (age and experience) influence marketing outcomes, behavioral engagement and purchase, in exercise context. Using a unique data set of exercise and purchase history created by 5072 smartphone users over three years in South Korea, this study finds that although all three customer benefits are positively associated with marketing outcomes, personal and social integrative benefits are the best predictors for engagement and purchase, respectively. Furthermore, the effects of gamified customer benefits on marketing outcomes vary by age and experience, showing the importance of epistemic and personal integrative benefits to older and less experienced customers and social integrative benefits to younger and experienced customers. This study not only explores the long-term effects of gamification on behavioral outcomes but also examines the feasibility of successfully implementing the gamification benefit proposition strategy for superior marketing outcomes.

Suggested Citation

  • Seongsoo Jang & Philip Kitchen & Jinwon Kim, 2018. "The effects of gamified customer benefits and characteristics on behavioral engagement and purchase: Evidence from mobile exercise application uses," Post-Print hal-02014162, HAL.
    • Handle: RePEc:hal:journl:hal-02014162
    DOI: 10.1016/j.jbusres.2018.07.056
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Bitrián, Paula & Buil, Isabel & Catalán, Sara, 2021. "Enhancing user engagement: The role of gamification in mobile apps," Journal of Business Research, Elsevier, vol. 132(C), pages 170-185.
    2. Xi, Nannan & Hamari, Juho, 2020. "Does gamification affect brand engagement and equity? A study in online brand communities," Journal of Business Research, Elsevier, vol. 109(C), pages 449-460.
    3. Leclercq, Thomas & Poncin, Ingrid & Hammedi, Wafa, 2020. "Opening the black box of gameful experience: Implications for gamification process design," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    4. Azemi, Yllka & Ozuem, Wilson & Wiid, Ria & Hobson, Ana, 2022. "Luxury fashion brand customers’ perceptions of mobile marketing: Evidence of multiple communications and marketing channels," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    5. Thomas Leclercq & Ingrid Poncin & Wafa Hammedi, 2020. "Opening the black box of gameful experience: Implications for gamification process design," Post-Print hal-02510199, HAL.
    6. Alnawas, Ibrahim & Al Khateeb, Amr & El Hedhli, Kamel, 2023. "The effects of app-related factors on app stickiness: The role of cognitive and emotional app relationship quality," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    7. Bellary, Sreevatsa & Bala, Pradip Kumar & Chakraborty, Shibashish, 2024. "Exploring cognitive-behavioral drivers impacting consumer continuance intention of fitness apps using a hybrid approach of text mining, SEM, and ANN," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    8. Qian, Tyreal Yizhou & Matz, Robbie & Luo, Lei & Xu, Chenglong, 2022. "Gamification for value creation and viewer engagement in gamified livestreaming services: The moderating role of gender in esports," Journal of Business Research, Elsevier, vol. 145(C), pages 482-494.
    9. Le, Hoang Tran Phuoc Mai & Kim, Dongyoup & Park, Jungkun, 2024. "The way to generate customer citizenship behavior with customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    10. Akhtar, Naeem & Siddiqi, Umar Iqbal & Gugnani, Ritika & Islam, Tahir & Attri, Rekha, 2024. "The potency of audiovisual attractiveness and influencer marketing: The road to customer behavioral engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    11. Wolf, Tobias & Weiger, Welf H. & Hammerschmidt, Maik, 2020. "Experiences that matter? The motivational experiences and business outcomes of gamified services," Journal of Business Research, Elsevier, vol. 106(C), pages 353-364.
    12. Syrjälä, Henna & Kauppinen-Räisänen, Hannele & Luomala, Harri T. & Joelsson, Tapani N. & Könnölä, Kaisa & Mäkilä, Tuomas, 2020. "Gamified package: Consumer insights into multidimensional brand engagement," Journal of Business Research, Elsevier, vol. 119(C), pages 423-434.
    13. Daria Plotkina & Landisoa Rabeson, 2022. "The role of transactionality of mobile branded apps in brand experience and its impact on loyalty," Journal of Brand Management, Palgrave Macmillan, vol. 29(5), pages 470-483, September.
    14. Lee, Hanna & Jang, Seongsoo & Kim, Jinwon, 2024. "Spatial coopetition and peer-to-peer accommodation price," Annals of Tourism Research, Elsevier, vol. 109(C).
    15. Nirma Sadamali Jayawardena & Aastha Behl, 2025. "Adverse effects of using gamification elements in online communities: a scoping review," Information Systems and e-Business Management, Springer, vol. 23(1), pages 69-97, March.
    16. Högberg, Johan & Ramberg, Marcus Olsson & Gustafsson, Anders & Wästlund, Erik, 2019. "Creating brand engagement through in-store gamified customer experiences," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 122-130.
    17. Dzandu, Michael D. & Hanu, Charles & Amegbe, Hayford, 2022. "Gamification of mobile money payment for generating customer value in emerging economies: The social impact theory perspective," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    18. Greta Hoffmann & Jella Pfeiffer, 2022. "Gameful Learning for a More Sustainable World," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 64(4), pages 459-482, August.
    19. Banerjee, Syagnik & Xu, Shichun & Johnson, Scott D., 2021. "How does location based marketing affect mobile retail revenues? The complex interplay of delivery tactic, interface mobility and user privacy," Journal of Business Research, Elsevier, vol. 130(C), pages 398-404.
    20. Tsai, Pei-Hsuan, 2024. "Exploring consumer purchase intention in cross-boundary retail alliances with gamified OMO virtual-physical fusion services," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-02014162. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.
    Лучший частный хостинг