Podcast
Questions and Answers
What aspect of brand loyalty was found to be significant in the context of gamified applications?
What aspect of brand loyalty was found to be significant in the context of gamified applications?
- User identification with sports
- User activation during interactions (correct)
- Frequency of app usage
- Length of user interaction
Which element was emphasized as important for stimulating users during app interactions?
Which element was emphasized as important for stimulating users during app interactions?
- User feedback options
- Social sharing features
- Gamification elements like badges (correct)
- Advertising brand partnerships
What was discovered regarding the moderating effect of SIC on the gameful experience and brand loyalty?
What was discovered regarding the moderating effect of SIC on the gameful experience and brand loyalty?
- It worked only for high engagement users.
- It had a non-significant impact. (correct)
- It directly increased brand loyalty.
- It was positively correlated.
Which of the following is NOT indicated as necessary for cultivating brand loyalty in gamified experiences?
Which of the following is NOT indicated as necessary for cultivating brand loyalty in gamified experiences?
What is a suggested method to enhance user engagement in gamified applications?
What is a suggested method to enhance user engagement in gamified applications?
What are the three dimensions that form the second-order construct of CBE?
What are the three dimensions that form the second-order construct of CBE?
Which educational level showed the highest percentage of respondents?
Which educational level showed the highest percentage of respondents?
Which of the following statements about the cognitive processing dimension is true?
Which of the following statements about the cognitive processing dimension is true?
How many items measure the affection factor in the CBE model?
How many items measure the affection factor in the CBE model?
Which brand had the lowest percentage of loyalty in the study?
Which brand had the lowest percentage of loyalty in the study?
What is one of the items used to measure activation?
What is one of the items used to measure activation?
Which item measures brand loyalty according to the mentioned scales?
Which item measures brand loyalty according to the mentioned scales?
What percentage of respondents reported using branded applications?
What percentage of respondents reported using branded applications?
What role does CBE play in the relationship between gameful experience and brand loyalty?
What role does CBE play in the relationship between gameful experience and brand loyalty?
Which user characteristics are highlighted as influencing the acceptance of gamification in branded apps?
Which user characteristics are highlighted as influencing the acceptance of gamification in branded apps?
In what way does gamification contribute to user motivation?
In what way does gamification contribute to user motivation?
What type of engagement does gamification primarily trigger among users?
What type of engagement does gamification primarily trigger among users?
How does gamification influence exercise behavior in users?
How does gamification influence exercise behavior in users?
Which dimension of the gameful experience is particularly enhanced for individuals with high SIC?
Which dimension of the gameful experience is particularly enhanced for individuals with high SIC?
What is one potential outcome of integrating gamification in mobile applications?
What is one potential outcome of integrating gamification in mobile applications?
What is an important aspect users with high SIC find in sports gamification?
What is an important aspect users with high SIC find in sports gamification?
What is the primary focus of recent studies on gamification?
What is the primary focus of recent studies on gamification?
How does a gamified experience influence customer behavior towards a brand?
How does a gamified experience influence customer behavior towards a brand?
What is a little-known aspect of consumers' experiences with gamified applications?
What is a little-known aspect of consumers' experiences with gamified applications?
What concept helps to explain consumer preferences in gamification?
What concept helps to explain consumer preferences in gamification?
According to the literature, which of the following outcomes do gamification strategies lead to?
According to the literature, which of the following outcomes do gamification strategies lead to?
What relationship does the study propose regarding gameful experience and brand outcomes?
What relationship does the study propose regarding gameful experience and brand outcomes?
What aspect of consumer experience remains under-explored in relation to branded sports apps?
What aspect of consumer experience remains under-explored in relation to branded sports apps?
What potential drawbacks of gamification are suggested to be significant?
What potential drawbacks of gamification are suggested to be significant?
What was the purpose of ensuring the anonymity and confidentiality of the data collected from participants?
What was the purpose of ensuring the anonymity and confidentiality of the data collected from participants?
What frequency of app usage was reported by the highest percentage of participants?
What frequency of app usage was reported by the highest percentage of participants?
What type of test was performed to assess the presence of common method bias in the study?
What type of test was performed to assess the presence of common method bias in the study?
Why were participants allowed to add their email addresses at the end of the survey?
Why were participants allowed to add their email addresses at the end of the survey?
What is indicated by the VIF values ranging from 1.074 to 2.104 in the study?
What is indicated by the VIF values ranging from 1.074 to 2.104 in the study?
What does the DOM dimension capture about users while using the app?
What does the DOM dimension capture about users while using the app?
Which of the following was NOT a reason for randomizing the order of dependent and independent variables in the study?
Which of the following was NOT a reason for randomizing the order of dependent and independent variables in the study?
How many items are included in the DOM dimension that captures user feelings?
How many items are included in the DOM dimension that captures user feelings?
What effect does gamification have on customer engagement according to the research?
What effect does gamification have on customer engagement according to the research?
Which aspect of self-image congruity (SIC) is specifically referred to in the study?
Which aspect of self-image congruity (SIC) is specifically referred to in the study?
Which of the following is identified as a component of self-image congruity?
Which of the following is identified as a component of self-image congruity?
What does the research indicate about gamified applications in customer engagement, particularly in tourism?
What does the research indicate about gamified applications in customer engagement, particularly in tourism?
According to the content, what aligns with the cognitive match in self-image congruity?
According to the content, what aligns with the cognitive match in self-image congruity?
In the context of a sports app, which type of self-image is being matched to the image of sports as a leisure activity?
In the context of a sports app, which type of self-image is being matched to the image of sports as a leisure activity?
What relationship did Jang et al. establish regarding gamifying customer experiences?
What relationship did Jang et al. establish regarding gamifying customer experiences?
Which of the following factors is stated to help boost and maintain momentum between an app and its user?
Which of the following factors is stated to help boost and maintain momentum between an app and its user?
What is the primary aim of gamification strategies in non-gaming contexts?
What is the primary aim of gamification strategies in non-gaming contexts?
Which of the following is NOT listed as a possible benefit of gamification?
Which of the following is NOT listed as a possible benefit of gamification?
What negative aspect of gamification could lead to user disengagement?
What negative aspect of gamification could lead to user disengagement?
What has research revealed about gamification's effect on consumer behavior?
What has research revealed about gamification's effect on consumer behavior?
Which gamification model focuses on understanding user behavior in a structured way?
Which gamification model focuses on understanding user behavior in a structured way?
Which of the following is a common effect of excessive participation in gamified applications?
Which of the following is a common effect of excessive participation in gamified applications?
What is meant by 'gameful experience' in the context of gamification?
What is meant by 'gameful experience' in the context of gamification?
Which group of researchers identified issues with gamification's overall effectiveness?
Which group of researchers identified issues with gamification's overall effectiveness?
What does the SOR model primarily emphasize in understanding user behavior in gamified applications?
What does the SOR model primarily emphasize in understanding user behavior in gamified applications?
How does self-image congruity (SIC) influence purchasing behavior according to the content?
How does self-image congruity (SIC) influence purchasing behavior according to the content?
What role does the gameful experience play in the SOR model?
What role does the gameful experience play in the SOR model?
What aspect of gamified experiences is suggested to enhance user loyalty and engagement?
What aspect of gamified experiences is suggested to enhance user loyalty and engagement?
What is a significant outcome predicted by integrating personal factors in gamified experiences?
What is a significant outcome predicted by integrating personal factors in gamified experiences?
What does brand loyalty specifically pertain to in the context of fitness or sports apps?
What does brand loyalty specifically pertain to in the context of fitness or sports apps?
Which feature is commonly used in branded apps to encourage user engagement?
Which feature is commonly used in branded apps to encourage user engagement?
How can branded sports apps utilize gameful experiences to enhance user participation?
How can branded sports apps utilize gameful experiences to enhance user participation?
Which psychological outcome is NOT typically associated with a gameful experience?
Which psychological outcome is NOT typically associated with a gameful experience?
What is the significance of understanding the psychological outcomes of gameful experiences?
What is the significance of understanding the psychological outcomes of gameful experiences?
What does the term 'activation' in a gameful experience primarily signify?
What does the term 'activation' in a gameful experience primarily signify?
Which of the following best describes the concept of absence of negative affect in a gameful experience?
Which of the following best describes the concept of absence of negative affect in a gameful experience?
Which of the following features is typically NOT designed to enhance brand loyalty in gamified apps?
Which of the following features is typically NOT designed to enhance brand loyalty in gamified apps?
What does Customer-Brand Engagement (CBE) primarily influence?
What does Customer-Brand Engagement (CBE) primarily influence?
What is a key component of behavioral intentions in the context of branded apps?
What is a key component of behavioral intentions in the context of branded apps?
What aspect of customer experience remains largely ignored when evaluating outcomes of gamified applications?
What aspect of customer experience remains largely ignored when evaluating outcomes of gamified applications?
What is NOT a dimension of behavioral intentions related to branded sports apps?
What is NOT a dimension of behavioral intentions related to branded sports apps?
Activation in the context of CBE involves what aspect of user interaction?
Activation in the context of CBE involves what aspect of user interaction?
Which factor is essential for fostering a relationship between users and branded applications?
Which factor is essential for fostering a relationship between users and branded applications?
What relationship does CBE have with gamified experiences?
What relationship does CBE have with gamified experiences?
Self-Image Congruity (SIC) relates to which aspect of customer behavior?
Self-Image Congruity (SIC) relates to which aspect of customer behavior?
What effect does self-image congruity have on brand loyalty in gamified experiences?
What effect does self-image congruity have on brand loyalty in gamified experiences?
What latent variable is associated with the cognitive processing dimension in the context of gamified experiences?
What latent variable is associated with the cognitive processing dimension in the context of gamified experiences?
Which of the following is likely a result of effective brand activation in gamified applications?
Which of the following is likely a result of effective brand activation in gamified applications?
What is one of the dimensions that contributes to user intention to use in gamified experiences?
What is one of the dimensions that contributes to user intention to use in gamified experiences?
Which of the following dimensions is indicated as a moderator in the relationship between gameful experience and brand loyalty?
Which of the following dimensions is indicated as a moderator in the relationship between gameful experience and brand loyalty?
What is the relationship between enjoyment and intention to use in gamified applications?
What is the relationship between enjoyment and intention to use in gamified applications?
Which latent variable is linked to the absence of negative affect in user experiences?
Which latent variable is linked to the absence of negative affect in user experiences?
In the context of gameful experiences, what does the acronym CBE stand for?
In the context of gameful experiences, what does the acronym CBE stand for?
What is the significance of the direct effects indicated in the block relationships of GAMEX?
What is the significance of the direct effects indicated in the block relationships of GAMEX?
Flashcards
Gameful Experience
Gameful Experience
The experience a user has when interacting with a gamified system (like a game or app). It encompasses how they feel and their overall impression.
Customer Brand Engagement (CBE)
Customer Brand Engagement (CBE)
A positive emotional connection with a brand based on repeated and satisfying interactions. It leads to loyalty and advocacy.
Self-Image Congruence (SIC)
Self-Image Congruence (SIC)
The degree to which a user identifies with their own personal characteristics and values with the image of a brand, product, or activity.
Gamified Experience and Customer Brand Engagement
Gamified Experience and Customer Brand Engagement
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How SIC Moderates Gamified Experience and CBE
How SIC Moderates Gamified Experience and CBE
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Gamification
Gamification
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Brand Loyalty
Brand Loyalty
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Intention to Use Branded Sport Apps
Intention to Use Branded Sport Apps
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Brand Engagement
Brand Engagement
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Gamification
Gamification
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User Engagement
User Engagement
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Self-Image Congruity (SIC)
Self-Image Congruity (SIC)
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Actual Self-Image
Actual Self-Image
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CBE (Consumer Behavior Engagement)
CBE (Consumer Behavior Engagement)
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SIC in Sports Context
SIC in Sports Context
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Brand Affection
Brand Affection
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CBE (Customer-Based Brand Equity)
CBE (Customer-Based Brand Equity)
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Cognitive Processing
Cognitive Processing
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Activation
Activation
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Affection Factor
Affection Factor
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Mode A
Mode A
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Mode B
Mode B
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Informed Consent
Informed Consent
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Randomized Order of Variables
Randomized Order of Variables
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Dominion (DOM) Dimension
Dominion (DOM) Dimension
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Collinearity Test
Collinearity Test
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Harman's Single-Factor Test
Harman's Single-Factor Test
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Gamified Experience & Customer Brand Engagement
Gamified Experience & Customer Brand Engagement
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Gamified Experience and CBE
Gamified Experience and CBE
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Continued Use
Continued Use
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Prolonged Adoption
Prolonged Adoption
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Affection
Affection
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Personal factors
Personal factors
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SOR Model
SOR Model
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Gameful Experience and CBE
Gameful Experience and CBE
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How SIC Moderates Gameful Experience and CBE
How SIC Moderates Gameful Experience and CBE
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Brand Activation
Brand Activation
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Gamified Experience and Customer Brand Engagement
Gamified Experience and Customer Brand Engagement
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GAMEX
GAMEX
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Gamification & User Behavior
Gamification & User Behavior
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Study Notes
Gamification in Sports Apps
- Study explores impact of gameful experience on user behavior in branded sports apps
- Proposes and tests a model linking gameful experience, brand loyalty, and intention to use gamified apps in sports context.
- Examines mediating role of customer-brand engagement (CBE) and moderating role of self-image congruity (SIC)
- Data collected from online forums, brand communities, and sporting events using 436 active users.
- Results show gameful experience positively affects behavioral intentions, but not directly brand loyalty.
- Relationship between gameful experience and loyalty is partially significant when mediated by customer-brand engagement (CBE).
- Users with high SIC show stronger use of gamified apps; however, users with low SIC are more likely to engage with the brand more.
- Research adds to gamification literature in the sports sector by highlighting the importance of gameful experience in driving loyalty, behavioral intentions, and CBE.
- A post hoc analysis revealed that only app activation (APPACT) significantly influences brand loyalty (LOY). Negative affect (ANA) and enjoyment (ENJ) directly and positively influence intention to use (INT)
Evolution of Mobile Sports Apps
- Global acceptance of mobile apps is rapidly increasing, particularly in fitness and sports.
- Growing awareness of health and fitness is driving adoption.
- Market size increased by 28% worldwide in 2021 reaching 385 million users.
- Expected to reach US$8.03bn market volume by 2030.
- Many brands are developing or acquiring sports apps to enhance engagement
- 74% of new users discontinue app use within two weeks.
Gamification Strategy
- Gamification is using game design elements in non-game contexts to improve engagement.
- It's been proven useful in motivating users across various contexts.
- Brands integrate game elements like badges, rewards, leaderboards, and progress bars into branded sports apps.
- Helps create more engaging user experience than traditional apps.
- A significant portion of the focus has moved from game mechanics to experience design and the emotional response from the customer.
Gameful Experience
- Resulting feeling from interaction with gamified system.
- Multidimensional, encompassing enjoyment, absorption, creative thinking, activation, absence of negative emotions, and dominance.
- Validated instrument GAMEX (gameful experience scale) used for measurement.
- Aspects such as app activation (APPACT), absence of negative affect (ANA), and enjoyment (ENJ) positively influence intention to use (INT).
- Gamified experience is crucial for motivation and further engagement.
Customer Brand Engagement (CBE)
- Higher CBE influences users' intentions to use the app and their brand loyalty.
- CBE is influenced by the gamified user experience, specifically components like absorption (AB), dominance (DOM), and absence of negative affect (ANA).
- Consists of cognitive, emotional, and behavioral components of brand activity.
Self-Image Congruity (SIC)
- Moderates the effects of gameful experience on relationships.
- Perception of alignment between themselves and the brand/app impacts brand loyalty and use of the gamified application.
- Higher SIC users don't obtain the same effect of gamification as low SIC users.
Research Hypotheses
- H1: Gameful experience directly and positively influences brand loyalty (Rejected).
- H2: Gameful experience directly and positively influences behavioural intentions (Accepted).
- H3: CBE mediates effects of gameful experience on brand loyalty (Fully supported).
- H4: CBE mediates effects of gameful experience on behavioral intentions (Partially supported).
- H5: SIC moderates the influence of gameful experience on CBE (Rejected: reversed impact).
- H6: SIC moderates the influence of gameful experience on brand loyalty (Rejected, no effect).
- H7: SIC moderates the influence of gameful experience on behavioral intentions (Accepted).
Methodology
- Study used PLS-SEM (partial least squares structural equation modelling) technique.
- Survey of users of gamified sports apps with a focus on their perceptions of gamification elements.
- Questionnaire measured demographics, gamification aspects, CBE, brand loyalty, behavioral intentions, and SIC.
- Common method bias assessed through survey design and statistical analysis to ensure validity of findings.
- The study employed a seven-point Likert scale and adapted previous instruments
- Exploratory factor analysis confirmed the appropriateness of the applied scale measures (and supported the conclusion for GAMEX that the initial measures were not appropriate for the target group.)
Discussion
- Findings suggest user experience is critical, not only game mechanics.
- Gameful experience impacts intentions to use the app, but direct impact on brand loyalty is limited; mediation through CBE is a key driver.
- Users with higher SIC experience might experience reduced impact of the gameful experience on engagement.
- Gamified apps should focus on aspects like activation, enjoyment, and absence of negative affect; however, a stronger focus on activation, specifically, might be needed, to have the desired effect to enhance brand loyalty, particularly for higher SIC users.
- The study found the impact of gameful experience on app usage intent to be more affected by factors such as demographic and psychological (self-image congruency) background.
- The mediating impact of CBE influences brand loyalty and behavioural intentions.
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Description
This quiz explores key factors influencing brand loyalty within gamified applications. It examines aspects like user engagement, cognitive processing, and the dimensions of consumer brand experience. Test your understanding of the required elements for cultivating loyalty in these interactive platforms.
