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?
Which element was emphasized as important for stimulating users during app interactions?
Which element was emphasized as important for stimulating users during app interactions?
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?
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?
Signup and view all the answers
What is a suggested method to enhance user engagement in gamified applications?
What is a suggested method to enhance user engagement in gamified applications?
Signup and view all the answers
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?
Signup and view all the answers
Which educational level showed the highest percentage of respondents?
Which educational level showed the highest percentage of respondents?
Signup and view all the answers
Which of the following statements about the cognitive processing dimension is true?
Which of the following statements about the cognitive processing dimension is true?
Signup and view all the answers
How many items measure the affection factor in the CBE model?
How many items measure the affection factor in the CBE model?
Signup and view all the answers
Which brand had the lowest percentage of loyalty in the study?
Which brand had the lowest percentage of loyalty in the study?
Signup and view all the answers
What is one of the items used to measure activation?
What is one of the items used to measure activation?
Signup and view all the answers
Which item measures brand loyalty according to the mentioned scales?
Which item measures brand loyalty according to the mentioned scales?
Signup and view all the answers
What percentage of respondents reported using branded applications?
What percentage of respondents reported using branded applications?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
In what way does gamification contribute to user motivation?
In what way does gamification contribute to user motivation?
Signup and view all the answers
What type of engagement does gamification primarily trigger among users?
What type of engagement does gamification primarily trigger among users?
Signup and view all the answers
How does gamification influence exercise behavior in users?
How does gamification influence exercise behavior in users?
Signup and view all the answers
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?
Signup and view all the answers
What is one potential outcome of integrating gamification in mobile applications?
What is one potential outcome of integrating gamification in mobile applications?
Signup and view all the answers
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?
Signup and view all the answers
What is the primary focus of recent studies on gamification?
What is the primary focus of recent studies on gamification?
Signup and view all the answers
How does a gamified experience influence customer behavior towards a brand?
How does a gamified experience influence customer behavior towards a brand?
Signup and view all the answers
What is a little-known aspect of consumers' experiences with gamified applications?
What is a little-known aspect of consumers' experiences with gamified applications?
Signup and view all the answers
What concept helps to explain consumer preferences in gamification?
What concept helps to explain consumer preferences in gamification?
Signup and view all the answers
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?
Signup and view all the answers
What relationship does the study propose regarding gameful experience and brand outcomes?
What relationship does the study propose regarding gameful experience and brand outcomes?
Signup and view all the answers
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?
Signup and view all the answers
What potential drawbacks of gamification are suggested to be significant?
What potential drawbacks of gamification are suggested to be significant?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
What does the DOM dimension capture about users while using the app?
What does the DOM dimension capture about users while using the app?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
What effect does gamification have on customer engagement according to the research?
What effect does gamification have on customer engagement according to the research?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
What relationship did Jang et al. establish regarding gamifying customer experiences?
What relationship did Jang et al. establish regarding gamifying customer experiences?
Signup and view all the answers
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?
Signup and view all the answers
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 CBE.
- Users with high SIC show stronger use of gamified apps, while users with low SIC are more likely to engage with the brand.
- Research adds to gamification literature in the sports sector by highlighting the importance of gameful experience in driving loyalty, behavioral intentions, and CBE.
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.
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.
- 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.
- Consists of cognitive, emotional, and behavioral components of brand activity.
Self-Image Congruity (SIC)
- Moderates the effects of gamified experience on relationships.
- Perception of alignment between themselves and brand/app impacts brand loyalty and use of the gamified application.
Research Hypotheses
- H1: Gameful experience directly and positively influences brand loyalty.
- H2: Gameful experience directly and positively influences behavioural intentions.
- H3: CBE mediates effects of gameful experience on brand loyalty (partially supported).
- H4: CBE mediates effects of gameful experience on behavioral intentions (fully 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, behavioural intentions, and SIC
- Common method bias assessed through survey design and statistical analysis to ensure validity of findings
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 key driver.
- Users with higher SIC experience can have reduced impact of gamified experience on engagement.
- Gamified apps should focus on aspects like activation and absence of negative emotions, particularly for higher SIC users.
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
Related Documents
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.
