Gamification Study PDF

GAMIFICATION  OUR TEAM NICOL ANNA GIULIVO GIBELLINI GIUSEPPE MICHELE DI LORENZO BARI DONZELLI 2/31 AGENDA DEFINITION THEORETICAL FRAMEWORKS LITERATURE CBE MODEL...

GAMIFICATION  OUR TEAM NICOL ANNA GIULIVO GIBELLINI GIUSEPPE MICHELE DI LORENZO BARI DONZELLI 2/31 AGENDA DEFINITION THEORETICAL FRAMEWORKS LITERATURE CBE MODEL SIC MODEL POSSIBLE BENEFITS SOR MODEL NEGATIVE ASPECTS STUDIES CONDUCTED GAMEX WHY GAMEX METHODOLOGY USED GAMEX APPLICATION FINAL QUIZ GAMEX GOALS STUDIES FINDINGS 3/31 WHEN YOU HEAR THE WORD “GAMIFICATION”, WHAT COMES TO YOUR MIND? 4/31 DEFINITION Gamification strategy refers to the use of gaming techniques and game-style elements in non-gaming contexts to make the customer’s experience more enjoyable and engaging. Many companies have started integrating game-like elements into their branded apps as a solution for their customers’ low engagement. 5/31  WHICH OF THESE ELEMENTS COULD BE A RESULT OF A GAMIFIED APP? 6/31 ACTUALLY, YOU ARE ALL RIGHT! 7/31 LITERATURE According to the literature, gamification has proven efficient in motivating users to take action and complete tasks in different contexts. However, recent studies reveal conflicting findings regarding its effects on consumer behaviour. 8/31 POSSIBLE BENEFITS OF GAMIFICATION Gamified experience shapes users’ attitudes and behaviours in the context of branded applications. The increase in gamification has brought various benefits to companies: Enhanced social interaction Improved Brand and System Engagement Greater customer satisfaction Increased Loyalty 9/31...ABOUT EVENTUAL NEGATIVE ASPECTS Particular effects have cast doubt on gamification’s efficiency and impelled scholars to set a supplemental research agenda that goes beyond the study of game elements: Addiction Intolerance Mood swings Excessive participation Contradicting interactions Disengagement from the focal task 10/31  WINNING PRIZE...GET READY TO PLAY! 11/31  ACCORDING TO YOU, WHAT DOES THE WORD 'GAMEX' STAND FOR? 12/31 WHAT IS GAMEX? GAMEFUL EXPERIENCE Enjoyment Absorption “While using the app, I lose ”I like using the app” track of time” Creative thinking Activation “While using the app, I “While using the app, I feel creative” feel excited” Absence of Dominance “While using the app, I feel negative affect confident” “While using the app, I never feel frustrated” 13/31  WHY GAMEX? MULTIDIMENSIONAL PSYCHOLOGICAL CONSTRUCT The ability to fully understand the consequences of gameful experiences by focusing on the perceived psychological outcomes can be valuable to researchers. This understanding enables them to better predict the marketing outcomes that arise from the interaction between users and branded apps. 14/31 IN YOUR OPINION, WHICH OF THE FOLLOWING BRANDS CAN BETTER EXPLOIT THE GAMIFICATION STRATEGY? 15/31 HOW A GAMEFUL EXPERIENCE CAN BE APPLIED? Typically, branded apps incorporate gamified features designed to encourage users to achieve specific objectives. For instance, branded sports apps often utilize such features to enhance motivation and participation. 16/31.. ABOUT POSSIBLE FEATURES LEADERBOARDS BADGES AWARDS FOR MILESTONES ACHIEVED PROGRESS BARS 17/31 GAMEFUL EXPERIENCE GOALS BRAND LOYALTY BEHAVIOURAL INTENTIONS 18/31 WHAT DOES "BRAND LOYALTY" MEAN IN SUCH A CONTEXT? Brand loyalty refers to the customer’s commitment to repeatedly purchase or use a preferred product/service, despite external factors that might encourage switching behavior. In the context of fitness/sports apps, brand loyalty specifically refers to users' behavioral intentions, such as repurchasing or continuing to use the brand’s app. The Brand Loyalty involves: Positive emotions and experience; Customer engagement leading to a repeated experience and long-term relationship; Brand Advocacy. 19/31  BEHAVIOURAL INTENTIONS: WHAT DOES IT MEAN? Behavioural intentions indicate how individuals exert themselves in performing a certain behaviour, considering eventual future intention of customers to use the branded gamified mobile apps to perform their sports activities. Behavioral intention is linked to two key dimensions: Continued use: The likelihood of users consistently engaging with the app for sports activities. Prolonged adoption: Incorporating the app into their long-term fitness or sports routine. 20/31  BUT... There are no studies and few comprehensive models that evaluate the simultaneous effect of the gameful experience on different potential customer outcomes. In such a context, it is important to take into account some aspects to evaluate the aformentioned outcomes such as: Customer–Brand Engagement (CBE), Self-Image Congruity (SIC), that until now have been largely ignored. GOAL Design of The role of MOVING branded TO personal FROM apps factors 21/31  THEORETICAL FRAMEWORKS CUSTOMER–BRAND ENGAGEMENT (CBE) KEY COMPONENTS CBE is the level of a customer’s cognitive, emotional and Cognitive Processing: The extent to which the physical state that leads to interaction, dedication and customer thinks about and cares about the brand absorption, which, in turn, affect the individual’s purchase during interactions. intention, brand loyalty and preferences. Affection: Positive feelings associated with the interaction. CBE mediates the impact of gamified experiences on Activation: The time and energy invested in both brand loyalty and behavioral intentions. engaging with the brand. 22/31  THEORETICAL FRAMEWORKS SELF-IMAGE CONGRUITY (SIC) SIC refers to how individuals see themselves. Direct Influence on attitudinal and behavioral outcomes, such as emotional experiences and A person who sees him/herself as a runner (actual self-concept) is loyalty. more likely to feel motivated to purchase running outfits and use a running application to be perceived as one. Moderating Effect that intensifies the relationship between stimuli (e.g., gameful experiences) and outcomes (e.g., engagement, loyalty, usage). 23/31  HOW TO MANAGE THEM? WE NEED A MODEL THAT TAKES INTO ACCOUNT PERSONAL FACTORS IN THE RELATION BETWEEN GAMIFIED EXPERIENCE AND LOYALTY AND USERS’ INTENTIONS SOR MODEL The model asserts that the environment – with all of its different attributes – acts as: (S) Stimulus, impacting individuals’ psychological states; (O) Organisms; (R) Response, behaviours and attitudes. The gameful experience is the “stimulus” that occurs when a user interacts with a branded gamified application. 24/31  STUDIES CONDUCTED BASED ON WHAT WE HAVE EXPLAINED SO FAR, VARIOUS HYPOTHESES HAVE EMERGED TO EFFECTIVELY VALIDATE WHAT THE LITERATURE HAD PREVIOUSLY TAKEN FOR GRANTED. H1 GAMEFUL EXPERIENCE LOY H2 GAMEFUL EXPERIENCE INT LEGENDA H3 GAMEFUL EXPERIENCE CBE LOY LOY = loyalty INT = intention to use CBE = customer brand engagement H4 GAMEFUL EXPERIENCE CBE INT SIC = self-image congruity = direct and positive effect on the downstream block H5 SIC GAMEFUL EXPERIENCE CBE = to combine with the downstream block H6 SIC GAMEFUL EXPERIENCE LOY H7 SIC GAMEFUL EXPERIENCE INT 25/31  METHODOLOGY USED COGNITIVE PROCESSING BRAND ACTIVATION AFFECTION ENJOYMENT [ENG] INT CREATIVE THINKING [CT] INTENTION TO USE H1 (from GAMEX concept) LATENT VARIABLES ABSORPTION [AB] H3 CUSTOMER BRAND ACTIVATION [APPACT] GAMEFUL EXPERIENCE ENGAGEMENT GAMEX CBE ABSENCE OF H5 H6 H4 NEGATIVE AFFECT [ANA] LOY H2 DOMINANCE [DOM] H7 BRAND LOYALTY SELF-IMAGE CONGRUITY LEGENDA SIC Direct effects Moderation effects Mediation effects Composed of 26/31 BEFORE GIVING YOU THE RESULTS OF THE ANALYSIS CONDUCTED... LET’S PLAY TOGETHER! 27/31 BEFORE REVEALING THE PODIUM WITH YOUR RESULTS, LET'S TAKE A LOOK AT THE STUDY'S FINDINGS AND SEE WHO CAME CLOSEST TO THE LAST ANSWER. 28/31  STUDY’S FINDINGS H1 GAMEFUL EXPERIENCE LOY REJECTED H2 GAMEFUL EXPERIENCE INT ACCEPTED H3 GAMEFUL EXPERIENCE CBE LOY ACCEPTED H4 GAMEFUL EXPERIENCE CBE INT ACCEPTED H5 SIC GAMEFUL EXPERIENCE CBE REJECTED H6 SIC GAMEFUL EXPERIENCE LOY REJECTED H7 SIC GAMEFUL EXPERIENCE INT ACCEPTED 29/31 LET’S SEE YOUR FINAL RESULTS 30/31 GAME OVER  MULTIPLE CHOICE QUIZ ANSWERS