Description
The purpose of this study is mainly to use the gamification concept to design a mobile gaming app (application) for contextual marketing, and we will integrate digital game design technologies, such as augmented reality (AR) and global positioning system (GPS). The study will then look at associated consumer value and brand loyalty created by the users after experiencing the mobile game. Accordingly, we define the eight elements of a mobile gamification design, including coping-escape, fantasy, recreation, social, omnipotence, competition, skill development, and location-based. This research model treats “location-based” as a formative second-order construct driven by ubiquitous connectivity and contextual offer. Consumer value and brand loyalty are also a second-order construct. The study will conduct a quasi-experimental research to verify our model. It is hoped that service managers can benefit from the insights discovered from this study and implement more effective management strategies for effective performance.
Recommended Citation
Chien, Wei-Jeng and Wu, Ya-Ling, "The Effect of Mobile Gamification on Brand Loyalty" (2015). AMCIS 2015 Proceedings. 2.
https://aisel.aisnet.org/amcis2015/Caribbean/GeneralPresentations/2
The Effect of Mobile Gamification on Brand Loyalty
The purpose of this study is mainly to use the gamification concept to design a mobile gaming app (application) for contextual marketing, and we will integrate digital game design technologies, such as augmented reality (AR) and global positioning system (GPS). The study will then look at associated consumer value and brand loyalty created by the users after experiencing the mobile game. Accordingly, we define the eight elements of a mobile gamification design, including coping-escape, fantasy, recreation, social, omnipotence, competition, skill development, and location-based. This research model treats “location-based” as a formative second-order construct driven by ubiquitous connectivity and contextual offer. Consumer value and brand loyalty are also a second-order construct. The study will conduct a quasi-experimental research to verify our model. It is hoped that service managers can benefit from the insights discovered from this study and implement more effective management strategies for effective performance.