بررسی تأثیر بازی وارسازی بر رفتار شهروندی مشتری مبتنی بر چهارچوب MDA (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
این مطالعه، تأثیر بازی وارسازی را بر رفتار شهروندی مشتری مبتنی بر چهارچوب MDA (مکانیک، دینامیک، زیبایی شناسی) بررسی می کند و به دنبال تحقق این هدف کاربردی است که آیا بازی وارسازی تأثیری بر رفتارشهروندی مشتری دارد یا خیر و تأثیر مؤلفه های مربوط به مکانیک، دینامیک و زیبایی شناسی بازی وارسازی بر یکدیگر چگونه است. این پژوهش از نقطه نظر روش، توصیفی-پیمایشی است و تجزیه وتحلیل داده های حاصل از پژوهش با استفاده از روش معادلات ساختاری با رویکرد حداقل مربعات جزئی، در نرم افزار SmartPLS 4 انجام شده است. جامعه آماری پژوهش، همه کاربران ساکن ایران در برنامه استراوا در نظر گرفته شده است که برنامه ای برای ردیابی فعالیت ورزشی کاربران است. پرسش نامه استاندارد در گروه های شکل گرفته کاربران در برنامه استراوا و برنامه تلگرام توزیع شد که به روش نمونه گیری غیر احتمالی در دسترس، انتخاب شده بودند و درنهایت 290 پرسش نامه تکمیل شده و قابل استفاده، در دسترس پژوهشگر قرار گرفته است. نتایج نشان می دهد که در میان مؤلفه های مربوط به مکانیک های بازی وارسازی، تأثیر دستاورد فردی بر منفعت شخصی از تأثیر موفقیت در گروه بر منفعت شخصی بیشتر بوده است؛ دستاورد فردی بر سرگرمی تأثیرگذار بوده است، درصورتی که تأثیر دیگر مؤلفه مربوط به مکانیک بازی وارسازی یعنی موفقیت در گروه بر سرگرمی، رد شده است، همچنین دستاورد فردی در مقایسه با موفقیت در گروه تأثیر بیشتری بر تعاملات اجتماعی داشته است. در میان مؤلفه های مربوط به دینامیک بازی وارسازی، تأثیر منفعت شخصی بر نگرش برند رد شده است و سرگرمی در مقایسه با تعاملات اجتماعی تأثیر بیشتری بر نگرش برند داشته است. همچنین منفعت شخصی در مقایسه با تعاملات اجتماعی تأثیر بیشتری بر سرگرمی داشته است. در بخش زیبایی شناسی بازی وارسازی، نگرش برند بر رفتار شهروندی مشتری و هر سه بُعد آن تأثیرگذار بوده است و بیشترین تأثیر آن بر رفتار شهروندی حمایتگرایانه مشتری بوده است؛ بنابراین، نتیجه گیری می شود که بازی وارسازی در ایجاد رفتار شهروندی مشتری تأثیرگذار است و سازمان ها و طراحان بازی متناسب با اهداف بازاریابی خود بایستی به ایجاد و توسعه طرح های بازی وارسازی خویش اقدام کنند.Investigating the Impact of Gamification on Customer Citizenship Behavior Based on the MDA Framework: A Case Study of Strava Sport Activity Tracking Program
This study investigated the impact of gamification on customer citizenship behavior using the MDA framework (Mechanics, Dynamics, Aesthetics). The primary objective was to determine whether gamification influenced customer citizenship behavior and how the components of mechanics, dynamics, and aesthetics interacted with one another. Methodologically, this research adopted a descriptive-survey approach with data analysis conducted through Structural Equation Modeling (SEM) utilizing the Partial Least Squares (PLS) method in SmartPLS 4 software. The research population included all users in Iran, who utilized the Strava app, a platform for tracking sports activities. A standard questionnaire was distributed among user groups formed within the Strava and Telegram apps selected through non-probability convenience sampling, yielding 290 completed and usable responses. The results revealed that, among the mechanics components of gamification, the impact of self-achievement on self-benefit was greater than that of team achievement on self-benefit. Additionally, self-achievement positively influenced fun, while the effect of team achievement on fun was not supported. Furthermore, self-achievement had a more significant impact on social interactions compared to team achievement. In terms of the dynamics components, the influence of self-benefit on brand attitude was not confirmed, whereas fun exerted a stronger impact on brand attitude than social interactions. Self-benefit also demonstrated a greater effect on fun than on social interactions. Within the aesthetics aspect of gamification, brand attitude significantly influenced customer citizenship behavior and all three of its dimensions with the most pronounced effect on supportive customer citizenship behavior. Consequently, we concluded that gamification played a crucial role in fostering customer citizenship behavior. Organizations and game designers were encouraged to develop and implement gamification strategies aligned with their marketing objectives. Introduction Recent research in service marketing has increasingly focused on customer involvement in the service delivery process as a means to enhance organizational performance. One significant manifestation of this involvement is the emergence of customer citizenship behaviors—voluntary and discretionary actions taken by customers that, while not essential, provide benefits to the organization. These actions may include advising other customers, encouraging others to patronize the company or providing feedback and reporting issues to the organization. Given their voluntary nature, these behaviors are considered extra-role and can facilitate product adoption by others. Studies have shown that customer citizenship behaviors reduce churn and strengthen the relationship between the company and its customers. Consequently, understanding and promoting these behaviors have become increasingly vital for organizations. One potential factor influencing customer citizenship behavior is gamification, which has gained considerable attention in recent years. As businesses navigate an increasingly complex and competitive landscape, particularly in a hyper-communicative market, gamification has emerged as a strategy to engage customers and employees through game-like elements. Research has demonstrated that gamification can motivate individuals, enhance their understanding, and improve interactions. It has been successfully applied across various fields, including behavior change, education, health, and marketing. The gamification market is projected to exceed $40 billion by 2029 as driven by the growing adoption of digital technologies and social media. This study aimed to investigate whether gamification could enhance customer citizenship behavior. While numerous studies have examined gamification and customer citizenship behavior separately, a theoretical gap remains in understanding the relationship between the two. Furthermore, there is an applied gap as research conducted in Iran has not extensively explored the impact of gamification on customer citizenship behavior. Addressing this gap could yield significant benefits for Iranian organizations, including enhanced customer support, increased recommendations, valuable feedback, and cost savings. By exploring this potential relationship, the study aimed to determine whether gamification could positively influence customer citizenship behavior, thereby guiding organizations on the viability of incorporating gamification into their strategies. Based on the aforementioned studies and the research objectives, the following hypotheses were proposed: Primary Hypotheses: Self-achievement significantly influences self-benefit in gamification. Self-achievement significantly influences fun in gamification. Self-achievement significantly influences social interactions in gamification. Team achievement significantly influences self-benefit in gamification. Team achievement significantly influences fun in gamification. Team achievement significantly influences social interactions in gamification. Self-benefit significantly influences brand attitude in gamification. Fun significantly influences brand attitude in gamification. Social interactions significantly influence brand attitude in gamification. Self-benefit significantly influences fun in gamification. Social interactions significantly influence fun in gamification. Brand attitude significantly influences customer citizenship behavior in gamification. Subsidiary Hypotheses: Hypothesis 12A: Brand attitude significantly influences customer supportive citizenship behavior in gamification. Hypothesis 12B: Brand attitude significantly influences customer helping and advisory behavior in gamification. Hypothesis 12C: Brand attitude significantly influences customer feedback-driven behavior in gamification. Materials & Methods This study aimed to investigate the impact of gamification on customer citizenship behavior with the goal of assisting companies and marketers in effectively leveraging gamification techniques. The research employed a descriptive survey methodology with a quantitative approach. The population consisted of Iranian residents, who had used the Strava application, a popular fitness tracking app. Strava users are typically tech-savvy, actively engage in virtual environments, and participate in community challenges, making them ideal subjects for this study. The sample was selected through non-probabilistic convenience sampling with the researcher joining Strava groups and distributing questionnaires. A total of 290 usable responses were collected from 305 completed questionnaires. Data collection included both library-based and field-based methods, utilizing a 31-item questionnaire measured on a 5-point Likert scale. Standard items from foundational research articles were employed to ensure validity. The sample size was determined using the Klein formula, resulting in an optimal range of 155 to 620 respondents. Data analysis was conducted using Structural Equation Modeling (SEM) with Partial Least Squares (PLS) chosen for its suitability in handling small sample sizes and non-normal data distributions. PLS-SEM is particularly effective for examining relationships among multiple variables in behavioral and social sciences, especially when simpler methods are inadequate. Research Findings The study investigated the impact of game mechanics on self and team achievements within gamification and their subsequent effects on gameplay dynamics, including personal benefit, fun, and social interactions. Self-achievement significantly influenced all components of gameplay dynamics, particularly social interactions, although its impact on fun was the least pronounced. In contrast, team achievement significantly affected self-benefit but did not influence fun, exhibiting the least effect on social interactions. Among gameplay dynamics, self-benefit greatly enhanced fun, but it did not significantly influence brand attitude, where fun had the strongest effect. Self-achievement emerged as the most powerful influencer of personal benefit, while team achievement was identified as the weakest. For fun, individual achievement and personal benefit exerted the greatest influence with social interactions having the least impact. Regarding social interactions, self-achievement proved to be the most influential. Brand attitude as an aesthetic component of gameplay significantly affected customer citizenship behavior and its dimensions with the most notable impact on supportive citizenship behavior and the least on feedback behavior. The tested hypotheses confirmed that self-achievement positively influenced personal benefit, fun, and social interactions. Team achievement also positively affected personal benefit and social interactions but not fun. Moreover, the study found that while self-benefit did not positively influence brand attitude, both fun and social interactions did. These results aligned with numerous previous studies, highlighting the motivational and social benefits of gamification mechanics. However, the relationship between self-benefit and brand attitude diverged from some earlier findings. The study concluded that gamification elements, particularly self and team achievements, played a significant role in enhancing user engagement and brand perception. Discussion of Results & Conclusion The findings of this study underscored the importance of creating enjoyable experiences and fostering positive social interactions within the gaming environment to enhance users' attitudes toward the brand. The results indicated that incorporating gamification elements in marketing could significantly influence customer citizenship behavior. To effectively leverage these elements, it is essential for game designers and marketers to consider the varying effects of individual and team achievement mechanisms on gameplay dynamics and brand attitude. This research offered valuable insights that can serve as a guide for developing effective gamification strategies in marketing. By understanding the distinct impacts of different gamification elements, organizations can design more engaging and interactive experiences that not only enhance customer satisfaction, but also promote positive behaviors, such as support, feedback, and advocacy. In conclusion, the strategic application of gamification can lead to increased customer engagement and loyalty, ultimately benefiting both the brand and its customers.
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