文化大學機構典藏 CCUR:Item 987654321/41822
English  |  正體中文  |  简体中文  |  全文筆數/總筆數 : 46867/50733 (92%)
造訪人次 : 11890657      線上人數 : 664
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧：
  • 您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料
    •  進階搜尋
    主頁 ‧ 登入 ‧ 上傳 ‧ 說明 ‧ 關於CCUR ‧ 管理 到手機版


    請使用永久網址來引用或連結此文件: https://irlib.pccu.edu.tw/handle/987654321/41822


    題名: How gamification marketing activities motivate desirable consumer behaviors: Focusing on the role of brand love
    作者: Hsu, CL (Hsu, Chia-Lin)
    Chen, MC (Chen, Mu-Chen)
    貢獻者: 企業管理學系暨國際企業管理研究所
    關鍵詞: WORD-OF-MOUTH
    UTILITARIAN SHOPPING VALUE
    VALUE CO-CREATION
    SERVICE QUALITY
    INFORMATION-SYSTEMS
    CLOSE RELATIONSHIPS
    RETAIL OUTCOMES
    CUSTOMER SATISFACTION
    USER EXPERIENCE
    INTRINSIC MOTIVATION
    日期: 2018-11
    上傳時間: 2019-01-16 13:13:14 (UTC+8)
    摘要: Gamification is increasingly applied as a design strategy when improving various behavioral outcomes in the online retailing domain. Understanding the attributes of gamification marketing activities (GMAs) is critical for successful gamification, but perceived experience derived from the attributes of GMAs and its influence on desirable consumer behaviors have not been addressed so far in gamified online retailing studies. Thus, this paper aims to examine the relationships among GMAs' experience, value, satisfaction, brand love, and desirable consumer behaviors. To test these relationships in the research model, we developed a study using a sample of 242 online bookstore customers, and found that the experience of GMAs has a significant and positive effect on hedonic value and utilitarian value. The findings also confirm that hedonic value and utilitarian value significantly affect satisfaction and brand love. Finally, our results confirm that satisfaction has a significant and positive effect on brand love, and in turn, on desirable consumer behaviors (i.e., brand loyalty, positive word-of-mouth, and resistance to negative information). The findings of this study can permit online retailing companies to predict the future behaviors of their customers more exactly and guide their management of assets and gamification marketing activities.
    關聯: Computers in Human Behavior卷 88, 頁 121 - 133
    November 2018
    顯示於類別:[企業管理學系暨國際企業管理研究所] 期刊論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    index.html0KbHTML196檢視/開啟


    檢視Licence

    在CCUR中所有的資料項目都受到原著作權保護.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋