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The effects of gamified customer benefits and characteristics on behavioral engagement and purchase: Evidence from mobile exercise application uses

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  • Jang, Seongsoo
  • Kitchen, Philip Jame
  • Kim, Jinwon

Abstract

This study investigates how gamified customer benefits (epistemic, social integrative, and personal integrative) and customer characteristics (age and experience) influence marketing outcomes, behavioral engagement and purchase, in exercise context. Using a unique data set of exercise and purchase history created by 5072 smartphone users over three years in South Korea, this study finds that although all three customer benefits are positively associated with marketing outcomes, personal and social integrative benefits are the best predictors for engagement and purchase, respectively. Furthermore, the effects of gamified customer benefits on marketing outcomes vary by age and experience, showing the importance of epistemic and personal integrative benefits to older and less experienced customers and social integrative benefits to younger and experienced customers. This study not only explores the long-term effects of gamification on behavioral outcomes but also examines the feasibility of successfully implementing the gamification benefit proposition strategy for superior marketing outcomes.

Suggested Citation

  • Jang, Seongsoo & Kitchen, Philip Jame & Kim, Jinwon, 2018. "The effects of gamified customer benefits and characteristics on behavioral engagement and purchase: Evidence from mobile exercise application uses," Journal of Business Research, Elsevier, vol. 92(C), pages 250-259.
    • Handle: RePEc:eee:jbrese:v:92:y:2018:i:c:p:250-259
    DOI: 10.1016/j.jbusres.2018.07.056
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    Cited by:

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    3. Xi, Nannan & Hamari, Juho, 2020. "Does gamification affect brand engagement and equity? A study in online brand communities," Journal of Business Research, Elsevier, vol. 109(C), pages 449-460.
    4. Syrjälä, Henna & Kauppinen-Räisänen, Hannele & Luomala, Harri T. & Joelsson, Tapani N. & Könnölä, Kaisa & Mäkilä, Tuomas, 2020. "Gamified package: Consumer insights into multidimensional brand engagement," Journal of Business Research, Elsevier, vol. 119(C), pages 423-434.
    5. Daria Plotkina & Landisoa Rabeson, 2022. "The role of transactionality of mobile branded apps in brand experience and its impact on loyalty," Journal of Brand Management, Palgrave Macmillan, vol. 29(5), pages 470-483, September.
    6. Leclercq, Thomas & Poncin, Ingrid & Hammedi, Wafa, 2020. "Opening the black box of gameful experience: Implications for gamification process design," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    7. Högberg, Johan & Ramberg, Marcus Olsson & Gustafsson, Anders & Wästlund, Erik, 2019. "Creating brand engagement through in-store gamified customer experiences," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 122-130.
    8. Dzandu, Michael D. & Hanu, Charles & Amegbe, Hayford, 2022. "Gamification of mobile money payment for generating customer value in emerging economies: The social impact theory perspective," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    9. Azemi, Yllka & Ozuem, Wilson & Wiid, Ria & Hobson, Ana, 2022. "Luxury fashion brand customers’ perceptions of mobile marketing: Evidence of multiple communications and marketing channels," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    10. Thomas Leclercq & Ingrid Poncin & Wafa Hammedi, 2020. "Opening the black box of gameful experience: Implications for gamification process design," Post-Print hal-02510199, HAL.
    11. Greta Hoffmann & Jella Pfeiffer, 2022. "Gameful Learning for a More Sustainable World," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 64(4), pages 459-482, August.
    12. Qian, Tyreal Yizhou & Matz, Robbie & Luo, Lei & Xu, Chenglong, 2022. "Gamification for value creation and viewer engagement in gamified livestreaming services: The moderating role of gender in esports," Journal of Business Research, Elsevier, vol. 145(C), pages 482-494.
    13. Banerjee, Syagnik & Xu, Shichun & Johnson, Scott D., 2021. "How does location based marketing affect mobile retail revenues? The complex interplay of delivery tactic, interface mobility and user privacy," Journal of Business Research, Elsevier, vol. 130(C), pages 398-404.

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