Research on the Influence of Gamification Marketing Mechanism and User Participation Intention

Research Article
Open access

Research on the Influence of Gamification Marketing Mechanism and User Participation Intention

Ziyan Xu 1*
  • 1 National University of Defense Technology    
  • *corresponding author hierato@163.com
Published on 13 September 2023 | https://doi.org/10.54254/2754-1169/18/20230085
AEMPS Vol.18
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-79-9
ISBN (Online): 978-1-915371-80-5

Abstract

With the widespread application of social media, the discussion around gamified marketing mechanism and user participation intention has gradually entered the public's view. Based on the existing research framework of consumer behavior, this paper further discusses and analyzes the factors affecting users' willingness to participate, and introduces and empirically analyzes four dimensions: the individual-environment matching theory, flow theory, network security trust, and the perceived ease of use of the marketing mechanism itself. The role of flow theory as a mediating effect in the whole research framework is discussed.

Keywords:

gamification, marketing, user engagement, flow theory, individual-environment matching theory

Xu,Z. (2023). Research on the Influence of Gamification Marketing Mechanism and User Participation Intention. Advances in Economics, Management and Political Sciences,18,290-294.
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References

[1]. Werbach K., Hunter, D. For the Win, Revised and Updated Edition:The Power of Gamification and Game Thinking in Business, Education, Government, and Social Impact[M]. Philadelphia : Wharton School Press, 2020.

[2]. Li, Q. Analysis of the Development Model of Gamification Marketing - Based on the Study of Multiple cases [J]. Journal of Taiyuan City Vocational and Technical College,2020(01):36-38.

[3]. Wang, Z., Fan, Y., Zhao Keming. Research on the influence of gamification Dynamic Elements on customer creativity in virtual innovation Community [J]. Journal of Finance and Economics,2022(06):8292.

[4]. Ja, X., Su Y. The Influence of boundary Flexibility on work-family conflict and gain from the perspective of individual-environment matching theory [J]. Human Resources Development in China,2020,37(6):56-71.

[5]. Zhao, J., Wang, C. User Engagement in Social Network Marketing: An approach based on Gamification design [J]. Journal of Hubei Institute of Technology,2021,41(02):77-85.

[6]. Rogatkot. The influence of flow on positive affect in college students[J]. Journal of Happiness Studier, 2009(10):133-148.

[7]. Shen, X., Li, Y. Research on Willingness to contribute Knowledge in Virtual Brand Community: An integrated view Angle based on dynamic machine and matching [J]. Management review, 2018,30 (10):82-94.

[8]. Dai, B., Liu, Y. Research on continuous use intention of wechat users based on expectation confirmation model, social presence and flow experience [J]. Modern intelligence,2015,35 (03):19-23.

[9]. Ning, C., Xi, N. Review and prospect of foreign gamification marketing research [J]. Foreign Economics and Management,2017,39(10):72-85.

[10]. Walz S.P. et al. Approaches, Issues, Applications[M]. Cambridge : The MIT Press, 2015.

Cite this article

Xu,Z. (2023). Research on the Influence of Gamification Marketing Mechanism and User Participation Intention. Advances in Economics, Management and Political Sciences,18,290-294.

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About volume

Volume title: Proceedings of the 2023 International Conference on Management Research and Economic Development

ISBN：978-1-915371-79-9(Print) / 978-1-915371-80-5(Online)
Editor：Canh Thien Dang, Javier Cifuentes-Faura
Conference website: https://2023.icmred.org/
Conference date: 28 April 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.18
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Werbach K., Hunter, D. For the Win, Revised and Updated Edition:The Power of Gamification and Game Thinking in Business, Education, Government, and Social Impact[M]. Philadelphia : Wharton School Press, 2020.

[2]. Li, Q. Analysis of the Development Model of Gamification Marketing - Based on the Study of Multiple cases [J]. Journal of Taiyuan City Vocational and Technical College,2020(01):36-38.

[3]. Wang, Z., Fan, Y., Zhao Keming. Research on the influence of gamification Dynamic Elements on customer creativity in virtual innovation Community [J]. Journal of Finance and Economics,2022(06):8292.

[4]. Ja, X., Su Y. The Influence of boundary Flexibility on work-family conflict and gain from the perspective of individual-environment matching theory [J]. Human Resources Development in China,2020,37(6):56-71.

[5]. Zhao, J., Wang, C. User Engagement in Social Network Marketing: An approach based on Gamification design [J]. Journal of Hubei Institute of Technology,2021,41(02):77-85.

[6]. Rogatkot. The influence of flow on positive affect in college students[J]. Journal of Happiness Studier, 2009(10):133-148.

[7]. Shen, X., Li, Y. Research on Willingness to contribute Knowledge in Virtual Brand Community: An integrated view Angle based on dynamic machine and matching [J]. Management review, 2018,30 (10):82-94.

[8]. Dai, B., Liu, Y. Research on continuous use intention of wechat users based on expectation confirmation model, social presence and flow experience [J]. Modern intelligence,2015,35 (03):19-23.

[9]. Ning, C., Xi, N. Review and prospect of foreign gamification marketing research [J]. Foreign Economics and Management,2017,39(10):72-85.

[10]. Walz S.P. et al. Approaches, Issues, Applications[M]. Cambridge : The MIT Press, 2015.

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