دانلود رایگان مقاله انگلیسی تاثیر حرکات بیانگر بر لذت بازاریابی سیار بازی وار سازی شده - الزویر 2018

Abstract

With the rapid development of mobile technologies, gamification has been deployed pervasively on mobile platforms as an effective marketing tool. In this study, we focus on how mobile gesture technology influences consumer enjoyment of mobile marketing games by examining two types of hand gestures: surface and motion gestures. Considering the characteristics of hand gestures and embodied cognition theories, we propose that hand gestures influence the enjoyment of mobile marketing games with two other game elements: object visual presentation and reward setting. Specifically, the interaction between surface gesture (vs. motion gesture) and the object visual presentation of a real product picture (vs. symbolic brand logo image) leads to greater enjoyment of marketing games through mental simulation. Similarly, the interaction between motion gesture (vs. surface gesture) and reward setting of uncertainty (vs. certainty) leads to greater enjoyment of marketing games through perceived control. Three online experiments are conducted to support the proposed hypotheses. Results provide implications for marketing practitioners that hand gesture design should be aligned with congruent object visual presentation and reward setting in order to enhance consumer enjoyment of mobile marketing games. This study contributes to the extant literature of gamification, as well as human-computer interaction.

General Discussion

As a relatively new technology, interactive gestures have become an indispensable element in gamified mobile marketing. In the current paper, we examine how mobile hand gestures interact with visual presentation and reward setting to enhance consumer enjoyment of mobile marketing games. Two types of gestures are compared based on the different sensor technologies. Surface gestures, based on touching-sensor technology, are more direct and sensory-related (Karam and Schraefel, 2005; Shen et al., 2016), while motion gestures based on motion-sensor technology are more bodily involved (Rempel et al., 2014). With different characteristics, the influence of two gestures on mobile marketing game enjoyment is contingent on visual presentation and reward setting through distinct psychological mechanisms. Using two HTML5-based mobile marketing games, we conducted three experiments to provide evidence for our proposed model. The first two experiments show that when a real product picture (vs. symbolic brand logo) is presented, surface gestures (vs. motion gestures) facilitate the formation of mental simulation. Thus, the participants have greater enjoyment of mobile marketing games. In Experiment 2, we used the lucky wheel game to demonstrate that motion gestures (vs. surface gestures) enhance perception of personal control when the reward is uncertain (vs. certain), which in turn resulted in better evaluations of mobile marketing game enjoyment. Moreover, the interactive effect between visual presentation and hand gesture could be extended from hedonic to utilitarian products. Table 2 summarizes the findings of the experiments.