Untitled ĐẠI HỌC UEH TRƯỜNG KINH DOANH UEH Khoa Quản trị RESEARCH METHODS IN BUSINESS SYNTHESIZE THE THEORETICAL BASIS OF GAMIFICATION MARKETING Instructor PhD Angelina Nhat Hanh Le Group 1 Down[.]
lOMoARcPSD|38133502 ĐẠI HỌC UEH TRƯỜNG KINH DOANH UEH Khoa Quản trị - - RESEARCH METHODS IN BUSINESS SYNTHESIZE THE THEORETICAL BASIS OF GAMIFICATION MARKETING Instructor: PhD Angelina Nhat Hanh Le Group Downloaded by minhnhat08 nguyen (nminhnhat.731@gmail.com) lOMoARcPSD|38133502 ĐẠI HỌC UEH TRƯỜNG KINH DOANH UEH Khoa Quản trị - - RESEARCH METHODS IN BUSINESS SYNTHESIZE THE THEORETICAL BASIS OF GAMIFICATION MARKETING Instructor : PhD Angelina Nhat Hanh Le Class : DH47ADC06 Group : Members : Dao Nhu Ngoc – 31211020571 Duong Thi Thuy Hien – 31211024416 Le Gia Bao – 31211024148 Nguyen Hoang Lam – 31211025156 Le Thi Dieu Huyen – 31211023132 Dang Nguyen Anh Thu – 31211023088 Huynh Quang Khai – 31211025149 Truong Nguyen Thanh Huyen – 31211025367 Tran Nguyen The Nhan – 31211026945 10 Nguyen Anh Khoi – 31211020502 Ho Chi Minh City, 2022 Downloaded by minhnhat08 nguyen (nminhnhat.731@gmail.com) lOMoARcPSD|38133502 Table of Contents RESEARCH METHODS IN BUSINESS RESEARCH METHODS IN BUSINESS I OVERVIEW OF RESEARCH PAPERS RELATED TO THE RESEARCH TOPIC .3 Table 1: Summary of studies related to Gamification II REVIEW AND EVALUATE PREVIOUS STUDIES TO FIND RESEARCH GAPS .20 Comment on definitions for key concepts of gamification marketing 20 Comments on the research context, the relationships/mechanisms of influence 21 III THE REASON FOR CHOOSING THE TOPIC AND PROPOSING THE RESEARCH MODEL 24 Research implications 24 1.1 Theoretical implications 24 1.2 Practical implications 25 Directions for future research 25 Research model 26 REFERENCES 26 I OVERVIEW OF RESEARCH PAPERS RELATED TO THE RESEARCH TOPIC Table 1: Summary of studies related to Gamification Titles Research Resear Theory/Model Conceptualiz Empirical Limitations backgroun ch /Hypotheses ation of XXX results: XXX and future research d metho + with directioni ds Measuremen antecedents or t of XXX outcomes; moderators and mediators Downloaded by minhnhat08 nguyen (nminhnhat.731@gmail.com) lOMoARcPSD|38133502 Analys With such qualitat H1: Entertainment Gamification - The Limitation: is of a large ive & (AND) has a significant is a method Entertainment - Future the developme quantit effect on Hedonic Value that uses > Hedonic research: effect nt of ative (HV) H2: Trendiness game value (p=0,024, The research of internet use (TD) has a significant elements but sig) objectives of gamifi in effect on Hedonic Value with a - The this paper is cation Indonesia, (HV) H3: Intimacy (IM) different Trendiness -> to find out on this can be has a significant effect context The Hedonic value what factors custom seen as an on Hedonic Value (HV) application of (p=0,000, sig) that have a er opportunity H4: Novelty (NV) has a gamification - the Intimacy significant loyalty by many significant effect on is considered variable -> impact to of the people to Hedonic Value (HV) to increase Hedonic value customer use of carry out H5: Trendiness (TD) has user direct (p=0,007, sig) loyalty on the the communica a significant effect on engagement, - The Novelty use of Gojek online tion and Utilitarian Value (UV) user variable -> the Online transpo business H6: Intimacy (IM) has a motivation to Hedonic value Transportatio rtation activities significant effect on interact and (p=0,00, sig) n Application applica for the Utilitarian Value (UV) user loyalty - The tion community H7: Novelty (NV) has a Therefore, Trendiness Where the significant effect on gamification variable -> the existence Utilitarian Value (UV) is a positive Utilitarian of H8: Hedonic Value trend in Value informatio (HV) has a significant today's (p=0,075, n effect on Satisfaction business insig) technology (SF) H9: Utilitarian world - The Intimacy that is Value (UV) has a Measurement: variable -> the connected significant effect on n researchers Utilitarian to the Satisfaction (SF) H10: use SEM - Value internet Satisfaction (SF) has a PLS as a data (p=0,013, sig) Downloaded by minhnhat08 nguyen (nminhnhat.731@gmail.com) lOMoARcPSD|38133502 itself can significant effect on measurement - The Novelty provide Continuance Intention method variable -> the opportuniti (CI) H11: Hedonic Utilitarian es to Value (HV) has a Value (p=0,00, market the significant effect on sig) products or Loyalty (LY) H12: - The Hedonic services of Utilitarian Value (UV) Value variable the has a significant effect -> Satisfaction business on Loyalty (LY) H13: (p=0,001, sig) The Satisfaction (SF) has a - The transportati significant effect on Utilitarian on industry Loyalty (LY) H14: Value - in Continuance Intention > Satisfaction Indonesia (CI) has a significant (p=0,000, sig) has begun effect on Loyalty (LY) - the to develop Satisfaction rapidly variable -> where Continuance application Intention s for online (p=0,00, sig) transportati - The Hedonic on ordering Value -> service loyalty providers (p=0,014, sig) such as - The Gojek, Utilitarian Grab, and Value -> Uber have Loyalty emerged Downloaded by minhnhat08 nguyen (nminhnhat.731@gmail.com) lOMoARcPSD|38133502 -The data (p=0,775, collection insig) was carried - The out by Satisfaction -> distributing Loyalty questionnai (p=0,006, sig) res through - the the google Continuance form media Intention - to 410 > Loyalty respondent (p=0,00, sig) s who were users of the Gojek application in the Jabodetabe k area The Airbnb has qualitat H1 Product values will Conceptualizt Hedonic value Limitations: effect become ive & have a positive impact ion: , the -> customer + This study of prevalent quantit on customer satisfaction “sharing satisfaction validates the hedoni in the ative to Airbnb H1a Hedonic economy” (p customer previous values industry on customer satisfaction economic satisfaction studies in the on This H1b Utilitarian value model based (p did not loyalty rate and, as customer satisfaction spaces to loyalty classify the of a result, H2 Product values will skills to stuff (p services so become Airbnb H2a Hedonic monetary customer the findings increasingl value associated with benefits loyalty may not be y Airbnb experiences will Currently it is (p>0,05, insig) completely comfortabl have a positive impact largely - Customer valid under e with the on customer loyalty discussed in satisfaction -> certain “sharing” H2b Utilitarian value relation to customer circumstances of lodgings associated with Airbnb peer-to-peer loyalty + The results at the experiences will have a (P2P) (p generalized to the Customer satisfaction opportunity customer other sectors popularity with Airbnb will have a lies in the satisfaction in lodging of the positive impact on business-to- (sig) industry sharing customer loyalty to customer - Utilitarian Future economy Airbnb (B2C) models value -> research: system, H4 For customers who Measurement: customer + Future both are highly involved, This study satisfaction scholars providers Airbnb’s values will used (insig) should and have a stronger effect on structural - Hedonic expand and customers customer satisfaction equation value -> deepen this of Airbnb than those who are less modeling customer research are likely involved H4a For (SEM) with loyalty (insig) model by to perceive customers who are Amos 17 to incorporating Downloaded by minhnhat08 nguyen (nminhnhat.731@gmail.com) lOMoARcPSD|38133502 this highly involved, test the - Utilitarian other company Airbnb’s hedonic value relationship value -> meaningful as more will have a stronger among the customer variables such affordable effect on customer four elements loyalty (insig) as perceived and satisfaction than those in the risk and distinctive who are less involved proposed privacy compared H4b For customers who model The + Future to current are highly involved, measurement researchers lodging Airbnb’s utilitarian value model was vvfcould options will have a stronger made up of investigate effect on customer five other satisfaction than for correlated potential those who are less theoretical moderating involved H5 For constructs, variables such customers who are including as highly involved, hedonic value socioeconomi Airbnb’s values will (four items), c have a stronger effect on utilitarian characteristics customer loyalty than for value (four because those who are less items), hedonic and involved H5a For satisfaction utilitarian customers who are (four items), motivations highly involved, loyalty (five vary Airbnb’s hedonic value items) and depending on will have a stronger involvement guests’ effect on customer (nine items) demographic loyalty than for those status who are less involved + Future H5b For customers who scholars Downloaded by minhnhat08 nguyen (nminhnhat.731@gmail.com) lOMoARcPSD|38133502 should expand on the are highly involved, research Airbnb’s utilitarian value model by will have a stronger considering effect on customer different loyalty than for those aspects of who are less involved Airbnb services Downloaded by minhnhat08 nguyen (nminhnhat.731@gmail.com) + Future researchers should compare Airbnb lodgings to hotels and bed and breakfasts to uncover more comprehensiv e implications for the lodging industry + A more expansive study regarding the impacts of lOMoARcPSD|38133502 cultural differences is needed in the future The - Due to an Self-determination Gamification - Gamification Limitation: Effect the benefit experi theory (SDT) is a is defined as a -> knowledge The research of of mental commonly used design gain participants Gamifi delivering design theoretical framework by approach (significant, were limited cation knowledge method which to understand the which is β=1.276, to college on or motivational potential of intended to p are not actual logical n through The theory of flow, motivation, knowledge cruise tourists and game coined by enjoyment, gain -> the results Behavi design Csikszentmihlyi, and (significant, of this study oral elements, provides a theoretical involvement β=0.455, should not be Outco gamificatio framework for with specific pD: behavi that will positively influence consequently the early and future studies ors: appeals to customer satisfaction the perceived the later might Focusi user H5 Hedonic value has a value of the responses for examine the ng on experience positive effect on brand service is the constructs research the role and creates love increased of interest, model's of active H6 Utilitarian value Additionally, including applicability brand participatio has a positive effect on Huotari and entertainment to other love n through brand love Hamari (p = 0.33), service “gamificati H7 Customer (2012) interaction (p= contexts, such on” satisfaction will emphasized 0.26), as e-banking +242 positively influence that trendiness (p = and online online brand love gamification 0.15), intimacy booking bookstore H8 Brand love has a has an effect (p = 0.28), services, to customers positive effect on brand on retention novelty (p= assess the loyalty and customer 0.19), hedonic generalizabilit loyalty, but value (p = y Downloaded by minhnhat08 nguyen (nminhnhat.731@gmail.com) lOMoARcPSD|38133502 H9 Brand love has a the customers 0.59), of these positive effect on should first be utilitarian value findings positive word-of-mouth engaged in (p= 0.44), +L:the H10 Brand love has a gameful satisfaction (p experiment positive effect on experiences.G = 0.42), brand was a resistance to negative amification love (p = 0.34), makeshift information simply refers positive word- service in to adding of-mouth (p= which game 0.58), brand respondents mechanisms loyalty (p= were asked to into a service, 0.39), or undertake a which if well resistance to hypothetical implemented negative scenario of a becomes information (p badge more = 0.16) system, and engaging and they were attains better aware of the retention of temporary customers nature of the service As indicated by Koivisto and Hamari (2014), using self-reported data might potentially reflect novel Downloaded by minhnhat08 nguyen (nminhnhat.731@gmail.com) lOMoARcPSD|38133502 and glorified attitudes towards the idea of using game mechanics=> D: future studies might consider conducting a field experiment in a real existing service to achieve a higher level of validity Value A recent a The perceived value The term +According to +First, the table 5,The definitions dimens study mixed theory might be useful in gamification results might provided influence the ions of focused on method understanding how is used to empirical empirical support for evidence; gamifi the s gamification can reflect the nine of the thus, further eleven conceptual cation role of approa influence brand loyalty practice of hypotheses (p and empirical and brand love ch and positive WOM designing their in H1a The utilitarian positive influen gamificatio value of gamification game‐like n and experiences Downloaded by minhnhat08 nguyen (nminhnhat.731@gmail.com) lOMoARcPSD|38133502 ce on suggested has a positive influence that might < 0.01) Only research is on satisfaction influence the H1b and H3a encouraged brand that the H2a The hedonic value user's were not +Second, the of gamification has a behavior and supported at cross‐ loyalty effect of positive influence on cognitive the sectional satisfaction processes conventional nature of the and satisfaction H3a The social value of Gamification significance data might gamification has a is measured levels (1% and constitute a word‐ on brand positive influence on by brand love 5%) limitation satisfaction and brand +According to +Third, while of‐ loyalty and H1b The utilitarian loyalty,WOM Table 7,Two the survey value of gamification ,Satisfaction configurations invited mouth: word‐of‐ has a positive influence ltiitem can lead to respondents on brand love measures positive WOM, to Relatio mouth H2b The hedonic value were used for explaining name the of gamification has a all the 66.4% of brand that nships (WOM) is positive influence on constructs membership in developed the brand love outlined in this outcome gamification and fully H3b The social value of the Both experience gamification has a proposed configurations they combin mediated positive influence on model, and (WOM1 and participated brand love preexisting WOM2) in, the sample ations by brand H4a Satisfaction has a scales were presented high size does not positive effect on brand applied consistency allow testing with love (Hsu love whenever (C1 = 0.884 differences H4b Satisfaction has a possible and C1 = 914, among satisfac & Chen, positive effect on brand respectively) brands loyalty and coverage +Future tion 2018) (C2 = 0.615 research can and However, brand the love influence of different value dimensions of gamificatio n on brand loyalty and WOM can be contingent Downloaded by minhnhat08 nguyen (nminhnhat.731@gmail.com) lOMoARcPSD|38133502 on other H4c Satisfaction has a and C2 = focus on factors positive effect on word‐ 0.483, specific - Data were of‐mouth respectively) brands that collected H5a Brand love has a WOM1 provide through an positive effect on brand presented a applications/ online loyalty relatively websites that survey, H5b Brand love has a higher unique fit the concept distributed positive effect on word‐ coverage in of through of‐mouth comparison to gamification social WOM2 (C3 = and media 0.180 vs C3 examine the (mostly = 048) influence of through the perceived Facebook value and dimensions of Instagram) gamification between in some brand 15th May categories, and 14th such as self‐ June 2020 expressive brands Although a robustness analysis was performed using a second sample Downloaded by minhnhat08 nguyen (nminhnhat.731@gmail.com) lOMoARcPSD|38133502 (Appendix 1), future investigation on how value dimensions of gamification might substitute each other is required to enhance our understanding of the possible combinations leading to desirable marketing outcomes Downloaded by minhnhat08 nguyen (nminhnhat.731@gmail.com) lOMoARcPSD|38133502 Downloaded by minhnhat08 nguyen (nminhnhat.731@gmail.com) lOMoARcPSD|38133502 II REVIEW AND EVALUATE PREVIOUS STUDIES TO FIND RESEARCH GAPS Comment on definitions for key concepts of gamification marketing Table 2: Definitions of Gamification marketing Define Aspects/characteristics of gamification marketing Source • Gamification is a method • Gamification is a positive trend in today's business world Research that uses game elements • Gamification is based on a rule-based service system that 1,3,4,5 but with a different context provides a mechanism for interaction as well as feedback and can facilitate and help users make an overall • Gamification in short assessment can be said as the use of Downloaded by minhnhat08 nguyen (nminhnhat.731@gmail.com)