Research methods in business synthesize the theoretical basis of gamification marketing

H1: Entertainment AND has a significant effect on Hedonic Value HV H2: Trendiness TD has a significant effect on Hedonic Value HV H3: Intimacy IM has a significant effect on Hedonic Value H

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

ĐẠI HỌC UEH TRƯỜNG KINH DOANH UEH Khoa Quản trị

2 Duong Thi Thuy Hien – 31211024416

3 Le Gia Bao – 31211024148

4 Nguyen Hoang Lam – 31211025156

5 Le Thi Dieu Huyen – 31211023132

6 Dang Nguyen Anh Thu – 31211023088

7 Huynh Quang Khai –31211025149

8 Truong Nguyen Thanh Huyen – 31211025367

9 Tran Nguyen The Nhan – 31211026945

10 Nguyen Anh Khoi – 31211020502

Ho Chi Minh City, 2022

Table of Contents

RESEARCH METHODS IN BUSINESS 1

RESEARCH METHODS IN BUSINESS 2

I OVERVIEW OF RESEARCH PAPERS RELATED TO THE RESEARCH TOPIC 3

Table 1: Summary of studies related to Gamification 3

II REVIEW AND EVALUATE PREVIOUS STUDIES TO FIND RESEARCH GAPS 20

1 Comment on definitions for key concepts of gamification marketing 20

2 Comments on the research context, the relationships/mechanisms of influence 21

III THE REASON FOR CHOOSING THE TOPIC AND PROPOSING THE RESEARCH MODEL 24

1 Research implications 24

1.1 Theoretical implications 24

1.2 Practical implications 25

2 Directions for future research 25

3 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

backgroun

d

Resear

ch metho ds

Theory/Model /Hypotheses

Conceptualiz ation of XXX + Measuremen

t of XXX

Empirical results: XXX with antecedents or outcomes;

moderators and mediators

Limitations and future research directioni

H1: Entertainment (AND) has a significant effect on Hedonic Value (HV) H2: Trendiness (TD) has a significant effect on Hedonic Value (HV) H3: Intimacy (IM) has a significant effect

on Hedonic Value (HV) H4: Novelty (NV) has a significant effect on Hedonic Value (HV) H5: Trendiness (TD) has

a significant effect on Utilitarian Value (UV) H6: Intimacy (IM) has a significant effect on Utilitarian Value (UV) H7: Novelty (NV) has a significant effect on Utilitarian Value (UV) H8: Hedonic Value (HV) has a significant effect on Satisfaction (SF) H9: Utilitarian Value (UV) has a significant effect on Satisfaction (SF) H10:

Satisfaction (SF) has a

Gamification

is a method that uses game elements but with a different context The application of gamification

is considered

to increase user direct engagement, user motivation to interact and user loyalty

Therefore, gamification

is a positive trend in today's business world

Measurement:

n researchers use SEM - PLS as a data

- The Entertainment -

> Hedonic value (p=0,024, sig)

- The Trendiness ->

Hedonic value (p=0,000, sig)

- the Intimacy variable ->

Hedonic value (p=0,007, sig)

- The Novelty variable ->

Hedonic value (p=0,00, sig)

- The Trendiness variable -> the Utilitarian Value (p=0,075, insig)

- The Intimacy variable -> the Utilitarian Value (p=0,013, sig)

Limitation: Future research: The research objectives of this paper is

to find out what factors that have a significant impact to customer loyalty on the use of Gojek the Online Transportatio

n Application

Utilitarian Value (UV) has a significant effect

on Loyalty (LY) H13:

Satisfaction (SF) has a significant effect on Loyalty (LY) H14:

Continuance Intention (CI) has a significant effect on Loyalty (LY)

measurement method

- The Novelty variable -> the Utilitarian Value (p=0,00, sig)

- The Hedonic Value variable -> Satisfaction (p=0,001, sig)

- The Utilitarian Value -

> Satisfaction (p=0,000, sig)

- the Satisfaction variable -> Continuance Intention (p=0,00, sig)

- The Hedonic Value -> loyalty (p=0,014, sig)

- The Utilitarian Value -> Loyalty

- The Satisfaction ->

Loyalty (p=0,006, sig)

- the Continuance Intention -

> Loyalty (p=0,00, sig)

quantitative

H1 Product values will have a positive impact

on customer satisfaction

to Airbnb H1a Hedonic value associated with Airbnb experiences will have a positive impact

on customer satisfaction

H1b Utilitarian value associated with Airbnb

Conceptualiztion: , the

“sharing economy”

emerged as a new business concept, An economic model based

on sharing

Hedonic value -> customer satisfaction (p<0,001, sig)

- The utilitarian value -

> customer satisfaction (p<0,001, sig)

Limitations:+ This study validates the research framework adopted from previous studies in the context of Airbnb

H2 Product values will have a positive impact

on customer loyalty to Airbnb H2a Hedonic value associated with Airbnb experiences will have a positive impact

on customer loyalty

H2b Utilitarian value associated with Airbnb experiences will have a positive impact on customer loyalty H3 Customer satisfaction with Airbnb will have a positive impact on customer loyalty to Airbnb

H4 For customers who are highly involved, Airbnb’s values will have a stronger effect on customer satisfaction than those who are less involved H4a For customers who are

underutilized assets from spaces to skills to stuff for monetary

or monetary benefits

non-Currently it is largely discussed in relation to peer-to-peer (P2P) marketplaces but equal opportunity lies in the business-to-customer (B2C) modelsMeasurement:

This study used structural equation modeling (SEM) with Amos 17 to

- Hedonic value ->

loyalty (p<0,001, sig)

- Utilitarian value ->

customer loyalty (p>0,05, insig)

- Customer satisfaction ->

customer loyalty (p<0,001, sig)

- Hedonic value ->

customer satisfaction (sig)

- Utilitarian value ->

customer satisfaction (insig)

- Hedonic value ->

customer loyalty (insig)

+ This study did not classify the types of Airbnb services so the findings may not be completely valid under certain circumstances+ The results

of this study cannot be generalized to other sectors

in lodging industryFuture research: + Future scholars should expand and deepen this research model by incorporating

H4b For customers who are highly involved, Airbnb’s utilitarian value will have a stronger effect on customer satisfaction than for those who are less involved H5 For customers who are highly involved, Airbnb’s values will have a stronger effect on customer loyalty than for those who are less involved H5a For customers who are highly involved, Airbnb’s hedonic value will have a stronger effect on customer loyalty than for those who are less involved

H5b For customers who

test the relationship among the four elements

in the proposed model The measurement model was made up of five correlated theoretical constructs, including hedonic value (four items), utilitarian value (four items), satisfaction (four items), loyalty (five items) and involvement (nine items)

- Utilitarian value ->

customer loyalty (insig)

other meaningful variables such

as perceived risk and privacy+ Future researchers vvfcould investigate other potential moderating variables such

as socioeconomi

c characteristics because hedonic and utilitarian motivations vary depending on guests’ demographic status+ Future scholars

are highly involved,

Airbnb’s utilitarian value

will have a stronger

effect on customer

loyalty than for those

who are less involved

should expand on the research model by considering different aspects of Airbnb services+ 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

cultural differences is needed in the future

Self-determination theory (SDT) is a commonly used theoretical framework by which to understand the motivational potential of games

The theory of flow, coined by Csikszentmihlyi, provides a theoretical framework for explaining the effect of gamification on the learning benefits of travel experiencesHypothesis 1 (H1)

Gamification has a positive effect on the level of tourist enjoyment in cultural heritage sites

Hypothesis 2 (H2)

Gamification has a

Gamification

is defined as a design approach which is intended to increase motivation, enjoyment, and involvement with specific products and service users

in non-game contexts; this approach has not yet been firmly established and is continually undergoing changes

- Gamification -> knowledge gain (significant,β=1.276, p<0.001)

- enjoyment ->

knowledge gain (significant, β=0.455, p<0.01)

- Gamification did not increase the degree of loyalty toward cultural heritage sites

- Flow (β=0.152, p<0.001) and enjoyment (

Limitation:The research participants were limited

to college students who are not actual cruise tourists -> the results

of this study should not be overly generalized.Although this study verified the overall effect of gamification,

it could not verify specifically what kinds of game design elements play

Hypothesis 3 (H3)

Gamification has a positive effect on knowledge gain about cultural heritage sites

Hypothesis 4 (H4)

Flow has a positive effect on knowledge gain about cultural heritage sites

Hypothesis 5 (H5)

Enjoyment has a positive effect on knowledge gain about cultural heritage sites

Hypothesis 6 (H6)

Gamification in cultural heritage sites has a positive effect on loyalty

Hypothesis 7 (H7)

Flow has a positive effect on loyalty toward cultural heritage sites

Gamification

is measured

by knowledge gain, enjoyment, flow and loyalty

β=0.459, p<0.001) ->

loyalty (significant)

- Gamification

on loyalty is negative (β=−0.496, p<0.05)(gamification-flow-loyalty, β=−0.106, p<0.05)

; enjoyment-loyalty, β=−0.404, p<0.05) are negatively significant

gamification-important roles in facilitating visitor motivational behavior and knowledge gain.This study considered only gamified app users and non-users.Future researchFuture study

is recommended

to test the impact of specific game design elements such

as rewards, missions, and stamps.Further research should

Hypothesis 8 (H8)

Enjoyment has a positive

effect on loyalty toward

cultural heritage sites

Hypothesis 9 (H9) The

increased level of

knowledge which results

from gamification has a

positive effect on loyalty

toward cultural heritage

sites

examine whether there are significant differences between gamified app users and multiple information sources, i.e., gamified app and tour guidebook users, or gamified app and tour guide users

it is necessary for future researchers to consider different effects according to the degree of gamification use

n modeli

ng method

H1 The experience of GMAs will positively influence hedonic value

H2 The experience of GMAs will positively influence utilitarian value

H3 The hedonic value

of experience of GMAs will positively influence customer satisfaction

H4 The utilitarian value

of experience of GMAs will positively influence customer satisfaction

Hedonic value has a H5

positive effect on brand love

Utilitarian value H6

has a positive effect on brand love

H7 Customer satisfaction will positively influence brand loveH8 Brand love has a positive effect on brand loyalty

Conceptualization of gamification implicitly states that the customer in the end determines whether they are engaged

in gameful experiences and whether consequently the perceived value of the service is increased

Additionally, Huotari and Hamari (2012) emphasized that gamification has an effect

on retention and customer loyalty, but

-The early and the later responses for gender (p=

0.43), age (p=

0.25), or level

of education (p

= 0.36)=>No significant difference

- No significant difference is found between the early and the later responses for the constructs

of interest, including entertainment (p = 0.33), interaction (p=

0.26), trendiness (p = 0.15), intimacy (p = 0.28), novelty (p=

0.19), hedonic value (p =

L:The use of

a limited market sample and industry category limits the generalizabilit

y ofthese findings

to other service contexts=>D:future studies might examine the research model's applicability

to other service contexts, such

as e-banking and online booking services, to assess the generalizability

Brand love has a

to adding game mechanisms into a service, which if well implemented becomes more engaging and attains better retention of customers

0.59), utilitarian value (p= 0.44), satisfaction (p

= 0.42), brand love (p = 0.34), positive word-of-mouth (p=

0.58), brand loyalty (p=

0.39), or resistance to negative information (p

= 0.16)

of these findings+L:the experiment was a makeshift service in which respondents were asked to undertake a hypothetical scenario of a badgesystem, and they were aware of the temporary nature of the service Asindicated by Koivisto and Hamari (2014), using self-reported datamight potentially reflect novel

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 higherlevel of validity

s approach

The perceived value theory might be useful in understanding how gamification can influence brand loyalty and positive WOMH1a The utilitarian value of gamification

The term gamification

is used to reflect the practice of designing positive game-like experiences

+According to table 5,The results provided empirical support for nine of the eleven hypotheses (p

+First, the definitions might influence the empiricalevidence; thus, further conceptual and empirical

on brand love.

The hedonic value H2b

of gamification has a positive influence on brand love

H3b The social value of gamification has a positive influence on brand loveH4a Satisfaction has a positive effect on brand love

H4b Satisfaction has a positive effect on brand loyalty

that might influence the user's behavior and cognitive processesGamification

is measured

by brand love and brand loyalty,WOM,Satisfactionltiitem measures were used for all the constructs outlined in theproposed model, and preexisting scales were applied wheneverpossible

< 0.01) Only H1b and H3a were not supported at the conventional significance levels (1% and 5%)

+According to Table 7,Two configurations can lead to positive WOM, explaining 66.4% of membership in this outcome

Both configurations (WOM1 and WOM2) presented high consistency (C1 = 0.884 and C1 = 914, respectively) and coverage (C2 = 0.615

research is encouraged.+Second, the cross-sectional nature of the data mightconstitute a limitation.+Third, while the survey invited respondents toname the brand that developed the gamification experience theyparticipated

in, the sample size does not allow testing differencesamong brands +Future research can

positive effect on of-mouth

word-H5a Brand love has a positive effect on brand loyalty

Brand love has a H5b

positive effect on of-mouth

word-and C2 = 0.483, respectively)

WOM1 presented a relatively higher unique coverage in comparison to WOM2 (C3 = 0.180 vs C3

= 048)

focus on specific brands thatprovide applications/websites that

fit the concept

of gamification andexamine the influence of the perceived value dimensions of gamification

in some brand categories, such as self-expressive brands Although a robustness analysis was performed using a second sample