رابطه بازی‌وارسازی و هم‌آفرینی برند با میانجی‌گری مدل کسب‌وکار پایدار در پلتفرم‌ها

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، عضو هیئت‌علمی دانشگاه علامه طباطبائی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران.

2 دانشجو کارشناسی ارشد مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی تهران، ایران

چکیده

پژوهش حاضر به دنبال آن است که نشان دهد هم‌آفرینی برند در پلتفرم‌ها تا چه میزان تحت تأثیر بازی‌وارسازی و مدل کسب‌وکار پایدار آن‌ها است. جامعه آماری این پژوهش شامل 114 پلتفرم ایرانی و خارجی و نمونه آماری شامل 88 پلتفرم بر اساس رتبه‌بندی آلکسا است. برای تحلیل داده‌ها از روش مدل‌سازی معادلات ساختاری و از نرم‌افزار اسمارت پی ال اس ۳ استفاده شده است. نتایج حاصل حاکی از این است که بازی‌وارسازی اثر مثبت و معناداری بر روی هم‌آفرینی برند دارد؛ و طبق بررسی‌های انجام شده تأثیر میانجیگری مدل کسب‌وکار پایدار بر رابطه بین بازی‌وارسازی و هم‌آفرینی برند تائید شد. استفاده از ابزار بازی‌وارسازی در پلتفرم‌ها می‌تواند به ایجاد ‌هم‌آفرینی برند توسط مصرف‌کنندگان کمک کند. پلتفرم‌ها و شرکت‌ها یا سازمان‌هایی که مدل کسب‌وکار پلتفرمی دارند می‌توانند با استفاده از بازی‌وارسازی باعث تشویق مصرف‌کنندگان خود به هم‌آفرینی برند شوند. البته، این بازی‌وارسازی از مجرای خلق مدل کسب‌و‌کار پایدار می‌تواند نقش بزرگ‌تری در هم‌آفرینی برند داشته باشد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Relationship between Gamification and Brand Co-creation with the Mediation of a Sustainable Business Model in Platforms

نویسندگان [English]

  • Shahram Khalil Nezhad 1
  • Mohaddeseh Rezaian Astaneh 2
  • Milad Ghanbari 2
1 Assistant Professor, Department of Business Management, Faculty of Management and Accounting, Allameh Tabatabai University, Tehran, Iran.
2 M.Sc. Student of Business Management, Faculty of Management and Accounting, Allameh Tabatabai University, Tehran, Iran
چکیده [English]

The purpose of the present study is to show the extent to which brand co-creation on platforms is influenced by gamification and sustainable business model. The statistical population of this study includes 114 Iranian and foreign platforms and the statistical sample include 88 platforms based on Alexa ranking. Structural equation modeling and SMART-PLS3 software were used to analyze the data. The results indicate that gamification has a positive and significant effect on brand co-creation. According to studies, the mediating effect of a sustainable business model on the relationship between gamification and brand co-creation was confirmed. Consequently, using gamification tools on platforms can help consumers to take part in brand co-creation. Platforms and companies or organizations that have a platform business model can use gamification design to encourage their consumers to take part in brand co-creation. Indeed, this gamification through the creation of a sustainable business model can play a greater role in brand co-creation. 

کلیدواژه‌ها [English]

  • gamification
  • brand co-creation
  • sustainable business model
  • platform

مراجع

 
ابراهیمی، سید عباس؛ باقری قره‌بلاغ، هوشمند. (1397). واکاوی نقش تجربه برند، انگیزش و رفتار شهروندی مشتری بر نگرش هم‌آفرینی و هنجارهای ذهنی. فصلنامه مدیریت برند دوره پنجم، شماره چهاردهم، تابستان 1397. ص‌ص 1-26.
کلر، کوین لین. (2008). مدیریت استراتژیک برند. بطحایی، عطیه. (جلد اول) تهران: انتشارات سیته، 1398. ص‌ص 1-466.
Alsawaier, Read.S. (2018). The effect of gamification on motivation and engagement. International
       Journal of Information and Learning Technology,35(1), 56-79.
Bange, Saara. & Moisander, Johanna. & Järventie-Thesleff, Rita. (2019). Brand co-creation in
       multichannel media environments: a narrative approach. Journal of Media Business Studies,17, 1-18.
Bonina,Carla.& Eaton,Ben. (2020). Cultivating open government data platform ecosystems through
       governance: Lessons from Buenos Aires, Mexico City and Montevideo. Government Information
      Quarterly, 1-15.
Brozovic, Danilo. (2020) Business model based on strong sustainability: Insights from an empirical
      study. Bus Strat Env, 29,763– 778.
Burke, Biran. (2014). Gamify: How gamification motivates people to do extraordinary things.
Centeno, Dave. & Wang, Jeff Jianfeng Wang. (2016). Celebrities as human brands: An inquiry on
       stakeholder-actor co-creation of brand identities. Journal of Business Research, 1-6.
Clinton Lindsy. & Whisnant Ryan. (2019) Business Model Innovations for Sustainability. In: Lenssen G.
       Smith N. (eds) Managing Sustainable Business. Springer, Dordrecht, 463-503.
Comin, Lidiane.Cassia. & Aguiar, Camila.Camargo. & Sehnem, Simon. & Yusliza, M.Y. & Cazella,
       Carla Fabiana. & Julkovski, Dulcimar Julkovski. (2019),"Sustainable business models: a literature
       review", Benchmarking: An International Journal, 27 (7),2028-2047.
Constantinides, Panos. & Henfridsson, Ola. & Parker, Geoffrey G. (2018) Introduction—Platforms and
       Infrastructures in the Digital Age. Information Systems Research,29(2), 381-400.
Deterding, Sebastian. (2019). Gamification in Management: Between Choice Architecture and
       Humanistic Design. Journal of Management Inquiry, 28(2), 131–136.
Ebrahimi, Seyed Abbas. & Bagheri Garbollagh, Hooshmand. (2018). Analysis of the role brand
       experience, motivation and Customer Citizenship Behavior on the Value Co-Creation Attitude and
       Subjective Norms: Scientific Journal of Brand Management, 5(14) (in Persian).
Franceschelli, Maria Vittoria. & Santoro, Gabriele. & Candelo, Elena. (2018), "Business model
       innovation for sustainability: a food start-up case study", British Food Journal, Vol. 120 No. 10, pp.
Hsieh, Sara H. & Chang, Aihwa. (2016). The Psychological Mechanism of Brand Co-creation
       Engagement.Journal of Interactive Marketing 33,13–26.
Kamboj, Shampy. & Sarmah, Bijoylaxmi. & Gupta, Shivam. & Dwivedi, Yogesh kumar. (2018).
       Examining branding co-creation in brand communities on social media: Applying the paradigm of
       Stimulus-Organism-Response. International Journal of Information Management, 169-185.
Keller, Kevin Lane (2008). Strategic brand management: building, measuring, and managing brand
       equity, 3rd ed(in persian).
Kim, Junic. (2016). The platform business model and strategy: a dynamic analysis of the value chain and
       platform business. Thesis for: PhD in Business and Management. (2016), 1-360.
Landers, Richard.N. (2019). Gamification Misunderstood: How Badly Executed and Rhetorical
      Gamification Obscures Its Transformative Potential. Journal of Management Inquiry, 28(2), 137-140.
Liu, De. & Santhanam, Radhika. & Webster, Jane. (2016). Toward Meaningful Engagement: A
       Framework for Design and Research of Gamified Information Systems. MIS Quarterly,41(4), 1011-
       1034.
Ludeke-Freund, Florian. & Carroux, Sarah. & Joyce, Alexandre. & Massa, Lorenzo. & Breuer, Henning.
       (2018) The sustainable business model pattern taxonomy – 45 patterns to support sustainability-
       oriented business model innovation.Sustainable Production and Consumption, 15,145-162.
Mullins, Jeffrey K. & Sabherwal, Rajiv. (2020). "Gamification: A cognitive-emotional view," Journal of
       Business Research, Elsevier,106(C), pages 304-314.
Nosratabadi, Saeed. & Mosavi, Amir. & Shamshirband, Shahaboddin. & Kazimieras Zavadskas,
      Edmundas. & Rakotonirainy, Andry. &Chau, Kwok Wing. (2019) Sustainable Business Models: A
      Review. Sustainability, 11, 1663, 1-30.
Rossi, Efigenia. & Bertassini, Ana Carolina. & Ferreira, Camila dos Santoss. & Weber, Antonio. &
       Ometto, Aldo Roberto. (2019) Circular Economy indicators for organizations considering
       Sustainability and Business Models: plastic, textile and electro-electronic cases. Journal of Cleaner
      Production, 247, 119-137.
Seaborn, Katie. & Fels, Deborah. (2014). Gamification in theory and action: A survey. Int. J. Human-
      Computer Studies 74 (2015), 14–31.
Šlibar, Barbara. & Vukovac, Dijana Plantak. & Lovrencic, Sandra. & Šestak, Martina. & Androcec,
       Darko. (2018). Gamification in a Business Context: Theoretical Background. Proceedings of the 29th
       Central European Conference on Information and Intelligent Systems,123-131.
Suomi, Kati. & Luonila, Mervi. & Tähtinen,Jaana. (2018). Ironic festival brand co-creation. Journal of
     Business Research,1-10.
Tajvidi, Mina. & Richard, Marie-odile. & Wang, Yichuan. & Hajli, Nick. (2018). Brand co-creation
      through social Commerce information sharing: The role of social media. Journal of Business
     Research, 1-11.
Tajvidi, Mina. & Wang, Yichuan. & Hajli, Nick. & Love, Ped. (2017). Brand Value Co-creation in Social
      Commerce:The Role of Interactivity, Social Support, and Relationship Quality. Computers in Human
      Behavior, 1-32.
Tobón, Sandra. & Ruiz-Alba, Jose L. & Garcia de Madariaga, Jesus. (2019). Gamification and online
      consumer decisions: Is the game over? Decision Support Systems,128, 113-167.
Wünderlich, Nancy. & Gustafsson, Anders. & Hamari, Juho. & Parvinen, Petri. & Haff, Andre. (2020)
       The great game of business: Advancing knowledge on gamification in business contexts, Journal of
      Business Research, 106, 273-276.
Yang, Yang. & Asaad, Yousra. & Dwivedi, Yogesh. (2017). Examining the impact of gamification on
       intention of engagement and brand attitude in the marketing context. Computers in Human Behavior,
      V73, 459-46.
Yip, Angus W.H. & Bocken, Nancy M.P. (2018), Sustainable business model archetypes for the banking industry. Journal of Cleaner Production,Vol. 174, 150-169.

فایل ها

هم رسانی

ارجاع به این مقاله

آمار