مدل ارزیابی اثر بازی‌وارسازی بر درگیری برند

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکترای مدیریت رسانه، پردیس کیش دانشگاه تهران، ایران

2 . دانشیار دانشکده مطالعات جهان، دانشگاه تهران، ایران

3 استادیار دانشکده مطالعات جهان، دانشگاه تهران، ایران، نویسنده مسوول

چکیده

هدف این پژوهش ارائه مدلی جهت ارزیابی اثر عناصر مختلف بازی­وارسازی بر میزان و ابعاد درگیری کاربران با برندها می باشد. مورد مطالعه این پژوهش کاربران حاضر در اپلیکیشن کتاب صوتی «بشنو» هستند. این پژوهش مشتمل بر دو مرحله اصلی است در مرحله اول از طریق پژوهش­های کیفی مدلی برای ارزیابی اثر بازی­وارسازی بر درگیری برند استخراج گردیده است و در مرحله دوم بر اساس بررسی هر دو نوع داده‌های عینی و داده‌های ذهنی (نگرشی) کاربران، اثر استفاده از مکانیک­های مختلف بازی­وارسازی بر میزان و ابعاد درگیری برند بررسی شده است. روش تحقیق این مطالعه از نوع آمیخته (کیفی و کمی) بوده و در بخش کیفی از روش تحلیل تم و در بخش کمی از روش علی-مقایسه و آزمون های تحلیل واریانس داده­ها استفاده شده است. جامعه آماری پژوهش حاضر در بخش کیفی شامل گروهی از خبرگان و متخصصان حوزه بازی­وارسازی و در بخش کمی متشکل از کاربران اپلیکیشن کتاب صوتی «بشنو» بوده و حجم نمونه این پژوهش در بخش کیفی 7 نفر و در بخش کمی 390 کاربر بوده است. نتایج این پژوهش در بخش اول به صورت یک مدل برای ارزیابی اثر بازی­وارسازی بر درگیری برند ارایه گردید، همچنین نتایج حاصل از بخش دوم پژوهش اثر استفاده از مکانیک های مختلف بازی­وارسازی بر میزان و ابعاد درگیری برند را با بررسی هر دو نوع داده‌های عینی و داده‌های ذهنی کاربران مشخص نمود. همچنین نتایج نشان داد که تفاوت معنی داری بین یافته های حاصل از داده‌های عینی و داده های ذهنی کاربران وجود دارد هر چند در مقایسه نتایج حاصل الگوی مشابهی قابل مشاهده است. بر اساس نتایج این پژوهش مکانیک بازی­وارسازی «نشان» بیشترین میزان درگیری برند و مکانیک بازی­وارسازی «جایزه» کمترین میزان درگیری برند را در میان روش­های مورد مطالعه ایجاد می­ نمایند. یافته های این پژوهش نشان داد که متغیرهای جمعیت شناختی بر میزان درگیری برند در استفاده از مکانیک­های مختلف بازی­وارسازی نیز تأثیر­گذار است.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

A model for evaluating the effects of Gamification on Brand engagement

نویسندگان [English]

  • mojtaba bagheri 1
  • mohammadreza saeid abadi 2
  • ُShaho Sabbar 3
1 PhD Student in Media Management, International Kish Campus, University of Tehran, Iran
2 Associate Professor, Faculty of world studies, University of Tehran, Irany
3 Assistant Professor, Faculty of world studies, University of Tehran, Iran
چکیده [English]

The purpose of this study is to provide a model to evaluate the effect of different elements of Gamification on the extent and dimensions of brand user engagement. The case study is "Beshno" audio book application. This research consists of two main stages. In the first stage, a model extracted to evaluate the effect of Gamification on brand engagement through a qualitative research, and in the second stage, the effect of using different gamification mechanics studied on brand engagement based on objective and subjective data analisys. The research method of this study is mixed method (qualitative and quantitative). In the qualitative part, we used the theme analysis method and in the quantitative part, the causal-comparison method and data analysis of variance tests have been used. The statistical population of the study in the qualitative section includes a group of experts and specialists in the field of gamification and in the quantitative section; we used "Beshno" App users. The sample size of this research was 7 people in the qualitative section and 390 users in the quantitative section. The results of this research in the first part was a model of the effect of gamification on brand engagement , also the results of the second part  determined the effect of using different gamification mechanics on the amount and dimensions of brand engagement by using both objective and subjectiv data analysis. The results also showed that there is a significant difference between the findings of objective and subjective data analysis, although a similar pattern seen in comparing both analysis. Based on the results, the "Badge" gamification mechanics creates the highest brand engagement and the "award" gamification mechanics creates the lowest brand engagement. Findings of this study showed that demographic variables also affect the degree of brand engagement in each gamification mechanic.

کلیدواژه‌ها [English]

  • gamification
  • user engagement
  • gamification mechanics
  • subjective data
  • objective data

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