How Does Gamification Improve Purchase Intention? Through the Lens of Perceived Brand Coolness and Time Poverty
Gamification has been extensively employed in marketing practices to meet the diverse needs of consumers. Previous research suggests that gamification marketing plays a pivotal role in influencing customer purchase intention. However, the precise mechanism through which gamification marketing impact...
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| Language: | English |
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MDPI AG
2024-12-01
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| Series: | Behavioral Sciences |
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| Online Access: | https://www.mdpi.com/2076-328X/14/12/1226 |
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| author | Yingchuan Liao Fei Zhou Youcheng Chen Yenchun Jim Wu |
| author_facet | Yingchuan Liao Fei Zhou Youcheng Chen Yenchun Jim Wu |
| author_sort | Yingchuan Liao |
| collection | DOAJ |
| description | Gamification has been extensively employed in marketing practices to meet the diverse needs of consumers. Previous research suggests that gamification marketing plays a pivotal role in influencing customer purchase intention. However, the precise mechanism through which gamification marketing impacts purchase intention requires further investigation. Drawing on the self-determination theory (SDT), this study explores the relationship between gamification marketing and purchase intention, with customers’ perceived brand coolness as a mediating variable and time poverty as a moderating variable. Using data collected from 184 participants in the experiment, our research demonstrates that, in comparison to non-gamification marketing, gamification marketing significantly influences purchase intention. Furthermore, perceived brand coolness emerges as a mediating factor in this relationship, providing new insights into the gamification mechanism. Customers who are in low time poverty exert more perceived brand coolness and purchase intentions compared with high time poverty in the context of gamification marketing. This study expands the research of gamification by introducing perceived brand coolness to the relationship between gamification marketing and purchase intention. It also contributes to the study of time poverty under the context of gamification marketing. |
| format | Article |
| id | doaj-art-9ef499d15eeb4b31bf6e5a8d3483b1fe |
| institution | Kabale University |
| issn | 2076-328X |
| language | English |
| publishDate | 2024-12-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Behavioral Sciences |
| spelling | doaj-art-9ef499d15eeb4b31bf6e5a8d3483b1fe2024-12-27T14:11:11ZengMDPI AGBehavioral Sciences2076-328X2024-12-011412122610.3390/bs14121226How Does Gamification Improve Purchase Intention? Through the Lens of Perceived Brand Coolness and Time PovertyYingchuan Liao0Fei Zhou1Youcheng Chen2Yenchun Jim Wu3College of Business Administration, Huaqiao University, Quanzhou 362021, ChinaCollege of Business Administration, Huaqiao University, Quanzhou 362021, ChinaCollege of Digital Economy, Fujian Agriculture and Forestry University, Fuzhou 350001, ChinaGraduate Institute of Global Business and Strategy, National Taiwan Normal University, Taipei 10645, TaiwanGamification has been extensively employed in marketing practices to meet the diverse needs of consumers. Previous research suggests that gamification marketing plays a pivotal role in influencing customer purchase intention. However, the precise mechanism through which gamification marketing impacts purchase intention requires further investigation. Drawing on the self-determination theory (SDT), this study explores the relationship between gamification marketing and purchase intention, with customers’ perceived brand coolness as a mediating variable and time poverty as a moderating variable. Using data collected from 184 participants in the experiment, our research demonstrates that, in comparison to non-gamification marketing, gamification marketing significantly influences purchase intention. Furthermore, perceived brand coolness emerges as a mediating factor in this relationship, providing new insights into the gamification mechanism. Customers who are in low time poverty exert more perceived brand coolness and purchase intentions compared with high time poverty in the context of gamification marketing. This study expands the research of gamification by introducing perceived brand coolness to the relationship between gamification marketing and purchase intention. It also contributes to the study of time poverty under the context of gamification marketing.https://www.mdpi.com/2076-328X/14/12/1226gamification marketingpurchase intentionperceived brand coolnesstime povertyconsumer behavior |
| spellingShingle | Yingchuan Liao Fei Zhou Youcheng Chen Yenchun Jim Wu How Does Gamification Improve Purchase Intention? Through the Lens of Perceived Brand Coolness and Time Poverty Behavioral Sciences gamification marketing purchase intention perceived brand coolness time poverty consumer behavior |
| title | How Does Gamification Improve Purchase Intention? Through the Lens of Perceived Brand Coolness and Time Poverty |
| title_full | How Does Gamification Improve Purchase Intention? Through the Lens of Perceived Brand Coolness and Time Poverty |
| title_fullStr | How Does Gamification Improve Purchase Intention? Through the Lens of Perceived Brand Coolness and Time Poverty |
| title_full_unstemmed | How Does Gamification Improve Purchase Intention? Through the Lens of Perceived Brand Coolness and Time Poverty |
| title_short | How Does Gamification Improve Purchase Intention? Through the Lens of Perceived Brand Coolness and Time Poverty |
| title_sort | how does gamification improve purchase intention through the lens of perceived brand coolness and time poverty |
| topic | gamification marketing purchase intention perceived brand coolness time poverty consumer behavior |
| url | https://www.mdpi.com/2076-328X/14/12/1226 |
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