How Does Gamification Improve Purchase Intention? Through the Lens of Perceived Brand Coolness and Time Poverty

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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Bibliographic Details
Main Authors: Yingchuan Liao, Fei Zhou, Youcheng Chen, Yenchun Jim Wu
Format: Article
Language:English
Published: MDPI AG 2024-12-01
Series:Behavioral Sciences
Subjects:
gamification marketing
purchase intention
perceived brand coolness
time poverty
consumer behavior
Online Access:https://www.mdpi.com/2076-328X/14/12/1226
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