Correlation between Consumer Characteristics and the International Coffee Chain Brand Membership System: The Gamification Perspective through Apps
We explored the correlation between consumer characteristics and international coffee chain brand membership apps. From the perspective of a gamified system, we analyzed differences in members’ experiences when using the app. Three elements of the gamification system of the MDE theory were used to a...
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| Format: | Article |
| Language: | English |
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MDPI AG
2024-09-01
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| Series: | Engineering Proceedings |
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| Online Access: | https://www.mdpi.com/2673-4591/74/1/51 |
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| author | Chih-Wei Lin Ming-Ju Lu Chi-Pei Ou Yang Chi-Yu Wang Wei-Hsun Hsu Shan-Shan Chen |
| author_facet | Chih-Wei Lin Ming-Ju Lu Chi-Pei Ou Yang Chi-Yu Wang Wei-Hsun Hsu Shan-Shan Chen |
| author_sort | Chih-Wei Lin |
| collection | DOAJ |
| description | We explored the correlation between consumer characteristics and international coffee chain brand membership apps. From the perspective of a gamified system, we analyzed differences in members’ experiences when using the app. Three elements of the gamification system of the MDE theory were used to analyze members’ gamification sentiments: “Achievement”, “Challenges”, and “Immediate Feedback”. Variables representing members’ characteristics included gender, age, education level, occupation, monthly income, and recent consumption frequency. In using branded apps, males experienced a stronger sense of “Achievement” compared to females. However, there was no significant difference among members with varying monthly incomes regarding these three gamification elements. Members who made one to four purchases displayed higher levels of “Challenge” and “Immediate Feedback” than those who made no purchases. Such results underscore the importance of member characteristics in diverse gamification experiences. It is recommended that coffee chain brands customize their apps to align with the distinct preferences of their member demographics. Additionally, for members who make frequent purchases, brands must design various challenge levels and provide advanced feedback to enhance their engagement in the gamified system. |
| format | Article |
| id | doaj-art-c8f79eb8ba544b27b424fe8cad581306 |
| institution | Kabale University |
| issn | 2673-4591 |
| language | English |
| publishDate | 2024-09-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Engineering Proceedings |
| spelling | doaj-art-c8f79eb8ba544b27b424fe8cad5813062024-12-27T14:24:22ZengMDPI AGEngineering Proceedings2673-45912024-09-017415110.3390/engproc2024074051Correlation between Consumer Characteristics and the International Coffee Chain Brand Membership System: The Gamification Perspective through AppsChih-Wei Lin0Ming-Ju Lu1Chi-Pei Ou Yang2Chi-Yu Wang3Wei-Hsun Hsu4Shan-Shan Chen5Department of Business Administration, Chaoyang University of Technology, Taichung 413310, TaiwanDepartment of Leisure Service Management, Chaoyang University of Technology, Taichung 413310, TaiwanDepartment of Business Administration, Chaoyang University of Technology, Taichung 413310, TaiwanDepartment of Leisure Service Management, Chaoyang University of Technology, Taichung 413310, TaiwanDepartment of Marketing and Logistics Management, Chaoyang University of Technology, Taichung 413310, TaiwanDepartment of Business Administration, Chaoyang University of Technology, Taichung 413310, TaiwanWe explored the correlation between consumer characteristics and international coffee chain brand membership apps. From the perspective of a gamified system, we analyzed differences in members’ experiences when using the app. Three elements of the gamification system of the MDE theory were used to analyze members’ gamification sentiments: “Achievement”, “Challenges”, and “Immediate Feedback”. Variables representing members’ characteristics included gender, age, education level, occupation, monthly income, and recent consumption frequency. In using branded apps, males experienced a stronger sense of “Achievement” compared to females. However, there was no significant difference among members with varying monthly incomes regarding these three gamification elements. Members who made one to four purchases displayed higher levels of “Challenge” and “Immediate Feedback” than those who made no purchases. Such results underscore the importance of member characteristics in diverse gamification experiences. It is recommended that coffee chain brands customize their apps to align with the distinct preferences of their member demographics. Additionally, for members who make frequent purchases, brands must design various challenge levels and provide advanced feedback to enhance their engagement in the gamified system.https://www.mdpi.com/2673-4591/74/1/51MDE theorygamificationachievementchallengesfeedback |
| spellingShingle | Chih-Wei Lin Ming-Ju Lu Chi-Pei Ou Yang Chi-Yu Wang Wei-Hsun Hsu Shan-Shan Chen Correlation between Consumer Characteristics and the International Coffee Chain Brand Membership System: The Gamification Perspective through Apps Engineering Proceedings MDE theory gamification achievement challenges feedback |
| title | Correlation between Consumer Characteristics and the International Coffee Chain Brand Membership System: The Gamification Perspective through Apps |
| title_full | Correlation between Consumer Characteristics and the International Coffee Chain Brand Membership System: The Gamification Perspective through Apps |
| title_fullStr | Correlation between Consumer Characteristics and the International Coffee Chain Brand Membership System: The Gamification Perspective through Apps |
| title_full_unstemmed | Correlation between Consumer Characteristics and the International Coffee Chain Brand Membership System: The Gamification Perspective through Apps |
| title_short | Correlation between Consumer Characteristics and the International Coffee Chain Brand Membership System: The Gamification Perspective through Apps |
| title_sort | correlation between consumer characteristics and the international coffee chain brand membership system the gamification perspective through apps |
| topic | MDE theory gamification achievement challenges feedback |
| url | https://www.mdpi.com/2673-4591/74/1/51 |
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