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About Exploration of Gamification in Loyalty Programs For Consumer Loyalty
This study examines how gamification in loyalty programs impacts consumer loyalty and behavioral intentions. The researchers collected data from U.S. consumers responding to loyalty programs offered through mobile apps. They found that gamified loyalty programs increased consumer loyalty toward the programs more than conventional programs, which in turn enhanced participation intention and app download intention. Playfulness and attitude toward the program served as mediating factors. The indirect relationships were stronger when rewards were self-oriented rather than altruistic. Reward types also moderated the indirect pathway of playfulness. This research contributes to understanding how gamification can be used to promote positive consumer responses in loyalty programs.
Detailed Information
| Author: | ['vxdddqoutbfnhjejuu'] |
|---|---|
| Publication Year: | 2024 |
| Pages: | 12 |
| Language: | English |
| Format: | |
| Price: | FREE |
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