رابطه بازی وارسازی، درگیری با برند و ارزش برند از منظر مشتریان

نوع مقاله : مقاله پژوهشی (کمی)

نویسندگان

1 استادیار گروه مدیریت بازرگانی دانشکده مدیریت و حسابداری دانشگاه علامه طباطبائی، تهران ایران

2 کارشناسی ارشد مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی،

3 کارشناس ارشد مدیریت بازرگانی، مؤسسه آموزش عالی مولانا، قزوین، ایران

10.34785/J018.2022.008

چکیده

هدف از این پژوهش بررسی رابطه ی بازی وارسازی، درگیری با برند و ارزش برند از منظر مشتریان می باشد. پژوهش حاضر از نظر هدف کاربردی و از لحاظ روش توصیفی- تحلیلی می باشد. جامعه آماری پژوهش، دانشجویان دانشگاه های علامه طباطبائی، تهران، تربیت مدرس، شهید بهشتی و صنعتی شریف در شهر تهران می باشد که حداقل یکبار از فروشگاه دیجی کالا خریداری کرده اند و عضو دیجی کلاب نیز می باشند که به صورت در دسترس انتخاب شدند. باتوجه به نامحدود بودن حجم جامعه، تعداد نمونه از طریق فرمول کوکران برای حجم نمونه نامحدود تعداد 384 نفر انتخاب شد. برای گردآوری داده‌ها از ابزار پرسشنامه استفاده شده است. از نرم افزار SPSS برای تجزیه و تحلیل داده های پرسش نامه استفاده شده است. نتایح آزمون فرضیات نشان داد که بار عاملی استاندارد بین متغیرهای بازی وارسازی و درگیری با برند برابر 0.751 به دست آمده است که رابطه ای مثبت را میان این دو متغیر نشان داد. بار عاملی آماره t نیز 4.574 به دست آمده است که این عدد بیانگر این است که همبستگی مشاهده شده معنادار می باشد؛ در نتیجه، فرضیه ی اصلی پژوهش مورد تایید قرار می گیرد، یعنی نتایج مؤید وجود رابطه ای معنادار میان بازی وارسازی و درگیری با برند می باشد.

کلیدواژه‌ها


عنوان مقاله [English]

The Relationship between gamification, brand engagement and brand value from the perspective of customers

نویسندگان [English]

  • Kobra Bakhshizadeh Borj 1
  • Bahareh Hoshyar Moghadam 2
  • Roghayeh Salehian fard 3
1 1. Assistant Prof., Faculty of Management & Accounting, Allameh tabataba’i University, Tehran, Iran
2 Master of Business Administration, Faculty of Management and Accounting, Allameh Tabatabai University,
3 MSc. Business Management, Molana Institute of Higher Education University, Qazvin, Iran
چکیده [English]

The purpose of this study is to investigate the relationship between gamification, brand engagement and brand value from the perspective of customers. The present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of the study is the students of Allameh Tabatabai University, Tehran, Tarbiat Modares, Shahid Beheshti and Sharif University of Technology in Tehran, who have purchased at least once from the Digi Kala store and are also members of the Digi Club, which were selected by convenient sampling. Due to the unlimited size of the population, the number of samples was selected through the Cochran's formula for an unlimited sample size of 384 people. A questionnaire was used to collect data. Smart PlS and SPSS software were used to analyze the questionnaire data. The results of hypothesis testing showed that the standard factor load between the variables of gaming and brand conflict was 0.751, which showed a positive relationship between these two variables. The factor load of t-statistic is 4.574, which indicates that the observed correlation is significant; as a result, the main hypothesis of the research is confirmed, meaning that the results confirm the existence of a significant relationship between gamification and brand engagement

کلیدواژه‌ها [English]

  • Gamification
  • brand
  • brand value
  • customers
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