تأثیر پاداش در گیمیفیکیشن بر لذت و قصد خرید مصرف‌کنندگان ورزشی در فیس بوک

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دکتری، گروه مدیریت ورزشی، دانشگاه خوارزمی، دانشکده تربیت بدنی و علوم ورزشی، تهران، ایران

2 استادیار، گروهمدیریت ورزشی، دانشگاه خوارزمی، دانشکده تربیت بدنی و علوم ورزشی، تهران، ایران

3 دکتری، گروهمدیریت ورزشی، دانشگاه خوارزمی، دانشکده تربیت بدنی و علوم ورزشی، تهران، ایران

4 دکتری، گروه مدیریت ورزشی، پردیس فارابی دانشگاه تهران، دانشکده تربیت بدنی و علوم ورزشی، تهران، ایران.

چکیده

هدف از این مطالعه کاربردی، بررسی تأثیر بازی‌وارسازی برنامه‌های ورزشی بر قصد خرید مصرف‌کنندگان است. که برای این منظور، از ارزیابی شناختی، برای پیش‌بینی تأثیر لذت مصرف‌کنندگان از بازی ورزشی بر قصد خرید آن‌ها استفاده شد.

مطالعه پیمایشی حاضر از پرسشنامه الکترونیکی پنج ارزشی لیکرت که شامل؛ 3 سوال برای لذت(کیم و لی، 2013؛ ونکاتش و گوسین، 2009)، 4 سوال برای پاداش(نلسون2008؛ اوبرین، 2010؛ کنکانهالی، 2012) و 4 سوال برای قصد خرید(هوانگ، 2017) بود، به جمع‌آوری اطلاعات از 384 مصرف‌کننده ایرانی که از NikeFuel یاNike+ استفاده کردند و نتایج فعالیت‌های خود را در فیسبوک، اشتراک گذاری کردند، به روش نمونه‌گیری هدفمند استفاده کرد. در مجموع 380 پرسشنامه بازگردانده شد که از این بین 352 عدد از آن‌ها تایید شد. داده‌ها توسط نرم افزار26 SPSS و smart PLS04 تحلیل شد.جهت بررسی پایایی ابزار، ضریب پایایی ترکیبی(CR) برای لذت 0.909، قصد خرید 0.886 و پاداش 0.949 بود. برای سنجش روایی ابزار میانگین واریانس استخراج شده(AVE) برای لذت 0.770، قصد خرید 0.663 و پاداش 0.822 بدست آمد. نتایج نشان داد که پاداش تأثیر مثبتی بر لذت دارد و لذت با قصد خرید همبستگی مثبت دارد. مطالعه نشان می‌دهد که بازی ورزشی زمانی می‌تواند قصد خرید مصرف‌کننده را افزایش دهد که نیازهای روانی مصرف‌کنندگان را برآورده کند همچنین پاداش، نیازهای روانی اولیه افراد را برآورده می‌کند، که کلید افزایش لذت در بازی‌ها است. علاوه بر این، لذت بردن از بازی در بازار خرید، رفتار مصرف‌کننده را ارتقا می‌بخشد. شرکت‌های ورزشی باید محیطی را ایجاد کنند که تأثیرات احساسی مثبتی بر مصرف‌کنندگان داشته باشند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Effect of rewards in Gamification On Enjoyment and Purchase Intention sports consumers in facebook

نویسندگان [English]

  • zahra asgari gandomani 1
  • Hossein Akbari Yazdi 2
  • hamid roudbari 3
  • rohollah asgari gandomani 4
1 Ph.D, Department of Sports Management, Kharazmi University, Faculty of Physical Education, Teh-ran, Iran.
2 Assistant Professor Department of Sports Management, Kharazmi University, Faculty of Physical Edu-cation, Tehran, Iran.
3 Ph.D, Department of Sports Man-agement, Kharazmi University, Fac-ulty of Physical Education, Tehran, Iran.
4 Ph.D, Department of Sports Management, Tehran University, Faculty of Physical Education, Tehran, Iran
چکیده [English]

The purpose of this practical study is to investigate the effect of gamification of sports programs on the purchase intention of consumers. For this purpose, cognitive evaluation was used to predict the effect of consumers' enjoyment of sports games on their purchase intention.The current survey study of the electronic five-point Likert questionnaire that includes; There were 3 questions for pleasure(Kim and Lee, 2013; Venkatesh and Gossin, 2009), 4 questions for reward(Nelson, 2008; O'Brien, 2010; Kankanhali, 2012) and 4 questions for purchase intention(Huang, 2017). 384 Iranian consumers who used NikeFuel or Nike+. A total of 380 questionnaires were returned, of which 352 were approved. The data was analyzed by SPSS 26 and smart PLS04 software. To check the reliability of the tool, the composite reliability coefficient(CR) for pleasure was 0.909, purchase intention was 0.886, and reward was 0.949. To measure the validity of the tool, average variance extracted(AVE) for pleasure was 0.770, purchase intention was 0.663, and reward was 0.822. The results showed that reward has a positive effect on pleasure and pleasure has a positive correlation with purchase intention. The study shows that the sports game can increase the consumer's purchase intention when it satisfies the psychological needs of the consumers as well as the reward satisfies the basic psychological needs of the people, which is the key to increase the enjoyment in the games. In addition, enjoying the game in the shopping market promotes consumer behavior. Sports companies should create an environment that has positive emotional effects on consumers.

کلیدواژه‌ها [English]

  • Cognitive evaluation theory
  • sports marketing
  • Enjoyment
  • sports Gamification
  • Facebook

مراجع

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  • تاریخ دریافت: 09 تیر 1402
  • تاریخ بازنگری: 28 مهر 1402
  • تاریخ پذیرش: 18 اردیبهشت 1403

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