游戏化应用互动性对移动APP用户持续使用意愿的影响——感知一致性的调节作用
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摘要
游戏化作为新的营销方式已在许多移动APP上得以广泛应用。本文探讨游戏化应用的互动性(包括人机互动性和人际互动性)对移动APP用户持续使用意愿的影响,并研究感知趣味性的中介作用和感知一致性的调节作用。结果显示,移动APP中游戏化应用的人机互动性和人际互动性对感知趣味性产生正向影响,感知趣味性正向影响移动APP用户持续使用意愿,而感知一致性负向调节感知趣味性和移动APP用户持续使用意愿的关系。
Gamification has been widely used in various industries and many mobile applications use it to improve the continued use intention. This paper explores the influence of interactivity( including Human-Computer Interaction and Interpersonal Interaction) between gamified-application and mobile APP and the influence of perceived playfulness and perceived congruity. The result shows that the interaction( including Human-Computer Interaction and Interpersonal Interaction) has positive effect on perceived playfulness. Perceived playfulness has positive effect on the continued use intention of mobile APP. Finally,perceived congruity will play a negative role in the relationship between perceived playfulness and mobile APP.
Gamification has been widely used in various industries and many mobile applications use it to improve the continued use intention. This paper explores the influence of interactivity( including Human-Computer Interaction and Interpersonal Interaction) between gamified-application and mobile APP and the influence of perceived playfulness and perceived congruity. The result shows that the interaction( including Human-Computer Interaction and Interpersonal Interaction) has positive effect on perceived playfulness. Perceived playfulness has positive effect on the continued use intention of mobile APP. Finally,perceived congruity will play a negative role in the relationship between perceived playfulness and mobile APP.
引文
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[32]Yun G.W.Interactivity Concepts Examined:Response Time,Hypertext,Role Taking,and Multimodality[J].Media Psychology,2007,9(3):527-548.
[33]Nambisan S.,Baron R.A.Virtual Customer Environments:Testing a Model of Voluntary Participation in Value Co-Creation Activities[J].Journal of Product Innovation Management,2009,26(4):388-406.
[34]Wakefield R.L.,Wakefield K.L.,Baker J.,et al.How Website Socialness Leads to Website Use[J].European Journal of Information Systems,2011,20(1):118-132.
[35]Alraimi K.M.,Zo H.,Ciganek A.P.Understanding the MOOCs Continuance:The Role of Openness and Reputation[J].Computers&Education,2015,80:28-38.
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[37]胡秋灵,孙权.运用整合科技接受模型对消费者移动支付使用意愿的解析[J].统计与决策,2008,(6):119-121.
[38]周浩,龙立荣.共同方法偏差的统计检验与控制方法[J].心理科学进展,2004,12(6):942-950.
[39]Waiguny M.K.J.,Nelson M.R.,Marko B.How Advergame Content Influences Explicit and Implicit Brand Attitudes:When Violence Spills Over[J].Journal of Advertising,2013,42(2-3):155-169.
[2]Gross M.L.Advergames and the Effects of Game-Product Congruity[J].Computers in Human Behavior,2010,26(6):1259-1265.
[3]宁昌会,奚楠楠.国外游戏化营销研究综述与展望[J].外国经济与管理,2017,39(10):72-85.
[4]Penenberg A.L.Play at Work:How Games Inspire Breakthrough Thinking[M].Portfolio Trade,2015.
[5]Werbach K.Redefining Gamification:A Process Approach[C].Springer:International Conference on Persuasive Technology.Cham,2014.266-272.
[6]Mc Millan S.J.,Hwang J.S.,Lee G.Effects of Structural and Perceptual Factors on Attitudes Toward the Website[J].Journal of Advertising Research,2003,43(4):400-409.
[7]姚山季,刘德文.众包模式下顾客参与、顾客互动和新产品价值[J].财经论丛,2016,(10):85-95.
[8]Hoffman D.L.,Novak T.P.Marketing in Hypermedia Computer-Mediated Environments:Conceptual Foundations[J].The Journal of Marketing,1996:50-68.
[9]Nambisan S.,Baron R.A.Interactions in Virtual Customer Environments:Implications for Product Support and Customer Relationship Management[J].Journal of Interactive Marketing,2007,21(2):42-62.
[10]Moon J.W.,Kim Y.G.Extending the TAM for a World-Wide-Web Context[J].Information&Management,2001,38(4):217-230.
[11]Huotari K.,Hamari J.Defining Gamification:A Service Marketing Perspective[C].Proceeding of the 16th International Academic MindTrek Conference.ACM,2012.17-22.
[12]Csikszentmihalyi M.Finding Flow:The Psychology of Engagement with Everyday Life[M].Basic Books,1997.
[13]范小青,薛松岩,莫森,等.社交网站偷菜游戏中的人际互动与社会资本研究[J].中国出版,2010,(23):66-70.
[14]Rodrigues L.F.,Oliveira A.,Costa C.J.Playing Seriously-How Gamification and Social Cues Influence Bank Customers to Use Gamified E-Business Applications[J].Computers in Human Behavior,2016,63:392-407.
[15]Chen Y,Pu P.HealthyTogether:Exploring Social Incentives for Mobile Fitness Applications[C].Proceedings of the Second International Symposium of Chinese CHI.ACM,2014.25-34.
[16]Vallerand R.J.Toward a Hierarchical Model of Intrinsic and Extrinsic Motivation[J].Advances in Experimental Social Psychology,1997,29:271-360.
[17]Allam A.,Kostova Z.,Nakamoto K.,et al.The Effect of Social Support Features and Gamification on a Web-Based Intervention for Rheumatoid Arthritis Patients:Randomized Controlled Trial[J].Journal of Medical Internet Research,2015,17(1):e14.
[18]Bilgihan A.,Nusair K.,Okumus F.,et al.Applying Flow Theory to Booking Experiences:An Integrated Model in an Online Service Context[J].Information&Management,2015,52(6):668-678.
[19]Müller-Stewens J.,Schlager T.,Hubl G.,et al.Gamified Information Presentation and Consumer Adoption of Product Innovations[J].Journal of Marketing,2017,81(2):8-24.
[20]Hamari J.,Koivisto J.,Sarsa H.Does Gamification Work?---A Literature Review of Empirical Studies on Gamification[C]System Sciences(HICSS),2014 47th Hawaii International Conference on.IEEE,2014.3025-3034.
[21]Lee M.C.Explaining and Predicting Users’Continuance Intention Toward E-Learning:An Extension of the Expectation-Confirmation Model[J].Computers&Education,2010,54(2):506-516.
[22]Fazio R.H.,Olson M.A.Implicit Measures in Social Cognition Research:Their Meaning and Use[J].Annual Review of Psychology,2003,54(1):297-327.
[23]Petty R.E.,Bri1ol P.,De Marree K.G.The Meta-Cognitive Model(MCM)of Attitudes:Implications for Attitude Measurement,Change,and Strength[J].Social Cognition,2007,25(5):657-686.
[24]Wise K.,Bolls P.D.,Kim H.,et al.Enjoyment of Advergames and Brand Attitudes:The Impact of Thematic Relevance[J].Journal of Interactive Advertising,2008,9(1):27-36.
[25]Lee M.,Faber R.J.Effects of Product Placement in On-Line Games on Brand Memory:A Perspective of the Limited-Capacity Model of Attention[J].Journal of Advertising,2007,36(4):75-90.
[26]Chung H.,Zhao X.Effects of Perceived Interactivity on Web Site Preference and Memory:Role of Personal Motivation[J].Journal of Computer-Mediated Communication,2004,10(1):JCMC1017.
[27]Friestad M.,Wright P.The Persuasion Knowledge Model:How People Cope with Persuasion Attempts[J].Journal of Consumer Research,1994,21(1):1-31.
[28]杜伟强,于春玲,赵平.论坛客观性与网络口碑接收者的态度[J].心理学报,2011,43(8):953-963.
[29]马泽宇,王琳,张永强,等.拟人化沟通对新产品采纳的影响效应[J].科学与科学技术管理,2017,38(8):133-143.
[30]贺远琼,唐漾一,张俊芳.消费者心理逆反研究现状与展望[J].外国经济与管理,2016,(2):49-61.
[31]梁静.消费者说服知识研究述评[J].外国经济与管理,2008,30(7):39-44.
[32]Yun G.W.Interactivity Concepts Examined:Response Time,Hypertext,Role Taking,and Multimodality[J].Media Psychology,2007,9(3):527-548.
[33]Nambisan S.,Baron R.A.Virtual Customer Environments:Testing a Model of Voluntary Participation in Value Co-Creation Activities[J].Journal of Product Innovation Management,2009,26(4):388-406.
[34]Wakefield R.L.,Wakefield K.L.,Baker J.,et al.How Website Socialness Leads to Website Use[J].European Journal of Information Systems,2011,20(1):118-132.
[35]Alraimi K.M.,Zo H.,Ciganek A.P.Understanding the MOOCs Continuance:The Role of Openness and Reputation[J].Computers&Education,2015,80:28-38.
[36]Davis F.D.,Bagozzi R.P.,Warshaw P.R.User Acceptance of Computer Technology:A Comparison of Two Theoretical Models[J].Management Science,1989,35(8):982-1003.
[37]胡秋灵,孙权.运用整合科技接受模型对消费者移动支付使用意愿的解析[J].统计与决策,2008,(6):119-121.
[38]周浩,龙立荣.共同方法偏差的统计检验与控制方法[J].心理科学进展,2004,12(6):942-950.
[39]Waiguny M.K.J.,Nelson M.R.,Marko B.How Advergame Content Influences Explicit and Implicit Brand Attitudes:When Violence Spills Over[J].Journal of Advertising,2013,42(2-3):155-169.