游戏元素对消费者参与行为影响的研究述评与展望
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摘要
游戏元素作为新型的营销工具,已经被越来越多的企业用于营销实践,旨在提高消费者参与。鉴于此,通过对国内外相关文献的梳理与回顾,将游戏元素划分为游戏设计对象、游戏设计机制和游戏设计原则这三类,并从工具结果和体验结果上界定了游戏元素与游戏、游戏化以及游戏化营销等概念的关系。在此基础上,通过对背后理论基础的探讨,发现这三类游戏元素会影响消费者的认知、情感和内部动机,进而增强消费者的参与行为,并且产品类型和消费者特征都会调节游戏元素与消费者参与行为之间的关系。最后对未来研究进行了展望。
As the new marketing tools,game elements have been applied by more and more enterprises to marketing practice,aiming at improving consumer participation. In view of this,based on a review and analysis of relevant literatures at home and abroad,the research classifies game elements into three categories,which are the game design objects,the game design mechanism and the game design principles. The relationships between concepts,such as game elements,game,gamification and gamified marketing are defined from the perspectives of instrumental outcomes and experiential outcomes. On this basis,through the discussion of the theoretical basis behind,it is found that the three types of game elements would influence consumers' cognitions,emotions and intrinsic motivations,thereby improve consumer participation behavior. Product types and consumer characteristics will also adjust the relationships between game elements and consumer participation behavior. At the last part,the paper puts forward some directions of future research.
As the new marketing tools,game elements have been applied by more and more enterprises to marketing practice,aiming at improving consumer participation. In view of this,based on a review and analysis of relevant literatures at home and abroad,the research classifies game elements into three categories,which are the game design objects,the game design mechanism and the game design principles. The relationships between concepts,such as game elements,game,gamification and gamified marketing are defined from the perspectives of instrumental outcomes and experiential outcomes. On this basis,through the discussion of the theoretical basis behind,it is found that the three types of game elements would influence consumers' cognitions,emotions and intrinsic motivations,thereby improve consumer participation behavior. Product types and consumer characteristics will also adjust the relationships between game elements and consumer participation behavior. At the last part,the paper puts forward some directions of future research.
引文
[1]HARWOOD T,GARRY T. An investigation into gamification as a customer engagement experience environment[J]. Journal of Services Marketing,2015,29(6/7):801-806.
[2]HOFACKER C F,RUYTER K D,LURIE N H,et al. Gamification and mobile marketing effectiveness[J].Journal of Interactive Marketing,2016,34(1):25-36.
[3]THORPE A S,ROPER S. The ethics of gamification in a marketing context[J]. Journal of Business Ethics,2019,155(2):597-609.
[4]JUNG V M. Mini-getaway Stockholm and Tokyo[EB/OL].[2018-11-02]. https://www. jungvonmatt. se/mini-getaway-stockholm/.
[5]DETERDING S,DAN D,KHALED R,et al.From game design elements to gamefulness:defining gamification[C]∥ARTUR L,HELJF,OLLI S,et al. The 15th International Academic MindTrek Conference:Envisioning Future Media Environments. New York:ACM,2011.
[6]WERBACH K,HUNTER D. For the win:how game thinking can revolutionize your business[M]. Philadelphia:Wharton Digital Press. 2012.
[7]ZIESEMER A D C A,LUANA M L,SILVEIRA M S. Just rate it! Gamification as part of recommendation[C]∥KUROSU M. Human-computer Interaction:Applications and Services. Cham:Springer,2014.
[8]ZIMMERLING E,HLLIG C E,SANDNER P G,et al. Exploring the influence of common game elements on ideation output and motivation[J]. Journal of Business Research,2019,94(1):302-312.
[9]WANG L,LIU S,KRISHNAN R. Cultivate consumer engagement with mobile and gamification[C]∥Proceedings of Marketing Soience 2016. Shanghai:[s. n.],2016.
[10]KIM K,SUN J G A. Rewards that undermine customer loyalty? A motivational approach to loyalty programs[J]. Psychology&Marketing,2017,34(9):842-852.
[11]SEABORN K,FELS D I. Gamification in theory and action:a survey[J]. International Journal of HumanComputer Studies,2015,74(1):14-31.
[12]SCHELL J. The art of game design:a book of lenses(second edition)[M]. Florida:CRC Press,2014.
[13]LIU D,SANTHANAM R,WEBSTER J. Towards meaningful engagement:a framework for design and research of gamified information systems[J]. MIS Quarterly,2017,41(4):1011-1034.
[14]KANKANHALLI A,TAHER M,CAVUSOGLU H,et al. Gamification:a new paradigm for online user engagement[C]∥Proceedings of the 33rd International Conference on Information Systems. Orlando:[s. n.],2012.
[15]SAILER M,HENSE J U,MAYR S K,et al.How gamification motivates:an experimental study of the effects of specific game design elements on psychological need satisfaction[J]. Computers in Human Behavior,2017,69(1):371-380.
[16]ROBSON K,PLANGGER K,KIETZMANN J H,et al. Is it all a game? Understanding the principles of gamification[J]. Business Horizons,2015,58(4):411-420.
[17]TERLUTTER R,CAPELLA M L. The gamification of advertising:analysis and research directions of ingame advertising,advergames,and advertising in social network games[J]. Journal of Advertising,2013,42(2-3):95-112.
[18]MLLER-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.
[19]ZHAO Z,RENARD D. Viral promotional advergames:how intrinsic playfulness and the extrinsic value of prizes elicit behavioral responses[J]. Journal of Interactive Marketing,2018,41(1):94-103.
[20]HUOTARI K,HAMARI J. A definition for gamification:anchoring gamification in the service marketing literature[J]. Electronic Markets,2017,27(1):21-31.
[21]APARICIO M,OLIVEIRA T,BOCAO F,et al.Gamification:a key determinant of massive open online course(MOOC)success[J]. Information&Management,2019,56(1):39-54.
[22]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(10):72-85.
[23]VAN DOORN J,LEMON K N,MITTAL V,et al. Customer engagement behavior:theoretical foundations and research directions[J]. Journal of Service Research,2010,13(3):253-266.
[24]COKER K K,FLIGHT R L,BAIMA D M. Skip it or view it:the role of video storytelling in social media marketing[J]. Marketing Management Journal,2017,27(2):75-87.
[25]PRESTOPNIK N R,TANG J. Points,stories,worlds,and diegesis:comparing player experiences in two citizen science games[J]. Computers in Human Behavior,2015,52(1):492-506.
[26]VAN LAER T,RUYTER K D,VISCONTI L M,et al. The extended transportation-imagery model:a meta-analysis of the antecedents and consequences of consumers'narrative transportation[J]. Journal of Consumer Research,2014,40(5):797-817.
[27]CHIU H C,HSIEH Y C,KUO Y C. How to align your brand stories with your products[J]. Journal of Retailing,2012,88(2):262-275.
[28]SCHNURR B,BRUNNER-SPERDIN A,STOKBURGER-SAUER N E. The effect of context attractiveness on product attractiveness and product quality:the moderating role of product familiarity[J]. Marketing Letters,2017,28(2):1-13.
[29]VERHAGEN T,VONKEMAN C,VAN D W.Making online products more tangible:the effect of product presentation formats on product evaluations[J]. Cyberpsychology,Behavior and Social Networking,2016,19(7):460-464.
[30]CRUZ E,ORTS-ESCOLANO S,GOMEZ-DONOSO F,et al. An augmented reality application for improving shopping experience in large retail stores[J]. Virtual Reality,2018,Accepted(6):1-11.
[31]THOM J,MILLEN D,DIMICCO J. Removing gamification from an enterprise SNS[C]∥POLTROCK S,SIMONE C,GRUDIN,et al. Proceedings of the ACM 2012Conference on Computer Supported Cooperative Work. Seattle:ACM,2012.
[32]HAMARI J. Do badges increase user activity? A field experiment on the effects of gamification[J]. Computers in Human Behavior,2015,63(4):501–502.
[33]LECLERCQ T,PONCIN I,HAMMEDI W. The engagement process during value co-creation:gamification in new product-development platforms[J]. International Journal of Electronic Commerce,2017,21(4):454-488.
[34]SIEMENS J C,SMITH S,FISHER D,et al.Level up! the role of progress feedback type for encouraging intrinsic motivation and positive brand sttitudes in public versus private gaming contexts[J]. Journal of Interactive Marketing,2015,32(1):1-12.
[35]GHOSH T. Winning versus not losing:exploring the effects of in-game advertising outcome on its effectiveness[J].Journal of Interactive Marketing,2016,36(1):134-147.
[36]STEFFEN C,MAU G,KLEIN H S. Who is the loser when I lose the game? Does losing an advergame have a negative impact on the perception of the brand?[J]. Journal of Advertising,2013,38(2-3):70-81.
[37]LECLERCQ T,HAMMEDI W,PONCIN I. The boundaries of gamification for engaging customers:effects of losing a contest in online co-creation communities[J]. Journal of Interactive Marketing,2018,44(1):82-101.
[38]FENG Y,YE J,YU Y,et al. Gamification artifacts and crowdsourcing participation:examining the mediating role of intrinsic motivations[J]. Computers in Human Behavior,2018,81(1):124-136.
[39]HILL K M,FOMBELLE P W,SIRIANNI N J.Shopping under the influence of curiosity:how retailers use mystery to drive purchase motivation[J]. Journal of Business Research,2016,69(3):1028-1034.
[40]SHEN L,FISHBACH A,HSEE C K. The motivating-uncertainty effect:uncertainty increases resource investment in the process of reward pursuit[J]. Journal of Consumer Research,2015,41(5):1301-1315.
[41]GOLDSMITH K,AMIR O. Can uncertainty improve promotions?[J]. Journal of Marketing Research,2010,47(6):1070-1077.
[42]SHI V G,BAINES T,BALDWIN J,et al. Using gamification to transform the adoption of servitization[J]. Industrial Marketing Management,2017,63(1):82-91.
[43]周志民,吕嘉祺,郑玲.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[J].财经论丛,2019(2):96-104.
[44]HAMARI J, KOIVISTO J.“Working out for likes”:an empirical study on social influence in exercise gamification[J]. Computers in Human Behavior,2015,50(1):333-347.
[45]BABAR Y,CHAN J,CHOI B.“Run forrest run!”:measuring the impact of app-enabled performance and social feedback on running performance[C]. Proceedings of the 12th China Summer Workshop on the Information Management. Qingdao:[s. n.],2018.
[46]GREEN M C,BROCK T C. The role of transportation in the persuasiveness of public narratives[J]. Journal of Personality and Social Psychology,2000,79(5):701-721.
[47]李东进,李研,武瑞娟.产品设计领域的消费者审美体验[J].心理科学进展,2013(2):336-346.
[48]彭聃龄,张必隐.认知心理学[M].杭州:浙江教育出版社,2004.
[49]RYAN R M,DECI E L. Intrinsic and extrinsic motivations:classic definitions and new directions[J]. Contemporary Educational Psychology,2000,25(1):54-67.
[50]CSIKSZENTMIHALYI M,LEFEVRE J. Optimal experience in work and leisure[J]. Journal of Personality and Social Psychology,1989,56(5):815-822.
[51]ZICHERMANN G,CUNNINGHAM C. Gamification by design:implementing game mechanics in web and mobile apps[M]. Sebastopol:O'Reilly Media. 2011.
[52]CRAMER H,ROST M,HOLMQUIST L E. Performing a check-in:emerging practices,norms and “conflicts”in location-sharing using foursquare[C]∥BYLUND M,JUHLIN O,FERNAEUS Y. Proceedings of The 13th International Conference on Human-computer Interaction with Mobile Devices and Services. Stockhole:DBLP,2011.
[53]LAURENCE D. Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads[J]. International Journal of Research in Marketing,2018,35(2):289-304.
[54]KAHNEMAN D,TVERSKY A. Prospect theory:an analysis of decision under risk[J]. Econometrica,1979,47(2):263-291.
[55]AILAWADI K L,GEDENK K,LANGER T,et al. Consumer response to uncertain promotions:an empirical analysis of conditional rebates[J]. International Journal of Research in Marketing,2014,31(1):94-106.
[56]LOEWENSTEIN G. The psychology of curiosity:a review and reinterpretation[J]. Psychological Bulletin,1994,116(1):75-98.
[57]ALBA J W,WILLIAMS E F. Pleasure principles:a review of research on hedonic consumption[J]. Journal of Consumer Psychology,2013,23(1):2-18.
[58]MANTOVANI D,ANDRADE E B,PRADO P H M. The impact of goal(non)attainment on consumer preference through changes in regulatory focus[J]. European Journal of Marketing,2018,52(3/4):637-655.
[59]GREWAL L,STEPHEN A T,COLEMAN N V.When posting about products on social media backfires:the negative effects of consumer identity signaling on product interest[J]. Journal of Marketing Research,2019,56(2):197-210.
[60]FINKELSTEIN S R,FISHBACH A. Tell me what I did wrong:experts seek and respond to negative feedback[J]. Journal of Consumer Research,2012,39(1):22-38.
(1)本文在Web of Science核心合集数据库中采用“主题检索”方式,以“game element”或“game design”或“game design element”或“gamif*”(包含gamification、gamified和gamifying等)为关键词对2010年以来的文献进行了检索,并筛选出与研究主题相关的60余篇文献。
(2)故事是指对游戏整体故事的叙述和阐述;机制是指游戏规则,规定玩家如何完成目标以及如何被奖励;审美是指游戏设计的视觉冲击;技术是游戏故事叙述,机制运作以及美学展现所依托的媒介。
(3)组件是机制和动力元素的具体展现,如积分、徽章等;机制是推动游戏进程和用户参与的基本流程,如竞争、反馈等;动力是系统中的整体概念,不能被直接应用,包括情感、约束等。
(4)“Heathy Me”是一款为中小型企业服务的健身运动应用,通过融入一定的游戏元素来帮助企业员工主动自愿参与健身活动。
(5)“Foursquare”是一款基于LBS的移动应用。用户在该应用中可以在商店、饭店和咖啡厅等与该应用合作的商家进行签到,签到次数最多者则会获得“市长/地主”头衔(徽章),并享受商家提供的优惠。
(6)叙事传输状态既会影响消费者的认知(如减少对故事的负面认知),也会影响消费者的情感(如增加与故事人物的情感联系),详见第四部分“游戏元素效用的理论基础”。
(7)在“Nike+”移动应用中,用户可以自行创建一个虚拟人物(avatar),该人物的体型会根据用户运动量的增减发生实时变化。
[2]HOFACKER C F,RUYTER K D,LURIE N H,et al. Gamification and mobile marketing effectiveness[J].Journal of Interactive Marketing,2016,34(1):25-36.
[3]THORPE A S,ROPER S. The ethics of gamification in a marketing context[J]. Journal of Business Ethics,2019,155(2):597-609.
[4]JUNG V M. Mini-getaway Stockholm and Tokyo[EB/OL].[2018-11-02]. https://www. jungvonmatt. se/mini-getaway-stockholm/.
[5]DETERDING S,DAN D,KHALED R,et al.From game design elements to gamefulness:defining gamification[C]∥ARTUR L,HELJF,OLLI S,et al. The 15th International Academic MindTrek Conference:Envisioning Future Media Environments. New York:ACM,2011.
[6]WERBACH K,HUNTER D. For the win:how game thinking can revolutionize your business[M]. Philadelphia:Wharton Digital Press. 2012.
[7]ZIESEMER A D C A,LUANA M L,SILVEIRA M S. Just rate it! Gamification as part of recommendation[C]∥KUROSU M. Human-computer Interaction:Applications and Services. Cham:Springer,2014.
[8]ZIMMERLING E,HLLIG C E,SANDNER P G,et al. Exploring the influence of common game elements on ideation output and motivation[J]. Journal of Business Research,2019,94(1):302-312.
[9]WANG L,LIU S,KRISHNAN R. Cultivate consumer engagement with mobile and gamification[C]∥Proceedings of Marketing Soience 2016. Shanghai:[s. n.],2016.
[10]KIM K,SUN J G A. Rewards that undermine customer loyalty? A motivational approach to loyalty programs[J]. Psychology&Marketing,2017,34(9):842-852.
[11]SEABORN K,FELS D I. Gamification in theory and action:a survey[J]. International Journal of HumanComputer Studies,2015,74(1):14-31.
[12]SCHELL J. The art of game design:a book of lenses(second edition)[M]. Florida:CRC Press,2014.
[13]LIU D,SANTHANAM R,WEBSTER J. Towards meaningful engagement:a framework for design and research of gamified information systems[J]. MIS Quarterly,2017,41(4):1011-1034.
[14]KANKANHALLI A,TAHER M,CAVUSOGLU H,et al. Gamification:a new paradigm for online user engagement[C]∥Proceedings of the 33rd International Conference on Information Systems. Orlando:[s. n.],2012.
[15]SAILER M,HENSE J U,MAYR S K,et al.How gamification motivates:an experimental study of the effects of specific game design elements on psychological need satisfaction[J]. Computers in Human Behavior,2017,69(1):371-380.
[16]ROBSON K,PLANGGER K,KIETZMANN J H,et al. Is it all a game? Understanding the principles of gamification[J]. Business Horizons,2015,58(4):411-420.
[17]TERLUTTER R,CAPELLA M L. The gamification of advertising:analysis and research directions of ingame advertising,advergames,and advertising in social network games[J]. Journal of Advertising,2013,42(2-3):95-112.
[18]MLLER-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.
[19]ZHAO Z,RENARD D. Viral promotional advergames:how intrinsic playfulness and the extrinsic value of prizes elicit behavioral responses[J]. Journal of Interactive Marketing,2018,41(1):94-103.
[20]HUOTARI K,HAMARI J. A definition for gamification:anchoring gamification in the service marketing literature[J]. Electronic Markets,2017,27(1):21-31.
[21]APARICIO M,OLIVEIRA T,BOCAO F,et al.Gamification:a key determinant of massive open online course(MOOC)success[J]. Information&Management,2019,56(1):39-54.
[22]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(10):72-85.
[23]VAN DOORN J,LEMON K N,MITTAL V,et al. Customer engagement behavior:theoretical foundations and research directions[J]. Journal of Service Research,2010,13(3):253-266.
[24]COKER K K,FLIGHT R L,BAIMA D M. Skip it or view it:the role of video storytelling in social media marketing[J]. Marketing Management Journal,2017,27(2):75-87.
[25]PRESTOPNIK N R,TANG J. Points,stories,worlds,and diegesis:comparing player experiences in two citizen science games[J]. Computers in Human Behavior,2015,52(1):492-506.
[26]VAN LAER T,RUYTER K D,VISCONTI L M,et al. The extended transportation-imagery model:a meta-analysis of the antecedents and consequences of consumers'narrative transportation[J]. Journal of Consumer Research,2014,40(5):797-817.
[27]CHIU H C,HSIEH Y C,KUO Y C. How to align your brand stories with your products[J]. Journal of Retailing,2012,88(2):262-275.
[28]SCHNURR B,BRUNNER-SPERDIN A,STOKBURGER-SAUER N E. The effect of context attractiveness on product attractiveness and product quality:the moderating role of product familiarity[J]. Marketing Letters,2017,28(2):1-13.
[29]VERHAGEN T,VONKEMAN C,VAN D W.Making online products more tangible:the effect of product presentation formats on product evaluations[J]. Cyberpsychology,Behavior and Social Networking,2016,19(7):460-464.
[30]CRUZ E,ORTS-ESCOLANO S,GOMEZ-DONOSO F,et al. An augmented reality application for improving shopping experience in large retail stores[J]. Virtual Reality,2018,Accepted(6):1-11.
[31]THOM J,MILLEN D,DIMICCO J. Removing gamification from an enterprise SNS[C]∥POLTROCK S,SIMONE C,GRUDIN,et al. Proceedings of the ACM 2012Conference on Computer Supported Cooperative Work. Seattle:ACM,2012.
[32]HAMARI J. Do badges increase user activity? A field experiment on the effects of gamification[J]. Computers in Human Behavior,2015,63(4):501–502.
[33]LECLERCQ T,PONCIN I,HAMMEDI W. The engagement process during value co-creation:gamification in new product-development platforms[J]. International Journal of Electronic Commerce,2017,21(4):454-488.
[34]SIEMENS J C,SMITH S,FISHER D,et al.Level up! the role of progress feedback type for encouraging intrinsic motivation and positive brand sttitudes in public versus private gaming contexts[J]. Journal of Interactive Marketing,2015,32(1):1-12.
[35]GHOSH T. Winning versus not losing:exploring the effects of in-game advertising outcome on its effectiveness[J].Journal of Interactive Marketing,2016,36(1):134-147.
[36]STEFFEN C,MAU G,KLEIN H S. Who is the loser when I lose the game? Does losing an advergame have a negative impact on the perception of the brand?[J]. Journal of Advertising,2013,38(2-3):70-81.
[37]LECLERCQ T,HAMMEDI W,PONCIN I. The boundaries of gamification for engaging customers:effects of losing a contest in online co-creation communities[J]. Journal of Interactive Marketing,2018,44(1):82-101.
[38]FENG Y,YE J,YU Y,et al. Gamification artifacts and crowdsourcing participation:examining the mediating role of intrinsic motivations[J]. Computers in Human Behavior,2018,81(1):124-136.
[39]HILL K M,FOMBELLE P W,SIRIANNI N J.Shopping under the influence of curiosity:how retailers use mystery to drive purchase motivation[J]. Journal of Business Research,2016,69(3):1028-1034.
[40]SHEN L,FISHBACH A,HSEE C K. The motivating-uncertainty effect:uncertainty increases resource investment in the process of reward pursuit[J]. Journal of Consumer Research,2015,41(5):1301-1315.
[41]GOLDSMITH K,AMIR O. Can uncertainty improve promotions?[J]. Journal of Marketing Research,2010,47(6):1070-1077.
[42]SHI V G,BAINES T,BALDWIN J,et al. Using gamification to transform the adoption of servitization[J]. Industrial Marketing Management,2017,63(1):82-91.
[43]周志民,吕嘉祺,郑玲.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[J].财经论丛,2019(2):96-104.
[44]HAMARI J, KOIVISTO J.“Working out for likes”:an empirical study on social influence in exercise gamification[J]. Computers in Human Behavior,2015,50(1):333-347.
[45]BABAR Y,CHAN J,CHOI B.“Run forrest run!”:measuring the impact of app-enabled performance and social feedback on running performance[C]. Proceedings of the 12th China Summer Workshop on the Information Management. Qingdao:[s. n.],2018.
[46]GREEN M C,BROCK T C. The role of transportation in the persuasiveness of public narratives[J]. Journal of Personality and Social Psychology,2000,79(5):701-721.
[47]李东进,李研,武瑞娟.产品设计领域的消费者审美体验[J].心理科学进展,2013(2):336-346.
[48]彭聃龄,张必隐.认知心理学[M].杭州:浙江教育出版社,2004.
[49]RYAN R M,DECI E L. Intrinsic and extrinsic motivations:classic definitions and new directions[J]. Contemporary Educational Psychology,2000,25(1):54-67.
[50]CSIKSZENTMIHALYI M,LEFEVRE J. Optimal experience in work and leisure[J]. Journal of Personality and Social Psychology,1989,56(5):815-822.
[51]ZICHERMANN G,CUNNINGHAM C. Gamification by design:implementing game mechanics in web and mobile apps[M]. Sebastopol:O'Reilly Media. 2011.
[52]CRAMER H,ROST M,HOLMQUIST L E. Performing a check-in:emerging practices,norms and “conflicts”in location-sharing using foursquare[C]∥BYLUND M,JUHLIN O,FERNAEUS Y. Proceedings of The 13th International Conference on Human-computer Interaction with Mobile Devices and Services. Stockhole:DBLP,2011.
[53]LAURENCE D. Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads[J]. International Journal of Research in Marketing,2018,35(2):289-304.
[54]KAHNEMAN D,TVERSKY A. Prospect theory:an analysis of decision under risk[J]. Econometrica,1979,47(2):263-291.
[55]AILAWADI K L,GEDENK K,LANGER T,et al. Consumer response to uncertain promotions:an empirical analysis of conditional rebates[J]. International Journal of Research in Marketing,2014,31(1):94-106.
[56]LOEWENSTEIN G. The psychology of curiosity:a review and reinterpretation[J]. Psychological Bulletin,1994,116(1):75-98.
[57]ALBA J W,WILLIAMS E F. Pleasure principles:a review of research on hedonic consumption[J]. Journal of Consumer Psychology,2013,23(1):2-18.
[58]MANTOVANI D,ANDRADE E B,PRADO P H M. The impact of goal(non)attainment on consumer preference through changes in regulatory focus[J]. European Journal of Marketing,2018,52(3/4):637-655.
[59]GREWAL L,STEPHEN A T,COLEMAN N V.When posting about products on social media backfires:the negative effects of consumer identity signaling on product interest[J]. Journal of Marketing Research,2019,56(2):197-210.
[60]FINKELSTEIN S R,FISHBACH A. Tell me what I did wrong:experts seek and respond to negative feedback[J]. Journal of Consumer Research,2012,39(1):22-38.
(1)本文在Web of Science核心合集数据库中采用“主题检索”方式,以“game element”或“game design”或“game design element”或“gamif*”(包含gamification、gamified和gamifying等)为关键词对2010年以来的文献进行了检索,并筛选出与研究主题相关的60余篇文献。
(2)故事是指对游戏整体故事的叙述和阐述;机制是指游戏规则,规定玩家如何完成目标以及如何被奖励;审美是指游戏设计的视觉冲击;技术是游戏故事叙述,机制运作以及美学展现所依托的媒介。
(3)组件是机制和动力元素的具体展现,如积分、徽章等;机制是推动游戏进程和用户参与的基本流程,如竞争、反馈等;动力是系统中的整体概念,不能被直接应用,包括情感、约束等。
(4)“Heathy Me”是一款为中小型企业服务的健身运动应用,通过融入一定的游戏元素来帮助企业员工主动自愿参与健身活动。
(5)“Foursquare”是一款基于LBS的移动应用。用户在该应用中可以在商店、饭店和咖啡厅等与该应用合作的商家进行签到,签到次数最多者则会获得“市长/地主”头衔(徽章),并享受商家提供的优惠。
(6)叙事传输状态既会影响消费者的认知(如减少对故事的负面认知),也会影响消费者的情感(如增加与故事人物的情感联系),详见第四部分“游戏元素效用的理论基础”。
(7)在“Nike+”移动应用中,用户可以自行创建一个虚拟人物(avatar),该人物的体型会根据用户运动量的增减发生实时变化。