Using gamification in wearables and m-health applications to maximize customer engagement
Küçük Resim Yok
Tarih
2019
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Maltepe Üniversitesi
Erişim Hakkı
CC0 1.0 Universal
info:eu-repo/semantics/openAccess
info:eu-repo/semantics/openAccess
Özet
This paper aims to investigate the relationship between self-determination motives called as autonomy, competency, relatedness and customer engagement, and test whether they are mediated by gamified wearables and mHealth app use. Data of 152 respondents were collected through online questionnaire. The respondents consisted of consumers who have wearable fitness trackers or smart watches and use these wearables’ mHealth apps at the same time. Simple linear regression analysis and multiple linear regression analysis were applied following mediation paths to test the hypothesis. The results indicate that there is a significant relationship between selfdetermination motives and customer engagement. The relationship is partially mediated with gamified wearables and mHealth apps use. The findings offer scholars a recognition of consumer motivations for using gamified wearables and mHealth apps which might possibly lead to customer engagement. For retailers, they provide an understanding to boost customer engagement by providing especially intirinsic motivation related gamification elements in apps. In consumer behavior research field, this paper fills the gap by testing the effects of gamification in users who both use wearable fitness trackers and mHealth apps at the same time.
Açıklama
Anahtar Kelimeler
Gamification, wearable fitness tracker, mHealth, customer engagement
Kaynak
International Congress on Business and Marketing
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
Künye
Erdil, M. (2019). Using gamification in wearables and m-health applications to maximize customer engagement. International Congress on Business and Marketing. s. 201-205.
