Using gamification in wearables and m-health applications to maximize customer engagement
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CitationErdil, M. (2019). Using gamification in wearables and m-health applications to maximize customer engagement. International Congress on Business and Marketing. s. 201-205.
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.
SourceInternational Congress on Business and Marketing
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