جستجوی مقالات مرتبط با کلیدواژه « Gamification » در نشریات گروه « مدیریت »

The popularity of gamification in business, in areas such as marketing, sales, human resources, and education is growing rapidly. Gamification has also attracted significant attention from academic researchers as an emerging study field. It is used as a new approach to reinforce desirable behaviors in employees, increase customer engagement with company products, and even change citizens' perceptions of their environment. Predictions indicate a growing trend of investment in this study field at both business and societal levels. Despite the undeniable advantages of gamification in businesses and its impact on individuals and societies, its implementation is accompanied by a wide range of challenges. There have been limited studies addressing its ethical aspects in Iran; therefore, the present study aims to identify and prioritize the ethical challenges of gamification in Iran to improve the design and application of gamification by understanding its dark aspects. 

To achieve the research objective, a sequential exploratory mixed-methods approach was employed. In the first stage, a qualitative approach was used, conducting 15 semi-structured interviews to identify and extract the ethical challenges of gamification. The qualitative data obtained from this stage were analyzed using thematic analysis. In the second stage, a quantitative approach, specifically Shannon's entropy method, was utilized to rank and prioritize the ethical challenges of gamification. The statistical population of this research consisted of academic experts, specialists, designers, and researchers active in the field of gamification, who were selected and invited to participate using a judgmental sampling method.   

The analysis of the interviews with experts revealed that the ethical challenges of gamification in Iran could be categorized into seven main categories and 45 indicators. The extracted categories, in order of priority, include negative mental and physical consequences, access-related challenges, security and privacy challenges, content-related challenges, challenges related to the quality and accuracy of information (information pollution), challenges related to intellectual property rights, and challenges of responsibility and accountability. 

A review of studies on gamification reveals that most research has focused on the benefits and positive outcomes of this emerging trend, with fewer studies addressing its ethical issues and negative aspects. This study identifies and prioritizes a set of ethical challenges of gamification to provide a holistic understanding of the darker aspects of implementing this novel approach within the cultural, social, and religious context of Iran. Given the increasing penetration of gamification in various aspects of business and society, the results of this research will assist developers of gamification programs and policymakers in this field. It will help them mitigate the negative consequences by providing comprehensive insights into the ethical challenges and dark sides of gamification at both the business and societal levels. Additionally, this research will help create a safer environment for participants in gamified programs. It will also offer users insights to reduce their vulnerability to these programs.

In this research, the comparative study of Gamification skills with the competencies of the managers' Assessment Center is discussed. This research is practical in terms of purpose and in terms of method it is a kind of mixed research(qualitative-quantitative). To accomplish a comparative study, a component-oriented method was used, in which the competency of Government Managers in 1657363 instructions of Administrative and Employer Organizations was evaluated with the competencies of Lumosity Gamification tools. To collect data, interview tools, and semi-structured questionnaires were used. The statistical population includes 5 experts and evaluators, 10 managers of evaluation centers, and 10 evaluatees. The Delphi method was used to analyze the qualitative data, and the quantitative analyses were accomplished by the Pearson correlation test. The results show that the Lumocity application covers 9 of the 12 competencies identified.The speed of decision making skills, analytical thinking, and team building skills; memory skills, problem solving skills, and analytical thinking; the skill of paying attention to the competencies of convergent thinking, planning and coordination skills, and systematic thinking; problem solving skills, analytical thinking, and problem solving skills; The skill of flexibility including the skills of team building and flexibility and the last skill introduced in the Lumocity application, which is the mathematical skill of problem solving, monitoring and control skills.

Gamification, defined as the application of game elements in non-gaming environments, has recently emerged as an effective marketing strategy. Gamified services have been employed in various markets. This process and its diverse services have the ability to alter consumer behavior, guiding them toward desirable actions such as sustainable purchases. This research investigates how gamification influences individuals to engage in sustainable shopping. The primary objective is to gain a deeper understanding of the motivational aspects of gamification, particularly exploring how it encourages women to make sustainable purchases. To achieve this goal, semi-structured interviews were conducted with 10 participants, following a thematic research design to provide relevant answers to research questions. The study is approached as a feminist qualitative research. The findings indicate that participants exhibit a greater response to gamified services compared to non-gamified ones. This suggests that, in the gamification process, audiences actively and positively respond, potentially enhancing consumer engagement with gamified services. Therefore, tailoring gamification services to the needs and preferences of the audience can improve consumer experiences and elicit positive responses. Additionally, the study highlights the significance of considering age differences among participants, with younger individuals showing a higher response to gamification services, emphasizing the importance of addressing age-related preferences in gamification design.

In recent years, online channels are rapidly replacing traditional channels, so that shopping and consumption have grown with an annual growth rate of more than 18% in the last decade. Gamification has quickly become a trend in service marketing. Gamification is a service improvement process that is achieved by achieving useful game experiences and its purpose is to support the user creating overall value in the game. In fact, the use of game design elements (for example: points, billboards and badges) in non-game contexts is to promote user engagement. Many researches refer to it as the main goal in this field. Many researches that have been done about gamification and its effects emphasized the entertainment aspect and customer experience, but the rational and psychological aspects of using gamification and its effects on customer behavior, including conflict, have been neglected. While the role and importance of perceived service quality in customer behavior cannot be ignored, through the implementation of gamification, service quality can be improved in the mind of the consumer. Thus, this paper aims to investigate the effect of gamified e-service quality on customer behavioral intention through customer engagement as mediator in e-retailing.

The present research is a mixed study. The data of this research were collected in two quantitative and qualitative stages. In the qualitative phase, a semi-structured interview was used to collect the opinions of elites and managers, and with thematic analysis method, concepts and themes related to the variables were obtained and categorized. Then, by studying previous theoretical literature, the research conceptual model and research questions were designed. In the quantitative stage, it included confirmatory factor analysis for scale validation, confirmatory factor analysis and structural equations. The sample population of consumers was considered to be users of online retail stores, who were selected non-randomly available. Quantitative stage data was collected through a questionnaire designed with a 5-point Likert scale. The sample size for confirmatory factor analysis was 549 buyers. The collected data were used for confirmatory factor analysis using SMART PLS 3 software.

Based on the results obtained from the theme analysis, ease of use, reliability, interaction, visual appeal, emotional appeal and security were introduced as dimensions of the gamified e-services quality. Among these dimensions of interaction, visual appeal and emotional appeal were extracted from thematic analysis. Identified outcomes include customer engagement, behavioral tendencies. According to the results, the gamified e-services quality positively affects customer engagement and behavioral intentions. The relationship between customer engagement and customer behavioral tendencies is also significant. In addition, customer engagement mediates the relationship between the gamified e-services quality and customer behavioral tendencies.

This study connects gamification to service marketing on gamification as a service system and game design elements can be considered as services. Based on this, gamification served as a quality improvement process. Also, this study showed that the quality of gamified e-services is a multidimensional variable consisting of security, interaction, emotional appeal, and visual appeal. Second, investigations on indirect effects also showed that the effect of the quality of gamified e-services on customer behavioral intention is positive and strong through the mediating variable of customer engagement.Confirming the impact of the quality of gamified e-services quality on customer engagement shows that the player's participation in the game completes the game service by creating interaction. This concept is also consistent with the definitions of games, where the player's voluntary commitment and participation are seen as one of the main building blocks of a game. However, according to service marketing theory, customer engagement with a brand or organization leads to his positive performance in terms of introducing and providing positive feedback to the organization. Gamification can be a customer feedback mechanism that creates a low-cost and powerful channel for attracting and retaining customers, and helps managers focus on creating superior brands in the minds of customers. Also, collecting and analyzing opinions and feedback from customers can provide companies with the knowledge needed to improve product quality and product development. In line with the results of this research, they showed that understanding the quality of electronic services can cause more customer involvement. Our results help e-retail managers identify customers based on their personality traits and focus their marketing efforts accordingly as they seek to capitalize on engaged customers. Service providers should use mass media effectively to evoke a sense of connection with customers and the importance of the service to them. They should also continuously interact with customers through social media where gamification can be implemented and immersion can be enhanced.These results help the companies to have a comprehensive and documented planning in the customer satisfaction survey and to know their opinions about their purchases. Categorize customers based on the number of purchases and purchase times, and byidentifying and targeting loyal customers, consider incentive programs for them. In the same way, encourage other customers to finalize the purchase by playing games.Based on the results obtained from the model, retail companies can design and formulate a strategic document for designing the customer journey through gamification of their journey based on communication elements such as team building and communication between retailers and users, and personal characteristics such as identity characteristics, which will lead to predicting behaviors and evoking the behavioral tendencies of customers through gamification. Improving managers' understanding of customer expectations will help them respond quickly and effectively to the needs of customers who access and use the website. Meanwhile, game dynamics and mechanics should be used to create conflict and persuade customers to increase their durability.

Today, the emergence of new brands and businesses is increasing rapidly. Every brand and business are trying to be known and influence people's minds (Image). In this regard, one of the important factors in the field of popularity and marketing is the brand/business identity. The brand/business identity increases the probability of choosing the brand by creating loyalty among customers and attracts many loyal customers. In this context, one of the ways to attract customers is to apply gamification process in which the features of the game are implemented in a non-game setting to attract more people. This research is applied in terms of purpose and semi-experimental in terms of data collection. In this study, the subjects were divided into two groups of 20 participant, test and control. Data Analysis was done by Covariance Analysis; The tool of data collection is the use of brand equity questionnaire by Kim et al. (2003) which was modified by Yoganakan et al. (2015). Cronbach's alpha coefficient was used to determine the reliability of different sections, this coefficient was 0.86 for the total variables, which reveals the appropriate reliability of the research tool. The research statistical population includes emerging sports brands that have recently registered providing goods and services to their respective communities, and these brands were trying to influence the public's mind, and two of these emerging brands were selected as available samples. The results show that there is no significant difference between the adjusted averages of brand equity scores according to the membership of the "proof and test" group in the post-test stage (P>0.05).  Therefore, it is concluded that the main hypothesis of the research is rejected and the use of gamification does not affect the brand identity of emerging sports business. The practical significance of this effect was obtained (0.30). Other research hypotheses were also rejected after checking their significance level. The results present that the use of gamification does not affect equity of emerging sports brands, and betters for emerging brands not deploying gamification at the starting point due to the people lesser trust around accuracy of rewards, premiums and lotteries.

Gamification has emerged as one of the novel educational methods that aims to improve education by creating a happy, exciting, dynamic and active platform. In fact, this method strengthens different learning channels of learners. Gamification of educational content offers the concepts and contents in a more convenient way. In this regard, this research was conducted with the aim of exploring the elements and advantages of the gamification method using the meta-analysis approach. The study corpus included national and international studies conducted in the field of gamification, initially 79 national studies and 301 international studies were identified and downloaded, and among them the most relevant sources were selected as the statistical sample, including 30 national studies and 65 international studies (total 95 studies). These sources (articles, dissertations and treatises) were searched in national scientific data bases such as magiran, sid, noormagz, irandoc, ricest as well as comprehensive humanities portal and international scientific data bases such as Proquest, Springer, Sciencedirect, Mdpi, Researchgate, Ieee, Acm, and Google scholars. Next the corpus was analyzed with the aim of identifying the most significant and widely applied elements of the gamification approach and the advantages of this approach. It should be mentioned that the articles presented in the conference were excluded from the study corpus. According to the findings of the research, score, reward, challenge, feedback, leveling, story, interaction and competition with the highest percentage of frequency were the most important and practical elements of gamification in education. Also, creating and promoting interaction and participation, creating motivation, providing a platform for deep learning, improving performance, creating attractiveness and increasing it, developing cognitive growth, creating excitement and vitality, increasing the effectiveness of education, creating a platform for the use of educational technologies, developing social growth, development of soft skills and reduction of disorder were among the benefits of gamification in researches, among these things, creating and promoting interaction and participation, providing a platform for deep learning, creating motivation, improving performance, developing cognitive development, creating excitement and vitality, increasing Effectiveness of education, creation of a platform for the use of educational technologies had the highest frequency percentage.

Gamification is a relatively new concept that has seen a significant increase in its use in recent years. Gamification involves the application of game elements in a non-gaming environment to create a gaming experience related to a product or service. The aim of this research is to investigate the impact of different aspects of gamification (immersion, achievement, social) on customer engagement (emotional, cognitive, social) in the online store of Digikala. The research population consists of consumers and users of the Digikala website who have made at least one purchase on this site. In this regard, 222 questionnaires obtained from Digikala website users' data were analyzed. The research model was designed by reviewing the literature related to the research topic and previous studies, and it was analyzed using structural equation modeling. Finally, it was determined that the aspects of gamification have a positive and significant effect on customer engagement. The immersion aspects of gamification have a positive impact on emotional aspects of customer engagement, the achievement aspects affect the cognitive aspects of customer engagement, and the social aspects of gamification also have a stronger positive impact on the social aspects of customer engagement.

Although digitization brings important possibilities, implementing its technologies in practice can be challenging. One of the current major developments in this field is to discover the potential of gamification for the empowerment of knowledge-based companies. Based on this, the current research was conducted with the aim of identifying the qualitative components of gamification implementation in the working environment of knowledge-based companies. This research has a qualitative approach, through in-depth semi-structured interviews, it has compiled and validated the conceptual framework with thematic analysis method. The statistical population includes experts and experts of knowledge-based companies, among whom 12 people were selected by purposeful sampling and participated in this study. The number of samples follows the rule of saturation. The findings of the research show that concepts were identified in the form of 4 main themes, including the acceptance process with 2 organizing themes, promotion strategies with 4 organizing themes, development and design strategies with 4 organizing themes, evaluation and implementation platforms with 3 organizing themes Gamification actually provides various possibilities to increase the motivation of employees for knowledge-based activities. But to reveal its potential, it needs a suitable environment.

This research aims to assess the benefits of gamification and its impact on tourism development at the historical site of Persepolis. The research methodology employed in this study is descriptive-analytical and is based on documentary studies, field investigations, and researcher-designed questionnaires. The target population for this research consists of active individuals in the tourism industry, with a sample size of 354 participants selected. Data analysis was conducted using tests such as average variance extracted (AVE), Fornell-Larcker, factor loading coefficients, Cronbach's alpha, composite reliability, and structural equation modeling, utilizing SPSS and Smart PLS software. The results of this study indicate that gamification exhibits a positive and significant relationship with all four dimensions under investigation: education, branding, loyalty, employment, and income generation. Gamification at Persepolis provides a recreational and educational experience and enables tourists to engage with the culture and history of the country they are visiting in a novel and interactive manner. With an enhanced tourist experience through gamification, Persepolis is poised to become a unique and captivating tourist destination.

The purpose of this research is the role of gamification in order to increase the self-leadership of employees and self-adaptation in the workplace. The current research is applied in terms of purpose and descriptive-survey in terms of nature and method. The statistical population of this research includes 130 employees of the Sports and Youth Department of Yazd province. Using Morgan's table formula, 97 people were selected as samples for the first half of 1402. The data collection tool is the provincial questionnaires that exist in this field. Validity (convergent and divergent) and reliability (factor loading, composite reliability coefficient, Cronbach's alpha coefficient) of the questionnaires indicate that the measurement tools have good validity and reliability. The results of hypothesis testing by SMART-PLS software and using t-test statistics and path coefficients (β) showed that gamification has a strong, direct and significant effect on employees' self-leadership and self-adjustment in the workplace, respectively. and has a weak, direct and indirect, and significant effect, employee self-leadership has a moderate, direct, and significant effect on self-adjustment in the workplace. Finally, employee self-leadership can play a mediating role in influencing gamification on Self-adaptation in the workplace. With the design model, it can be expected that the mentioned device can pay attention to the role of gamification in order to increase self-adaptation in the workplace, and if it wants to show more effectiveness of gamification, it should take advantage of the variable of self-leadership of employees in this field.

Game making has become a well-known marketing technique. Many companies believe that game development can potentially enhance consumer participation, awareness and loyalty with respect to the brand. However, there is little empirical evidence to support these beliefs.In the process of advertising goods, services and ideas, this situation has increased the importance of "mobile marketing or mobile marketing", which can be defined as establishing marketing communication with target customers through mobile phones and sending promotional messages. This study will first briefly discuss the improvements and advances in mobile communication technologies.Improvements in information and communication technologies have created important marketing opportunities for companies. One of the latest technological advances that is affecting companies' marketing activities is the use of mobile phones as a channel for marketing communications.In the following, the increasing use of mobile phones and the growing importance of mobile marketing due to its advanced features and benefits will be discussed, and mobile marketing methods will be adapted to gaming techniques, and solutions will be found by studying and examining problems. Come, they will be raised. Finally, the expectations for the future will be mentioned.Finally, in the conclusion section, we compare the advantages and disadvantages of these two marketing methods.

Finding innovative solutions to satisfy consumers has always been a concern of businesses. Accordingly, this study seeks to investigate the effect of gamification on consumer shopping behavior using the artificial neural network, in the tourist offices of the Iranian western city of Kermanshah.

This study is developmental and applicable research. The semi-experimental method (pre-test/post-test) was used with experimental and control groups. The statistical population of this study included the customers of Kermanshah tourist offices with one registered trip in the first quarter of the Iranian calendar year of 1400 (2020-2021). Each of the control and experimental groups consisted of 20 participants. Kim’s consumer behavior standard questionnaire was used to gather the required data. SPSS software was used to analyze descriptive statistics and MATLAB software was used to design an artificial neural network. The artificial neural network was constructed using the radial basis functions. The used data set was divided into 70 percent for training and 30 percent for testing.

The results of descriptive statistics showed that nine participants in both control and experimental groups were women and 11 were men. In the experimental group, eight participants were single and 12 were married. Seven participants in the control group were single and 13 were married. The average ages of the experimental group and control group were 41.8 years and 39.6 years, respectively. The average number of made trips in the year 1400 for the experimental group, and control group were 3.6 and 3.55, respectively. The achieved results also showed that the average scores of all three dimensions of willingness to attend, word of mouth and purchase intention were increased in the experimental group after applying gamification. These values were increased from 6.5 to 13.15, 8.95 to 17.6, and 7.55 to 12.9, respectively. While in the control group, the average scores in all dimensions remained almost constant. The effect of gamification on changing consumer buying behavior was approved by these results. Furthermore, the behavior of a typical person in experimental or control groups (with or without gamification) was predicted using RBF artificial neural network. The obtained results from the designed neural network showed that all of the predictions using the proposed artificial neural network were predicted correctly. Also, the network was able to classify all of the outputs correctly based on the defined inputs. The network had an acceptable error rate.

Based on the obtained results from the artificial neural network, prediction of customer behavior was done correctly. It should be noted that the gamification activities such as completing the puzzle which was tested in this study should be used accurately in businesses. This result will be useful for businesses, marketers, sales managers, market management analysts, and researchers interested in this field.