Gamification and its role in customers' intention to buy in the insurance industry

Message:
Article Type:
Research/Original Article (دارای رتبه معتبر)
Abstract:
Abstract
Objective
The objective of this research was the effect of gamification on the intention of customers to buy insurance.
Methodology
This research is practical in terms of its purpose. The research method of this research is semi-experimental.The homogenous group was tested before the influence of the independent variable, and then they were subjected to the influence of the independent variable, and after that they were tested again. The results were compared with the results of the previous test.
Findings
The statistical population of this research was the customers of the insurance company (bank employees in Mazandaran province) who answered the standard questionnaire of customers' intention to buy, consisting of 9 questions. 60 people were randomly selected and placed in two groups (30 people in each group). Finally, a simple random group was considered as the experimental group and the other group as the control group. Finally, research hypotheses were analyzed with the statistical method of univariate covariance analysis.
Conclusion
The results of the research showed that the test group (with gamification experience) has significantly higher scores of customers' intention to buy than the control group (without gamification experience).
Language:
Persian
Published:
Journal of Business Management, Volume:22 Issue: 1, 2023
Pages:
175 to 195
magiran.com/p2615129  
دانلود و مطالعه متن این مقاله با یکی از روشهای زیر امکان پذیر است:
اشتراک شخصی
با عضویت و پرداخت آنلاین حق اشتراک یک‌ساله به مبلغ 1,390,000ريال می‌توانید 70 عنوان مطلب دانلود کنید!
اشتراک سازمانی
به کتابخانه دانشگاه یا محل کار خود پیشنهاد کنید تا اشتراک سازمانی این پایگاه را برای دسترسی نامحدود همه کاربران به متن مطالب تهیه نمایند!
توجه!
  • حق عضویت دریافتی صرف حمایت از نشریات عضو و نگهداری، تکمیل و توسعه مگیران می‌شود.
  • پرداخت حق اشتراک و دانلود مقالات اجازه بازنشر آن در سایر رسانه‌های چاپی و دیجیتال را به کاربر نمی‌دهد.
دسترسی سراسری کاربران دانشگاه پیام نور!
اعضای هیئت علمی و دانشجویان دانشگاه پیام نور در سراسر کشور، در صورت ثبت نام با ایمیل دانشگاهی، تا پایان فروردین ماه 1403 به مقالات سایت دسترسی خواهند داشت!
In order to view content subscription is required

Personal subscription
Subscribe magiran.com for 70 € euros via PayPal and download 70 articles during a year.
Organization subscription
Please contact us to subscribe your university or library for unlimited access!