游戏元素对消费者参与行为影响的研究述评与展望

The Effects of Game Elements on Consumer Participation Behavior: Review and Future Prospects

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.