游戏化营销对于消费者持续购买行为的影响分析

Analysis of the Impact of Gamification Marketing on Consumers' Continuous Purchasing Behavior

游戏化营销有着独特的魅力和魔力,近年来,随着消费者对传统促销方式的反应日趋平淡,游戏化营销方式越来越受到大众的青睐。为了探究游戏化营销对于消费者持续购买行为的影响,本文利用SOR模型进行实证分析。通过调查问卷与SEM结构方程相结合的方式分析得出,游戏化营销的娱乐程度、互动程度以及游戏结果对消费者参与游戏化营销态度有积极影响。游戏化营销的娱乐程度和游戏结果与消费者对于品牌的态度有显著的正相关关性;但是,游戏化营销的互动程度与消费者对于品牌的态度没有显著的正向影响关系;参与游戏化营销的态度、品牌态度对消费者持续购买意愿有正向影响。

Gamification marketing has its own unique charm and magic.In recent years,as consumers’response to traditional promotion methods has become increasingly flat,gamification marketing has become more and more popular among the public.In order to explore the impact of gamification marketing on consumers'continuous purchasing behavior,this paper uses the SOR model to conduct empirical analysis.Through the analysis of the combination of questionnaires and SEM structural equations,it is concluded that the degree of entertainment,interaction and game results of gamification marketing have a positive impact on consumers'attitudes towards participating in gamification marketing.The degree of entertainment and game results of gamification marketing have a significant positive correlation with consumers’attitudes towards brands;however,the degree of interaction of gamification marketing has no significant positive relationship with consumers’attitudes towards brands;participation in gamification Marketing attitudes and brand attitudes have a positive impact on consumers'continuing purchase intentions.