游戏化营销对消费者购买意愿影响的研究综述与展望

Review and Prospect of Research on the Influence of Gamifi cation Marketing on Consumers’Purchase Intention

游戏化被认为是最高效的营销工具,目前国内各行业品牌纷纷通过游戏化营销促进消费转化、提高企业绩效,但在理论界学者尚未形成对该领域的系统研究。本文基于对国内外游戏化营销相关概念的梳理,对其进行概念界定,据此梳理游戏化营销对消费者购买意愿的影响路径,同时考虑消费者特征对其有效性的影响,为今后国内学者进行相应实证研究提供参考,并展望未来研究的发展方向。

Gamifi cation is considered to be one of the most efficient marketing tools.At present,more and more domestic brands in various industries promote consumption transformation and improve enterprise performance through gamified marketing,but in theoretical sphere,scholars have not formed a systematic study in this fi eld.Based on the carding of related concepts of gaming marketing at home and abroad,its concept is defi ned,based on which this paper combs paths of the influence of gamified marketing on consumer purchase intention.Meanwhile,this paper considers the consumer characteristics influence on its effectiveness,provides reference for domestic scholars on the corresponding empirical research and points out the future research direction.