游戏化营销类型对老字号企业消费者品牌认同的影响研究

The Influence of Gamified Marketing Types on Brand Identity of Time-honored Enterprises in Shaanxi Province

游戏化营销的目标是用有趣味的内容引起消费者对品牌的兴趣,从而使得消费者通过游戏熟知品牌、关注品牌并产生消费的行为。因此,从游戏化营销类型角度切入,运用实验研究法分析游戏化营销类型对老字号企业消费者品牌认同的影响作用,以及自我决定对其中介作用和消费者游戏参与度的调节作用。研究结果表明,第一,直接竞争性游戏化营销比间接竞争性游戏化营销更能够激发用户的品牌认同感;第二,自我决定在游戏化营销类型和顾客品牌认同的关系中发挥中介作用;第三,游戏参与度在游戏化营销类型对老字号企业消费者品牌认同的影响中起调节作用。具体而言,相比高参与度,在消费者低参与度条件下,消费者在直接竞争性游戏化营销中的品牌认同感比间接竞争性游戏化营销更强。希望研究结果对丰富有关理论和指导企业实施游戏化营销的实践有积极作用。

The goal of gamified marketing is to attract consumers' interest in the brand with interesting content that consumers can become familiar with the brand,pay attention to the brand,and generate consumption behavior through games.From the perspective of gamified marketing types,this paper uses experimental research method to analyze the influence of gamified marketing types on consumers' brand identity of time-honored enterprises in Shaanxi Province,as well as the mediating effect of self-determination on brand identity and the moderating effect of consumers' game participation.The results show that:Firstly,direct competitive gamification can stimulate brand identity more than indirect competitive gamification.Secondly,self-determination plays a mediating role in the influence of gamified marketing types and customer brand identity.Thirdly,game participation plays a moderating role in the effect of gamified marketing on brand identity of timehonored enterprises in Shaanxi Province.Specifically,consumers have a stronger sense of brand identity in direct competitive gamified marketing when consumer engagement is low,compared to high engagement.The result of the research would make contributions to the enrichment of theory and the guidance of application of the gamified marketing in practice.