The effect of gamification on brand equity and desirable consumer behaviors in online retail stores: The mediating role of brand engagement

Document Type : Research Paper

Authors

1 Institute for Humanities and Cultural Studies

2 University of Tehran

3 University of Tehran, College of Farabi

4 . Tarbiat Modares University, Faculty of Management and Economics

Abstract

Gamification has been considered as a new way to engage and retain customers. However, although gamification has been studied in many aspects, there is still few research about the effects of gamification on customer behaviors in online contexts. This paper studies the effect of gamification on brand equity and desirable consumer behaviors through the mediating role of brand engagement. This research is a descriptive survey study. The statistical population of the study includes all customers of Digikala as the most well-known online retail store in Iran. The sample size was determined based on Cochran's formula for an unlimited population of 384 persons. Standard questionnaires were used to collect data and the structural equation modeling method with Smart PLS software was used for data analysis. The results showed that gamification have a significant effect on brand equity (brand awareness and loyalty), desirable consumer behaviors (Word of Mouth and resistance to negative information), and brand engagement. The indirect effect of gamification on brand equity and desirable consumer behaviors through brand engagement was confirmed. Applying gamification dimensions (including immersion, achievement and social interaction) were identified as a successful marketing strategy, so enhancing them should be considered by managers and marketers of online businesses.

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