چکیده:
This study examines how gamification mechanics could be used in online retailers' loyalty programs. In other words, this article attempts to create a conceptual model for the relationship between gamification mechanics and customer loyalty elements. We used a field study to conduct our research. In order to validate the survey, 450 customers from one of the greatest online stores in Iran were questioned. The results of this survey were used to validate our 11 phrases on the relationship between gamification mechanics and customer loyalty. The results were analyzed using confirmatory factor analysis, path analysis, and model fitness tests in structural equations modeled in the Lisrel software. According to the research findings, the relationship between variables and the proposed conceptual model was confirmed. Based on the performed analysis, all 11 phrases were verified.
خلاصه ماشینی:
Investigating the Effect of Gamification Mechanics on Customer Loyalty in Online Stores Mohammad Fathian Corresponding author, Professor, School of Industrial Engineering, Iran University of Science and Technology, Tehran, Iran.
In other words, this article attempts to create a conceptual model for the relationship between gamification mechanics and customer loyalty elements.
Therefore, the purpose of this study is to investigate the relationship between gamification mechanics and customer loyalty elements in online stores so as to attract and retain them.
The proposed model is presented as the conceptual model of the relationship between gamification mechanics and customers' loyalty elements in online stores (Figure 4).
8. The Spiritual Methods mechanic has a positive effect on customer satisfaction, customer trust, the perceived value of the company and customer commitment to online stores.
In the second section, participants were asked 44 questions about the effects of the 11 gamification mechanics on the 4 elements of customer loyalty (satisfaction, trust, perceived value, and commitment to the company).
(View the image of this page) The path diagram was used to examine the relationship between gamification mechanics and e-customer loyalty elements, and based on input data, a general model was drawn and the coefficients of each path were calculated (Jöreskog & Sörbom, 1993).
The purpose of this study is to investigate the relationship between gamification mechanisms and customer loyalty elements in online stores in order to attract and retain them.
Investigating the effect of gamification mechanics on customer loyalty in online stores.