ABSTRACT

Customers can raise various aspects of concerns and anxieties during their participation in gamified social mobile marketing campaigns. To gain insights into how to address these anxieties, this research explores the impact of group-formation gamification mechanisms on users’ emotional anxiety and their intentions to participate in such campaigns. A research model depicting group-formation gamification strategies, user anxieties and participation intentions in gamified social mobile marketing campaigns was proposed and examined through experiments involving 232 participants, which were triangulated by electroencephalogram (EEG) tests and follow-up interviews. The results of this study showed that compared with weak-tie group-formation mechanisms, strong-tie mechanisms can result in a lower level of user emotional anxiety, including reductions in user manipulation anxiety, user privacy anxiety and social image anxiety, which in turn led to higher user intentions to participate in the gamified social mobile marketing campaign. Moreover, it was found that user gender and disposable incomes had significant moderating effects on user anxiety during their interactions with the campaign.

摘要

客户在参与游戏化的社交移动营销活动期间可以提出多方面的担忧和焦虑。为了深入了解如何解决这些焦虑，本研究探讨了群体形成游戏化机制对用户情绪焦虑及其参与此类活动的意图的影响。通过涉及 232 名参与者的实验，通过脑电图 (EEG) 测试和后续访谈进行三角测量，提出并检验了一个描述游戏化社交移动营销活动中的群组形成游戏化策略、用户焦虑和参与意图的研究模型。本研究结果表明，与弱关系的群体形成机制相比，强关系机制可以降低用户的情绪焦虑水平，包括减少用户操纵焦虑、用户隐私焦虑和社交形象焦虑，这反过来又导致用户参与游戏化社交移动营销活动的意愿更高。此外，发现用户性别和可支配收入对用户与活动互动过程中的焦虑有显着的调节作用。