Purpose

In recent years, the concept of gamification is one of the fastest-growing trends in the field of marketing to persuade, motivate and manipulate customer behavior. The application of gamification has become a priority for marketers as a new way of exploiting customers. Despite the increasing use of gamification mechanisms in marketing activities, there remain limitations. Although there is extensive literature in the field of customer experience and gamification, few studies have empirically examined how gamification influences customer experience by considering the mediating role of brand engagement in the online retailing context.

Design/methodology/approach

To obtain this aim, a cross-sectional survey was used. The statistical population was customers of online grocery retailers. The convenience sampling technique was used as a sampling technique. Out of 402 received questionnaires, 384 were selected for analysis. Structural equation modeling approach was applied to test the research hypotheses using AMOS 24 and SPSS 22 software.

Findings

The results indicated that all research hypotheses were supported. Gamification has a significant and positive impact on customer experience, gamification has a positive and significant effect on user customer brand engagement and customer brand engagement has a positive and significant impact on customer experience. Also, it revealed that customer brand engagement mediates between gamification and customer experience.

Originality/value

A review of the digital marketing literature reveals that there are few empirical studies, which adequately examined significant effective factors of customer experience in online grocery retailing; despite, the majority of researchers consider customer experience as the most important concept in digital marketing. The main contribution of this study is to examine the role of gamification on customer experience through the mediating role of customer engagement in the online grocery context. It adds value to the digital marketing and online retailing literature by providing new insight about determinants of customer experience in online grocery.

中文翻译：

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游戏化和客户体验：品牌参与在在线杂货零售中的中介作用

目的

近年来，游戏化的概念是营销领域发展最快的趋势之一，用于说服、激励和操纵客户行为。游戏化的应用已成为营销人员的优先事项，作为一种开发客户的新方式。尽管在营销活动中越来越多地使用游戏化机制，但仍然存在局限性。尽管在客户体验和游戏化领域有大量文献，但很少有研究通过考虑品牌参与在在线零售环境中的中介作用来实证研究游戏化如何影响客户体验。

设计/方法/方法

为了实现这一目标，使用了横断面调查。统计人群是在线杂货零售商的顾客。便利抽样技术被用作抽样技术。在收到的 402 份问卷中，选择了 384 份进行分析。应用结构方程建模方法使用AMOS 24和SPSS 22软件检验研究假设。

发现

结果表明，所有研究假设均得到支持。游戏化对客户体验具有显着且积极的影响，游戏化对用户客户品牌参与度具有积极且显着的影响，而客户品牌参与度对客户体验具有积极且显着的影响。此外，它还揭示了客户品牌参与在游戏化和客户体验之间起到了中介作用。

原创性/价值

对数字营销文献的回顾表明，很少有实证研究充分检验了在线杂货零售中客户体验的重要有效因素；尽管如此，大多数研究人员认为客户体验是数字营销中最重要的概念。本研究的主要贡献是通过在线杂货环境中客户参与的中介作用来研究游戏化对客户体验的作用。它通过提供有关在线杂货客户体验决定因素的新见解，为数字营销和在线零售文献增加了价值。