Having fun while receiving rewards?: Exploration of gamification in loyalty programs for consumer loyalty
This study investigates whether and how gamification in loyalty programs (i.e., gamified loyalty programs) impacts consumer loyalty toward loyalty programs and behavioral intentions, along with the role of the type of rewards (self-oriented vs. altruistic rewards). The data were collected from U.S....
Ausführliche Beschreibung
Gespeichert in:
| Autor*in: |
Hwang, Jiyoung [verfasserIn] |
|---|
| Format: |
E-Artikel |
|---|---|
| Sprache: |
Englisch |
| Erschienen: |
2020transfer abstract |
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| Umfang: |
12 |
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| Übergeordnetes Werk: |
Enthalten in: RETRACTED: Shuffling pathway of anti-twinning in body-centered-cubic metals - Xie, Hongxian ELSEVIER, 2022, JBR, New York, NY |
|---|---|
| Übergeordnetes Werk: |
volume:106 ; year:2020 ; pages:365-376 ; extent:12 |
| Links: |
|---|
| DOI / URN: |
10.1016/j.jbusres.2019.01.031 |
|---|
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ELV048788139 |
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| 520 | |a This study investigates whether and how gamification in loyalty programs (i.e., gamified loyalty programs) impacts consumer loyalty toward loyalty programs and behavioral intentions, along with the role of the type of rewards (self-oriented vs. altruistic rewards). The data were collected from U.S. consumers responding to LPs offered in the mobile environment. The results confirmed that gamified loyalty programs (vs. conventional ones) increased consumer loyalty toward loyalty programs which in turn enhanced consumers' participation intention and app download intention. Playfulness and attitude toward the program served as mediating mechanisms underlying the impact of gamification. The indirect relationships were stronger under conditions of self-oriented rewards. Also, reward types moderated the indirect pathway of playfulness, but not attitude. These findings support the essential role of gamification in customer relationship management, an understanding which offers important practical implications for how firms might implement gamified loyalty programs to promote consumer responses. | ||
| 520 | |a This study investigates whether and how gamification in loyalty programs (i.e., gamified loyalty programs) impacts consumer loyalty toward loyalty programs and behavioral intentions, along with the role of the type of rewards (self-oriented vs. altruistic rewards). The data were collected from U.S. consumers responding to LPs offered in the mobile environment. The results confirmed that gamified loyalty programs (vs. conventional ones) increased consumer loyalty toward loyalty programs which in turn enhanced consumers' participation intention and app download intention. Playfulness and attitude toward the program served as mediating mechanisms underlying the impact of gamification. The indirect relationships were stronger under conditions of self-oriented rewards. Also, reward types moderated the indirect pathway of playfulness, but not attitude. These findings support the essential role of gamification in customer relationship management, an understanding which offers important practical implications for how firms might implement gamified loyalty programs to promote consumer responses. | ||
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10.1016/j.jbusres.2019.01.031 doi /cbs_pica/cbs_olc/import_discovery/elsevier/einzuspielen/GBV00000000000840.pica (DE-627)ELV048788139 (ELSEVIER)S0148-2963(19)30031-1 DE-627 ger DE-627 rakwb eng 670 VZ 51.00 bkl Hwang, Jiyoung verfasserin aut Having fun while receiving rewards?: Exploration of gamification in loyalty programs for consumer loyalty 2020transfer abstract 12 nicht spezifiziert zzz rdacontent nicht spezifiziert z rdamedia nicht spezifiziert zu rdacarrier This study investigates whether and how gamification in loyalty programs (i.e., gamified loyalty programs) impacts consumer loyalty toward loyalty programs and behavioral intentions, along with the role of the type of rewards (self-oriented vs. altruistic rewards). The data were collected from U.S. consumers responding to LPs offered in the mobile environment. The results confirmed that gamified loyalty programs (vs. conventional ones) increased consumer loyalty toward loyalty programs which in turn enhanced consumers' participation intention and app download intention. Playfulness and attitude toward the program served as mediating mechanisms underlying the impact of gamification. The indirect relationships were stronger under conditions of self-oriented rewards. Also, reward types moderated the indirect pathway of playfulness, but not attitude. These findings support the essential role of gamification in customer relationship management, an understanding which offers important practical implications for how firms might implement gamified loyalty programs to promote consumer responses. This study investigates whether and how gamification in loyalty programs (i.e., gamified loyalty programs) impacts consumer loyalty toward loyalty programs and behavioral intentions, along with the role of the type of rewards (self-oriented vs. altruistic rewards). The data were collected from U.S. consumers responding to LPs offered in the mobile environment. The results confirmed that gamified loyalty programs (vs. conventional ones) increased consumer loyalty toward loyalty programs which in turn enhanced consumers' participation intention and app download intention. Playfulness and attitude toward the program served as mediating mechanisms underlying the impact of gamification. The indirect relationships were stronger under conditions of self-oriented rewards. Also, reward types moderated the indirect pathway of playfulness, but not attitude. These findings support the essential role of gamification in customer relationship management, an understanding which offers important practical implications for how firms might implement gamified loyalty programs to promote consumer responses. Choi, Laee oth Enthalten in Elsevier Xie, Hongxian ELSEVIER RETRACTED: Shuffling pathway of anti-twinning in body-centered-cubic metals 2022 JBR New York, NY (DE-627)ELV008600120 volume:106 year:2020 pages:365-376 extent:12 https://doi.org/10.1016/j.jbusres.2019.01.031 Volltext GBV_USEFLAG_U GBV_ELV SYSFLAG_U 51.00 Werkstoffkunde: Allgemeines VZ AR 106 2020 365-376 12 |
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10.1016/j.jbusres.2019.01.031 doi /cbs_pica/cbs_olc/import_discovery/elsevier/einzuspielen/GBV00000000000840.pica (DE-627)ELV048788139 (ELSEVIER)S0148-2963(19)30031-1 DE-627 ger DE-627 rakwb eng 670 VZ 51.00 bkl Hwang, Jiyoung verfasserin aut Having fun while receiving rewards?: Exploration of gamification in loyalty programs for consumer loyalty 2020transfer abstract 12 nicht spezifiziert zzz rdacontent nicht spezifiziert z rdamedia nicht spezifiziert zu rdacarrier This study investigates whether and how gamification in loyalty programs (i.e., gamified loyalty programs) impacts consumer loyalty toward loyalty programs and behavioral intentions, along with the role of the type of rewards (self-oriented vs. altruistic rewards). The data were collected from U.S. consumers responding to LPs offered in the mobile environment. The results confirmed that gamified loyalty programs (vs. conventional ones) increased consumer loyalty toward loyalty programs which in turn enhanced consumers' participation intention and app download intention. Playfulness and attitude toward the program served as mediating mechanisms underlying the impact of gamification. The indirect relationships were stronger under conditions of self-oriented rewards. Also, reward types moderated the indirect pathway of playfulness, but not attitude. These findings support the essential role of gamification in customer relationship management, an understanding which offers important practical implications for how firms might implement gamified loyalty programs to promote consumer responses. This study investigates whether and how gamification in loyalty programs (i.e., gamified loyalty programs) impacts consumer loyalty toward loyalty programs and behavioral intentions, along with the role of the type of rewards (self-oriented vs. altruistic rewards). The data were collected from U.S. consumers responding to LPs offered in the mobile environment. The results confirmed that gamified loyalty programs (vs. conventional ones) increased consumer loyalty toward loyalty programs which in turn enhanced consumers' participation intention and app download intention. Playfulness and attitude toward the program served as mediating mechanisms underlying the impact of gamification. The indirect relationships were stronger under conditions of self-oriented rewards. Also, reward types moderated the indirect pathway of playfulness, but not attitude. These findings support the essential role of gamification in customer relationship management, an understanding which offers important practical implications for how firms might implement gamified loyalty programs to promote consumer responses. Choi, Laee oth Enthalten in Elsevier Xie, Hongxian ELSEVIER RETRACTED: Shuffling pathway of anti-twinning in body-centered-cubic metals 2022 JBR New York, NY (DE-627)ELV008600120 volume:106 year:2020 pages:365-376 extent:12 https://doi.org/10.1016/j.jbusres.2019.01.031 Volltext GBV_USEFLAG_U GBV_ELV SYSFLAG_U 51.00 Werkstoffkunde: Allgemeines VZ AR 106 2020 365-376 12 |
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| title_sort |
having fun while receiving rewards?: exploration of gamification in loyalty programs for consumer loyalty |
| title_auth |
Having fun while receiving rewards?: Exploration of gamification in loyalty programs for consumer loyalty |
| abstract |
This study investigates whether and how gamification in loyalty programs (i.e., gamified loyalty programs) impacts consumer loyalty toward loyalty programs and behavioral intentions, along with the role of the type of rewards (self-oriented vs. altruistic rewards). The data were collected from U.S. consumers responding to LPs offered in the mobile environment. The results confirmed that gamified loyalty programs (vs. conventional ones) increased consumer loyalty toward loyalty programs which in turn enhanced consumers' participation intention and app download intention. Playfulness and attitude toward the program served as mediating mechanisms underlying the impact of gamification. The indirect relationships were stronger under conditions of self-oriented rewards. Also, reward types moderated the indirect pathway of playfulness, but not attitude. These findings support the essential role of gamification in customer relationship management, an understanding which offers important practical implications for how firms might implement gamified loyalty programs to promote consumer responses. |
| abstractGer |
This study investigates whether and how gamification in loyalty programs (i.e., gamified loyalty programs) impacts consumer loyalty toward loyalty programs and behavioral intentions, along with the role of the type of rewards (self-oriented vs. altruistic rewards). The data were collected from U.S. consumers responding to LPs offered in the mobile environment. The results confirmed that gamified loyalty programs (vs. conventional ones) increased consumer loyalty toward loyalty programs which in turn enhanced consumers' participation intention and app download intention. Playfulness and attitude toward the program served as mediating mechanisms underlying the impact of gamification. The indirect relationships were stronger under conditions of self-oriented rewards. Also, reward types moderated the indirect pathway of playfulness, but not attitude. These findings support the essential role of gamification in customer relationship management, an understanding which offers important practical implications for how firms might implement gamified loyalty programs to promote consumer responses. |
| abstract_unstemmed |
This study investigates whether and how gamification in loyalty programs (i.e., gamified loyalty programs) impacts consumer loyalty toward loyalty programs and behavioral intentions, along with the role of the type of rewards (self-oriented vs. altruistic rewards). The data were collected from U.S. consumers responding to LPs offered in the mobile environment. The results confirmed that gamified loyalty programs (vs. conventional ones) increased consumer loyalty toward loyalty programs which in turn enhanced consumers' participation intention and app download intention. Playfulness and attitude toward the program served as mediating mechanisms underlying the impact of gamification. The indirect relationships were stronger under conditions of self-oriented rewards. Also, reward types moderated the indirect pathway of playfulness, but not attitude. These findings support the essential role of gamification in customer relationship management, an understanding which offers important practical implications for how firms might implement gamified loyalty programs to promote consumer responses. |
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| title_short |
Having fun while receiving rewards?: Exploration of gamification in loyalty programs for consumer loyalty |
| url |
https://doi.org/10.1016/j.jbusres.2019.01.031 |
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| author2 |
Choi, Laee |
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10.1016/j.jbusres.2019.01.031 |
| up_date |
2024-07-06T19:47:54.652Z |
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