پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 158 |
| تعداد شماره‌ها | 6,225 |
| تعداد مقالات | 67,685 |
| تعداد مشاهده مقاله | 115,000,650 |
| تعداد دریافت فایل اصل مقاله | 89,677,654 |
بررسی تأثیر گیمیفیکیشن بر رفتار خرید مصرف‌کنندگان با استفاده از شبکه عصبی مصنوعی | ||
| مدیریت بازرگانی | ||
| دوره 14، شماره 4، 1401، صفحه 647-674 اصل مقاله (760.16 K) | ||
| نوع مقاله: مقاله علمی پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jibm.2022.334038.4249 | ||
| نویسندگان | ||
| صبا امیری* 1؛ غلامحسین روشنی2 | ||
| 1استادیار، گروه مدیریت و کارآفرینی، دانشکده اقتصاد و کارآفرینی، دانشگاه رازی، کرمانشاه، ایران. | ||
| 2دانشیار، گروه برق، دانشکده انرژی، دانشگاه صنعتی کرمانشاه، کرمانشاه، ایران. | ||
| چکیده | ||
| هدف: پژوهش حاضر با هدف بررسی تأثیر گیمیفیکیشن بر رفتار خرید مصرف‌کنندگان با استفاده از شبکه عصبی مصنوعی در دفاتر گردشگری شهر کرمانشاه اجرا شده است؛ زیرا یافتن راه‌کارهای نوآورانه جهت جلب رضایت مصرف‌کنندگان، همواره دغدغه کسب‌وکارها بوده است. روش: پژوهش از نظر هدف، توسعه‌ای ـ کاربردی محسوب می‌شود و با رویکرد کمّی اجرا شده است. برای اجرای پژوهش از روش نیمه‌آزمایشی از نوع پیش‌آزمون ـ پس‌آزمون و پیگیری با گروه آزمایش و کنترل استفاده شد. جامعه آماری، مشتریان دفاتر گردشگری شهر کرمانشاه و درخواست‌کننده سفر در سه ماهه نخست سال 1400 بودند. از بین آن‌ها 20 نفر به‌عنوان گروه آزمایش و 20 نفر به‌عنوان گروه کنترل انتخاب شد. ابزار گردآوری داده پرسش‌نامه استاندارد رفتار مصرف‌کننده کیم بود که روایی و پایایی آن به تأیید رسید. جهت تجزیه‌وتحلیل آمار توصیفی، از نرم‌افزار اس‌پی‌اس‌اس و جهت طراحی شبکه عصبی مصنوعی، از نرم‌افزار متلب استفاده شد. شبکه عصبی مصنوعی با روش توابع پایه شعاعی برای 70 درصد داده‌ها جهت آموزش و 30 درصد جهت آزمون طراحی شد. یافته‌ها: یافته‌های به‌دست‌آمده نشان داد که اجرای گیمیفیکیشن، به تغییر رفتار خرید گروه آزمایش منجر شده است؛ در حالی که رفتار خرید گروه کنترل تغییر پیدا نکرده است. به‌کمک شبکه عصبی مصنوعی طراحی‌شده، می‌توان رفتار خرید مصرف‌کنندگان را بر اساس 9 متغیر ورودی پیش‌بینی کرد. همچنین این شبکه قادر است تمامی داده‌های جدید احتمالی را نیز به‌درستی پیش‌بینی کند و در این راستا استفاده شود. نتیجه‌گیری: برای پیش‌بینی رفتار مصرف‌کنندگان، روش‌های نوین، از جمله گیمیفیکیشن، باید به‌عنوان ابزاری کاربردی برای بازاریابان و کارشناسان فروش به‌کار رود. | ||
| کلیدواژه‌ها | ||
| گیمیفیکیشن؛ بازی‌وارسازی؛ رفتار خرید؛ مصرف‌کننده؛ شبکه عصبی مصنوعی | ||
| عنوان مقاله [English] | ||
| Investigating the Impact of Gamification on the Consumer Buying Behavior using Artificial Neural Network | ||
| نویسندگان [English] | ||
| Saba Amiri1؛ Gholamhossein Roshani2 | ||
| 1Assistant Prof., Department of Management and Entrepreneurship, Faculty of Economics and Entrepreneurship, Razi University, Kermanshah, Iran. | ||
| 2Associate Prof., Department of Electrical Engineering, Faculty of Energy, Kermanshah University of Technology, Kermanshah, Iran. | ||
| چکیده [English] | ||
| Objective Finding innovative solutions to satisfy consumers has always been a concern of businesses. Accordingly, this study seeks to investigate the effect of gamification on consumer shopping behavior using the artificial neural network, in the tourist offices of the Iranian western city of Kermanshah. Methodology This study is developmental and applicable research. The semi-experimental method (pre-test/post-test) was used with experimental and control groups. The statistical population of this study included the customers of Kermanshah tourist offices with one registered trip in the first quarter of the Iranian calendar year of 1400 (2020-2021). Each of the control and experimental groups consisted of 20 participants. Kim’s consumer behavior standard questionnaire was used to gather the required data. SPSS software was used to analyze descriptive statistics and MATLAB software was used to design an artificial neural network. The artificial neural network was constructed using the radial basis functions. The used data set was divided into 70 percent for training and 30 percent for testing. Findings The results of descriptive statistics showed that nine participants in both control and experimental groups were women and 11 were men. In the experimental group, eight participants were single and 12 were married. Seven participants in the control group were single and 13 were married. The average ages of the experimental group and control group were 41.8 years and 39.6 years, respectively. The average number of made trips in the year 1400 for the experimental group, and control group were 3.6 and 3.55, respectively. The achieved results also showed that the average scores of all three dimensions of willingness to attend, word of mouth and purchase intention were increased in the experimental group after applying gamification. These values were increased from 6.5 to 13.15, 8.95 to 17.6, and 7.55 to 12.9, respectively. While in the control group, the average scores in all dimensions remained almost constant. The effect of gamification on changing consumer buying behavior was approved by these results. Furthermore, the behavior of a typical person in experimental or control groups (with or without gamification) was predicted using RBF artificial neural network. The obtained results from the designed neural network showed that all of the predictions using the proposed artificial neural network were predicted correctly. Also, the network was able to classify all of the outputs correctly based on the defined inputs. The network had an acceptable error rate. Conclusion Based on the obtained results from the artificial neural network, prediction of customer behavior was done correctly. It should be noted that the gamification activities such as completing the puzzle which was tested in this study should be used accurately in businesses. This result will be useful for businesses, marketers, sales managers, market management analysts, and researchers interested in this field. | ||
| کلیدواژه‌ها [English] | ||
| Gamification, Buying behavior, Consumer, Artificial neural network, Prediction | ||
| مراجع | ||
|
بدیعی، فرناز؛ مهرانی، هرمز؛ دیده‌خانی، حسین؛ سمیعی، روح اله (1400). طراحی مدل بازی‌وارسازی (گیمیفیکیشن) به‌منظور مدیریت تجربه مشتریان نسل وای. مطالعات رفتار مصرف‌کننده، 8(2)، 48-73.
بصیریان جهرمی، رضا؛ بیگدلی، زاهد؛ حیدری، غلامرضا.؛ حاجی یخچالی، علیرضا (1396). طراحی و پیاده‌سازی نرم‌افزار بازی‌وارسازی شده وبسایت کتابخانه‌ای و بررسی کاربرد آن بر مؤلفه‌های خودتعیینگری کاربران کتابخانه. پژوهشنامه پردازش و مدیریت اطلاعات، 33(1)، 361-386.
رشادت‌نیا، پریسا؛ عسگرنژاد نوری، باقر؛ حاضری، هاتف؛ زارعی، قاسم (1399). نقش شخصیت تلویزیونی مصرف‌کنندگان و تعامل با مخاطبان در رفتار خرید تلویزیونی (شهر اردبیل). مدیریت بازرگانی، 12(2)، 502-519.
عباسی، فائزه؛ مرادی دیزگرانی، میلاد؛ حسین‌پور، مهدی (1395). تحلیل تأثیر خصومت مصرف‌کننده بر تصمیمات خرید، مدیریت بازرگانی، 8(2)، 395-412.
محمدی‌فر، یوسف؛ امیری، صبا (1399). رویکردی میان‌رشته‌ای به رفتارخرید مصرف‌کنندگان در شرایط بحران: با تأکید بر بحران کووید 19. مطالعات میان‌رشته‌ای در علوم انسانی، 12(47)، 113-144.
مختاری، لیلا؛ خدامی، سهیلا؛ اصانلو، بهاره (1400). تأثیر تجربه فعالیت‌های بازاریابی گیمیفیکیشن بر ابعاد هواخواهی برند با تمرکز بر نقش ارزش برند، مدیریت بازرگانی، 13(1)، 184-208.
معصوم، محمد؛ رفتاری، سلمان (1398). بررسی تأثیر گیمیفیکیشن بر پیامدهای رفتاری مشتریان با نقش میانجی رضایت مشتری و عشق به برند. گردشگری و توسعه، 9(3)، 31-45.
هادیان‌فر، نیلوفر؛ درزیان عزیزی، عبدالهادی (1400). تکنولوژی وافعیت مجازی در بازاریابی مقاصد گردشگری. مدیریت بازرگانی، 13(3)، 721-743.
References Abbasi, F., Moradi Dizgarani, M. & Hosseinpor, M. (2016). Analysis of the impact of consumer animosity on purchase decisions. Journal of Business Management, 8 (2), 395-412. Ajzen, I. (2008). Handbook of Consumer Psychology. Chapter: Consumer Attitudes and Behavior, 1st Edition, Publication: Location New York. Alsawaier, R. S. (2019). Research trends in the study of gamification. International Journal of Information and Learning Technology, 36 (5), 373- 380. Alzyoud, M. (2020). The impact of gamification on consumer loyalty, electronic word-of mouth sharing and purchase behavior. Journal of Public Affairs, 20 (3), 1-9. Badiei, F. S., Mehrani, H., Didehkhani, H., & Samiee, R. (2021). Designing a gamification model for generation y customer experience management. Consumer Behavior Studies, 8 (2), 48-73. (in Persian) Barro, R. & Grilli, V. (1994). The Basic Market-Clearing Model. In: European Macroeconomics. Palgrave, London. Basirian Jahromi, R., Bigdeli, R., Heydari, G. H., & Haji Yakhchali, A. (2017). Designing and applying library game website softwar and investigating its impact on self-determinantion factors of library users. Iranian Journal of Information Proccessing and Management, 33 (1), 361-386. (in Persian) Bask, A., Halme, M., Kallio, M., & Kuula, M. (2020). Business students’ value priorities and attitudes towards sustainable development, Journal of Cleaner Production, 264 (10), 1-9. De Canio, F., Fuentes-Blasco, M., & Martinelli, E. (2021). Engaging shoppers through mobile apps: the role of gamification, International Journal of Retail & Distribution Management, 49 (7), 919-940. Eisingerich, A. B., Marchand, A., Fritze, P. F., & Dong, L. (2019). Hook vs. hope: How to enhance customer engagement through gamification. International Journal of Research in Marketing, 36 (2), 200-215. Fathian, M., Sharifi, H. & Nasirzadeh, E. (2020). Conceptualizing the Role of Gamification in Contemporary Enterprises. IEEE Access, 8, 220188-220204. Feng, P., & Ngai, C. S. (2020). Doing more on the corporate sustainability front: A longitudinal analysis of CSR reporting of global fashion. Sustainability, 12 (6), 24-77. Flavian, C., Ibanez-Sanchez, S. & Orus, C. (2019). The impact of virtual, augmented and mixed reality technologies on the customer experience. Journal of Business Research, 100 (3), 547-560. Hadianfar, N., & Darzian Azizi, A (2021). Virtual Reality Technology in Tourism Hamari, J. (2017). Do badges increase user activity? A field experiment on the effects of gamification. Computers in Human Behavior, 71, 469-478. Hamari, J. (2019). The Black well Encyclopedia of Sociology, Gamification. In G. Ritzer, & C. Rojek (Eds.), NewYork: John Wiley & Sons. Harwood, T., & Garry, T. (2015). An investigation into gamification as a customer engagement experience environment. Journal of Services Marketing, 29 (6/7), 533-546. Hofacker, C. F., Ruyter, K. D., Lurie, N. H., Manchanda, P., & Donaldson, J. (2016). Gamification and mobile marketing effectiveness. Journal of Interactive Marketing, 34, 25-36. Hogberg, J., Hamari, J., & Wastlund, E. (2019). Gameful experience questionnaire (Gamefulquest): An instrument for measuring the perceived gamefulness of system use. User Modelling and User-Adapted Interaction, 29 (3), 619-660. Hsu, C. L., & Chen, M. C. (2018). How gamification marketing activities motivate desirable consumer behaviors: Focusing on the role of brand love. Computers in Human Behavior, 88 (4), 121-133. Huotari, K., & Hamari, J. (2017). A definition for gamification: Anchoring gamification in the service marketing literature. Electronic Markets, 27 (1), 21-31. Isabelle, D. A. (2020). Teaching brief: Gamification of Entrepreneurship. Education Decision Sciences Journal of Innovative Education, 18, 203-223. Kim, Y. K. (2008). Relationship framework in sport management How relationship quality affects sport consumption behaviors, Doctoral dissertation, University of Florida. Koivisto, J., & Hamari, J. (2019). The rise of motivational information systems: A review of gamification research. International Journal of Information Management, 45, 191-210. Kong, H. M., Witmaier, A., & Ko, E. (2021). Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands, Journal of Business Research, 131, 640-651. Kumar, V., & Pansari, A. (2016). Competitive advantage through engagement. Journal of Marketing Research, 53 (4), 497-514. Kuo, M. S., & Chuang, T. Y. (2016). How gamification motivates visits and engagement for online academic dissemination- An empirical study. Computers in Human Behavior, 55 (1), 16-27. Laskova, V. P. (2017). Socio-psychological theories about consumer behavior. Izvestia Journal of the Union of Scientists. Economic Sciences Series, 1, 45-51. Leclercq, T., Poncin, I., & Hammedi, W. (2017). The engagement process during value cocreation: Gamification in new product-development platforms. International Journal of Electronic Commerce, 21 (4), 454-488. Lentz, S. (2021). 30 Successful Real-World Gamification Examples. Available at: https://xperiencify.com/gamification-examples. Loxton, M., Loxton, R., Scarf, B., Sindone, L., Baldry, G., & Zhao, Y. (2020). Consumer Behavior during Crises: Preliminary Research on How Coronavirus Has Manifested Consumer Panic Buying, Herd Mentality, Changing Discretionary Spending and the Role of the Media inInfluencing Behaviour. Journal of Risk and Financial Management, 16 (166), 1-21. Lu, H. P., & Ho, H. C. (2020). Exploring the Impact of Gamification on Users’ Engagement for Sustainable Development: A Case Study in Brand Applications. Sustainability, 12 (10), 4169. Masum, M. & Raftari, S. (2020). Investigating the effect of gamification on customer behavioral Consequences with the mediating role of customer satisfaction and brand love (Case Study: Online travel agencies Customers), Tourism and Development, 9 (24), 31-46. (in Persian) McGonigal, J. (2011). Reality is broken: Why games make us better and how they can change the world. Penguin Press. Mohammadifar, Y., & Amiri, S. (2020). An interdisciplinary approach to consumer purchasing in the condition of crisis, with emphasis on COVID-19, Interdisciplinary studies in the humanities, 12 (3), 113-144. (in Persian) Mokhtari, L., Khoddami, S., & Osanlou, B. (2021). The Impact of the Experience of Gamification Marketing Activities on the Dimensions of Brand Appeal: Focusing on the Role of Brand Value. Journal of Business Management, 13(1), 184-208. (in Persian) Müller-Stewens, J., Schlager, T., Häubl, G., & Herrmann, A. (2017). Gamified information presentation and consumer adoption of product innovations. Journal of Marketing, 81 (2), 8-24. Mullins, J. K., & Sabherwal, R. (2020). Gamification: A cognitive-emotional view. Journal of Business Research, 106, 304-314. Nicholson, S. (2015). A RECIPE for meaningful gamification, In Gamification in education and business, Springer, Berlin. Palmer, A. (2012). Introduction to Marketing: Theory and Practice, 3st Ed; Oxford University Press. Ploll, U. & Stern, T. (2020). From diet to behaviour: exploring environmental-and animal-conscious behaviour among Austrian vegetarians and vegans, British Food Journal, 122 (11), 3249-3265. Poncin, I., Garnier, M., Mimoun, M. S. B. & Leclercq, T. (2017). Smart technologies and shopping experience: are gamification interfaces effective? The case of the Smartstore, Technological Forecasting and Social Change, 124, 320-331. Quinn, G. P., & Keough, M. (2002). Experimental design and data analysis for biologists. Cambridge: Reshadatnia, P., Asgarnezhad Nouri, B., Hazeri, H., & Zare, Gh. (2020). The Role of Consumers’ TV Personality and Interaction with Audience in Te leshopping Behavior (Case Study: Ardabil City). Journal of Business Management, 12(2), 502-519. Roshani, G. H. & Nazemi, E. (2018). A novel dual-molality densitometer for gauging in annular two phase flows using radial basis function. Kerntechnik, 83 (2), 145-151. Roshani, G. H., Karami, A., Salehizadeh, A., & Nazemi, E. (2017). The capability of radial basis function to forecast the volume fractions of the annular three-phase flow of gas-oil-water. Applied Radiation and Isotopes: Including Data, Instrumentation and Methods for use in Agriculture, Industry and Medicine, 129, 156-162. Saunders, M. E. (2017). Gamification in employee training and development: Millennial perspectives. Doctoral Dissertation, Denver, Colorado: University of the Rockies. Singh, R. (2013). Customer experience and its relative influence on satisfaction and behavioral intention in hospitality and tourism industry. South Asian journal of tourism and hospitality, 6 (1), 53-68. Siregar, Y. & Kent, A. (2019). Consumer experience of interactive technology in fashion stores. International Journal of Retail and Distribution Management, 47 (12), 1318-1335. Thorpe, A. S., & Roper, S. (2018). The ethics of gamification in a marketing context. Journal of Business Ethics, 159 (9), 1-13. Tobon, S., Ruiz-Alba, J. L. & Garcıa-Madariaga, J. (2020). Gamification and online consumer decisions: is the game over? Decision Support Systems, 128, 1-13. Weber, J. (2018). Gaming and Gamification in Tourism. Gaming and gamification in tourism Wiggins, B. E. (2016). An overview and study on the use of games, simulations, and gamification in higher education. International Journal of Game-Based Learning, 6 (1), 18-29. Zhang, R., Li, J., Huang, Z., & Liu, B. (2019). Return Strategies and Online Product Customization in a Dual-Channel Supply Chain, Sustainability, 11 (12), 3482. | ||
|
آمار تعداد مشاهده مقاله: 769 تعداد دریافت فایل اصل مقاله: 727 |
||