Value dimensions of gamification and their influence on brand loyalty and word‐of‐mouth: Relationships and combinations with satisfaction and brand love
本研究用混合方法分析了游戏化不同价值维度对品牌忠诚和口碑的影响，发现品牌热爱是品牌忠诚的核心条件但对口碑作用不大，不同价值维度可相互替代。
This study examined the influence of different value dimensions of gamification on two important marketing outcomes, brand loyalty and word-of-mouth, using a mixed methods approach. A fuzzy-set qualitative comparative analysis (fs/QCA) is employed alongside structural equation modeling (SEM). These methods showcase nuances that contribute to the understanding of the effects of different value dimensions. Although the SEM results stress the mediating role of brand love, the fs/QCA results indicate that brand love is a core condition for brand loyalty, but it might be indifferent to obtaining positive word-of-mouth. Different paths can be sufficient to produce the outcomes of interest. The value dimensions of gamification can be substitutes, contingent on the presence of other conditions, thereby providing a novel perspective. These findings advance our knowledge of the functioning of gamification and can serve as a guide for practitioners seeking to employ gamification experiences to alter consumers’ behavior.