نقش بازی‌وارسازی به عنوان استراتژی خلق رشد در مدل پذیرش نوآوری تحول آفرین در نرم افزارهای کاربردی پرداخت موبایلی (موردمطالعه: دانشجویان دانشگاه گیلان)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 عضو هیئت علمی، گروه مدیریت بازرگانی، دانشکده اقتصاد مدیریت و علوم اداری، دانشگاه سمنان، سمنان.

2 دانش آموخته دکتری، بازاریابی بین الملل، دانشکده اقتصاد مدیریت و علوم اداری، دانشگاه سمنان، سمنان.

چکیده

توسعه نرم‌افزارهای کاربردی مختلف با ویژگی‌های بازی‌وارسازی، روند جدیدی را در دنیای تجارت به وجود آورده است. با افزایش تعداد کسب‌وکار‌هایی که تکنیک‌های بازی‌وارسازی را برای افزایش تعامل با مشتری به­کار می‌گیرند، این پدیده به تکنیکی نوظهور در تجارت تبدیل‌ شده است. با وجود این روند رو به رشد، ادبیات بازاریابی همچنان با کمبود مدل‌هایی مواجه است که استفاده از بازی‌وارسازی را در زمینه درک مشتریان از یک نوآوری تحول‌آفرین و پذیرش آن توضیح دهند. هدف این پژوهش، بررسی قصد پذیرش نرم‌افزار کاربردی پرداخت موبایلی در چارچوب مدلی یکپارچه برگرفته از مدل پذیرش نوآوری دیویس و تئوری نوآوری تحول‌آفرین کریستنسن با افزودن متغیر بازی‌وارسازی است. پژوهش حاضر، بر مبنای هدف از نوع کاربردی و ازنظر روش، توصیفی- همبستگی است. با توجه به ‌شرط حجم نمونه در معادلات ساختاری (5 تا 15 برابر سؤالات پرسشنامه)، با نمونه‌گیری خوشه‌ای از 5 دانشکده دانشگاه گیلان 211 پرسشنامه به‌صورت حضوری جمع‌آوری شد. بررسی فرضیه‌ها نیز در قالب مدل معادلات ساختاری و به کمک نرم‌افزار "اسمارت پی ال اس" انجام شد. نتایج نشان داد بازی‌وارسازی در کنار سایر متغیرهای مدل پذیرش فناوری دیویس تأثیر قابل‌توجهی در پذیرش نرم‌افزارهای کاربردی پرداخت موبایلی به‌عنوان یک نوآوری تحول‌آفرین ایفا می‌کند.

کلیدواژه‌ها


عنوان مقاله [English]

The Role of Gamification as a Growth Hacking Strategy in the Adoption Disruptive Innovation Model in Mobile Payment Applications (Case study: Students of Guilan University)

نویسندگان [English]

  • Davood Feiz 1
  • Azim Zarei 1
  • Morteza Maleki Minbashrazgah 1
  • Atefeh Shaabani Naeim Soufyani 2
1 Faculty member of Economics, Management and administrative Science, Semnan University, Semnan, Iran
2 PhD graduated of international marketing, Semnan University, Semnan, Iran
چکیده [English]

The development of various application softwares with gamification features has created a new trend in the business world. With the increasing number of businesses adopting gamification techniques to increase customer engagement, this phenomenon has become an emerging technique in business. Despite this growing trend, marketing literature continues to lack models that explain the use of gamification in understanding customers' acceptance of a disruptive innovation. The purpose of this study was to investigate the intention of accepting a mobile payment application within the framework of an integrated model derived from the Christensen Innovation Adoption Model by adding gamification variable. The purpose of this research is applied and its method is descriptive correlations. 211 questionnaires were collected in a cluster sampling. Reliability of the questionnaire was verified by assessing internal consistency and validity through congruent and divergent validity. The analysis of hypotheses was done in the form of structural equation modeling with the help of Smart PLS2 software. The results showed that gamification along with other variables of the Davies technology adoption model had a significant impact on the adoption of mobile payment software as a disruptive innovation.

کلیدواژه‌ها [English]

  • Gamification
  • Growth Hacking
  • Innovation Acceptance Model
  • Disruptive Innovation
  • Mobile Payment Application
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The Role of Gamification as a Growth Hacking Strategy in the Adoption Disruptive Innovation Model in Mobile Payment Applications (Case study: Students of Guilan University)
 
Davood Feiz[1]*
Azim Zarei[2]
Morteza Maleki minbashrazgah[3]
Atefeh Shaabani Naeim Soufyani[4]
موغلی، علیرضا. (1388). پذیرش بانکداری الکترونیک در بین بانک‌های شهر شیراز.فصلنامهعلوم مدیریتایران،(7)2، 81-98.