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.

10.22104/jtdm.2019.3187.2103

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

موضوعات


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
باروتی اردستانی، نرگس. (1385).ارائهمدلپذیرشفناوریاطلاعاتبرایکارکنانسیستمبانکی (کارکنانبانکصادراتتهران). [پایان‌نامهکارشناسیارشد، دانشگاه الزهرا].

حبیبیان، فرناز. (1397). ایران 28 میلیون گیمر با میانگین سنی 19 سال دارد. اقتصاد آنلاین، https://www.eghtesadonline.com

حیدریه، سیدعبدالله، سیدحسینی، سید محمد، و شهابی، علی. (1392). شبیه‌سازی مدل پذیرش فناوری در بانکداری ایران با رویکرد پویایی‌شناسی سیستم (مورد مطالعه: بانک رفاه). فصلنامه مدیریت توسعه فناوری، (1)1، 98-67.

Aghdaie, S., Sanayei, A., & Etebari, M. (2012). Evaluation of the consumers’ trust effect on viral marketing acceptance based on the technology acceptance model. International Journal of Marketing Studies, 4(6), 79-94.

Ay, C., Pinar, A., & Sinan, N. (2010). Guerrilla marketing communication tools and ethical problems in guerilla advertising. American Journal of Economics and Business Administration. 2(3), 280-286.

Baptista, G., & Oliveira, T. (2017). Why so serious? Gamification impact in the acceptance of mobile banking services. Internet Research, 27(1), 118 – 139.

Baptista, G., & Oliveira, T. (2018). Gamification and serious games: A literature meta-analysis and integrative model. Computers in Human Behavior, 92, 306-315.

Bergendal, T.S. (2017). P.S. I love you…and other growth hacking strategies used by disruptive tech start-ups: A case study on the relevance and enactment of growth hacking by Sweden’s tech start-ups. [Master thesis- Media and Communication, Department of Informatics and Media, Uppsala University].

Burke, B. (2012). Gamification: engagement strategies for business and IT. https://www.gartner.com/en/documents/2246217/gamification-engagement-strategies-for-business-and-it

Christensen, C.M. (1997). The innovator’s dilemma: When new technologies cause great firms to fail. Boston: Harvard Business School Press.

Christensen, C., Raynor, M. E., McDonald, R. (2015). What is Disruptive Innovation? In Harvard Business Review. https://hbr.org/2015/12/what-is-disruptive-innovation

Chuah, S. H. W., Rauschnabel, P. A., Krey, N., Nguyen, B., Ramayah, T., & Lade, SH. (2016). Wearable technologies: The role of usefulness and visibility in smart watch adoption. Computers in Human Behavior, 65, 276-284.

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.

Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982-1003.

Ellis, S., & Brown, B. (2017). Hacking Growth: How today’s fastest-growing companies drive breakout success. Virgin Books.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th Ed.). Englewood Cliffs: Prentice Hall.

Hamari, J., & Koivisto, J. (2015). Why do people use gamification services?. International Journal of Information Management, 35(4), 419-43.

Hamari, J. (2013). Transforming homo economicus into homo ludens: a field experiment on gamification in a utilitarian peer-to-peer trading service. Electronic Commerce Research and Applications, 12(4), 236-245.

Hamari, J., Koivisto, J., & Sarsa, H. (2014). Does Gamification work? A literature review of empirical studies on Gamification. 47th Hawaii International Conference on System Sciences, IEEE Conference Publications, 3025-3034.

Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in international marketing, 20, 277–319.

Hsu, C-L., Chen, Y-C., Yang, T-N., Lin, W-K. (2017). Do website features matter in an online gamification context? Focusing on the mediating roles of user experience and attitude. Telematics and Informatics34(4), 196-205.

Johnson, D., Horton, E., Mulcahy, R., & Foth, M. (2017). Gamification and serious games within the domain of domestic energy consumption: A systematic review. Renewable and Sustainable Energy Reviews, 3, 249–264.

Kim, k., & Ahn, S. J. (2017). The Role of Gamification in Enhancing Intrinsic Motivation to Use a Loyalty Program. Journal of Interactive Marketing. 40, 41–51.

Kim, K. J., & Shin, D. H. (2015). An acceptance model for smart watches: Implications for the adoption of future wearable technology. Internet Research, 25(4), 527-541.

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, 16-27.

Lai, P. C. (2016) Design and security impact on consumers’ intention to use single platform E-payment, Interdisciplinary Information Sciences, 22 (1), 111-122.

Marlow, S. L., Salas, E., Landon, L. B. and Presnell, B. (2016). Eliciting teamwork with game attributes: A systematic review and research agenda. Computers in Human Behavior, 55, 413-423.

Morschheuser, B., Henzi, C., & Alt, R. (2015). Increasing intranet usage through gamification – insights from an experiment in the banking industry, 48th Hawaii International Conference on System Sciences. IEEE, 635-642.

Obal, M. (2013). Why do incumbents sometimes succeed? Investigating the role of inter-organizational trust on the adoption of disruptive technology. Industrial MarketingManagement, 42, 900–908.

Park, Y., &  Chen, J.V. (2007). Acceptance and adoption of the innovative use of smartphone. Industrial Management & Data Systems, 107(9), 1349-1365.

Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101–134.

Peng, X., Scott, R., Prybutok, V., & Sidorova, A. (2014). Product quality vs service quality in the mobile industry: Is there a dominant driver of customer intention to switch providers? Operations Management Research, 7(3-4), 63-76.

Rahman, R. A., Ahmad, S., & Hashim, U. R. (2018). The effectiveness of gamification technique for higher education students’ engagement in polytechnic Muadzam Shah Pahang, MalaysiaInternational Journal of Educational Technology in Higher Education15(1), 41.

Rainie L. (2006). Digital ‘natives’ invade the workplace, Pew Internet & American Life Project.

Ringle, C. M., Sarstedt, M., & Straub, D. W. (2012). Editor’s comments: A critical look at the use of PLS-SEM in MIS Quarterly. MIS Quarterly, 36(1), 3-7.

Rodrigues, L. F., Oliveira, A., & Costa, C.J. (2016). Playing seriously-How Gamification and social cues influence bank customers to use gamified e-business applications. Computers in Human Behavior, 63, 392-407.

Rossiter, J. R., & Braithwaite, B. (2013). C-OAR-SE-based single-item measures for the two-stage Technology Acceptance Model. Australasian Marketing Journal, 21(1), 30-35.

Sarangi, S. & Shah, S. (2015). Individuals, teams and organizations score with Gamification: tool can help to motivate employees and boost performance. Human Resource Management International Digest, 23(4), 24-27.

Sardi, L., Idri, A., & Fernández-Alemán, J. L. (2017). A systematic review of gamification in e-Health. Journal of Biomedical Informatics71, 31-48.

Schmidt, G. M. Druehl, C. T. (2008). When is disruptive innovation disruptive. Journal of Product Innovation Management, 25, 347–369.

Venkatesh, V., Thong, J.Y., & Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157-178.

Venkatesh, V., & Bala, H. (2008). Technology acceptance model 3 and a research agenda on interventions. Decision Sciences, 39(2), 273-315.

Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 7(3), 425-478.

Venkatesh, V., & Davis, F. D. (1996). A model of the antecedents of perceived ease of use: Development and test. Decision sciences, 27(3), 451-481.

Wangbo. Muhuimin. & Tsmoon (2012). Impact of Gamification Service on Customer Usage Intention of E-commerce Application. Not published.

Wilson, C. (2014). Why so serious? Gamification trends in the banking industry, available at: https://informationstrategyrsm.wordpress.com/2014/10/09/why-so-serious-gamification-trends-in the banking- industry.

Xu, F., Buhalis, D., & Weber, J. (2017). Serious games and the Gamification of Tourism. Tourism Management, 60, 244- 256.

Yang, Y., Asaad, Y., & Dwivedi, Y. (2017). Examining the impact of gamification on intention of engagement and brand attitude in the marketing context. Computers in Human Behavior73, 459-469.

Yoon, S. J. (2009). The antecedents and consequences of trust in online-purchase decisions. Journal of Interactive Marketing, 16(2), 47-63.

Yildirim, I. (2017). The effects of Gamification-based teaching practices on student achievement and students' attitudes toward lessons. The Internet and Higher Education33, 86-92.

 

 

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.