بررسی تأثیر رضایت از بازی بر اثربخشی تبلیغاتِ درونِ بازی‌های دیجیتال در بین دانشجویانِ دانشکده مدیریت دانشگاه علامه طباطبائی

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 دانشیار مدیریت بازاریابی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران

2 دانشجوی کارشناسی ارشد مدیریت بازاریابی ، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران

چکیده

تبلیغات دربازی‌های دیجیتال یکی از بهترین روش‌ها برای تبلیغات مؤثر می‌باشد، یکی از عواملی که بر اثربخشی تبلیغات دربازی‌های دیجیتال اثرمی‌گذارد، رضایت‌مندی مشتریان از بازیها است. در این تحقیق باهدف بررسی عوامل مؤثر بر رضایت‌مندی مشتریان و تأثیر رضایت‌مندی بر اثربخشی تبلیغات، 5 عامل مؤثر بر رضایت مشتریان را شناسایی شده است که شامل محتوای بازی، سهولت در استفاده از بازی، قیمت بازی، طراحی گرافیکی بازی و خدمات شرکت سازنده بازی بودنه‌اند. برای بررسی تأثیر این عوامل نمونه‌ای به حجم 242 نفر از دانشجویان مقطع کارشناسی ارشد مدیریت دانشگاه علامه طباطبائی انتخاب شد که این افراد روزانه حداقل  یک ساعت بازی دیجیتال انجام می‌دادند. برای جمع‌آوری اطلاعات از پرسشنامه استفاده شده و اطلاعات جمع‌آوری‌شده با استفاده از روش معادلات ساختاری و تحلیل عاملی تأییدی مورد تحلیل قرار گرفته است. بر اساس نتایج به‌دست‌آمده از تحلیل آماری، تأثیر تمامی عوامل مورد تأیید قرار گرفت و تمامی عوامل مؤثر بر رضایت‌مندی بر اساس نتایج تحلیل آماری رتبه‌بندی شدند که طبق این رتبه‌بندی سهولت بازی، بیشترین اهمیت و خدمات شرکت سازنده بازی کمترین اهمیت را بر رضایت‌مندی افراد موردمطالعه داشته است، همچنین فرضیه اصلی تحقیق که تأثیر رضایت‌مندی از بازی بر اثربخشی تبلیغات بود، تأیید شد.

کلیدواژه‌ها

موضوعات


Aleem, S., Capretz, L. F., & Ahmed, F. (2016). Empirical investigation of key business factors for digital game performance. Entertainment Computing, 13, 25-36. doi: 10.1016/j.entcom.2015.09.001

Ali, M., & Raza, S. A. (2017). Service quality perception and customer satisfaction in Islamic banks of Pakistan: The modified SERVQUAL model. Total Quality Management & Business Excellence, 28(5-6), 559-577. doi: 10.1080/14783363.2015.1100517

Brooks, P., & Hestnes, B. (2010). User measures of quality of experience: Why being objective and quantitative is important. IEEE Network, 24(2), 8-13. doi:10.1109/MNET.2010.5430138

C.M.K. Cheung, X-L., Shen, Z.W.Y., Lee, T.K.H. Chan (2015). Promoting sales of online games through customer engagement. Electronic Commerce Research and Applications, 14(4), 241-250. doi: 10.1016/j.elerap.2015.03.001

Canny, I. U. (2014). Measuring the mediating role of dining experience attributes on customer satisfaction and its impact on behavioral intentions of casual dining restaurant in Jakarta. International Journal of Innovation, Management and Technology, 5(1), 25. doi: 10.7763/IJIMT.2014.V5.480

Ceylan, C., & Ozcelik, A. B. (2016). A circular approach to SERVQUAL and HOLSAT: An implementation suggestion. Journal of Hotel Business Management, 5, 125. doi: 10.4172/2169-0286.1000125

Chi, H. H. (2011). Interactive digital advertising vs. virtual brand community: Exploratory study of user motivation and social media marketing responses in Taiwan. Journal of Interactive Advertising, 12(1), 44-61. doi: 10.1080/15252019.2011.10722190

Chiu, M. C., & Chang, Y. J. (2017). A service recovery method to enhance customer satisfaction with a case study of motion sport game. Human Factors and Ergonomics in Manufacturing & Service Industries, 27(5), 233-242. doi: 10.1002/hfm.20705

Cianfrone, B. A., & Zhang, J. J. (2013). The impact of gamer motives, consumption, and in-game advertising effectiveness: A case study of football sport video games. International Journal of  Sport Communication, 6(3), 325-347. doi: 10.1123/ijsc.6.3.325

Coker, B. (2013). Antecedents to website satisfaction, loyalty, and word-of-mouth. JISTEM-Journal of Information Systems and Technology Management, 10(2), 209-218. doi: 10.4301/S1807-17752013000200001

Deng, L., Turner, D. E., Gehling, R., & Prince, B. (2010). User experience, satisfaction, and continual usage intention of IT. European Journal of Information Systems, 19(1), 60-75. doi: 10.1057/ejis.2009.50

Deng, Z., Lu, Y., Wei, K. K., & Zhang, J. (2010). Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China. International Journal of Information Management, 30(4), 289-300. doi: 10.1016/j.ijinfomgt.2009.10.001

Ehsani, Z., & Ehsani, M. H. (2015). Effect of quality and price on customer satisfaction and commitment in iran auto industry. International Journal of Service Science, Management and Engineering, 1(5), 52.

Eisend, M., & Tarrahi, F. (2016). The effectiveness of advertising: A meta-meta-analysis of advertising inputs and outcomes. Journal of Advertising, 45(4), 519-531.

Elias, M. S., & Ali, A. Z. M. (2016). Usability and user satisfaction of Multimedia Instructional Message (MIM) for packet tracer simulation. Journal of Educational Multimedia and Hypermedia, 25(2), 143-160.

Ghosh, T. (2016). Winning versus not losing: Exploring the effects of in-game advertising outcome on its effectiveness. Journal of Interactive Marketing, 36, 134-147. doi: 10.1016/j.intmar.2016.05.003

Hamari, J., Alha, K., Järvelä, S., Kivikangas, J. M., Koivisto, J., & Paavilainen, J. (2017). Why do players buy in-game content? An empirical study on concrete purchase motivations. Computers in Human Behavior, 68, 538-546. doi: 10.1016/j.chb.2016.11.045

Herrewijn, L., & Poels, K. (2013). Putting brands into play. International Journal of Advertising: The Review of Marketing Communications, 32(1), 17-44. doi: 10.2501/IJA-32-1-017-044

Herrewijn, L., & Poels, K. (2015). The impact of social setting on the recall and recognition of in-game advertising. Computers in Human Behavior, 53, 544-555. doi: 10.1016/j.chb.2014.06.012

Ho, C. H., & Wu, T. Y. (2012). Factors affecting intent to purchase virtual goods in online games. International Journal of Electronic Business Management, 10(3), 204.

Hsu, C. L., & Lin, J. C. C. (2015). What drives purchase intention for paid mobile apps? An expectation confirmation model with perceived value. Electronic Commerce Research and Applications, 14(1), 46-57. doi: 10.1016/j.elerap.2014.11.003

Huang, C. Y., Hsu, C. H., Chen, D. Y., & Chen, K. T. (2014, March). Quantifying user satisfaction in mobile cloud games. In Proceedings of Workshop on Mobile Video Delivery (p. 4), ACM. doi: 10.1145/2579465.2579468

Hussein, Z., & Wahid, N. A. (2016). Intention to revisit and to purchase: The effects of user’s attitude in game advertising. Environment-Behaviour Proceedings Journal, 1(4), 157-163.  doi: 10.21834/e-bpj.v1i4.381

Hwang, Y., Lee, J., Kim, S., & Jeong, S. H. (2017). Mobile game user'sevaluations of in-game advertising: Role of multitasking and persuasion knowledege. In American Academy of Advertising, Conference, Proceedings (Online) (p. 83), American Academy of Advertising.

Hye-Young Kim, Ji Young Lee, Jung Mee Mun & Kim K. P. Johnson (2016). Consumer adoption of smart in-store technology: Assessing the predictive value of attitude versus beliefs in the technology acceptance model. International Journal of Fashion Design, Technology and Education, doi: 10.1080/17543266.2016.1177737

Islam, A. K. M. N., Mäntymäki, M., & Bhattacherjee, A. (2017). Towards a decomposed expectation confirmation model of IT continuance: The role of usability. Communications of the Association for Information Systems, 40(1), 23. doi: 10.17705/1CAIS.04023

Jahanshani, A. A., Hajizadeh, G. M. A., Mirdhamadi, S. A., Nawaser, K., & Khaksar, S. M. S. (2014). Study the effects of customer service and product quality on customer satisfaction and loyalty.

Kim, S., Lee, J., Hwang, Y., & Jeong, S. H. (2016). Effects of prominent in-game advertising in mobile media: Cognitive, affective, and behavioural outcomes and the moderating role of persuasion knowledge. International Journal of Mobile Communications, 14(3), 203-225. doi: 10.1504/IJMC.2016.076271

Liang, T. P., & Yeh, Y. H. (2011). Effect of use contexts on the continuous use of mobile services: The case of mobile games. Personal and Ubiquitous Computing, 15(2), 187-196. doi:10.1007/s00779-010-0300-1

Maglio, P. P., Kieliszewski, C. A., & Spohrer, J. C. (2010). Handbook of service science (p. 143). New York: Springer

Naik, C. K., Gantasala, S. B., & Prabhakar, G. V. (2010). Service quality (SERVQUAL) and its effect on customer satisfaction in retailing. European Journal of Social Sciences, 16(2), 231-243.

Nucciarelli, A., Li, F., Fernandes, K. J., Goumagias, N., Cabras, I., Devlin, S., ... & Cowling, P. (2017). From value chains to technological platforms: The effects of crowdfunding in the digital game industry. Journal of Business Research, 78, 341-352.

Park, B. W., & Lee, K. C. (2011). Exploring the value of purchasing online game items. Computers in Human Behavior, 27(6), 2178-2185. doi: 10.1016/j.chb.2011.06.013

Park, J. W., Choi, Y. J., & Moon, W. C. (2012). Investigating the effects of sales promotions on customer behavioral intentions at duty-free shops: An incheon international Airport case study. Journal of Airline and Airport Management, 3(1), 18-30.

Qin Gao, Pei-Luen Patrick Rau & Gavriel Salvendy (2010). Measuring perceived interactivity of mobile advertisements. Behaviour & Information Technology, 29(1), 35-44. doi: 10.1080/01449290802666770

Rigopoulou, I. D., Chaniotakis, I. E., & Kehagias, J. D. (2017). An extended technology acceptance model for predicting smartphone adoption among young consumers in Greece. International Journal of Mobile Communications, 15(4), 372-387. doi: 10.1504/IJMC.2017.084860

Rodgers, S., & Thorson, E. (Eds.). (2017). Digital advertising: Theory and research. Taylor & Francis.

Rodrigues, L. F., Costa, C. J., & Oliveira, A. (2017). How does the web game design influence the behavior of e-banking users?. Computers in Human Behavior, 74, 163-174. doi: 10.1016/j.chb.2017.04.034

Russell-Bennett, R., Leo, Ch., Rundle-Thiele, Sh., & Drennan, J. (2016). A hierarchy-of-effects approach to designing a social marketing game. Journal of Nonprofit & Public Sector Marketing, 28(2), 105-128. doi: 10.1080/10495142.2014.988081

Sparks, J. V., & Chung, S. (2016). The effects of psychobiological motivational traits on memory of in‐game advertising messages. Psychology & Marketing, 33(1), 60-68. doi: 10.1002/mar.20840

Sun, Y., Fang, Y., Lim, K. H., & Straub, D. (2012). User satisfaction with information technology service delivery: A social capital perspective. Information Systems Research, 23(4), 1195-1211.

Terlutter, R., & Capella, M. L. (2013). The gamification of advertising: Analysis and research directions of in-game advertising, advergames, and advertising in social network games. Journal of Advertising, 42(2-3), 95-112. doi: 10.1080/00913367.2013.774610

Theodorakis, N. D., Alexandris, K., Tsigilis, N., & Karvounis, S. (2013). Predicting spectators’ behavioural intentions in professional football: The role of satisfaction and service quality. Sport Management Review, 16(1), 85-96. doi: 10.1016/j.smr.2012.05.004

Tsai, C. H., Cheng, C. H., Yeh, D. Y., & Lin, S. Y. (2017). Satisfaction of high school students with a mobile game-based English learning system. International Journal of Mobile Learning and Organisation, 11(2), 131-154. doi: 10.1504/IJMLO.2017.084276

Valvi, A. C., & West, D. C. (2013). E-loyalty is not all about trust, price also matters: Extending expectation-confirmation theory in bookselling websites. Journal of Electronic Commerce Research, 14(1), 99.

Verberckmoes, S., Poels, K., Dens, N., De Pelsmacker, P., & Herrewijn, L. (2015, January). In-game advertising in fantasy games: The role of thematic congruity. In American Academy of Advertising, Conference, Proceedings (Online) (p. 105), American Academy of Advertising.

Verhagen, T., Feldberg, F., Van den Hooff, B., Meents, S., & Merikivi, J. (2011). Satisfaction with virtual worlds: An integrated model of experiential value. Information & Management, 48(6), 201-207. doi: 10.1016/j.im.2011.02.004

Yang, H. E., Wu, C. C., & Wang, K. C. (2009). An empirical analysis of online game service satisfaction and loyalty. Expert Systems with Applications, 36(2), 1816-1825. doi: 10.1016/j.eswa.2007.12.005

Yoo, S. C., & Eastin, M. S. (2017). Contextual advertising in games: Impacts of game context on a player’s memory and evaluation of brands in video games. Journal of Marketing Communications, 23(6), 614-631.

Yoshida, M., & James, J. D. (2010). Customer satisfaction with game and service experiences: Antecedents and consequences. Journal of Sport Management, 24(3), 338-361. doi: 10.1123/jsm.24.3.338

Zainab, B., Awais Bhatti, M., & Alshagawi, M. (2017). Factors affecting e-training adoption: An examination of perceived cost, computer selfefficacy and the technology acceptance model. Behaviour & Information Technology, 36(12), 1261-1273. doi: 10.1080/0144929X.2017.1380703

Zichermann, G., & Linder, J. (2010). Game-based marketing. Inspire Customer Loyalty Through Rewards, Challenges, and Contests, 21(6), 19-109.