Research On The Influence Of Gamification Experience On Customer Engagement In Mobile APP

The rapid development of mobile Internet has made one-way communication between enterprises and consumers through traditional mass media increasingly ineffective.Enterprises need to strengthen the relationship with users and maintain a long-term and close relationship.Highly compatible customers will actively share information and potentially recommend products and services.Therefore,customer alignment is regarded as the basis for the sustainable development and value co-creation of mobile Internet enterprises.In order to ensure the sustainable development of enterprises and users and the realization of value co-creation.More and more enterprises begin to pay attention to games,which are both entertaining and interactive content carrier,and use game thinking and game technology to establish a new interactive relationship with consumers.Gamification marketing is becoming a hot spot of marketing model innovation and gamification experience is the core of gamification marketing.However,the research on gamification experience in domestic academic circles is still in its infancy,and most of them are still at the conceptual level,without explaining how gamification experience influences the psychology and behavior of customers,and its influence mechanism on customer fit.Therefore,this paper systematically sorts out domestic and foreign theories and literatures related to the related variables involved in the paper.The concepts of customer fit,gamification experience,self-efficacy and brand value consistency were defined,and relevant contents and research dimensions were sorted out.Based on theory of social cognition,online gaming marketing platform and mechanism to study the influence of fit to customers,the comprehensive method of literature study and expert interview,on the basis of the proposed the corresponding research hypothesis,constructs the gaming experience as independent variables,self-efficacy as intermediary variables,brand values consistency as the regulating variable,the theoretical model of customer fit as the dependent variable.To explore the influence and mechanism of gamification experience on customer fit in mobile APP.The survey data of 803 valid questionnaires were obtained through the online mobile app platform,and relevant data analysis software was used to process the data.Finally,the research hypothesis was tested with structural equation,and the mechanism of action between related variables was clearly determined.The research conclusion shows that: in mobile APP,gamification experience has a significant positive effect on customer fit.Self-efficacy plays a part in mediating the relationship between gamification experience and customers.Brand value consistency plays a mediating and positive role in the relationship between gamification experience and customer fit.The analysis of the formation mechanism of customer fit through gamification experience in mobile APP will help deepen the understanding of consumers’ motivation and behavior in mobile APP and provide beneficial reference for the effective development and improvement of gamification marketing management.