Research On The Impact Of Airline Mobile Client Gamification Marketing On Customers’ Purchase Intention

The mobile client has become one of the main marketing channels for communicating with customers.The airline mobile client includes functions such as ticket service,flight status,reserved seats,and additional services to provide customers with multiple aviation experiences.However,the current mobile clients of airlines in our country have problems such as low direct sales ratio,insufficient personalized marketing services,and complicated network procedures.Therefore,it is particularly important to improve the marketing methods of airlines’ mobile clients to increase customers’ purchasing intentions.Gamification marketing with both interactive and entertaining features provides a new direction for the transformation of airlines’ mobile client marketing methods.Reasonable gamification marketing can enhance customer experience and enhance corporate competitiveness.Therefore,this article focuses on the impact of airline mobile client gamification marketing on customers’ purchase intentions.This article first summarizes the concepts and content of gamification marketing,customer participation intention,and customer purchase intention based on the literature review,and divides the gamification marketing of airline mobile client into dynamics,mechanics,and components,and builds it based on the S-O-R theoretical model.The model of airline mobile client gamification marketing influencing customers’ purchase intention under the intermediary effect of customer’s participation intention is put forward,and relevant hypotheses are put forward.Secondly,the questionnaire was designed according to the measurement items of the five research variables and 431 valid questionnaires were recovered through the questionnaire survey method.Finally,SPSS and AMOS software were used to establish a structural equation model for the data.Furthermore,this paper establishes structural equation models for business travelers and leisure travelers.Research conclusions show that the dynamics of airline mobile client gamification marketing and the mechanics of airline mobile client gamification marketing have a significant positive impact on customer participation intention.Customer participation intention has a significant positive impact on customer purchase intention.Customer participation intention plays an intermediary role in the influence of the dynamics and mechanics of airline mobile client gamification marketing on customers’ purchase intention.The path coefficients of leisure travelers are greater than those of business travelers.Finally,based on the above research conclusions,this article puts forward the following suggestions: actively carry out the practice of airline mobile client gamification marketing,gamification marketing is based on dynamics and mechanics,supplemented by components,optimize the process of customer participation,and regard leisure travelers as the mainstay of gamification marketing.