The Impact Of Gamified Experience On Customer Engagement:The Mediating Role Of Flow And Relationship Program Acceptance

As the commodity-oriented logic is gradually replaced by service-oriented logic,consumers have gradually changed from "the destroyer of value" to "the co-creator of value".Consumers’ own knowledge,experience,emotions and social networks have become important resources to participate in value co-creation.In order to maintain the advantage in the fierce competition,enterprises should strengthen the interaction with consumers and explore more value from consumers.Some studies have found that customers who are highly compatible with the enterprise will produce more value co-creation behaviors.They will actively recommend the enterprise’s products and services,give more positive comments to the enterprise,and even actively participate in the development and design of the enterprise’s products and services.Therefore,achieving customer engagement has become the key for enterprises to gain advantages in the fierce competition.Good interactive experience is the premise to achieve customer engagement.In order to ensure the effective interaction between enterprises and users,enterprises are shifting to focus not only on products,but also on service and customer experience.In the era of digital economy,the Internet,VR,AR and other technologies provide diversified scenarios for enterprises’ marketing activities.Making full use of digital technology can make the interaction between enterprises and consumers more rich and interesting.In this context,gamification marketing with the core of "gamified experience" attracts the attention of business and academia.However,the academic research on gamified experience is still in its infancy,and the impact mechanism of gamified experience on consumer psychology and behavior is rarely involved.This thesis focuses on the impact of gamified experience on customer engagement.First,it clarifies that the theoretical basis of this study is the flow theory and self-determined theory,and summarizes the conceptual evolution,dimension division and relevant influencing factors of the four variables of customer engagement,gamified experience,flow and relationship program receptiveness.Secondly,combined with theoretical analysis,put forward research hypotheses,and constructed a conceptual model with social interaction,reward feedback,and task challenge as independent variables,flow and relationship program receptiveness as parallel mediators,and customer engagement as outcome variables.A total of 485 valid questionnaires were obtained through online questionnaire distribution.SPSS26.0,AMOS22.0 and other relevant data analysis software were used for statistical analysis,and regression analysis and Bootstrap method were used for hypothesis testing.Finally,this thesis illustrates the theoretical contribution and management enlightenment.The research results show that three kinds of gamified experiences,social interaction,task challenge and reward feedback,have a significant positive impact on customer engagement;flow and relationship program receptiveness have a partial mediating effect between the three kinds of gaming experience and customer engagement,and there is no significant difference in the mediating effect between the two paths.Through the analysis of the influence mechanism of gamified experience on customer engagement,this thesis enriches the research of enterprise factors in the antecedent mechanism of customer engagement,expands the research scenario of customer engagement,and provides new ideas for the implementation of enterprise relationship program plan,and provides theoretical basis and management suggestions for the implementation of enterprise gamification marketing strategy.