平台型电商游戏化营销策略对用户消费行为的影响  

The Impact of Platform-based E-commerce Gamification Marketing Strategies on User Consumption Behavior

作　　者：汪旭晖[1] 刘熙桐 宋松 WANG Xu-hui;LIU Xi-tong;SONG Song(School of Business Administration,Dongbei University of Finance and Economics,Dalian 116025,Liaoning,China)

机构地区：[1]东北财经大学工商管理学院,辽宁大连116025

出　　处：《中国流通经济》2023年第4期47-59,共13页China Business and Market

基　　金：国家社会科学基金重大项目“融媒体环境下互联网平台型企业现代治理模式研究”(20&ZD322);国家自然科学基金项目“消费者如何处理复杂信息?平台型电商情境下信号的超载、冲突、噪声对买家决策的影响”(71972030);辽宁省科学事业公益研究基金(软科学研究计划)项目“数字科技创新引领辽宁数字经济产业高质量发展的路径与政策研究”(2022JH4/10100046)。

摘　　要：近年来,随着游戏影响力的不断增大,越来越多的商家开始通过游戏化营销手段来吸引和引导用户。探究平台型电商游戏化营销策略作用机制对丰富游戏化营销理论、科学运用游戏化营销手段影响用户消费行为具有重要现实意义。基于说服知识理论和精细可能性模型,采用情景实验法,以心理逆反和感知价值为中介变量,以游戏与产品一致性为调节变量,探究平台型电商游戏化营销策略对用户消费行为的影响机制。研究发现,平台型电商游戏化营销策略对用户消费行为具有正向影响,且相比于非竞争型游戏化营销策略,竞争型游戏化营销策略对用户消费行为的正向影响更大。在平台型电商游戏化营销策略对用户消费行为的影响中,用户心理逆反和感知价值共同发挥中介作用,游戏化营销策略通过抑制用户心理逆反、提升用户感知价值对用户消费行为产生积极影响。在平台型电商游戏化营销策略与用户心理逆反之间的关系中,游戏与产品一致性发挥调节作用。当游戏与产品一致性高时,竞争型和非竞争型游戏化营销策略对用户心理逆反的影响存在显著差异;当游戏与产品一致性低时,两者对用户心理逆反的影响没有显著差异。为更好地通过游戏化营销策略促使用户消费行为发生积极改变,平台型电商应关注用户需求痛点与品牌整体形象,科学运用游戏元素和竞争元素,有效发挥用户心理逆反、感知价值以及游戏与产品一致性的作用,为用户创造独特游戏体验。In recent years,with the increasing influence of games,more and more merchants have begun to use gamification marketing strategies to attract and guide users.Exploring the mechanism of gamification marketing is of great practical significance to enrich the theory of gamificaation marketing and scientifically use gamification marketing methods to change user consumption behavior.Based on the theory of persuasion knowledge and the fine possibility model,the situational experimental method is adopted,the mediating variables of psychological rebellion and perceived value are taken as the theoretical models,and the consistency of games and products is used as the moderating variables to explore the influence mechanism of platformbased e-commerce gamification marketing strategies on the change of user consumption behavior.Studies show that platformbased e-commerce gamification marketing strategies have a positive impact on the change of user consumption behavior,and compared with the non-competitive gamification marketing strategies of platform e-commerce,the impact of competitive gamification marketing strategies on the change of user consumption behavior is more significant.In the impact of platform-based e-commerce gamification marketing strategies on the change of user consumption behavior,psychological rebellion and perceived value play the mediating role together;and platform-based e-commerce gamification marketing strategies have the positive impact on user consumption behavior by controlling user psychological rebellion and improving user perceived value.The consistency of game and product moderates the relation between platform-based e-commerce gamification marketing strategies and user psychological rebellion.When the consistency of game and product is high,the impact of competitive and noncompetitive gamification marketing strategies on user psychological rebellion is significantly different;and when the consistency of game and product is low,there is no difference between the impact of competitive and non-c

关 键 词：游戏化营销 消费行为 心理逆反 感知价值 游戏与产品一致性 

分 类 号：F724.6[经济管理—产业经济]