How gamification marketing activities motivate desirable consumer behaviors: Focusing on the role of brand love
作者：
Highlights：
• Constructs of perceived gamification marketing activities (GMAs) are confirmed.
• The experience of GMAs has a significant and positive effect on hedonic value and utilitarian value.
• Hedonic value and utilitarian value significantly affect satisfaction and brand love.
• Satisfaction has a significant and positive effect on brand love, and in turn, on desirable consumer behaviors.
• Insights for the significant effects of experience of GMAs on desirable consumer behaviors.
摘要
•Constructs of perceived gamification marketing activities (GMAs) are confirmed.•The experience of GMAs has a significant and positive effect on hedonic value and utilitarian value.•Hedonic value and utilitarian value significantly affect satisfaction and brand love.•Satisfaction has a significant and positive effect on brand love, and in turn, on desirable consumer behaviors.•Insights for the significant effects of experience of GMAs on desirable consumer behaviors.
论文关键词：Gamification marketing,Value,Brand love,Desirable consumer behaviors
论文评审过程：Received 3 March 2018, Revised 27 May 2018, Accepted 29 June 2018, Available online 30 June 2018, Version of Record 3 July 2018.
论文官网地址：https://doi.org/10.1016/j.chb.2018.06.037
