چكيده به لاتين
Today, marketing professionals are looking for new and creative ways to always be at the forefront of sales, and one of the most emerging methods is Gamification. Gamification is the use of the game and fun elements gives a new spirit to non-game and dull environments and injects a new motivation for the users of those environments. For the first time, this study, understanding the needs of customers who have difficulty choosing to buy their favorite mobile phone, has tried to solve the problem using an ingeniously and innovative method called Gamification. The result of this research helps users to get acquainted with the performance of smart phones to some extent, and in addition, their attitude towards their favorite mobile brand is evaluated in the form of game made for this research. First, useful elements for research were identified using the octagon model of Yokai Chu, and then a special game was designed for this research using six elements (epic meaning (purposefulness), accomplishment, creativity, ownership, limitation and uncertainty). Then, a model was designed using previous researches, technology acceptance model and theory of autonomy. Data were collected using the opinions of 391 potential customers of the DGLand store (located in Charso Passage) who wanted to experience the game and answer the questionnaire and Structural Equations (SEM) and SmartPLS 3.2 were used to analyze the data. The results of the evaluations showed that the Gamification elements extracted from the octagon model of Yokai Chu have a positive effect on the brand attitude and the elements of purposefulness, accomplishment, ownership and creativity had the greatest impact on it. Also, the effect of usefulness is greater than the ease of use on the brand attitude.
