Gamified M-Services SERVIG 2016

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1. + How do Gamified Mobile Apps Influence Customer Value, Satisfaction and Behavioural Intentions to Cease Smoking? Dr Rory Mulcahy (University of Sunshine Coast)…
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  • 1. + How do Gamified Mobile Apps Influence Customer Value, Satisfaction and Behavioural Intentions to Cease Smoking? Dr Rory Mulcahy (University of Sunshine Coast) Professor Rebekah Russell-Bennett (Queensland University of Technology) Dr Kerri-Ann Kuhn (Queensland University of Technology) Dr Nadia Zainuddin (University of Wollongong)
  • 2. + M-services (Apps) industry overview 102,062 m apps downloaded world wide $41.1bn (US) mobile app revenue 92.88bn free app downloads 9.19bn paid app downloads 268,692m apps downloads by 2017 1,600,000 apps available in Google Play Store 1,500,000 apps available on Apple Store 340,000 apps available in Windows Phone Store Statista (2016)
  • 3. + Theoretical Base M-services for health • Most recently there has been interest in the use of m-services for health and transformative services in the area of mental health (Schuster, Drennan & Lings, 2013; 2015), eating, weight-loss and smoking. Creating value for the user (Experiential Value) • Creating value via m-services is well established in the literature (Gummerus et al., 2011; Pihlström et al., 2008; van Riel et al., 2005) Games and Gamification •Gamification growing area of interest in services marketing (Harwood & Garry, 2015; Huotari & Hamari, 2016) •M-games seen as largest entertainment revenue maker for mobile (Choi, Seol, Lee, Cho & Park, 2008) •Games shown to achieve social and health outcomes (Mulcahy, Russell-Bennett & Rundle-Thiele, 2015; Russell-Bennett, Leo, Rundle-Thiele & Drennan, 2016)
  • 4. + Changing behaviour via Gamification  Gamification has shown to increase customer engagement (Harwood & Garry, 2015) and improve mobile marketing effectiveness (Hofacker, et al. 2016)  Gamification proven as a strategy to engage and motivate doctors (McKeown, Kraysem Shergill, Siu & Sweet, 2016) and customers to improve health care (Hamari & Kovisito, 2015) Character Challenge Feedback Virtual Training Behaviour Monitoring Gamification Attributes (Mulcahy, Russell-Bennett, Kuhn & Zainnudin, 2015)
  • 5. + Creating value for the user  Experiential value, defined as the “interactive, relativistic, preference experience” (Holbrook, 2006, p.715) is at the heart of services marketing and exchanges with consumers (French and Lefebvre, 2012), as it helps explain why consumers use a service (Cronin et. al., 2000).  Research has shown m-services can create value for the benefit of the user, but this is mostly commercial in nature (Pura, 2005)  Studies have found services (Zainuddin, Russell-Bennett & Previte, 2011;2013) and online social marketing games (Mulcahy, et al. 2015) can create value which can change behavior  Limited research into m-service technology which provides both entertainment and behaviour focused benefits for the user Amusement Value Information Value Distraction Value Value dimensions investigated (Mulcahy, Russell-Bennett, Kuhn & Zainuddin, 2015)
  • 6. + Research Questions What we know • Customer value influences satisfaction and behavioural intentions • Games and gamification can enhance the customer experience What we don’t know • RQ1 What type of game value influences satisfaction and intentions to do a behaviour • RQ2 Which game features influence specific game value
  • 7. + Method Participants recruited from online panel (18-35 years smokers) Completed screening survey (directed to most appropriate app) Participants download app and use for two weeks Two questions to verify apps were used Post survey (n=221) Data analysed using two-step SEM AMOS n=113 n=108 Measurement model produced a good fit: CMIN/DF=1.84, RMSEA=.06 and CFI=.92
  • 8. + The Gamified M-Services (Apps) Game to distract smokers from their cravings Goal setting for users smoking Allows for tracking of behaviour progress “My QuitBuddy helps you get, and stay, smoke free. It’s with you through the hardest times with helpful tips and distractions to overcome cravings; tracking systems to chart your progress and all the facts you need to understand the impact smoking has on your health.”
  • 9. + The Gamified M-Services (Apps) “If you're pregnant or planning to be, Quit for You - Quit for Two provides support and encouragement to help you give up smoking. It will take your mind off the cravings with fun exercises and games to keep your hands busy. It distracts you when you feel the urge to light up, with practical quit tips and advice. It inspires you to keep going with amazing facts about your baby's development. “ Games to distract Information on baby’s growth Pick names Track savings $
  • 10. + Results Structural produced a good fit: CMIN/DF=1.88, RMSEA=.06 and CFI=.91 β= .30** Character Challenge Feedback Virtual Training Amusement Information Distraction Satisfaction with App Behavioural Intentions for Smoking Cessation Behaviour Monitoring β= .44*** β= .57*** β= .29** β= .31** β= .22** β= .22** β= .41*** β= .28*** β= .34*** β= ..54** Note: ***sig at <.000; **sig at <.01
  • 11. + App differences My Quit Buddy Quit for You Quit for Two T-test p Attribute Mean Mean Character N/A 1.03 N/A Challenge 3.62 3.33 t(219)=2.72 .007* Feedback 3.73 3.23 t(219)=4.55 .000* Virtual Training 3.27 2.80 t(219)=2.90 .004* Behaviour Monitoring 3.39 2.81 t(219)=3.45 .001* Customer Value Amusement 3.24 3.26 t(219)=-.10 .916 Information 3.29 2.82 t(219)=3.30 .001* Distraction 3.15 2.69 t(219)=2.89 .004* Outcomes Satisfaction 3.45 3.22 t(219)=1.57 .116 Intentions 3.74 3.85 t(219)=-.861 .390
  • 12. + What does this mean?  Gamified m-services can be used as a part of a transformative service to influence positive health change  Extends knowledge base in transformative service research by investigating digital rather than face-to-face services which create value for the consumer  The influence of information value was the least important  Challenges traditional approaches to behaviour change  Creating amusement (entertainment) most important component  Offers opportunities for enhancing the customer experience and customer engagement  Balance between distraction and amusement value  The gamification feature of challenge appears to be most critical feature  Strongest influences on amusement value
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