عنوان مقاله :
رابطه بازي وارسازي با كيفيت تجربه كاربري با تعديل گري استراتژي هاي قيمت گذاري در پلتفرمها
عنوان به زبان ديگر :
The relationship between gamification and user experience quality by modulating pricing strategies on platforms.
پديد آورندگان :
خليل نژاد، شهرام دانشگاه علامه طباطبائي - دانشكده مديريت و حسابداري - گروه مديريت بازرگاني , قنبري، ميلاد دانشگاه علامه طباطبائي - دانشكده مديريت و حسابداري - گروه مديريت بازرگاني , رضائيان آستانه، محدثه دانشگاه علامه طباطبائي - دانشكده مديريت و حسابداري - گروه مديريت بازرگاني
كليدواژه :
بازي‌وارسازي , كيفيت تجربه كاربري , استراتژي‌هاي قيمت‌گذاري , پلتفرم
چكيده فارسي :
ﻫﺪف: ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺑﻪ دﻧﺒﺎل آن اﺳﺖ ﮐﻪ ﻧﺸﺎن دﻫﺪ ﮐﯿﻔﯿﺖ ﺗﺠﺮﺑﻪ ﮐﺎرﺑﺮي ﭘﻠﺘﻔﺮمﻫﺎ ﺗﺎ ﭼﻪ ﻣﯿﺰان ﺗﺤﺖ ﺗﺄﺛﯿﺮ ﺑﺎزيوارﺳﺎزي و اﺳﺘﺮاﺗﮋي ﻗﯿﻤﺖﮔﺬاري آنﻫﺎ اﺳﺖ.
روش: ﺟﺎﻣﻌﻪ آﻣﺎري اﯾﻦ ﭘﮋوﻫﺶ ﺷﺎﻣﻞ 114 ﭘﻠﺘﻔﺮم اﯾﺮاﻧﯽ و ﺧﺎرﺟﯽ و ﻧﻤﻮﻧﻪ آﻣﺎري ﺷﺎﻣﻞ 88 ﭘﻠﺘﻔﺮم ﺑﺮ اﺳﺎس رﺗﺒﻪﺑﻨﺪي آﻟﮑﺴﺎ اﺳﺖ. ﺑﺮاي ﺗﺤﻠﯿﻞ دادهﻫﺎ از روش ﻣﺪلﺳﺎزي ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري و از ﻧﺮماﻓﺰار SMART-PLS3 اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ.
ﯾﺎﻓﺘﻪﻫﺎ: ﻧﺘﺎﯾﺞ ﺣﺎﺻﻞ ﺣﺎﮐﯽ از اﯾﻦ اﺳﺖ ﮐﻪ ﺑﺎزيوارﺳﺎزي اﺛﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداري ﺑﺮ روي ﮐﯿﻔﯿﺖ ﺗﺠﺮﺑﻪ ﮐﺎرﺑﺮي ﻧﺪارد؛ و ﻃﺒﻖ ﺑﺮرﺳﯽﻫﺎي اﻧﺠﺎم ﺷﺪه ﺗﺄﺛﯿﺮ ﺗﻌﺪﯾﻠﯽ اﺳﺘﺮاﺗﮋيﻫﺎي ﻗﯿﻤﺖﮔﺬاري ﺑﺮ راﺑﻄﻪ ﺑﯿﻦ ﺑﺎزيوارﺳﺎزي و ﮐﯿﻔﯿﺖ ﺗﺠﺮﺑﻪ ﮐﺎرﺑﺮي ﺗﺎﺋﯿﺪ ﺷﺪ.
ﻧﺘﺎﯾﺞ: اﺳﺘﻔﺎده از اﺑﺰار ﺑﺎزيوارﺳﺎزي در ﭘﻠﺘﻔﺮمﻫﺎ ﺑﻪ ﺧﻮدي ﺧﻮد ﺑﺎﻋﺚ ﺑﻬﺒﻮد و ﯾﺎ اﻓﺰاﯾﺶ ﮐﯿﻔﯿﺖ ﺗﺠﺮﺑﻪ ﮐﺎرﺑﺮي ﻧﻤﯽﺷﻮد. ﭘﻠﺘﻔﺮمﻫﺎ و ﺷﺮﮐﺖﻫﺎ ﯾﺎ ﺳﺎزﻣﺎنﻫﺎﯾﯽ ﮐﻪ ﻣﺪل ﮐﺴﺐوﮐﺎر ﭘﻠﺘﻔﺮﻣﯽ دارﻧﺪ در ﺻﻮرﺗﯽ ﻣﯽﺗﻮاﻧﻨﺪ از ﺑﺎزيوارﺳﺎزي ﺑﺮاي اﻓﺰاﯾﺶ ﮐﯿﻔﯿﺖ ﺗﺠﺮﺑﻪ ﮐﺎرﺑﺮي اﺳﺘﻔﺎده ﮐﻨﻨﺪ ﮐﻪ از اﺳﺘﺮاﺗﮋيﻫﺎي ﻗﯿﻤﺖﮔﺬاري ﻣﻨﺎﺳﺐ و ﺻﺤﯿﺤﯽ اﺳﺘﻔﺎده ﮐﻨﻨﺪ.
چكيده لاتين :
Objective: The present study seeks to show the extent to which the quality of user experience of platforms is influenced by their gamification and pricing strategy.
Methodology: The statistical population of this study includes 114 Iranian and foreign platforms and the statistical sample includes 88 platforms based on Alexa ranking. Structural equation modeling and SMART-PLS3 software were used to analyze the data.
Findings: The results indicate that gamification does not have a positive and significant effect on the quality of user experience. According to the studies, the adjustment effect of pricing strategies on the relationship between gamification and user experience quality was confirmed.
Conclusion: Using gamification tools on platforms does not in itself improve or enhance the quality of the user experience. Platforms and companies or organizations that have a platform business model can use gamification to enhance the quality of the user experience if they use appropriate pricing strategies.
عنوان نشريه :
چشم انداز مديريت بازرگاني
