دانلود رایگان ترجمه مقاله بررسی تاثیر بازسازی بر هدف تعامل و گرایش نام تجاری – الزویر 2017
دانلود رایگان مقاله انگلیسی بررسی اثرگذاری بازی سازی بر هدف مشارکت و گرایش به برند در زمینه بازاریابی به همراه ترجمه فارسی
عنوان فارسی مقاله: | بررسی اثرگذاری بازی سازی بر هدف مشارکت و گرایش به برند در زمینه بازاریابی |
عنوان انگلیسی مقاله: | Examining the impact of gamification on intention of engagement and brand attitude in the marketing context |
رشته های مرتبط: | مدیریت، مدیریت بازرگانی، مدیریت فناوری اطلاعات و بازاریابی |
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نشریه | الزویر – Elsevier |
کد محصول | F461 |
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بخشی از ترجمه فارسی مقاله: 1.مقدمه 2. بازبینی آثار منتشر شده 2.1.بازی سازی بازی سازی یک اصطلاح تقریبا نوین است، بویژه در رابطه با اینترنت، ولی از نظر مفهومی تازگی ندارد. ریشه های بازی سازی در صنعت رسانۀ دیجیتال است(دترینگ و همکاران 2011) و با اصطلاح اولیۀ بازی افزار آغاز شده است(تاهاشی 2008). گیب زیکرمن برای نخستین بار از این اصطلاح استفاده کرد. این مولف آن را این گونه تعریف کرد: فنون و علمی که تجربه های روزمرۀ مشتریان در تعامل با مقاصد حرفه ای را به شکل هایی از بازی تبدیل می کند(زیکرمن، لیندر، 2010، ص 20). بازی سازی در دهۀ 2010 فراگیر شد، هنگامی که چندین نقش-آفرین صنعتی به آن روی آوردند(دترینگ 2011). شرکت هایی همچون بانچبال و بدگویل سکوهایی برای یکپارچه سازی عناصر بازی و سایت ها ساختند. |
بخشی از مقاله انگلیسی: 1. Introduction The concept of gamification and its mechanics in non-gaming environments has become a fast-emerging practice in business, especially in marketing. Though in its infancy, the dynamics and techniques of gamification have been found to be easily transferrable from their gaming software origins into the world of commerce. The use of gamification tools and methods has the potential to benefit organizations from all industries because of their fundamental potential to shape and influence behaviors and attitudes. A growing number of organizations are adopting gaming techniques and game-style rewards in order to increase customer engagement (Gartner Research, 2011). Despite the practical importance of gamification, current gamification literature remains anecdotal and lacks academic rigour (Hamari, Koivisto, & Sarsa, 2014). In other words, a conceptualisation of gamification for a specific purpose has rarely been provided when people have undertaken academic research in gamification in various contexts. Second, since gamification is a relatively new concept, it is largely unclear how an effective design can be realised (Deterding, Dixon, Khaled, & Nacke, 2011) for a specific purpose. Burk (2013) noted that there are often unrealistic expectations of success, and consequently many businesses are implementing gamification without a proper examination of whether or not gamification is the right instrument to improve their business processes. Due to poor design of gamification, some practices have failed in reaching business objectives (Gartner Research, 2012). Furthermore, there is no uniform approach to developing and successfully implementing gamification aspects in an existing process. This means that there is limited knowledge on how gamification can be structurally applied in many processes. It is also unknown if gamification is appropriate for changing people’s behavior or attitude in all types of business processes (Salen & Zimmerman, 2004). Third, academic evidence of the effects or benefits of gamification is lacking. Gamification is regarded as a new technology-based system which has been applied to different areas. In the field of information systems, technology acceptance theories have examined the adoption of technology-based systems. In particular, the technology acceptance model (TAM) is a well-established, robust and parsimonious model for predicting user acceptance. However, the model has been criticised for disregarding other important aspects (e.g. social aspects) that may predict technology acceptance. The model is also said to overlook other types of behavioral intentions or attitudes specific to particular contexts. Through an extension of the TAM model, this study aims to examine the concept of gamification in the marketing context through and its effects on users’ engagement intention and attitude towards the brand. 2. Literature review 2.1. Gamification Gamification is a relatively new term, especially when it is used in relation to the internet, but it is not a new concept. The roots of gamification originate in the digital media industry (Deterding et al., 2011) and started out with the term “funware” (Tahashi, 2008). Gabe Zichermann first employed this term. The author defined it as “the art and science of turning your customer’s everyday interactions into games that serve your business purposes” (Zichermann & Linder, 2010, p. 20). Gamification gained widespread recognition in the 2010s, when several industry players popularised it (Deterding, 2011). Companies like Bunchball and Badgeville created platforms for integrating game elements into sites. Gamification is perceived as a system applying game design elements to a non-game context to change people’s behavior (Bunchball, 2010). Gamification is viewed as an entertainment system based on technologies which combine wireless devices with communication forms (Lule, Omwansa, & Waema, 2012). In the past few years, gamification has been applied to numerous applications across diverse areas, such as information systems and social sciences. Gamification describes a number of design principles, processes and systems used to influence, engage and motivate individuals, groups and communities to drive behaviors (intentions) or generate the desired effect (Deterding et al., 2011; Glover, 2013; Nicholson, 2012). |