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رابطه بازی‌وارسازی و هم‌آفرینی برند با میانجیگری مدل کسبوکار پایدار در پلتفرم‌ها | ||
| فصلنامه علمی پژوهشی مدیریت برند | ||
| دوره 7، شماره 3 - شماره پیاپی 23، مهر 1399، صفحه 87-127 اصل مقاله (1.11 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22051/bmr.2021.34676.2100 | ||
| نویسندگان | ||
| شهرام خلیل نژاد* 1؛ محدثه رضائیان آستانه2؛ میلاد قنبری2 | ||
| 1استادیار، عضو هیئت‌علمی دانشگاه علامه طباطبائی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران. | ||
| 2دانشجو کارشناسی ارشد مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی تهران، ایران | ||
| چکیده | ||
| پژوهش حاضر به دنبال آن است که نشان دهد هم‌آفرینی برند در پلتفرم‌ها تا چه میزان تحت تأثیر بازی‌وارسازی و مدل کسبوکار پایدار آن‌ها است. جامعه آماری این پژوهش شامل 114 پلتفرم ایرانی و خارجی و نمونه آماری شامل 88 پلتفرم بر اساس رتبه‌بندی آلکسا است. برای تحلیل داده‌ها از روش مدل‌سازی معادلات ساختاری و از نرم‌افزار اسمارت پی ال اس ۳ استفاده شده است. نتایج حاصل حاکی از این است که بازی‌وارسازی اثر مثبت و معناداری بر روی هم‌آفرینی برند دارد؛ و طبق بررسی‌های انجام شده تأثیر میانجیگری مدل کسبوکار پایدار بر رابطه بین بازی‌وارسازی و هم‌آفرینی برند تائید شد. استفاده از ابزار بازی‌وارسازی در پلتفرم‌ها می‌تواند به ایجاد هم‌آفرینی برند توسط مصرف‌کنندگان کمک کند. پلتفرم‌ها و شرکت‌ها یا سازمان‌هایی که مدل کسبوکار پلتفرمی دارند می‌توانند با استفاده از بازی‌وارسازی باعث تشویق مصرف‌کنندگان خود به هم‌آفرینی برند شوند. البته، این بازی‌وارسازی از مجرای خلق مدل کسبوکار پایدار می‌تواند نقش بزرگ‌تری در هم‌آفرینی برند داشته باشد. | ||
| کلیدواژه‌ها | ||
| بازی‌وارسازی؛ هم‌آفرینی برند؛ مدل کسبوکار پایدار؛ پلتفرم | ||
| عنوان مقاله [English] | ||
| The Relationship between Gamification and Brand Co-creation with the Mediation of a Sustainable Business Model in Platforms | ||
| نویسندگان [English] | ||
| Shahram Khalil Nezhad1؛ Mohaddeseh Rezaian Astaneh2؛ Milad Ghanbari2 | ||
| 1Assistant Professor, Department of Business Management, Faculty of Management and Accounting, Allameh Tabatabai University, Tehran, Iran. | ||
| 2M.Sc. Student of Business Management, Faculty of Management and Accounting, Allameh Tabatabai University, Tehran, Iran | ||
| چکیده [English] | ||
| The purpose of the present study is to show the extent to which brand co-creation on platforms is influenced by gamification and sustainable business model. The statistical population of this study includes 114 Iranian and foreign platforms and the statistical sample include 88 platforms based on Alexa ranking. Structural equation modeling and SMART-PLS3 software were used to analyze the data. The results indicate that gamification has a positive and significant effect on brand co-creation. According to studies, the mediating effect of a sustainable business model on the relationship between gamification and brand co-creation was confirmed. Consequently, using gamification tools on platforms can help consumers to take part in brand co-creation. Platforms and companies or organizations that have a platform business model can use gamification design to encourage their consumers to take part in brand co-creation. Indeed, this gamification through the creation of a sustainable business model can play a greater role in brand co-creation. | ||
| کلیدواژه‌ها [English] | ||
| gamification, brand co-creation, sustainable business model, platform | ||
| مراجع | ||
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ابراهیمی، سید عباس؛ باقری قره‌بلاغ، هوشمند. (1397). واکاوی نقش تجربه برند، انگیزش و رفتار شهروندی مشتری بر نگرش هم‌آفرینی و هنجارهای ذهنی. فصلنامه مدیریت برند دوره پنجم، شماره چهاردهم، تابستان 1397. ص‌ص 1-26.
کلر، کوین لین. (2008). مدیریت استراتژیک برند. بطحایی، عطیه. (جلد اول) تهران: انتشارات سیته، 1398. ص‌ص 1-466.
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