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ĐẠI HỌC UEH
TRƯỜNG KINH DOANH UEH

Khoa Quản trị
----------

RESEARCH METHODS IN BUSINESS

SYNTHESIZE THE THEORETICAL
BASIS OF GAMIFICATION MARKETING

Instructor: PhD. Angelina Nhat Hanh Le

Group 1

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ĐẠI HỌC UEH
TRƯỜNG KINH DOANH UEH

Khoa Quản trị
----------

RESEARCH METHODS IN BUSINESS

SYNTHESIZE THE THEORETICAL BASIS OF
GAMIFICATION MARKETING

Instructor : PhD. Angelina Nhat Hanh Le
Class : DH47ADC06
Group : 1
Members : 1. Dao Nhu Ngoc – 31211020571

2. Duong Thi Thuy Hien – 31211024416
3. Le Gia Bao – 31211024148
4. Nguyen Hoang Lam – 31211025156
5. Le Thi Dieu Huyen – 31211023132
6. Dang Nguyen Anh Thu – 31211023088
7. Huynh Quang Khai – 31211025149
8. Truong Nguyen Thanh Huyen – 31211025367
9. Tran Nguyen The Nhan – 31211026945
10. Nguyen Anh Khoi – 31211020502

Ho Chi Minh City, 2022

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Table of Contents

RESEARCH METHODS IN BUSINESS..............................................................1

RESEARCH METHODS IN BUSINESS..............................................................2

I. OVERVIEW OF RESEARCH PAPERS RELATED TO THE
RESEARCH TOPIC ...............................................................................................3


Table 1: Summary of studies related to Gamification .........................................3

II. REVIEW AND EVALUATE PREVIOUS STUDIES TO FIND
RESEARCH GAPS ...............................................................................................20

1. Comment on definitions for key concepts of gamification marketing ........................................................ 20
2. Comments on the research context, the relationships/mechanisms of influence ...................................... 21

III. THE REASON FOR CHOOSING THE TOPIC AND PROPOSING THE
RESEARCH MODEL...........................................................................................24

1. Research implications................................................................................................................................... 24
1.1. Theoretical implications .......................................................................................................................... 24
1.2. Practical implications .............................................................................................................................. 25
2. Directions for future research ...................................................................................................................... 25
3. Research model ............................................................................................................................................. 26

REFERENCES ......................................................................................................26

I. OVERVIEW OF RESEARCH PAPERS RELATED TO THE RESEARCH TOPIC
Table 1: Summary of studies related to Gamification

Titles Research Resear Theory/Model Conceptualiz Empirical Limitations
backgroun ch /Hypotheses ation of XXX results: XXX and future
research
d metho + with directioni
ds Measuremen antecedents or

t of XXX outcomes;

moderators
and mediators

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1 Analys With such qualitat H1: Entertainment Gamification - The Limitation:

is of a large ive & (AND) has a significant is a method Entertainment - Future

the developme quantit effect on Hedonic Value that uses > Hedonic research:

effect nt of ative (HV) H2: Trendiness game value (p=0,024, The research

of internet use (TD) has a significant elements but sig) objectives of

gamifi in effect on Hedonic Value with a - The this paper is

cation Indonesia, (HV) H3: Intimacy (IM) different Trendiness -> to find out

on this can be has a significant effect context. The Hedonic value what factors

custom seen as an on Hedonic Value (HV) application of (p=0,000, sig) that have a

er opportunity H4: Novelty (NV) has a gamification - the Intimacy significant

loyalty by many significant effect on is considered variable -> impact to

of the people to Hedonic Value (HV) to increase Hedonic value customer


use of carry out H5: Trendiness (TD) has user direct (p=0,007, sig) loyalty on the

the communica a significant effect on engagement, - The Novelty use of Gojek

online tion and Utilitarian Value (UV) user variable -> the Online

transpo business H6: Intimacy (IM) has a motivation to Hedonic value Transportatio

rtation activities significant effect on interact and (p=0,00, sig) n Application

applica for the Utilitarian Value (UV) user loyalty. - The

tion community H7: Novelty (NV) has a Therefore, Trendiness

. Where the significant effect on gamification variable -> the

existence Utilitarian Value (UV) is a positive Utilitarian

of H8: Hedonic Value trend in Value

informatio (HV) has a significant today's (p=0,075,

n effect on Satisfaction business insig)

technology (SF) H9: Utilitarian world. - The Intimacy

that is Value (UV) has a Measurement: variable -> the

connected significant effect on n researchers Utilitarian


to the Satisfaction (SF) H10: use SEM - Value

internet Satisfaction (SF) has a PLS as a data (p=0,013, sig)

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itself can significant effect on measurement - The Novelty
provide Continuance Intention method variable -> the
opportuniti (CI) H11: Hedonic Utilitarian
es to Value (HV) has a Value (p=0,00,
market the significant effect on sig)
products or Loyalty (LY) H12: - The Hedonic
services of Utilitarian Value (UV) Value variable
the has a significant effect -> Satisfaction
business. on Loyalty (LY) H13: (p=0,001, sig)
The Satisfaction (SF) has a - The
transportati significant effect on Utilitarian
on industry Loyalty (LY) H14: Value -
in Continuance Intention > Satisfaction
Indonesia (CI) has a significant (p=0,000, sig)
has begun effect on Loyalty (LY) - the
to develop Satisfaction
rapidly variable ->
where Continuance
application Intention
s for online (p=0,00, sig)
transportati - The Hedonic

on ordering Value ->
service loyalty
providers (p=0,014, sig)
such as - The
Gojek, Utilitarian
Grab, and Value ->
Uber have Loyalty
emerged

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-The data (p=0,775,
collection insig)
was carried - The
out by Satisfaction ->
distributing Loyalty
questionnai (p=0,006, sig)
res through - the
the google Continuance
form media Intention -
to 410 > Loyalty
respondent (p=0,00, sig)
s who were
users of the
Gojek
application
in the
Jabodetabe

k area.

2 The Airbnb has qualitat H1. Product values will Conceptualizt Hedonic value Limitations:

effect become ive & have a positive impact ion: , the -> customer + This study

of prevalent quantit on customer satisfaction “sharing satisfaction validates the

hedoni in the ative to Airbnb. H1a. Hedonic economy” (p<0,001, sig) research

c and hospitality value associated with emerged as a - The utilitarian framework

utilitari and Airbnb experiences will new business value - adopted from

an tourism have a positive impact concept, An > customer previous

values industry. on customer satisfaction. economic satisfaction studies in the

on This H1b. Utilitarian value model based (p<0,001, sig) context of

satisfac company associated with Airbnb on sharing Airbnb.

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tion has grown experiences will have a underutilized - Hedonic + This study
and at a rapid positive impact on assets from value -> did not
loyalty rate and, as customer satisfaction. spaces to loyalty classify the
of a result, H2. Product values will skills to stuff (p<0,001, sig) types of

Airbnb travelers have a positive impact for monetary - Utilitarian Airbnb
users have on customer loyalty to or non- value -> services so
become Airbnb. H2a. Hedonic monetary customer the findings
increasingl value associated with benefits. loyalty may not be
y Airbnb experiences will Currently it is (p>0,05, insig) completely
comfortabl have a positive impact largely - Customer valid under
e with the on customer loyalty. discussed in satisfaction -> certain
“sharing” H2b. Utilitarian value relation to customer circumstances
of lodgings associated with Airbnb peer-to-peer loyalty + The results
at the experiences will have a (P2P) (p<0,001, sig) of this study
destination. positive impact on marketplaces - Hedonic cannot be
Owing to customer loyalty. H3. but equal value -> generalized to
the Customer satisfaction opportunity customer other sectors
popularity with Airbnb will have a lies in the satisfaction in lodging
of the positive impact on business-to- (sig) industry
sharing customer loyalty to customer - Utilitarian Future
economy Airbnb (B2C) models value -> research:
system, H4. For customers who Measurement: customer + Future
both are highly involved, This study satisfaction scholars
providers Airbnb’s values will used (insig) should
and have a stronger effect on structural - Hedonic expand and
customers customer satisfaction equation value -> deepen this
of Airbnb than those who are less modeling customer research
are likely involved. H4a. For (SEM) with loyalty (insig) model by
to perceive customers who are Amos 17 to incorporating

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this highly involved, test the - Utilitarian other
company Airbnb’s hedonic value relationship value -> meaningful
as more will have a stronger among the customer variables such
affordable effect on customer four elements loyalty (insig) as perceived
and satisfaction than those in the risk and
distinctive who are less involved. proposed privacy
compared H4b. For customers who model. The + Future
to current are highly involved, measurement researchers
lodging Airbnb’s utilitarian value model was vvfcould
options will have a stronger made up of investigate
effect on customer five other
satisfaction than for correlated potential
those who are less theoretical moderating
involved. H5. For constructs, variables such
customers who are including as
highly involved, hedonic value socioeconomi
Airbnb’s values will (four items), c
have a stronger effect on utilitarian characteristics
customer loyalty than for value (four because
those who are less items), hedonic and
involved. H5a. For satisfaction utilitarian
customers who are (four items), motivations
highly involved, loyalty (five vary
Airbnb’s hedonic value items) and depending on
will have a stronger involvement guests’
effect on customer (nine items) demographic
loyalty than for those status
who are less involved. + Future
H5b. For customers who scholars


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expand on the
are highly involved, research
Airbnb’s utilitarian value model by
will have a stronger considering
effect on customer different
loyalty than for those aspects of
who are less involved. Airbnb
services
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researchers
should
compare
Airbnb
lodgings to
hotels and
bed and
breakfasts to
uncover more
comprehensiv
e implications
for the
lodging
industry
+ A more
expansive
study
regarding the

impacts of

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cultural
differences is
needed in the
future

3 The - Due to an Self-determination Gamification - Gamification Limitation:

Effect the benefit experi theory (SDT) is a is defined as a -> knowledge The research

of of mental commonly used design gain participants

Gamifi delivering design theoretical framework by approach (significant, were limited

cation knowledge method which to understand the which is β=1.276, to college

on or motivational potential of intended to p<0.001) students who

Psycho informatio games increase - enjoyment -> are not actual

logical n through The theory of flow, motivation, knowledge cruise tourists

and game coined by enjoyment, gain -> the results

Behavi design Csikszentmihlyi, and (significant, of this study

oral elements, provides a theoretical involvement β=0.455, should not be


Outco gamificatio framework for with specific p<0.01) overly

mes: n has been explaining the effect of products and - Gamification generalized.

Implic shown to gamification on the service users did not Although this

ations be a useful learning benefits of in non-game increase the study verified

for practice in travel experiences contexts; this degree of the overall

Cruise a tourism Hypothesis 1 (H1). approach has loyalty toward effect of

Touris environme Gamification has a not yet been cultural gamification,

m nt that positive effect on the firmly heritage sites it could not

Destin needs to level of tourist established - Flow ( verify

ations convey enjoyment in cultural and is β=0.152, specifically

rather heritage sites. continually p<0.001) what kinds of

complex Hypothesis 2 (H2). undergoing and enjoyment game design

knowledge Gamification has a changes ( elements play

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or positive effect on the Gamification β=0.459, important
expertise level of tourist flow is measured p<0.001) -> roles in
pertaining experience in cultural by knowledge loyalty facilitating
to cultural heritage sites. gain, (significant) visitor
historical Hypothesis 3 (H3). enjoyment, - Gamification motivational
heritage Gamification has a flow and on loyalty is behavior and
sites or positive effect on loyalty. negative ( knowledge
historical knowledge gain about β=−0.496, gain.
museums cultural heritage sites. p<0.05) This study
- A field Hypothesis 4 (H4). (gamification- considered
study of Flow has a positive flow-loyalty, only gamified
342 college effect on knowledge β=−0.106, app users and
student gain about cultural p<0.05) non-users.
majoring in heritage sites. ; gamification- Future
tourism Hypothesis 5 (H5). enjoyment- research
and cruise Enjoyment has a positive loyalty, Future study
manageme effect on knowledge β=−0.404, is
nt, South gain about cultural p<0.05 recommended
Korea. heritage sites. ) are negatively to test the
Hypothesis 6 (H6). significant. impact of
Gamification in cultural specific game
heritage sites has a design
positive effect on elements such
loyalty. as rewards,
Hypothesis 7 (H7). missions, and
Flow has a positive stamps.
effect on loyalty toward Further
cultural heritage sites. research
should


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whether there
Hypothesis 8 (H8). are significant
Enjoyment has a positive differences
effect on loyalty toward between
cultural heritage sites. gamified app
Hypothesis 9 (H9). The users and
increased level of multiple
knowledge which results information
from gamification has a sources, i.e.,
positive effect on loyalty gamified app
toward cultural heritage and tour
sites. guidebook
users, or
gamified app
and tour
guide users.
it is necessary
for future
researchers to
consider
different
effects
according to
the degree of
gamification
use.


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4 How In recent +Quant H1. The experience of Conceptualiza -The early and L:The use of

gamifi years, the itative GMAs will positively tion of the later a limited

cation progress of method influence hedonic value. gamification responses for market

market online +Struct H2. The experience of implicitly gender (p= sample and

ing games and ural GMAs will positively states that the 0.43), age (p= industry

activiti social equatio influence utilitarian customer in 0.25), or level category

es software, n value. the end of education (p limits the

motiva when modeli H3. The hedonic value determines = 0.36)=>No generalizabilit

te applied to ng of experience of GMAs whether they significant y of

desirab e-business, method will positively influence are engaged difference these findings

le has customer satisfaction. in gameful - No significant to other

consu generated a H4. The utilitarian value experiences difference is service

mer new trend of experience of GMAs and whether found between contexts=>D:


behavi that will positively influence consequently the early and future studies

ors: appeals to customer satisfaction. the perceived the later might

Focusi user H5. Hedonic value has a value of the responses for examine the

ng on experience positive effect on brand service is the constructs research

the role and creates love. increased. of interest, model's

of active H6. Utilitarian value Additionally, including applicability

brand participatio has a positive effect on Huotari and entertainment to other

love n through brand love Hamari (p = 0.33), service

“gamificati H7. Customer (2012) interaction (p= contexts, such

on” satisfaction will emphasized 0.26), as e-banking

+242 positively influence that trendiness (p = and online

online brand love gamification 0.15), intimacy booking

bookstore H8. Brand love has a has an effect (p = 0.28), services, to

customers positive effect on brand on retention novelty (p= assess the

loyalty. and customer 0.19), hedonic generalizabilit


loyalty, but value (p = y

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H9. Brand love has a the customers 0.59), of these
positive effect on should first be utilitarian value findings
positive word-of-mouth. engaged in (p= 0.44), +L:the
H10. . Brand love has a gameful satisfaction (p experiment
positive effect on experiences.G = 0.42), brand was a
resistance to negative amification love (p = 0.34), makeshift
information simply refers positive word- service in
to adding of-mouth (p= which
game 0.58), brand respondents
mechanisms loyalty (p= were asked to
into a service, 0.39), or undertake a
which if well resistance to hypothetical
implemented negative scenario of a
becomes information (p badge
more = 0.16). system, and
engaging and they were
attains better aware of the
retention of temporary
customers. nature of the
service. As
indicated by
Koivisto and
Hamari

(2014), using
self-reported
data
might
potentially
reflect novel

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and glorified
attitudes
towards the
idea
of using game
mechanics=>
D: future
studies might
consider
conducting a
field
experiment in
a real existing
service to
achieve a
higher
level of
validity


5 Value A recent a The perceived value The term +According to +First, the
table 5,The definitions
dimens study mixed theory might be useful in gamification results might
provided influence the
ions of focused on method understanding how is used to empirical empirical
support for evidence;
gamifi the s gamification can reflect the nine of the thus, further
eleven conceptual
cation role of approa influence brand loyalty practice of hypotheses (p and empirical

and brand love ch and positive WOM designing

their in H1a. The utilitarian positive

influen gamificatio value of gamification game‐like

n and experiences

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ce on suggested has a positive influence that might < 0.01). Only research is
on satisfaction. influence the H1b and H3a encouraged.
brand that the H2a. The hedonic value user's were not +Second, the
of gamification has a behavior and supported at cross‐
loyalty effect of positive influence on cognitive the sectional
satisfaction processes conventional nature of the
and satisfaction H3a. The social value of Gamification significance data might
gamification has a is measured levels (1% and constitute a

word‐ on brand positive influence on by brand love 5%) limitation.
satisfaction and brand +According to +Third, while
of‐ loyalty and H1b. The utilitarian loyalty,WOM Table 7,Two the survey
value of gamification ,Satisfaction configurations invited
mouth: word‐of‐ has a positive influence ltiitem can lead to respondents
on brand love. measures positive WOM, to
Relatio mouth H2b. The hedonic value were used for explaining name the
of gamification has a all the 66.4% of brand that
nships (WOM) is positive influence on constructs membership in developed the
brand love. outlined in this outcome. gamification
and fully H3b. The social value of the Both experience
gamification has a proposed configurations they
combin mediated positive influence on model, and (WOM1 and participated
brand love preexisting WOM2) in, the sample
ations by brand H4a. Satisfaction has a scales were presented high size does not
positive effect on brand applied consistency allow testing
with love (Hsu love. whenever (C1 = 0.884 differences
H4b. Satisfaction has a possible. and C1 = .914, among
satisfac & Chen, positive effect on brand respectively) brands.
loyalty. and coverage +Future
tion 2018). (C2 = 0.615 research can

and However,

brand the

love influence

of different


value

dimensions

of

gamificatio

n on brand

loyalty and

WOM can

be

contingent

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on other H4c. Satisfaction has a and C2 = focus on
factors. positive effect on word‐ 0.483, specific
- Data were of‐mouth respectively). brands that
collected H5a. Brand love has a WOM1 provide
through an positive effect on brand presented a applications/
online loyalty. relatively websites that
survey, H5b. Brand love has a higher unique fit the concept
distributed positive effect on word‐ coverage in of

through of‐mouth. comparison to gamification
social WOM2 (C3 = and
media 0.180 vs. C3 examine the
(mostly = .048) influence of
through the perceived
Facebook value
and dimensions of
Instagram) gamification
between in some brand
15th May categories,
and 14th such as self‐
June 2020. expressive
brands.
Although a
robustness
analysis was
performed
using a
second
sample

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(Appendix 1),
future
investigation
on how value
dimensions of

gamification
might
substitute
each other is
required to
enhance our
understanding
of the
possible
combinations
leading to
desirable
marketing
outcomes.

1.

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2.

3.

4.

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5.

II. REVIEW AND EVALUATE PREVIOUS STUDIES TO FIND RESEARCH
GAPS
1. Comment on definitions for key concepts of gamification marketing
Table 2: Definitions of Gamification marketing

Define Aspects/characteristics of gamification marketing Source

• Gamification is a method • Gamification is a positive trend in today's business world Research
that uses game elements • Gamification is based on a rule-based service system that 1,3,4,5.
but with a different
context. provides a mechanism for interaction as well as feedback
and can facilitate and help users make an overall
• Gamification in short assessment
can be said as the use of

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