The Role of Perceived Value of Gamification on Brand Loyalty and Word-of-Mouth

In fast-paced competitive environments, the concept of gamification quickly attracts the attention of various business institutions. Businesses, especially in the marketing field, are rapidly introducing gamification techniques into non-gaming environments. The research was conducted with the aim of the role of the perceived value of gamification on brand loyalty and word-of-mouth regarding the mediating role of satisfaction and love for the brand (case study: Digikala online store). The current research was a quantitative type and based on the practical purpose and also in terms of the descriptive survey method, and samples of ۳۸۴ Instagram users of Digikala Company have been collected. To analyze the collected data, Structural Equation Modeling including confirmatory factor analysis, analytical models, path analysis, and multiple regression has been used. In addition, SPSS۲۶ and PLS۳ software were used for statistical analysis. The data collecting instrument in this research was a questionnaire, and the articles of Torres et al. (۲۰۲۱) and Al-Zyoud et al. (۲۰۲۱) have been used; their structural validity and their content validity were confirmed, and their reliability was confirmed using Cronbach's alpha coefficient and compositional reliability coefficient. The results showed that the perceived value of gamification had a significant effect on the satisfaction of customers in the Digikala online store. The perceived value of gamification had a significant effect on the brand love of customers in the Digikala online store. Satisfaction has a significant effect on the brand loyalty of customers in the Digikala online store. Love and loyalty to the brand have a significant effect on word-of-mouth among customers in the Digikala online store. The perceived value of gamification has an effect on customers' brand loyalty through the mediation of satisfaction in the Digikala online store. The perceived value of gamification has an effect on customers' word-of-mouth through the mediation of customers' brand love in the Digikala online store.

کلیدواژه ها:

Perceived Value of gamification ، Brand Loyalty ، Word-of-Mouth ، Satisfaction ، Brand Love