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1 – 10 of over 1000Mohamed H. Elsharnouby, Chanaka Jayawardhena, Hongfei Liu and Alaa M. Elbedweihy
Avatars have become increasingly prevalent on brand websites, yet their impact on consumers' use of these sites remains underexplored. The current study focuses on avatars, which…
Abstract
Purpose
Avatars have become increasingly prevalent on brand websites, yet their impact on consumers' use of these sites remains underexplored. The current study focuses on avatars, which are three-dimensional animated graphical web interfaces that verbally aid the brand stakeholders (e.g. customers, employees and suppliers). Avatars provide administrative and technical information through the brand website. Drawing upon the stimuli–organism–response (S-O-R) paradigm, this research examines the impact of avatars as an information provision and interacting tool (vs a traditional format) on consumers' perceptions, attitudes and behaviors toward a brand. It also investigates the roles of familiarity with avatar use and the language used by an avatar in shaping consumers' responses.
Design/methodology/approach
Across two laboratory experiments, the authors examined and confirmed causal relationships between the use of avatars (vs a traditional format) on a website and attitudinal and behavioral constructs.
Findings
We show that avatars (vs written information) had a significant effect on controlling information. The users in our experiments had greater control over the information provided when it was presented as text on a website compared to the case of avatars “telling” the information. Different languages and familiarity with avatar use also affected the consumers' hedonism in terms of website use.
Originality/value
We advance the understanding of avatar use in website design, particularly avatars' verbal interaction, in shaping consumers' cognitive, affective, attitudinal and behavioral responses and add important empirical evidence to the growing body of research and practices involving avatar use in interactive marketing.
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Gen-Yih Liao, T.C.E. Cheng and Ching-I Teng
Avatars are known to be influential in gaming communication. However, little is known about how avatar attractiveness and customization impact online gamers’ flow, i.e., the…
Abstract
Purpose
Avatars are known to be influential in gaming communication. However, little is known about how avatar attractiveness and customization impact online gamers’ flow, i.e., the experience of total concentration with intrinsic enjoyment and loyalty. Grounded in social identity and flow theories, the purpose of this paper is to construct a model to explain how avatar attractiveness and customization can impact online gamers’ flow and loyalty.
Design/methodology/approach
The responses of 1,944 online gamers are collected. Structural equation modeling is used for analyses.
Findings
The analytical results indicate that avatar attractiveness and customization are positively related to avatar identification, which is positively related to flow, and then to online gamer loyalty. In addition, avatar identification and flow are important process variables in the above relations.
Originality/value
This study is novel in being the first attempt to apply social identity and flow theories to explain how avatar attractiveness and customization contribute to online gamers’ flow and loyalty.
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Jamye K. Foster, Melinda A. McLelland and Lacey K. Wallace
Over the past two decades, technology-facilitated communication between brand and consumer has become common. One way in which technology can be used to build brand relationships…
Abstract
Purpose
Over the past two decades, technology-facilitated communication between brand and consumer has become common. One way in which technology can be used to build brand relationships in the online environment is by using brand avatars. This study considers social aspects of brand avatar communication, with the aim of determining if including an element of “socialness” adds to the impact of the brand avatar.
Design/methodology/approach
Specifically, the authors test three outcome variables core to building strong consumer relationships through experimental design comparing an avatar's communication style (transactional vs social) while considering the potential covariate of motivational orientation.
Findings
Overall, multivariate analysis of covariance (MANCOVA) results indicate that social functions provided by the brand avatar are more likely to facilitate the consumer–brand relationship (CBR) process than transactional functions. This study provides managerial support for using an avatar with social communication capabilities.
Originality/value
As social interaction becomes more expected by consumers in the current media landscape, understanding how to meet those demands on a large scale, through brand avatars, is valuable.
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Online games are popular electronic commerce platforms in which gamers use avatars to interact with others. Avatar identification (the extent to which gamers regard avatars as an…
Abstract
Purpose
Online games are popular electronic commerce platforms in which gamers use avatars to interact with others. Avatar identification (the extent to which gamers regard avatars as an extension of themselves) is known to be related to online gamer loyalty. However, few studies have examined how avatars could be designed to enhance avatar identification and online gamer loyalty, indicating a gap. Therefore, the purpose of this paper is to contextualize self-affirmation theory into online gaming contexts, identified key theoretical elements and examined how they are related to avatar identification and online gamer loyalty.
Design/methodology/approach
This study surveyed 1,348 massively multi-player online role-playing game players, and their responses were analyzed using structural equation modeling.
Findings
The analytical results indicate that irreplaceability within a team and avatar customization are positively related to unique avatar image, while avatar customization is positively related to positive avatar image. Moreover, avatar physical attractiveness and avatar ability to achieve are positively related to positive avatar image. Both unique and positive images of an avatar (as perceived by the user) are positively related to avatar identification, and further to online gamer loyalty.
Originality/value
This study proposes new constructs: irreplaceability within a team, avatar ability to achieve, unique avatar image and positive avatar image. Such new constructs provide insights to aid electronic commerce managers in avatar design, thus instilling gamer identification with avatars, and thus loyalty.
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Ayodeji Emmanuel Oke, John Aliu, Ahmed Farouk Kineber and Timilehin Abayomi
This study examines the level of awareness and usage of game elements among construction professionals with a view to promoting the usage of gamification tools for the effective…
Abstract
Purpose
This study examines the level of awareness and usage of game elements among construction professionals with a view to promoting the usage of gamification tools for the effective and efficient delivery of construction projects.
Design/methodology/approach
Data were obtained from construction professionals including architects, builders, engineers and quantity surveyors. Retrieved data were analyzed using several statistical tools such as percentages, frequencies, mean item scores and exploratory factor analyses.
Findings
The analysis revealed that progress bars, certificates and bonuses are the significant game elements adopted by professionals, but there is a low awareness of elements such as avatars and badges.
Practical implications
There is a salient need for construction stakeholders' awareness of the importance of gamification and game elements as a key digital tool for the delivery of construction projects. The findings of this study make a case for stakeholders, professional bodies and government agencies to embrace and implement gamification practices in the construction sector.
Originality/value
This study is the first conducted in Nigeria to examine the level of awareness and usage of game elements among construction professionals. The findings of this study will provide a reference point for researchers who will undertake studies relating to the concept of gamification in the construction industry context.
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Kai Li, Huynh Van Nguyen, T.C.E. Cheng and Ching-I Teng
As technology-created gamers’ representations, avatars are influential in communication among online gamers. However, there is scant research on how avatars’ characteristics…
Abstract
Purpose
As technology-created gamers’ representations, avatars are influential in communication among online gamers. However, there is scant research on how avatars’ characteristics impact gamers’ friendly behaviour via avatars, i.e., avatar friendliness, and how avatar friendliness is related to online gamer loyalty. The purpose of this paper is to develop a research model grounded in the theory of embodied cognition to examine the impacts of perceived avatar appearance agreeableness, attractiveness and height on avatar friendliness and online gamer loyalty.
Design/methodology/approach
The authors collect 1,384 responses from online gamers and use structural equation modelling for hypothesis testing.
Findings
The authors find that perceived avatar appearance agreeableness and attractiveness are positively related to avatar friendliness, while perceived avatar height is negatively related to avatar friendliness. Avatar friendliness, in turn, is positively related to online gamer loyalty.
Research limitations/implications
This study assessed gamers’ perceptions using a cross-sectional design. Future works could use a big data approach to collect behavioural and longitudinal data. Moreover, future works could measure avatar height using pixels.
Originality/value
The authors contribute to the e-commerce literature by inventing the new constructs of perceived avatar appearance agreeableness and avatar friendliness, and conducting the first study of using avatar friendliness to explain the impacts of the three avatar characteristics on online gamer loyalty. The findings also provide novel insights for e-commerce managers to effectively build a loyal gamer base.
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Gamification is the application of game features, mainly video game elements, into non-game context for the purpose of promoting motivation and engagement in learning. The…
Abstract
Purpose
Gamification is the application of game features, mainly video game elements, into non-game context for the purpose of promoting motivation and engagement in learning. The application of gamification in a pedagogical context provides some remedy for many students who find themselves alienated by traditional methods of instruction. The use of gamification could provide a partial solution to the decline in learners’ motivation and engagement the schooling system is facing today. Specifically, the college environment could benefit a lot from gamifying not only their graduate recruitment strategies, but also the college course content and curricula. This critical analysis of literature on gamification is intended to be part of a sequence on the effect of gamification on motivation and engagement. A proposed methodology in the study of gamification effect on motivation and engagement in addition to an empirical study on three college courses are being finalized to complete this trilogy. The paper aims to discuss these issues.
Design/methodology/approach
Themes covered in the literature review include: conceptualizing gamification, advantages of gamification over game-based learning, theoretical connections to gamification, motivation and engagement, connecting gamification to motivation and engagement, emotions and fun in gamification, player types and gamification features, gamification in action, and implementation guidelines.
Findings
The literature on the effect of gamification on motivation and gamification is still limited on multiple levels. There is a gap between theory and practice in the study of gamification. There is limited literature on the implementation guidelines of the gamified designs.
Practical implications
This critical analysis of literature is followed by connecting it to future research by the same author as part of a sequence on the effect of gamification on motivation and engagement. The second project, will be proposing a methodology for any successful design to provide a holistic understanding of the topic of gamification. Finally, an empirical study on the effect of gamification on students’ motivation and engagement in three college courses will be submitted to complete the trilogy.
Originality/value
This paper is a literature review, so there is a strong connection to literature on this topic. However, the synthesis of the themes and ideas are original. The literature review is extensive and covers the different aspects of the topic of gamification and its relationship to motivation and engagement.
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Neringa Vilkaite - Vaitone, Sigita Kirse, Karina Adomaviciute - Sakalauske, Vytautas Dikcius and Ignas Zimaitis
This study aims to explore the use of gamification elements by micro and small e-tailers to enhance customer loyalty. Additionally, this research seeks to identify the most…
Abstract
Purpose
This study aims to explore the use of gamification elements by micro and small e-tailers to enhance customer loyalty. Additionally, this research seeks to identify the most promising gamification elements that can be utilised for this purpose.
Design/methodology/approach
The authors adopt a qualitative approach to examine the impact of gamification on online customer loyalty to micro and small e-tailers. Data were gathered using a combination of two types of expert interviews. Semi-structured interviews were held with micro and small e-tailers while large e-tailers served as the control group. Structured interviews based on multi-criteria decision analysis (MCDA) models were conducted to determine the most promising gamification elements.
Findings
The content analysis reveals that gamification has significant potential for fostering customer loyalty and offering various other benefits. However, small e-tailers often refrain from implementing gamification solutions due to the resource requirements in terms of finances, time, information technology and human capital. By assigning weights as an essential step in MCDA models, the authors determined that badges, medals, quests, avatars and competitions are the most promising gamification options for small e-tailers’ efforts to enhance customer loyalty.
Originality/value
The study makes a unique contribution to the understanding of the usefulness of gamification in augmenting customer loyalty and identifying essential gamification elements for micro and small e-tailers.
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Mohamed H. Elsharnouby, Chanaka Jayawardhena and Gunjan Saxena
Avatars, which are used as a technology and marketing tactic, can embody consumer-facing employees and mimic their real-life roles on companies' websites, thereby playing a key…
Abstract
Purpose
Avatars, which are used as a technology and marketing tactic, can embody consumer-facing employees and mimic their real-life roles on companies' websites, thereby playing a key role in enhancing the relationships between consumers and brands in the online environment. Academics and practitioners have increasingly acknowledged the significance of the consumer-brand relationship in both traditional and online contexts. However, the impersonal nature of the online environment is considered to be a hindrance to the development of these relationships. Despite the importance of this technology, little attention has been paid to the investigation of the avatar concept from a marketing perspective. This paper explores the nature of the avatar concept, including its main characteristics, dimensions, and conditions as well as the attitudinal and behavioural consequences of avatar users.
Design/methodology/approach
Adopting the qualitative design, a taxonomy was developed from interviews. In total, 42 interviews were conducted with current university students. 30 participants participated in the exploratory interviews. A total of 12 interviews were conducted during the in-depth stage based on findings in the preceding research.
Findings
Based on the qualitative data analysis, a taxonomy was developed. The idea of the taxonomy is summarized in that different dimensions of the avatar are considered the main base (first phase) of the taxonomy. There are consequential three parts: the attitudinal consequences related to the website; the attitudinal consequences related to the brand; the behaviours towards the brand. These behaviours represent the final phase of the taxonomy.
Originality/value
By developing a taxonomy of using avatars on brands' websites, the authors advance the understanding consumer-brands relationships. Using avatars' verbal interactions helps in shaping consumers' cognitive, affective, attitudinal and behavioural responses and add vital empirical evidence to the increasing body of research and practices involving avatar usage in the interactive marketing area.
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Maher Georges Elmashhara, Marta Blazquez and Jorge Julião
This study aims to investigate the influence of different virtual fashion styles on attitude and satisfaction within virtual reality (VR) tourism experiences. The investigation…
Abstract
Purpose
This study aims to investigate the influence of different virtual fashion styles on attitude and satisfaction within virtual reality (VR) tourism experiences. The investigation considers the mediating effect of perceived attractiveness, popularity, novelty and weirdness, as well as the moderating role of self-congruence with avatar clothing and the desire for unique products.
Design/methodology/approach
This research uses a quantitative experimental approach. Initially, a three-step pilot study (N = 201) was conducted to select avatar fashion styles for the main investigation. In the primary study, participants (N = 326) engaged with one out of four fashion style conditions to select attire for their avatars and then completed a self-administered survey. Data analysis involved paired-sample t-tests, multivariate analysis of variance and Hayes’ PROCESS Models.
Findings
The results show that presenting fantasy avatar fashion styles leads to a decrease in perceived attractiveness and popularity, while concurrently increasing perceptions of novelty and weirdness which in turn exert a negative influence on attitude and satisfaction with the virtual fitting room (VFR). However, these relationships change when considering the moderating role of self-congruence with avatar clothing and the desire for unique products.
Practical implications
VR tourism experience providers and designers can use research findings to bolster positive attitude and enhance satisfaction with VFR; an important first step that strongly affects the rest of the VR tourist journey.
Originality/value
This study contributes to tourism research by exploring the intersection of immersive technologies and virtual fashion. It emphasizes the enhancement of critical touchpoints like the VFR, moving beyond a sole focus on VR adoption, to improve the overall virtual tourist experience.
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