CHAPTER 5 DISCUSSIONS
5.1 Brand Loyalty
Table 11 shows that the experimental subjects had better brand loyalty both in affective, behavioral and mixed dimensions after they experienced the location-based gamification. It shows that the experiencing processes about touching, viewing, searching and feeling in gamification are meaningful and workable for improving brand loyalty. The results also verify the viewpoint of McKenzie (2011):” In designing and engineering the next generation of mobile GIS applications and devices, we must not ignore the power of gamification.”
5.2 Gamification Design Elements and Brand Experience
Table 10 shows that four dimensions of brand experience can be affected by more than one design elements separately. Location-Based element can affect all dimensions of brand experience. And Recreation element can affect three dimensions of brand experience. Otherwise, Fantasy element can affect two dimensions of brand experience. Recreation and Location-Based elements seems to be the most important two elements for enhancing brand experience.
Focus on the influence of Social element, NIKE+ is a good example for explaining that Socail element can affect affective brand experience. After using NIKE+, players can satisfy the social needs and be grateful for NIKE+. Because NIKE+ records users’ training period and achievement and then post them to players’
web. Players can display their efforts for friends or people having the same habit in similar training. And then they can discuss, review, compare or have more interaction through NIKE+. This example is identical with the results showing that Socail
element can affect affective brand experience.
Concentrate on the influence of Fantasy element, there is an example. “Unlock the 007 in You” gave users the opportunity to assume the role of the handsome and charming James Bond: an example of gamification that presumably satisfied the psychological aspirations of many boys and men. And when player is acting James Bond, player will try to recall some classic scenes in the movies for mimicking the handsome detector better. The gamification make player think more, display handsome guy and create affection to the role. This case showing that Fantasy element can affect intellectual and affective brand experience reflects the analyzing result.
The results show that Recreation element can affect sensory, intellectual and
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behavioral experience. Recreation element is related to emotions and should affect affective brand experience. This results can be explained that Recreation element in location-based gamification may be too much functional and related to upgrade the users’ skills or gaming experience. Those causes make Recreation element support other three dimensions of brand experience but can’t affect affective brand
experience.
Location-Base element is the most important role for affecting brand experience because Location-Base element can positively affects all dimensions of brand
experience and has highest path coefficient with affective brand experience which can highly involve brand loyalty. In ChengChi Adventure, the app locates user’s location and virtualize the building around the user and make interaction chance between user and building. It can give user the visual impression and new feeling and memory about the building. And ChengChi Adventure will force users to cruise in the campus and search a certain building for entering next stage. Otherwise, ChengChi Adventure uploads users’ scores to the leadership board for them to discuss or compete with others. Through the board, users also can find who play the gamification in his friend list and would invite them to play together. In the case, Location-Bass element shows that it can affect the four dimensions of brand experience. Otherwise, the case and results also prove that ” The mobile industry will continue to see a rise in location-based gaming, not just as an entertainment medium, but also for the purposes of data collection and profit(McKenzie, 2011).” The cases and results shows that Location-Base function is really important for future gamification development.
5.3 Brand Experience and Brand Loyalty
Table 10 shows that two dimensions of brand experience can positively affect brand loyalty. And affective brand experience has highest path coefficient with brand loyalty. It shows that affective interaction or experience are the most important factors for improve brand loyalty. As well as intellectual brand experience has significant link with brand loyalty. Intellectual brand experience would be the second important factor for raising brand loyalty.
For understanding why other two brand experiences can’t affect brand loyalty, brand loyalty were broken down to two dimensions for further analyzing. Focus on sensory brand experience, it seems to affect affective brand loyalty but can’t affect behavioral brand experience. And behavioral experience seems to affect behavioral experience but can’t affect affective brand experience. But in this study, brand loyalty is the mix of affective and behavioral dimensions. So the study results show that the two dimensions of brand experience can not affect brand loyalty. However the sensory
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and behavioral brand experience are still important for improving brand loyalty.
To conclude the relation between brand experience and brand loyalty, focusing on the interaction of affective and intellectual brand experience is the first priority.
But designers shouldn’t ignore the importance of the other two dimensions of brand experience.