CHAPTER 6 CONCLUSION
6.3 Future Research and Limitation
location-based gamification can fostering brand loyalty. After deciding the model, collecting data with subjects and analyzing data, the study have three important findings.
First finding is that location-based gamification are capable of fostering and supporting brand loyalty. The fact shows that location-based gamification can mix many innovative things, new elements, interesting interactions and the distinguishing features of brand. When players are enjoying a location-based gamification, they are also feeling happy, recognizing a brand and creating brand loyalty.
Second finding is that Location-Base element really highly affects brand
experience and brand loyalty. When developing a gamification, many enterprises may confuse about that should they input much cost and time to develop and test a
gamification with location-based function which is complex and not stable enough.
Our analyzing results shows that the efforts for developing Location-Base element are worthy and the Location-Base element can exert the power to support the purpose of creating gamification.
Third finding is that the study point out which elements are more important.
Location-Base element is the most important element in location-based gamification.
Recreation element is in the second priority. With limited budget, human resource and development time, location-based gamification designers can firstly care about the two elements and latter concern about the Social and Fantasy elements latter.
6.3 Future Research and Limitation
First, the data were collected from a single location-based gamification
(ChengChi Adventure). In Taiwan, the developments and researches about location-based gamification are just beginning. There isn’t a lot of location-location-based gamification can be chosen for this study. In the future, scholars can collect data from different gamification with distinct brands or collect data with same gamification with location-based edition and non-location-location-based edition.
Second, all experimental subjects had not studied in NCCU. The study didn’t test whether the experimental subjects and students who are studying or had studied in NCCU may have different perceptions about the influence of the gamification elements, brand experience and brand loyalty. Thence, the results should be
interpreted as explaining the effects on the people who are approaching the brand and are not engagement in this brand. How to use location-based gamification for
retaining or satisfying engaged people could be another research.
Third, Bartle (1996) announced four player personality types in multiplayer online games. The four types are Achiever, Socializer, Killer and Explorer. Different
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people enjoy different types of fun. The study didn’t test and classify subjects to the four types. Future studies can focus on the specific type of players to do further research in gamification field.
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(Demetrovics, Urbán,Nagygyörgy, Farkas,Zilahy, Mervó,Harmath, 2011) (Sotamaa, 2002)
Escape
This app helps me to forget about daily hassles.
This app makes me forget real life.
This app helps me escape reality
This app makes me forget about unpleasant things or offences.
Coping
This app helps me get into a better mood.
This app y helps me get rid of stress.
This app makes me more aggressive.
This app helps me to reduce tension.
Fantasy
This app makes me do things that I am unable to do or I am not allowed to do in real life.
This app makes me feel like I am someone else This app takes me into another world.
Recreation
This app makes me feel recreational.
This app makes me entertained.
This app gives me enjoyment while gaming.
Social
This app enables me to know new people.
This app enables me to meet many different people.
This app gives me a good social Experience This app gives me company
Skill Development:
This app makes me improve my skills This app helps to improve my concentration.
This app improves my coordination skills.
Competition
This app makes me enjoy competing with others.
This app makes me feel that I am better than others.
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This app makes me want to defeat others.
Location-based
This app forces me to move.
This app makes me to find a certain building or players.
This app makes me have some memories or emotions to somthings in the real world.
Brand experience
(Brakus, Schmitt & Zarantonello, 2009) Sensory
This app with the brand makes a strong impression on my visual sense or other senses.
I find this app with the brand is interesting in a sensory way.
This app with the brand appeals to my senses.
Affective
This app with the brand induces feelings and sentiments.
I have strong emotions for this app with the brand.
This app with the brand is an emotional brand.
Behavioral
This app with the brand reminds me of actions and behaviors when I use this brand.
This app with the brand results in bodily experiences.
This app with the brand is action oriented.
Intellectual
I engage in a lot of thinking when I encounter this app with the brand.
This app with the brand makes me think.
This app with the brand stimulates my curiosity and problem solving.
Brand loyalty
Attitudinal Loyalty (Chiou & Droge, 2006)
If I have to do it over again, I will still choose the app with the brand.
I try to use this app with the brand because it is the best choice for me.
I consider myself to be a loyal patron of this app with the brand.
Behavioral Loyalty (Kuenzel & Halliday, 2008)
I would recommend this app with the brand to friends and relatives.
I will speak positively about this app with the brand.
I intend to encourage other people to buy coffee from this app with the brand.
I intend to keep buying things which are related to this app with the brand.