The effects of gamified customer benefits and characteristics on behavioral engagement and purchase: Evidence from mobile exercise application uses
This study investigates how gamified customer benefits (epistemic, social integrative, and personal integrative) and customer characteristics (age and experience) influence marketing outcomes, behavioral engagement and purchase, in exercise context. Using a unique data set of exercise and purchase h...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier Inc.
2018
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |