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- Tác giả: Nguyễn Tường Vy
- Thông tin XB: TP Hồ Chí Minh: Trường Đại học Ngoại thương, 2024
- Mô tả vật lý: 128 p.
- Tóm tắt: By applying theoretical frameworks such as the Stimuli-Organism-Response (SOR) model, Motivational Affordance Theory (MAT), and Self-Determination Theory (SDT), the study identifies key gamification elements—rewards, challenges, points, enjoyment, and social interaction—that influence customer engagement and brand loyalty. The research employs surveys and structural equation modeling (SEM) to analyze the data, revealing that these gamification elements significantly enhance brand loyalty through ...
- Từ khóa: Gamification; Brand Loyalty; Generation Z; E-wallets
- Chế độ xem
- 108
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