Browse > Article
http://dx.doi.org/10.29049/rjcc.2019.27.2.154

Effects of game dynamics on consumer responses in Instagram marketing  

Shin, Jaewon (Dept. of Fashion Design & Textiles, Inha University)
Ahn, Tae Hyeon (Dept. of Fashion Design & Textiles, Inha University)
Lee, Hyun-Hwa (Dept. of Fashion Design & Textiles, Inha University)
Publication Information
The Research Journal of the Costume Culture / v.27, no.2, 2019 , pp. 154-168 More about this Journal
Abstract
The present study investigated fashion Instagram marketing, applying the concept of gamification. It set out to examine the following specific issues: 1) perceptions of flow, pleasures, dimensions of game dynamics (challenge, competition, achievement, reward, relationships among participants, and relationships between brands and consumers), and consumer responses based on frequency and involvement in exercise; 2) the effects of game dynamics dimensions on flow and pleasure; and 3) the effects of flow and pleasure on consumer responses. An online survey was used to gather data and the study analyzed a total of 200 responses. The results of the study were as follows. Perception differences were found only in relation to exercise involvement. Competition, relationships among participants, and relationships between brands and customers positively predicted flow. Among the dimensions of game dynamics, challenge, competition, reward, relationships among participants, and relationships between brands and consumers positively influenced pleasure. In addition, the study also found that pleasure and flow had positive effects on intention to participate and brand loyalty. Meanwhile, only pleasure predicted word-of-mouth. These findings suggest that fashion brands implementing Instagram as a marketing channel should seek to stimulate pleasure and fun to provoke positive consumer responses. Furthermore, the findings of the study provide practical and useful insights for fashion brands implementing Instagram marketing.
Keywords
game dynamics; Instagram; flow; pleasure; consumer response;
Citations & Related Records
Times Cited By KSCI : 6  (Citation Analysis)
연도 인용수 순위
1 Moon, H. H. (2017, April 20). 女러닝족 잡아라...컬러풀 '마라톤 마케팅' [Catch up women runners...Colorful 'marathon marketing']. Maeil Business Newspaper, Retrieved May 15, 2017, from http://news.mk.co.kr/newsRead.php?&year=2017&no=267310
2 Kim, S. D. (2017, March 3). 머렐, 3월 '토토산' 이벤트 어질리티 차지 무료 체험 진행 [Merrell, free experience of agility charge event, on march 'Totomountain']. BetaNews, Retrieved April 17, 2017, from http://betanews.heraldcorp.com/article/682520
3 Kim, S. Y. (2011). A study on effect on flow of interface in the screen golf 'a round of golf'. Unpublished master's thesis, Hongik University, Seoul, Korea.
4 Kim, S. Y., & Joo, Y. H. (2001). Perceived interactivity and web site loyalty: On the role of flow as a mediating variable. Journal of Consumer Studies, 12(4), 185-208.
5 Kim, Y. E., & Park, S. H. (2007). A study on the effects of on-line game influence gamers' flow experience and loyalty. Korean Journal of Broadcasting and Telecommunication Studies, 21(2), 179-208.
6 Klimmt, C., Blake, C., Hefner, D., Vorderer, P., & Roth, C. (2009). Player performance, satisfaction, and video game enjoyment. Proceedings of 8th International Conference on Entertainment Computing, France, 5709, 1-22. doi:10.1007/978-3-642-04052-8_1
7 Ko, D., & Won, Y. (2016). A study on smart phone user's motivation and flow of SNG: A comparison study with 2011 and 2015. Journal of Learner-Centered Curriculum and Instruction, 16(4), 835-862.
8 Ko, Y. S. (2011). A study on the antecedents of flow in online game. Unpublished master's thesis, Konkuk University, Seoul, Korea.
9 Koh, J., Choi, S., & An, B. (2015). Determinants of customer loyalty in the context of online shopping: A comparative analysis of internet shopping and mobile shopping. The Journal of the Korea Contents Association, 15(11), 486-500. doi:10.5392/JKCA.2015.15.11.486   DOI
10 Kwon, B.-Y. (2015). A study on the gamification of SNS. Unpublished doctoral dissertation, Ewha Womans University, Seoul, Korea.
11 Moon, B. K. (2004). An empirical study on the determining factors of relationship marketing: Focused on hotel industry. Unpublished doctoral dissertation, Seokyeong University, Seoul, Korea.
12 Lee, H. L., Woo, J. H., Park, M. S., Lee, D. Y., & Jeong, E. J. (2014). A research on the effective development of gamification through case study: Based on game mechanics and game dynamics. Journal of The Korean Society for Computer Game, 27(1), 141-151.
13 Lee, S. H. (2014). The impact of consumers' motivations on attitude and repurchase intention in overseas direct purchase shopping. The e-Business studies, 15(6), 39-55.
14 Lee, S., Kim, C., & Kwahk, K. (2016). Examining the determinants of the intention of continued Instagram usage: Focused on the moderating effect of the gender. Journal of the Korea Society of Digital Industry and Information Management, 12(2), 61-72. doi:10.17662/ksdim.2016.12.2.061   DOI
15 Lee, W. H. (2017, March 22). "서울도심을 달리다"...2017 서울 JTBC 나이키우먼 하프마라톤 5월 21일 개최 ["Running downtown of Seoul"...Holding 2017 Seoul JTBC Nikewomen half marathon in May 21]. MoneyS, Retrieved April 17, 2017, from http://m.moneys.mt.co.kr/view.html?no=2017032212508025785
16 Lee, Y., Na, S.-M., & Lee, J.-Y. (2015). Instagram of fashion brand's current use and customer attitude based on user attributes. Journal of the Korea Fashion & Costume Design Association, 17(4), 201-217.
17 Moon, H. N., Lee, Y. J., & Park, S. H. (2015). A study on change of gamification marketing through social media: Focusing on the marketing of facebook fan page and instagram hashtag. Design Convergence Study, 14(4), 209-221.
18 Moon, H. N., & Park, S. H. (2016). A study on gamification marketing based on social network service. Design Convergence Study, 15(2), 17-35.
19 New Balance Lifestyle Korea. (2016, March 15). 뉴발란스 우먼스 인스타그램 오픈 이벤트 안내 [Information about opening event of New Balance women's Instagram] [Facebook]. Retrieved April 17, 2017, from https://www.facebook.com/nbkorea.LS/posts/1030343567009413
20 Nam, E.-W. (2011). The effects of blog characteristics on relationship quality and behavioral intention. Unpublished doctoral dissertation, Kyungnam University, Gyeongsangnam-do, Korea.
21 Novak, T. P., Hoffman, D. L., & Yung, Y.-F. (2000). Measuring the customer experience in online environments: A structural modeling approach. Marketing Science, 19(1), 22-42. doi:10.1287/mksc.19.1.22.15184   DOI
22 Park, S.-B., & Chung, N.-H. (2010). A factors affecting self presentation desire and participation intention in online game. The e-Business Studies, 11(5), 291-308.
23 Oh, M. H., & Kim, I. (2014). The effect of consumer attitude toward fashion products on SNS's characteristics to purchase intention and on-line word of mouth. Journal of Fashion Design, 14(1), 101-120.
24 Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 70(4), 136-153. doi:10.1509/jmkg.70.4.136   DOI
25 Park, J.-H. (2011). The case study of experience marketing for brand strategy. The Treatise on the Plastic Media, 14(3), 69-76.
26 Park, S.-J., & Cho, S.-H. (2015). The influence of Instagram's posts information attributes on acceptable intentions and word of mouth effect: Focusing on college student in South Korea and the United states. Journal of Digital Convergence, 13(9), 115-128. doi:10.14400/JDC.2015.13.9.115   DOI
27 Park, Y. M. (2015). The influence of relationship marketing of lifelong education center and adult learners' involvement on the intention of continuous participation. Unpublished master's thesis, Soongsil University, Seoul, Korea.
28 Bae, J., & Kim, M. S. (2013). The effect on the continuance intention to play online game by status and self-congruity. The e-Business Studies, 14(4), 3-25.   DOI
29 Ahn, J. (2013). The differences of relational outcomes by relationship types: Business relationship vs. friendship. Journal of Marketing Management Research, 18(3), 51-82.
30 Anderson, J. C., & Gerbing, D. W. (1992). Assumptions and comparative strengths of the two-step approach: Comment on Fornell and Yi. Sociological Methods & Research, 20(3), 321-333. doi:10.1177/0049124192020003002   DOI
31 Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 25(3), 351-370. doi:10.2307/3250921   DOI
32 Bunchball. (2010). Gamification 101: An introduction to the use of game dynamics to influence behavior (White Paper). Retrieved April 17, 2017, from https://www.bunchball.com/gamification101
33 Csikszentmihalyi, M. (1975). Beyond boredom and anxiety. San Francisco, CA: Jossey-Bass.
34 Byun, J. Y. (2017, March 22). 나이키, 여성 러너들의 반란 '나이키우먼 하프마라톤' 개최 外 [Nike, women runners' rebellion 'holding Nike women half marathon' and others]. DongA.com, Retrieved April 17, 2017, from http://bizn.donga.com/3/all/20170322/83448986/3
35 Choi, B. (2015). The structural relationship among school challenge-support, personality, learning strategies, and learning flow. The Journal of the Korean Society for the Gifted and Talented, 14(2), 69-94. doi:10.17839/jksgt.2015.14.2.69
36 Choi, D., Park, S., & Kim, J. (2001). A structured analysis model of customer loyalty in online games. Asia Pacific Journal of Information Systems, 11(3), 1-21.   DOI
37 Jeon, J. H. (2016). 이미지 기반 SNS의 특성이 외식업체 브랜드에 대한 구전, 태도, 방문, 구매에 미치는 영향 연구: 인스타그램을 중심으로 [Effects of characteristics of image based SNS on intention to WOM, attitude, visit: Focusing on Instagram]. Unpublished master's thesis, Korea University, Seoul, Korea.
38 Fashionn. (2015, November 2). 코오롱스포츠 트래블라인, 강남 고객 감성 저격한다 [KolonSprots travel line, targeting customers in Gangnam]. Fashionn, Retrieved April 17, 2017, from http://www.fashionn.com/board/read_new.php?table=1006&number=13818&sel_cat=
39 Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing, 60(3), 50-68. doi:10.1177/002224299606000304   DOI
40 Hong, B.-S., Kwon, Y. J., Lee, J. W., & Ryu, E.-S. (2012). The effects of fashion blog features on commitment, satisfaction and word-of-mouth intention. Journal of the Korean Society of Clothing and Textiles, 36(2), 244-257. doi:10.5850/JKSCT.2012.36.2.244   DOI
41 Jeong, E. J., & Lee, H. R. (2013). A study on the transitional aspects of game 3.0 era: Based on gamification concepts and mechanism. Journal of the Korean Society for Computer Game, 26(4), 87-97.
42 Jeong, Y. K. (2004). Development of an integrated model combining relational benefits and core service quality approach influencing relationship commitment in the hotel & food service industry. Unpublished doctoral dissertation, Sejong University, Seoul, Korea.
43 Jung, J. J., & Kim, T. U. (2003). An exploratory study for identifying success factors in on-line games: Analysis of game players' behavior. The KIPS Transactions: Part D, 10(6), 1049-1058. doi:10.3745/KIPSTD.2003.10D.6.1049   DOI
44 Jung, S. Y. (2013). The consequences of customer experience and the determinants of customer loyalty in apparel market. Unpublished master's thesis, Gyeongsang National University, Gyeongsangnam-do, Korea.
45 Kim, R. A., & Han, E. K. (2016). The impacts of use motivation of Instagram brand account on satisfaction and continuous use intention: Focusing on the mediating effect of flow. Advertising Research, 111, 5-39. doi:10.16914/ar.2016.111.5   DOI
46 Kim, H.-B. (2016). Effects of Instagram user personality on brand satisfaction and loyalty. The Journal of the Korea Contents Association, 16(6), 450-461. doi:10.5392/JKCA.2016.16.06.450   DOI
47 Kim, J.-B., Ha, J.-H., & Kim, S.-J. (2010). The influence of arousal, skill, challenge, interactivity, and involvement on flow experience for professional baseball spectator. The Korean Journal of Physical Education, 49(6), 415-424.
48 Kim, J. G., & Kim, K.-Y. (2016). A study on how the reward factors of travel agency employees influence organizational commitment and job satisfaction. International Journal of Tourism and Hospitality Research, 30(7), 49-63. doi:10.21298/IJTHR.2016.07.30.7.49
49 Kim, J. T., Yoon, H. S., Kang, I. S., Kang, H. H., Kimg, H. T., Kim, S. Y., ..., Hyun, W. J. (2014). 게이미피케이션: 세상을 플레이하다 [Gamification: Playing the world]. Seoul: Hongrung Publishing Company.
50 Kim, J. Y. (2012). A study on the effect of critical factors on consumer satisfaction of online game users. Journal of the Korea Society of Computer and Information, 17(11), 163-171. doi:10.9708/jksci/2012.17.11.163   DOI
51 Kim, S. A. (2017, March 23). 여성 러너의 새로운 반란 '2017 나이키우먼 하프마라톤 대회' 5월 21일 개최 [New revolution for women runner, '2017 Nike women half marathon']. Hangang Times, Retrieved April 17, 2017, from http://www.hgtimes.com/news/articleView.html?idxno=143676
52 Kim, E. Y. (2017, May 10). '러닝은 경쟁이 아닌 놀이다' 질스튜어트스포츠, 홍대 '프리런 이벤트' 개최 ['Running is a play rather than a competition', holding the 'Free-run event' by Jill Stuart Sport at Hongdae]. Chosunbiz, Retrieved May 15, 2017, from http://biz.chosun.com/site/data/html_dir/2017/05/10/2017051001562.html
53 Roh, H. J. (2001). A study on the perception of selfrealization through leisure dance activities of adult women. Unpublished master's thesis, Chung-Ang University, Seoul, Korea.
54 Sohn, J.-S. (2006). The exproatory study on the effects of emotional response on the flow in the internet games. Journal of Marketing Management Research, 11(1), 1-19.
55 Yang, H., & Lee, Y. (2008). Effects of challenges and skills on flow-focused on a 2D shopping mall and a 3D shopping mall. Journal of the Korean Society of Clothing and Textiles, 32(4), 573-585. doi:10.5850/JKSCT.2008.32.4.573   DOI
56 Song, H., Kim, J., Tenzek, K. E., & Lee, K. M. (2013). The effects of competition and competitiveness upon intrinsic motivation in exergames. Computers in Human Behavior, 29(4), 1702-1708. doi:10.1016/j.chb.2013.01.042   DOI
57 Suh, M., Yoo, J., & Rho, T. (2015). Customer participation: The effects of the perceived enjoyment on the product evaluation in the case of kit assembly process. Journal of Marketing Management Research, 20(1), 67-90.
58 Vorderer, P., Klimmt, C., & Ritterfeld, U. (2004). Enjoyment: At the heart of media entertainment. Communication Theory, 14(4), 388-408. doi:10.1111/j.1468-2885.2004.tb00321.x   DOI
59 Yang, Y., & Cho, M.-J. (2000). Effect of word-of-mouth communication on consumer's attitude change. The Korean Journal of Advertising, 11(3), 7-34.
60 Yang, Y.-S., & Lee, H.-C. (2015). The interactive effect of social media on intention to use based on flow experience: Focusing on moderating effect of different stage in decision process. Korean Journal of Hospitality and Tourism(KJHT), 24(2), 99-119.
61 Yoo, C. W., & Choe, Y. C. (2009). The structural relationships between loyalty, identification, perceived playfulness, trust and interactivity in internet shopping site. The e-Business Studies, 10(3), 3-24.
62 Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of Advertising, 23(4), 59-70. doi:10.1080/00913367.1943.10673459   DOI