Research On The Influence Of Gamified Information Presentation On Customer Decision

In the digital business environment,the persuasion of enterprises to consumers and the impact on customer decision in traditional marketing are gradually weakening,but the emergence of gamification marketing has brought strong attraction to consumers.Therefore,whether enterprises can deepen consumers' brand cognition,stimulate purchase intention and strengthen customer interaction through gamification marketing has become an important marketing practice challenge.This paper takes the gamified information presentation as the starting point,and uses the experimental research method to explore the influence mechanism of gamified information presentation on customer decision.This paper adopts the experimental method.First of all,the experimental materials of the formal experiment are determined through the pre experiment,which provides a guarantee for the smooth implementation of the formal experiment.Secondly,carry out formal experiments.The purpose of Experiment 1 is to explore the main effect of product information presentation on customer decision.The purpose of Experiment 2 is to explore the impact of the interaction between message orientation and product information presentation on customer decision,and to explore the mediating role of consumer information perception in this process.The purpose of Experiment 3 is to explore the moderating effects of product attribute innovation.There are three innovative findings in this paper.Firstly,this paper finds that the gamified information presentation of products has a greater impact on customer decision than non-gamified information presentation;Secondly,when message orientation is added,it is found that there is an interaction effect between message orientation and product information presentation.Compared with concrete orientation,under the condition of abstract orientation,the gamified information presentation of products has a greater impact on customer decision than non-gamified information presentation,and at this time,consumer information perception plays an intermediary role.Thirdly,this paper finds that product attribute innovation has a significant regulatory effect on the relationship between product information presentation and customer decision.Compared with product core attribute innovation,gamified information presentation in product trivial attribute innovation has a greater impact on customer decision than non-gamified information presentation.The research conclusion of this paper enriches the research on gamification marketing in theory.At the same time,it is an in-depth research on the existing customer decision theory,and has guiding significance for enterprises to formulate and carry out gamification marketing strategies.