| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 762.61 KB | Adobe PDF |
Advisor(s)
Abstract(s)
O presente estudo tem como objetivos avaliar a gamificação num contexto de marketing e analisar as diferentes perceções: - utilidade; - facilidade de utilização; - influência social e - satisfação e o - envolvimento e a atitude perante a marca dos utilizadores de aplicações gamificadas de saúde, fitness e bem-estar. Investigar-se-à complementarmente, as principais tipologias de utilizadores e, consequentemente, as suas principais motivações associadas. Neste contexto, será estabelecido se as marcas devem personalizar as suas aplicações, através do recurso a elementos de conceção de jogos associados aos tipos de utilizadores mais frequentes.
A metodologia utilizada para a presente investigação associou a revisão da literatura, tendo sido posteriormente concebidos dois questionários estruturados com base em estudos pré-definidos na literatura, com o intuito de compreender as diferentes perceções e dimensões relacionadas com a gamificação, com base num modelo de investigação desenvolvido para o efeito - Investigação I e as principais tipologias de utilizadores - Investigação II. Os questionários combinaram questões de escolha múltipla com respostas predefinidas, oferecendo aos inquiridos a possibilidade de escolher e classificar várias sensibilidades, através de uma escala Likert.
Os resultados estatísticos relativos à Investigação I demonstram que a utilidade, a facilidade de utilização, a influência social e a satisfação exercem influência na perceção dos utilizadores de aplicações gamificadas. Relativamente ao envolvimento com a marca, é influenciado pelo envolvimento emocional, cognitivo e social, contudo não há qualquer associação com a perceção do utilizador. Pode-se ainda concluir que a atitude em relação à marca dos utilizadores de aplicações gamificadas no contexto da saúde, fitness e bem-estar, é influenciada pelo envolvimento com a marca e pela perceção global do utilizador. Complementarmente, os resultados da Investigação II demonstram que estes utilizadores têm motivações predominantemente intrínsecas no contexto da saúde, fitness, e bem-estar, o que significa que se trata de uma atividade baseada nas suas satisfações inerentes. Foi também possível estabelecer-se que o tipo de utilizador “espírito-livre” foi o mais reconhecido pelos participantes, o que pode estar associado à necessidade de autonomia e autoexpressão dos utilizadores. Contudo, não existe claramente uma tipologia de utilizador dominante, sendo essencial que as marcas procurem incorporar elementos de conceção de jogos que satisfaçam as necessidades globais de todos os utilizadores.
O estudo tem como valor acrescentado a possibilidade de as marcas reconhecerem as tipologias mais frequentes de utilizadores no contexto da gamificação em saúde e as dimensões mais valorizadas pelos utilizadores destas aplicações, que assumiram um papel crescente no mercado, para desenvolverem o seu marketing com enfoque nas variáveis estudadas, explorando assim o valor da marca e as suas relações com os utilizadores.
This study is intended to evaluate gamification in a marketing context and analyze the different perceptions: - usefulness; - ease-of-use; - social influence and - satisfaction and - brand engagement and brand attitude of the users of health, fitness, and well-being gamified applications. It is also intended to study the main users’ and, consequently the inherent motivations. Following on from this, will be established if brands seek to customize their applications by including game design elements associated with the most frequent user types in their applications. The methodology used for this research was a literature review. Subsequently, two structured questionnaires were designed based on pre-defined studies in the literature, with the aim of understanding the different perceptions and dimensions related to gamification, based on a research model developed for this purpose - Research I and the main typologies of users - Research II. The questionnaires combined multiple choice questions with pre-defined answers, offering respondents the possibility of selecting and ranking various sensitivities using a Likert scale. The statistical analysis results of Research I demonstrate that usefulness, ease-of-use, social influence, and satisfaction have an influence on the gamified applications user's perception. Regarding the brand engagement, is influenced by emotional, cognitive, and social involvement, however there is no association with user's perception. Additionally, can be concluded that the brand attitude is influenced by the brand engagement and user global perception. Complementarily, the results of Research II demonstrate that users have predominantly intrinsic motivations in the context of health, fitness, and well-being, which means that is an activity based on its inherent satisfactions. In addition, it was also possible to establish that “free spirit” user type was the most recognized, which may be associated with the need for autonomy and self-expression of users. However, there is clearly no one dominant user typology, and it is essential that brands seek to incorporate game design elements that meet the overall needs of all users. The study has as added value the possibility for brands to recognize the most frequent typology of users in the context of health gamification and the dimensions more valued by these applications users, that have assumed an increasing role in the market, to develop their marketing with a focus on these variables, thus exploring the brand value and its relations with users.
This study is intended to evaluate gamification in a marketing context and analyze the different perceptions: - usefulness; - ease-of-use; - social influence and - satisfaction and - brand engagement and brand attitude of the users of health, fitness, and well-being gamified applications. It is also intended to study the main users’ and, consequently the inherent motivations. Following on from this, will be established if brands seek to customize their applications by including game design elements associated with the most frequent user types in their applications. The methodology used for this research was a literature review. Subsequently, two structured questionnaires were designed based on pre-defined studies in the literature, with the aim of understanding the different perceptions and dimensions related to gamification, based on a research model developed for this purpose - Research I and the main typologies of users - Research II. The questionnaires combined multiple choice questions with pre-defined answers, offering respondents the possibility of selecting and ranking various sensitivities using a Likert scale. The statistical analysis results of Research I demonstrate that usefulness, ease-of-use, social influence, and satisfaction have an influence on the gamified applications user's perception. Regarding the brand engagement, is influenced by emotional, cognitive, and social involvement, however there is no association with user's perception. Additionally, can be concluded that the brand attitude is influenced by the brand engagement and user global perception. Complementarily, the results of Research II demonstrate that users have predominantly intrinsic motivations in the context of health, fitness, and well-being, which means that is an activity based on its inherent satisfactions. In addition, it was also possible to establish that “free spirit” user type was the most recognized, which may be associated with the need for autonomy and self-expression of users. However, there is clearly no one dominant user typology, and it is essential that brands seek to incorporate game design elements that meet the overall needs of all users. The study has as added value the possibility for brands to recognize the most frequent typology of users in the context of health gamification and the dimensions more valued by these applications users, that have assumed an increasing role in the market, to develop their marketing with a focus on these variables, thus exploring the brand value and its relations with users.
Description
Final Version Includes corrections or changes suggested by the Jury
Keywords
Brand attitude Brand engagement Health applications Users Aplicações de saúde Atitude perante a marca Envolvimento com a marca Gamificação Perceções e Tipologias de utilizadores