بررسی تأثیر گیمیفیکیشن بر رفتار خرید مصرف‌کنندگان با استفاده از شبکه عصبی مصنوعی

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استادیار، گروه مدیریت و کارآفرینی، دانشکده اقتصاد و کارآفرینی، دانشگاه رازی، کرمانشاه، ایران.

2 دانشیار، گروه برق، دانشکده انرژی، دانشگاه صنعتی کرمانشاه، کرمانشاه، ایران.

چکیده

هدف: پژوهش حاضر با هدف بررسی تأثیر گیمیفیکیشن بر رفتار خرید مصرف‌کنندگان با استفاده از شبکه عصبی مصنوعی در دفاتر گردشگری شهر کرمانشاه اجرا شده است؛ زیرا یافتن راه‌کارهای نوآورانه جهت جلب رضایت مصرف‌کنندگان، همواره دغدغه کسب‌وکارها بوده است.
روش: پژوهش از نظر هدف، توسعه‌ای ـ کاربردی محسوب می‌شود و با رویکرد کمّی اجرا شده است. برای اجرای پژوهش از روش نیمه‌آزمایشی از نوع پیش‌آزمون ـ پس‌آزمون و پیگیری با گروه آزمایش و کنترل استفاده شد. جامعه آماری، مشتریان دفاتر گردشگری شهر کرمانشاه و درخواست‌کننده سفر در سه ماهه نخست سال 1400 بودند. از بین آن‌ها 20 نفر به‌عنوان گروه آزمایش و 20 نفر به‌عنوان گروه کنترل انتخاب شد. ابزار گردآوری داده پرسش‌نامه استاندارد رفتار مصرف‌کننده کیم بود که روایی و پایایی آن به تأیید رسید. جهت تجزیه‌وتحلیل آمار توصیفی، از نرم‌افزار اس‌پی‌اس‌اس و جهت طراحی شبکه عصبی مصنوعی، از نرم‌افزار متلب استفاده شد. شبکه عصبی مصنوعی با روش توابع پایه شعاعی برای 70 درصد داده‌ها جهت آموزش و 30 درصد جهت آزمون طراحی شد.
یافته‌ها: یافته‌های به‌دست‌آمده نشان داد که اجرای گیمیفیکیشن، به تغییر رفتار خرید گروه آزمایش منجر شده است؛ در حالی که رفتار خرید گروه کنترل تغییر پیدا نکرده است. به‌کمک شبکه عصبی مصنوعی طراحی‌شده، می‌توان رفتار خرید مصرف‌کنندگان را بر اساس 9 متغیر ورودی پیش‌بینی کرد. همچنین این شبکه قادر است تمامی داده‌های جدید احتمالی را نیز به‌درستی پیش‌بینی کند و در این راستا استفاده شود.
نتیجه‌گیری: برای پیش‌بینی رفتار مصرف‌کنندگان، روش‌های نوین، از جمله گیمیفیکیشن، باید به‌عنوان ابزاری کاربردی برای بازاریابان و کارشناسان فروش به‌کار رود.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the Impact of Gamification on the Consumer Buying Behavior using Artificial Neural Network

نویسندگان [English]

  • Saba Amiri 1
  • Gholamhossein Roshani 2
1 Assistant Prof., Department of Management and Entrepreneurship, Faculty of Economics and Entrepreneurship, Razi University, Kermanshah, Iran.
2 Associate Prof., Department of Electrical Engineering, Faculty of Energy, Kermanshah University of Technology, Kermanshah, Iran.
چکیده [English]

Objective
Finding innovative solutions to satisfy consumers has always been a concern of businesses. Accordingly, this study seeks to investigate the effect of gamification on consumer shopping behavior using the artificial neural network, in the tourist offices of the Iranian western city of Kermanshah.
Methodology
This study is developmental and applicable research. The semi-experimental method (pre-test/post-test) was used with experimental and control groups. The statistical population of this study included the customers of Kermanshah tourist offices with one registered trip in the first quarter of the Iranian calendar year of 1400 (2020-2021). Each of the control and experimental groups consisted of 20 participants. Kim’s consumer behavior standard questionnaire was used to gather the required data. SPSS software was used to analyze descriptive statistics and MATLAB software was used to design an artificial neural network. The artificial neural network was constructed using the radial basis functions. The used data set was divided into 70 percent for training and 30 percent for testing.
Findings
The results of descriptive statistics showed that nine participants in both control and experimental groups were women and 11 were men. In the experimental group, eight participants were single and 12 were married. Seven participants in the control group were single and 13 were married. The average ages of the experimental group and control group were 41.8 years and 39.6 years, respectively. The average number of made trips in the year 1400 for the experimental group, and control group were 3.6 and 3.55, respectively. The achieved results also showed that the average scores of all three dimensions of willingness to attend, word of mouth and purchase intention were increased in the experimental group after applying gamification. These values were increased from 6.5 to 13.15, 8.95 to 17.6, and 7.55 to 12.9, respectively. While in the control group, the average scores in all dimensions remained almost constant. The effect of gamification on changing consumer buying behavior was approved by these results. Furthermore, the behavior of a typical person in experimental or control groups (with or without gamification) was predicted using RBF artificial neural network. The obtained results from the designed neural network showed that all of the predictions using the proposed artificial neural network were predicted correctly. Also, the network was able to classify all of the outputs correctly based on the defined inputs. The network had an acceptable error rate.
Conclusion
Based on the obtained results from the artificial neural network, prediction of customer behavior was done correctly. It should be noted that the gamification activities such as completing the puzzle which was tested in this study should be used accurately in businesses. This result will be useful for businesses, marketers, sales managers, market management analysts, and researchers interested in this field.

کلیدواژه‌ها [English]

  • Gamification
  • Buying behavior
  • Consumer
  • Artificial neural network
  • Prediction

مراجع

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