| Keywords [eng] |
gamification, referral marketing program, materialism, playfulness, belongingness, risk aversion, intention to recommend žaidybinimas, rinkodaros rekomendacijų programos, materializmas, noras pritapti, žaismingumas, rizikos vengimas, ketinimas rekomenduoti |
| Abstract [eng] |
The main aim of the master thesis was to investigate how materialism, playfulness, belongingness, risk aversion impact the perceived usefulness, enjoyment and risk of a gamified system and as a result intention to recommend. In order to achieve this aim, the objectives of this thesis were: analyze individual traits affect on intention to recommend from theoretical perspective; To apply TAM and UTAUT models to analyze perception of the system; To develop methodology for empirical research and research impact of factors to intention to recommend; To collect and analyze data and apply findings to provide insights and recommendation. To achieve the master thesis aim, the methods used were literature analysis and reliability, linear regression for statistical analysis of quantitative data. First and second chapters of the Master thesis were dedicated for analysis of individual traits and their effect on perception of the system and intention to recommend. In the third chapter, methodology of empirical research is presented. For this empirical research, a gamified referral marketing system (gamified system) was created and used to encourage respondents' intention to recommend VPN service. Empirical analysis found that all four personality traits of materialism, playfulness, risk-averse and belongingness had a significant impact on perception of the system – usefulness, playfulness and risk and, as a result, on intention to recommend. Higher playfulness and belongingness were positively linked to perception of the system as more enjoyable and useful. On the other hand, higher materialism and risk-aversion were linked to worsen perception of enjoyment and usefulness of the gamified system. Moreover, perception of the system, defined by usefulness, enjoyment and risk, found to have a significant impact on intention to recommend. The strongest impact on intention to recommend had perceived enjoyment and usefulness. While, perceived risk had a negative impact on intention to recommend. Higher playfulness, belongingness and risk-aversion reported respondents were found to be the most sensitive to perceived risk while any significant relationship between materialism and perceived risk was found. Based on literature analysis and empirical research findings, two factors groups - enhancing the intention to recommend and diminishing intention to recommend were identified. The first group involves factors such as playfulness, belonginess, perceived usefulness and enjoyment. The second one involves high materialism and risk-aversion as well as high perceived risk. This master thesis proved that individual traits are important factors impacting the intention to recommend and should not be overlooked by the companies planning referral marketing programs. |
