نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشگاه تبریز
2 عضو هیئت علمی دانشگاه تبریز، دانشکده تربیت بدنی
3 عضو هیئت علمی دانشگاه تبریز. دانشکده تربیت بدنی
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The present research investigated the effect of gamification on the repurchase intention of sports goods through virtual media (Instagram). The study adopted a positivist paradigm, a quantitative research approach, and was applied in terms of objective. It utilized a quasi-experimental design employing a pretest-posttest design with a control group. The statistical population of the study comprised undergraduate Physical Education students aged 18–24 years. From this population, a minimum sample size of 20 individuals was selected using purposive sampling based on specific inclusion criteria. These individuals were divided into two groups: one experimental group and one control group. The experimental group underwent the gamification intervention for 12 sessions, while the control group received no intervention. Data were collected using a Repurchase Intention Questionnaire. Data analysis was performed using ANCOVA, correlated t-test, and SPSS software. The research findings revealed that the gamification intervention had a significant effect on repurchase intention, confirming the hypothesis (p<0.05). The results demonstrated that individuals could increase their repeat purchase behavior by engaging in gamification interventions. In today's highly competitive world, the use of interactive tools such as gamification can lead to the creation of a lasting experience for users and meaningfully increase their inclination toward repeat purchases.
کلیدواژهها [English]
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