Journal
JOURNAL OF RETAILING AND CONSUMER SERVICES
Volume 54, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2019.102018
Keywords
Locatability; Navigability; Controllability; Nostalgia; Game-challenge reactions; Playfulness; Service experience evaluation
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Funding
- Ministry of Science and Technology (MOST) of Taiwan, Republic of China [108-2410-H-025-026-MY2, 107-2410-H-032-043-MY2]
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By adapting Brunswik's lens model and the mechanics, dynamics, and aesthetics (MDA) framework, this study empirically investigated how perceptions of the game features (mechanics), influence game-challenge reactions (dynamics) and playfulness (aesthetics); these influences affected service experience evaluation. The findings revealed that locatability, navigability, and controllability exert positive effects on game-challenge reactions, whereas navigability and nostalgia had positive effects on feelings of playfulness. Furthermore, the relationship between game-challenge reactions and playfulness was determined to be nonrecursive, and both of these factors positively influenced service experience evaluation.
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