FSS, J. Goričar Central Social Sciences Library, Ljubljana (ODKLJ)
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Igrifikacija v storitvenem marketingu : uvajanje elementov iger v proces spletnega nakupa letalskih kartČernič, Nina ; Golob, Urša, 1977-Prispevek raziskuje igrifikacijo kot koncept, ki se vse bolj uveljavlja v marketinški literaturi in praksi. Ukvarja se z vprašanjem pomena elementov iger v neigralnih situacijah in raziskuje, na ... kakšen način so ti elementi pomembni za marketinško prakso. V empiričnem delu se osredotoča na vpliv elementov iger na različne dimenzije uporabniške izkušnje pri nakupu letalskih kart, pri čemer se opira na model PENS (Player Experience of Need Satisfaction), ki meri dimenzije uporabniške izkušnje pri igralcih video iger. Rezultati eksplorativne študije v obliki kvazieksperimenta so pokazali, da zlasti elementi, ki povečujejo čustveno vključenost in fizično prisotnost, pozitivno vplivajo na uporabniško izkušnjo. Prispevek razpravlja o ugotovitvah raziskave in njihovem potencialnem prispevku za raziskovanje in prakso.Source: Akademija MM : slovenska znanstvena revija za trženje. - ISSN 1408-1652 (Letn. 13 [i. e. 17], [št.] 27, apr. 2018, str. 49-63)Type of material - article, component partPublish date - 2018Language - slovenianCOBISS.SI-ID - 35568733
Author
Černič, Nina |
Golob, Urša, 1977-
Topics
Storitveni marketing |
Services marketing |
igrifikacija |
videoigre |
spletno nakupovanje |
letalske vozovnice
source: Akademija MM : slovenska znanstvena revija za trženje. - ISSN 1408-1652 (Letn. 13 [i. e. 17], [št.] 27, apr. 2018, str. 49-63)
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Database name | Field | Year |
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Černič, Nina | |
Golob, Urša, 1977- | 28675 |
Source: Personal bibliographies
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