How gamifying AI shapes customer motivation, engagement, and purchase behavior
Year of publication: |
2023
|
---|---|
Authors: | Elmashhara, Maher Georges ; De Cicco, Roberta ; Silva, Susana C. ; Hammerschmidt, Maik ; Silva, Maria Levi |
Published in: |
Psychology & Marketing. - Hoboken, NJ : Wiley, ISSN 1520-6793. - Vol. 41.2023, 1, p. 134-150
|
Publisher: |
Hoboken, NJ : Wiley |
Subject: | artificial intelligence | customer engagement | gamification | gamified chatbots | perceived autonomy | purchase behavior | utilitarian and hedonic motivations |
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