نوع مقاله : مقاله پژوهشی
موضوعات
عنوان مقاله English
نویسندگان English
The current research was conducted with the aim of designing a gamification model for video-on-demand/video-on-demand (VOD) platforms for children and teenagers in order to solve the challenges in attracting and engaging this group. The lack of a documented model of gamification in Iran has caused ineffective implementation of these strategies in video-on-demand platforms, and this threatens the competitiveness of these services. The aim of this research is to provide a model that leads to more loyalty and an optimal user experience by increasing user interaction.
The research method of this research was grounded theory, because this method allows researchers to identify and extract key patterns and components through deep analysis of qualitative data. The choice of this method was formed especially due to the lack of existing theories in the field of gamification in video-on-demand services and the need to test hypotheses. In this regard, data has been collected through in-depth and semi-structured interviews with 17 experts. After going through the process of open and closed coding, the data obtained by these interviews became categories and a central category was formed from these data.
The findings showed that efficient and responsible gamification design as a central category includes three key components: an efficient and attractive platform for children and teenagers, a safe and secure platform, and in sync with global management strategies. The use of these components can solve the needs of Iran's video-on-demand services industry, especially in the field of children and teenagers, and lead to an optimal user experience, increasing user interaction and loyalty. The implementation of gamification based on this proposed model in interaction-oriented scenarios can increase the loyalty and interaction of children and teenagers and improve the competitiveness of video-on-demand services.
کلیدواژهها English
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