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Engineering Proceedings
Volume 74
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10.3390/engproc2024074051
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Proceeding Paper

Correlation between Consumer Characteristics and the International Coffee Chain Brand Membership System: The Gamification Perspective through Apps †

by
Chih-Wei Lin
1,
Ming-Ju Lu
2,
Chi-Pei Ou Yang
1,
Chi-Yu Wang
2,
Wei-Hsun Hsu
3,* and
Shan-Shan Chen
1,*
1
Department of Business Administration, Chaoyang University of Technology, Taichung 413310, Taiwan
2
Department of Leisure Service Management, Chaoyang University of Technology, Taichung 413310, Taiwan
3
Department of Marketing and Logistics Management, Chaoyang University of Technology, Taichung 413310, Taiwan
*
Authors to whom correspondence should be addressed.
†
Presented at the 2024 IEEE 4th International Conference on Electronic Communications, Internet of Things and Big Data, Taipei, Taiwan, 19–21 April 2024.
Eng. Proc. 2024, 74(1), 51; https://doi.org/10.3390/engproc2024074051
Published: 4 September 2024
(This article belongs to the Proceedings of 2024 IEEE 4th International Conference on Electronic Communications, Internet of Things and Big Data)
Versions Notes

Abstract

We explored the correlation between consumer characteristics and international coffee chain brand membership apps. From the perspective of a gamified system, we analyzed differences in members’ experiences when using the app. Three elements of the gamification system of the MDE theory were used to analyze members’ gamification sentiments: “Achievement”, “Challenges”, and “Immediate Feedback”. Variables representing members’ characteristics included gender, age, education level, occupation, monthly income, and recent consumption frequency. In using branded apps, males experienced a stronger sense of “Achievement” compared to females. However, there was no significant difference among members with varying monthly incomes regarding these three gamification elements. Members who made one to four purchases displayed higher levels of “Challenge” and “Immediate Feedback” than those who made no purchases. Such results underscore the importance of member characteristics in diverse gamification experiences. It is recommended that coffee chain brands customize their apps to align with the distinct preferences of their member demographics. Additionally, for members who make frequent purchases, brands must design various challenge levels and provide advanced feedback to enhance their engagement in the gamified system.
Keywords: MDE theory; gamification; achievement; challenges; feedback MDE theory; gamification; achievement; challenges; feedback

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MDPI and ACS Style

Lin, C.-W.; Lu, M.-J.; Ou Yang, C.-P.; Wang, C.-Y.; Hsu, W.-H.; Chen, S.-S. Correlation between Consumer Characteristics and the International Coffee Chain Brand Membership System: The Gamification Perspective through Apps. Eng. Proc. 2024, 74, 51. https://doi.org/10.3390/engproc2024074051

AMA Style

Lin C-W, Lu M-J, Ou Yang C-P, Wang C-Y, Hsu W-H, Chen S-S. Correlation between Consumer Characteristics and the International Coffee Chain Brand Membership System: The Gamification Perspective through Apps. Engineering Proceedings. 2024; 74(1):51. https://doi.org/10.3390/engproc2024074051

Chicago/Turabian Style

Lin, Chih-Wei, Ming-Ju Lu, Chi-Pei Ou Yang, Chi-Yu Wang, Wei-Hsun Hsu, and Shan-Shan Chen. 2024. "Correlation between Consumer Characteristics and the International Coffee Chain Brand Membership System: The Gamification Perspective through Apps" Engineering Proceedings 74, no. 1: 51. https://doi.org/10.3390/engproc2024074051

APA Style

Lin, C.-W., Lu, M.-J., Ou Yang, C.-P., Wang, C.-Y., Hsu, W.-H., & Chen, S.-S. (2024). Correlation between Consumer Characteristics and the International Coffee Chain Brand Membership System: The Gamification Perspective through Apps. Engineering Proceedings, 74(1), 51. https://doi.org/10.3390/engproc2024074051

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