Authors: Ioanna Moutzala, George Spais
Title: A modification of the integrative framework on gamified packages in food packaging of masstige brands under the prism of masstige theory: The case of gourmet food brands via mobile point of sales
Abstract
Our study proposes a modified integrative framework on gamified packaging for masstige brands, available via mobile point of sales, based on Syrjälä et al.'s extended model (2020). This framework includes four views/dimensions and is the first in food marketing and digital marketing literature. The study aims to investigate the relationship between the masstige theory perspective on gourmet food brands and the role of gamification, specifically in mobile sales. Following the proposition of a modified integrative framework of four dimensions on gamified packages in food packaging of masstige brands available via a mobile point of sales, and based on four initial assumptions, the research objectives of the dissertation are (1) The examination of the importance of the critical concepts of (i) consumer engagement with the brand (consumer brand engagement), (ii) consumer happiness, (iii) technological and gamified gourmet food packaging, and (iv) consumer involvement in the buying process of gourmet food brands at mobile points of sales through apps in the Greek market. (2) The study investigates how social and motivational factors affect Greek consumers' intention to purchase gourmet food brands through a mobile app mediated by shopping engagement. We administered a structured questionnaire with seven sections in an online survey to gather data. Respondents were randomly selected, and the questions covered three measurable scale types: ratio, nominal, and ordinal variables. Our questionnaire was shared through emails and uploaded to the Google Forms platform, resulting in 203 completed surveys. We used convenience sampling to collect data from Greek consumers who were easy to approach and willing to participate in the survey. Their responses were analyzed to conclude.
The research results allowed us to test nine research hypotheses of the research model, and we accepted all the hypotheses examining direct and intermediate relationships, with a level of significance a = 0.05. Technological and gamified gourmet food packaging positively affects consumer engagement with the brand, consumer involvement with food brands in the buying process, consumer happiness, and consumer intention to buy food brands using mobile sales points. Further, we found that consumer engagement positively affects consumer involvement with food brands in the buying process, as consumer happiness influences the intention to buy food brands using mobile sales points.
Incorporating technology and gamification in food packaging can positively influence consumer behavior, enhancing brand connection, involvement in the buying process, and overall satisfaction. It can ultimately lead to more purchases through mobile platforms. Increased engagement and satisfaction impact purchasing decisions, while involvement indirectly influences purchases via mobile sales points.
Further analysis on the subject could expand our knowledge on gamified packages, masstige branding, digital sales via mobile platforms, and patterns of consumer interactions. Future studies must explore diverse masstige brands across various sectors and markets alongside the thorough investigation of psychographics, socio-demographic factors, and different cultural dimensions. Moreover, it is imperative to observe how customer preferences evolve in mobile point of sales to uncover emerging market trends.
