Game mechanics differences for Kosovans social media purchasers

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F18%3A63521133" target="_blank" >RIV/70883521:28120/18:63521133 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Game mechanics differences for Kosovans social media purchasers
Original language description
Consumer behaviour in the theoretical aspect has evolved over the years. Moreover, numerous seller have moved from physical retailer to online e-commerce websites or pages on social media. Social media within years have expanded the usage in the commercial world. In the digitization era, where consumers are daily users of technology and social media, gamification has been seen as an innovative engaging and motivating technique. So far, gamification has been employed in different fields such as healthcare, sustainability, government, transportation, education, and so on. Although, gamification appliance in consumer behaviour domain is not that much explored. Furthermore, one of gamification elements is game mechanics, which has been applied for the research purpose. This paper aims to explain the differences between consumers of different age groups and cities in the Republic of Kosovo regarding the game mechanics influence when purchasing via social media. A qualitative approach followed by a non-parametric test, Chi-Square test, has been employed to describe and explain the differences between the groups. This paper contributes to the existing theory of gamification, game mechanics and its impact on social media purchasers.
Czech name
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Czech description
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Project
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Continuities
S - Specificky vyzkum na vysokych skolach<br>I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2018
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Economic and Social Development: 13th International Scientific Conference on Economic and Social Development
ISBN
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ISSN
1849-7535
e-ISSN
neuvedeno
Number of pages
9
Pages from-to
141-149
Publisher name
Varazdin Development and Entrepreneurship Agency
Place of publication
Berlín
Event location
Zagreb
Event date
Dec 14, 2018
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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