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Customer game experience impact on gamification and online purchasing

The result's identifiers

  • Result code in IS VaVaI

    <a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F19%3A63522691" target="_blank" >RIV/70883521:28120/19:63522691 - isvavai.cz</a>

  • Result on the web

  • DOI - Digital Object Identifier

Alternative languages

  • Result language

    angličtina

  • Original language name

    Customer game experience impact on gamification and online purchasing

  • Original language description

    Purpose–the purpose of the current research was to investigate the influence of the experience of players and no-players on their purchasing behavior in a gamified purchasing setting. Research methodology–PLS-SEM has been employed to investigate the effect of gaming on consumer behavior and analyze the data gathered via the questionnaire distributed online. Findings–unlike studies in different domains, where the positive impact of game experience in a gamified learning environment and purchasing intention towards gamified products has been highlighted, the results of this research reveal the irrelevance of game experience in online purchasing behavior. Research limitations–firstly, no comparison has been made concerning the differences between board-games and online games. Secondly, the length of time spent playing has not been analyzed. Lastly, the research does not offer any insight regarding the country, nor compare online and offline buying behavior. Practical implications–eventually, game experience needlessly impacts the purchasing process in a gamified setting. Game design, personality, characteristics, cultural background and other attributes of the participants are an important caveat. Originality/Value–the research reveals stimulating results for scholars in the field of gamification, game elements, consumer behavior, and online purchasing.

  • Czech name

  • Czech description

Classification

  • Type

    D - Article in proceedings

  • CEP classification

  • OECD FORD branch

    50204 - Business and management

Result continuities

  • Project

  • Continuities

    S - Specificky vyzkum na vysokych skolach

Others

  • Publication year

    2019

  • Confidentiality

    S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Data specific for result type

  • Article name in the collection

    Conference proceedings CIBMEE - 2019

  • ISBN

    978-609-476-161-4

  • ISSN

  • e-ISSN

    2538-8711

  • Number of pages

    9

  • Pages from-to

    771-780

  • Publisher name

    Vilnius Gediminas Technical University

  • Place of publication

    Vilnius

  • Event location

    Vilnius

  • Event date

    May 9, 2019

  • Type of event by nationality

    EUR - Evropská akce

  • UT code for WoS article