Assessing the dissimilarities of game mechanics on Albanian working-class consumers
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F19%3A63524040" target="_blank" >RIV/70883521:28120/19:63524040 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Assessing the dissimilarities of game mechanics on Albanian working-class consumers
Original language description
Abstract in English: The increase in popularity of games and their attendant impact on player behaviour has led to the transformation of game elements in line with non-game contexts. The process of adding game elements in non-game context has been defined as gamification. Due to digitization, consumers are exposed to a wider range of information through their use of technological devices and social media. Therefore, gamification is seen as innovative engaging and motivating set of activities that influence purchasing dispositions of consumers. Due to the successful usage of gamification in numerous areas, this study was aimed at exploring the game mechanics differences for employed consumers who purchase via social media (s-commerce). Using a survey as part of the research design, a questionnaire was employed for data collection, 183 respondents participated completed the questionnaire, and the data collected was used to perform the non-parametric test, Chi-Square test for independence has been employed to describe and explore the differences. The results revealed that points, rewards and badges offered by the s-commerce retailer as factors that influence the purchase frequency of consumers are significantly differ based on the working sector for employed consumers. The study provides substantial evidences for retail businesses regarding game mechanics elements as purchasing motivator.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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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
DOKBAT 2019 - 15th International Bata Conference for Ph.D. Students and Young Researchers
ISBN
978-80-7454-893-2
ISSN
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e-ISSN
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Number of pages
10
Pages from-to
334-343
Publisher name
Fakulta managementu a ekonomiky, UTB ve Zlíně
Place of publication
Zlín
Event location
Zlín
Event date
Nov 6, 2019
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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