Customer game experience impact on gamification and online purchasing

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Customer game experience impact on gamification and online purchasing

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Customer game experience impact on gamification and online purchasing

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2019

Kód důvěrnosti údajů

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

Název statě ve sborníku

Conference proceedings CIBMEE - 2019

ISBN

978-609-476-161-4

ISSN

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e-ISSN

2538-8711

Počet stran výsledku

9

Strana od-do

771-780

Název nakladatele

Vilnius Gediminas Technical University

Místo vydání

Vilnius

Místo konání akce

Vilnius

Datum konání akce

9. 5. 2019

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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