Assessing the dissimilarities of game mechanics on Albanian working-class consumers
Identifikátory výsledku
Kód výsledku v 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>
Výsledek na webu
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DOI - Digital Object Identifier
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Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
Assessing the dissimilarities of game mechanics on Albanian working-class consumers
Popis výsledku v původním jazyce
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.
Název v anglickém jazyce
Assessing the dissimilarities of game mechanics on Albanian working-class consumers
Popis výsledku anglicky
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.
Klasifikace
Druh
D - Stať ve sborníku
CEP obor
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OECD FORD obor
50204 - Business and management
Návaznosti výsledku
Projekt
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Návaznosti
S - Specificky vyzkum na vysokych skolach
Ostatní
Rok uplatnění
2019
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Údaje specifické pro druh výsledku
Název statě ve sborníku
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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Počet stran výsledku
10
Strana od-do
334-343
Název nakladatele
Fakulta managementu a ekonomiky, UTB ve Zlíně
Místo vydání
Zlín
Místo konání akce
Zlín
Datum konání akce
6. 11. 2019
Typ akce podle státní příslušnosti
EUR - Evropská akce
Kód UT WoS článku
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