The association between gender and occupation in a gamified purchasing environment: perspective from Kosovo and Albania

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F21%3A63527258" target="_blank" >RIV/70883521:28120/21:63527258 - isvavai.cz</a>

Výsledek na webu

<a href="https://www.inderscienceonline.com/doi/abs/10.1504/IJEMR.2021.116502" target="_blank" >https://www.inderscienceonline.com/doi/abs/10.1504/IJEMR.2021.116502</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1504/IJEMR.2021.116502" target="_blank" >10.1504/IJEMR.2021.116502</a>

Jazyk výsledku

angličtina

Název v původním jazyce

The association between gender and occupation in a gamified purchasing environment: perspective from Kosovo and Albania

Popis výsledku v původním jazyce

Gamification is considered as a magic bullet to induce dull experiences with fun and enjoyment. However, understanding the gamification attributes for s-commerce users falls short due to limited empirical research. The purpose of this study is to explore the differences between males and females and employed and unemployed buyers who purchase products and services via s-commerce when game elements are considered. A questionnaire containing 61 questions and was distributed via social platforms. To analyse the gathered data, EFA and Mann-Whitney U test have been employed. The study concludes that for Kosovar s-commerce users employment status is significantly different regarding game mechanics. Regarding gender, out of all game elements, significant differences were found only in aesthetics. On the other hand, no gender and occupation differences have been identified for Albanian s-commerce users. The results of this study are useful for companies which provide products/services focused on gender and employment status.

Název v anglickém jazyce

The association between gender and occupation in a gamified purchasing environment: perspective from Kosovo and Albania

Popis výsledku anglicky

Gamification is considered as a magic bullet to induce dull experiences with fun and enjoyment. However, understanding the gamification attributes for s-commerce users falls short due to limited empirical research. The purpose of this study is to explore the differences between males and females and employed and unemployed buyers who purchase products and services via s-commerce when game elements are considered. A questionnaire containing 61 questions and was distributed via social platforms. To analyse the gathered data, EFA and Mann-Whitney U test have been employed. The study concludes that for Kosovar s-commerce users employment status is significantly different regarding game mechanics. Regarding gender, out of all game elements, significant differences were found only in aesthetics. On the other hand, no gender and occupation differences have been identified for Albanian s-commerce users. The results of this study are useful for companies which provide products/services focused on gender and employment status.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2021

Kód důvěrnosti údajů

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

Název periodika

International Journal of Electronic Marketing and Retailing

ISSN

1741-1025

e-ISSN

—

Svazek periodika

12

Číslo periodika v rámci svazku

3

Stát vydavatele periodika

CH - Švýcarská konfederace

Počet stran výsledku

16

Strana od-do

2015-231

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-85111727265