Game experience as a moderator in gamified online purchasing settings

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F21%3A63527259" target="_blank" >RIV/70883521:28120/21:63527259 - isvavai.cz</a>

Výsledek na webu

<a href="https://www.inderscienceonline.com/doi/abs/10.1504/IJLC.2021.116700" target="_blank" >https://www.inderscienceonline.com/doi/abs/10.1504/IJLC.2021.116700</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Game experience as a moderator in gamified online purchasing settings

Popis výsledku v původním jazyce

As online purchasing grows in importance, the interest of enhancing the online purchasing experience also increases. Although considered as ‘a reason to play’, gamification is established as a successful set of activities to motivate and engage end-users, consumers, patients and students. However, limited research has been conducted concerning the impact of game elements on s-commerce purchasing behaviour. Hence, this paper aims to investigate the effect of game elements in user behaviour for consumers who purchase via social media with the relationship being moderated by game experience. For hypotheses testing purposes, this study uses PLS-SEM and independent sample t-test to examine 721 questionnaires gathered via an online survey. The findings reveal that game elements positively and significantly influence user behaviour but the relationship is not moderated by game experience. This confirms that gamification is a concept extending beyond games; and, if designed and applied accurately, it may imbue dull experiences with fun and joy.

Název v anglickém jazyce

Game experience as a moderator in gamified online purchasing settings

Popis výsledku anglicky

As online purchasing grows in importance, the interest of enhancing the online purchasing experience also increases. Although considered as ‘a reason to play’, gamification is established as a successful set of activities to motivate and engage end-users, consumers, patients and students. However, limited research has been conducted concerning the impact of game elements on s-commerce purchasing behaviour. Hence, this paper aims to investigate the effect of game elements in user behaviour for consumers who purchase via social media with the relationship being moderated by game experience. For hypotheses testing purposes, this study uses PLS-SEM and independent sample t-test to examine 721 questionnaires gathered via an online survey. The findings reveal that game elements positively and significantly influence user behaviour but the relationship is not moderated by game experience. This confirms that gamification is a concept extending beyond games; and, if designed and applied accurately, it may imbue dull experiences with fun and joy.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

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

2021

Kód důvěrnosti údajů

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

Název periodika

International Journal of Learning and Change

ISSN

1740-2875

e-ISSN

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Svazek periodika

13

Číslo periodika v rámci svazku

4-5

Stát vydavatele periodika

CH - Švýcarská konfederace

Počet stran výsledku

19

Strana od-do

399-418

Kód UT WoS článku

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EID výsledku v databázi Scopus

2-s2.0-85111575953