Gamification and online consumer decisions: Is the game over?

Consumption can be more than just a necessity; it can become a leisure activity. With the emergence of e-commerce and social media, products and services are just one click away; a trend that is further driven by gamified systems. This research aims to systematically analyze the most relevant academic literature on gamification, to establish if it influences online consumer decisions and, if so, which elements, mechanisms, and theories can explain it. After a thorough search from Web of Science and Scopus databases using SciMAT, 257 papers were analyzed. Twenty-nine (29) of the 36 papers found show empirical evidence that the inclusion of game elements in non-game activities has a significant influence on consumer engagement and online consumer decisions in digital contexts. Moreover, rewards and challenges were identified as the two most used mechanisms, with points, badges, and leaderboards being the most tested gamification elements. The Self- Determination Theory (SDT) and the Technology Acceptance Model (TAM) are the two most common theoretical explanations for why gamification works. Lastly, possible future studies to include thematic, methodological and theoretical agendas were discussed

Consequences of user experience in a gamified e-commerce platform

User experience is essential to any gamified domain, which indicates how a person feels when interacting with the system and it produces some definite consequences. In e-commerce, gamification is increasingly applied as a design strategy while improving various behavioral outcomes. This study explores the consequences of user experience and its role in a gamified e-commerce platform. Hence, a conceptual model of user experience in a gamified e-commerce platform is proposed. The Model aims at finding the effects of gamification on user experience and the consequences that arise. It was statistically tested and validated through a quantitative research approach. An online survey questionnaire acted as the main instrument for data collection and subsequently, the PLS-SEM method was utilized for analyses. The results indicated that in e-commerce, gamification affects user experience positively. This gamified user experience creates satisfied users and enhances their purchasing attitude. Users thus developed a love for a particular brand and become loyal customers of the products. They will also contribute to business growth by spreading positive word of mouth. Finally, the intention of users to engage with a platform is also improved

A literature meta-analysis and integrative model

Baptista, G., & Oliveira, T. (2019). Gamification and serious games: A literature meta-analysis and integrative model. Computers in Human Behavior, 92, 306-315. DOI: 10.1016/j.chb.2018.11.030In recent years we have witnessed a growing number of companies and institutions embedding game mechanics and game design techniques in all types of information systems, applications, and services. Following this trend, it is possible to find an increasing number of publications studying these subjects. With this meta-analysis we synthesise and integrate all the earlier literature and information available on gamification and serious games, assessing the current state-of-the-art in the field, filling a literature gap on this subject. We calculated meta-analysis effects from a total of 54 studies and 59 datasets collected from the literature. Attitude, enjoyment, and usefulness are the most relevant predictors of intention to use gamification. Intention, enjoyment, and usefulness are the most relevant predictors of the brand attitude towards gamification. Our results allow us to present a theoretical model that will be of value to future gamification studies.authorsversionpublishe

Gamified Workshops as Drivers for Attitudinal and Behavioral Shifts toward Sustainable Business Practices: The Role of Enjoyment, Curiosity and External Regulation

Gamification has recently gained a great deal of attention in various research communities. The application of game elements in non-game contexts has shown a lot of potential and the expectations of researchers and businesses are high. However, few studies exist that empirically test the effectiveness of gamification applications in business settings. To fill this gap, we present results from workshops that promoted environmentally friendly business practices. 261 individuals participated in a study in which various gamification elements were applied. Our findings illustrate that enjoyment and curiosity, both of which are strongly fostered by gamification elements, exert a significant influence on individuals’ attitudes and subsequently their behavioral intentions to adopt sustainable business practices. In contrast, the impact of external regulation turned out to be insignificant. The findings highlight the important role of enjoyment and curiosity for a sustainable change and bear important implications for academics and practitioners

The effect of gamification and narrative on learner engagement and academic achievement in primary schools: a South African case study

As the major aims of primary school education are to foster both learning and enjoyment of learning, the main goal of this research project is to identify whether the use of storytelling can improve gamification of learning through a Learning Management System (LMS). Gamification is a known method for enhancing the enjoyment of learning as well asthe reinforcement of learning, in tasks that are typically seen as routine or mundane. The study used a sample of grade 7 learners from a South African private school, using the national curriculum policy document as a content guideline. The study used comparative groups of two gamified learning management systems, with one system using the storyline of “Mission to Mars”, where learners embarked on a fictional journey to Marsin search of habitable land. The other group used a similar learning management system, using generic images and discourse without using a narrative. Using game mechanics, which are common features used to structure games, the content was presented as a progression-based game to achieve the end goal of colonising Mars. Progression was based on learner participation in core activities that were required by the core curriculum and which were formally assessed, in temporal activities that occurred at different stages in time and in discretionary activities that were optional and were known not to be formally assessed. We found that the gamified systems were successful in reinforcing learning and were enjoyed by both experimental groups. It was anticipated that the use of a narrative, in conjunction with the gamified learning management system, would yield higher academic results and be more enjoyable, which was in line with research on the use of storytelling in education. Contradictory data was found, which suggests that the use of narrative should be carefully implemented, as storytelling may only be effective if presented to learners in a meaningful and relevant way. The system was developed using a free web page designer, provided by Google, which would have limited the possibilities for developing interactive or customised teaching resources for the facilitator to use. This was found to be the main limitation for the study and should influence further research in this field

Understanding hotel visitors’ motives to use hotel gamified applications

While hospitality has been one of the industries that have been keen to adopt and use various technologies, the proliferation of gamification application is still to materialise. It is therefore very interesting to investigate the potential benefits of gamified applications in the area of the hospitality industry by identifying the motives of individuals’ when they use a hotel-gamified application. Hospitality industry is becoming more and more competitive and surviving and marketing a destination has become a challenge, so in order to gain a competitive advantage, the use of modern technology is crucial for many destination-marketing organizations. Gamification can be applied in technology-mediated and non-technology-mediated contexts. Within technology-mediated contexts, gamification is more applicable due to the favourable environment that such context offers. Recent evolutions indicate that mobile devices are becoming travel buddies and their use is profoundly influencing the different phases of a travellers’ journey. Hence, it could be assumed, that a mobile hotel gamified application is now easier than ever to develop and succeed. Since fun has become the requirement to ensure continuous demands for many products or services, companies and organizations feel the need to involve fun in their offerings to secure continuity in consumption and use. Therefore, this study aims to understand the meaning of fun for individuals when they will use a hotel-gamified application, using visual material so the interviewees would have an idea of how a hotel-gamified application would look if it was in existence today based on the current definitions of gamification

The role of gamification, social, hedonic and utilitarian values on e-commerce adoption

Purpose – The purpose of this study is to investigate the factors influencing intention to continue using and spreading the word of mouth for e-commerce applications in the gamification context. Design/methodology/approach – Using primary data from an online questionnaire, 219 users of e-commerce applications who played games on e-commerce platforms were gathered as the sample of the research and analysed using structural equation modelling. Findings – The results showed that network exposure from gamification significantly influenced social influence, recognition and reciprocal benefit. However, only social influence and utilitarian shaped attitudes, leading to the intention to continue using the e-commerce platform and spread word of mouth. Recognition, reciprocal benefit and hedonic shopping motivation were not found to significantly influence attitude. Practical implications – This study provides practical recommendations for e-commerce applications in implementing gamification into their platforms. Originality/value – This study delivers a better understanding of the implementation of gamification in e-commerce by examining the in-game social interactions and the shopping behaviour in e-commerce to continue using the platform and spread the word of mouth about the gamification method

An interdisciplinary perspective on gamification: Mechanics, psychological mediators and outcomes

As gamification literature has matured, the gap between how different domains apply the theory has widened. This has positioned gamification as being more dependent on context, rather than being an independent theory per se. To address this notion, three concepts are identified as being central for how a gamificator, the one responsible for gamifying, gamifies a process. These are mechanics, mental mediators and desired outcomes. Following this logic, a review was conducted using 77 (n) articles across seven disciplines, namely health and wellness, crowdsourcing, sustainability, computer science, software development, business, and tourism. The findings highlighted potentially causal and correlational relationships between several concepts when gamifying a situation, context, service or/and process. This research presents an alternative and uniform perspective on the broad gamification research to better understand how gamification functions and can be employed to impact various outcomes. Furthermore, this research contributes to this rather eclectic domain, presenting a more categorized view in showing domain-specific mechanics and how these can be employed for empirical testing. Lastly, the conceptual model can be modified, employed and adjusted to investigate various effects of gamification on outcomes