Article: The association between gender and occupation in a gamified purchasing environment: perspective from Kosovo and Albania Journal: International Journal of Electronic Marketing and Retailing (IJEMR) 2021 Vol.12 No.3 pp.215 - 231 Abstract: 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. Inderscience Publishers - linking academia, business and industry through research

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

Authors: Fortesa Haziri; Ina Pagria; Miloslava Chovancová

Addresses: Department of Management and Marketing, Faculty of Management and Economics, Tomas Bata University in Zlin, Zlin, Czech Republic ' Department of Economy and Rural Development Policies, Faculty of Economy and Agribusiness, Agricultural University of Tirana in Tiranë, Tiranë, Albania ' Department of Management and Marketing, Faculty of Management and Economics, Tomas Bata University in Zlin, Zlin, Czech Republic

Abstract: 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.

Keywords: aesthetics; game dynamics; game mechanics; gamification; online buying behaviour; social media; developing countries; Kosovo; Albania.

DOI: 10.1504/IJEMR.2021.116502

International Journal of Electronic Marketing and Retailing, 2021 Vol.12 No.3, pp.215 - 231

Received: 05 Apr 2019
Accepted: 05 Aug 2019
Published online: 27 Jul 2021 *

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

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