Title: Game experience as a moderator in gamified online purchasing settings

Authors: Fortesa Haziri; Lulzim Shabani; Miloslava Chovancová

Addresses: Department of Management and Marketing, Faculty of Management and Economics, Tomas Bata University in Zlin, Zlin, Czech Republic ' Department of Management and Informatics, Faculty of Economy, AAB College in Prishtinë, Prishtinë, Republic of Kosovo ' Department of Management and Marketing, Faculty of Management and Economics, Tomas Bata University in Zlin, Zlin, Czech Republic

Abstract: 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.

Keywords: aesthetics; developing countries; MDA framework; gamification; game experience; game dynamics; game mechanics; social media; s-commerce; purchase.

DOI: 10.1504/IJLC.2021.116700

International Journal of Learning and Change, 2021 Vol.13 No.4/5, pp.399 - 418

Received: 03 Sep 2019
Accepted: 26 Oct 2019
Published online: 29 Jul 2021 *

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