Title: Evaluating the effect of psychological dimensions of gamification strategy on creation of unplanned purchases

Authors: Seyed Fathollah Amiri Aghdaie; Hamidreza Talaei; Paria Soltanpour

Addresses: Department of Management, University of Isfahan, Isfahan, Iran ' Faculty of Management, Department of Management, University of Tehran, Tehran, Iran ' Quality Management Research Group, Department of Management, University of Isfahan, Isfahan, Iran

Abstract: To use and how to use varied gamification tools is very important from a salesperson perspective. If they use them in a technical way, it may lead to unplanned buying. In this paper data was gathered from 360 customers in Dillards chain stores in Houston by handing out questionnaires. This study first introduces the concept of gamification strategy and unplanned purchases, and then identifies some salesperson's gamification tools based on psychological dimensions which can lead to change in purchase intention or unplanned purchases and consequently trade growth. In this way scholars developed a structural model which is going to illustrate the effect of these psychological dimensions on unintended buying. Results showed that these strategies are effective in marketing.

Keywords: gamification strategy; psychological dimension; unplanned purchases.

DOI: 10.1504/IJPM.2022.119843

International Journal of Procurement Management, 2022 Vol.15 No.1, pp.20 - 39

Accepted: 13 Aug 2020
Published online: 22 Dec 2021 *

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