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.

/pdf/gamification-and-online-consumer-decisions-is-the-game-over-51t8i02aid.pdf

Gamification and online consumer decisions: Is the game over?

Experiences that Matter? The Motivational Experiences and Business Outcomes of Gamified Services

Today, marketing has evolved due to the emergence of new electronic technologies and has shifted to e-marketing. Meanwhile, the gamification and gamified systems is an up-to-date research topic that has attracted the attention of many researchers in recent years. As one of the main goals of marketing is to increase customer engagement and loyalty by persuading and motivating them to participate, the gamification has a great potential for e-marketing. Although much research has been done on the gamification subject in e-marketing, there has not yet been a comprehensive review of these studies. This paper aims to provide a comprehensive overview of the scientific and practical research on gamification applied to e-marketing using the systematic mapping study methodology.,Because considerable research has been devoted to gamification since 2011, and the number of papers published in this area has grown steadily from 2011, the paper reviews the publications over the period 2011-2018. The research method includes developing research questions, designing the research process and filtering the findings based on the specified criteria.,The findings of this study show the main applications of gamification in e-marketing, the technologies used and the proven benefits of applying this technique in e-marketing. It also provides a classification of the studies in this area.,This paper helps other researchers to understand the main areas of research in gamification within the marketing discipline and enables them to find the fields needed for future studies.,The proposed classification can give a comprehensive overview of the scientific and practical actions taken on gamification applied to e-marketing for academics and practitioners. It also enables the readers to find main areas of research and motivates them to apply gamification in e-marketing.

A systematic mapping study on gamification applied to e-marketing

Text mining approach to explore determinants of grocery mobile app satisfaction using online customer reviews

The objective of this paper is to explore and extend the existing literature on the use of gamification in banking.,Gamification is a new concept, further its application in banking is in a nascent stage both from the perspective of research and application. To systematise the limited literature and to draw the future research prospects, studies are presented based on theories, characteristics, context and methodologies framework.,The synthesis of the literature on gamification opened to a spectrum of areas to determine the future of gamification in the banking industry. The study emphasises the use of social and psychological theory building in the banking industry. Further, the research on game elements is an underexplored area in the banking domain, while they have well exploited in other contexts. Banking context needs more literature evidence, empirically tested and validated research methods to understand the personality traits and customer behaviour arising from the use of gamification.,For bank management, this study lays the impact of gamification in this era of digital banking. With the right mix of hedonic and utilitarian elements, bank management shall be able to boost financial literacy, improve saving habits, simplify banking products and strengthen knowledge updates among bank employees. Understanding the key elements and present status of research on gamification and their impact on customer behaviour development is crucial for the bank in building strategic advantage.,This study on gamification applied explicitly to the banking sector. With no clear application of the elements and mechanics of technology used in gamification, this study presents past literature in a systematised manner and draws the future research agenda of gamification in banking services.

Gamification in banking: a review, synthesis and setting research agenda

Traditional retailers are facing strong competition from e-commerce. One way to meet this challenge is to follow the marketing movement of focusing on customer experiences. This transformation is based on the notion of engaging customers and one way to drive this engagement is through gamification to support value creation. In this study, we have identified variables affecting intentions to use gamified services and in what ways. For this purpose, we developed an app that generated different levels of gamification by varying the number of game elements. The data from a survey distributed during a field experiment indicates that an increasing level of gamification and technology experience have direct positive associations with intrinsic motivation. Furthermore, intrinsic motivation has a positive direct association with satisfaction, although this is partly mediated by mood. Finally, satisfaction has a positive direct relation with intention to use.

/pdf/in-store-gamification-testing-a-location-based-treasure-hunt-4cbg2yl0ee.pdf

In-Store Gamification: Testing a Location-Based Treasure Hunt App in a Real Retailing Environment

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In-Store Gamification: Testing a Location-Based Treasure Hunt App in a Real Retailing Environment