The influence of gamification on the consumer's experience

Authors

DOI:

https://doi.org/10.6008/CBPC2179-684X.2021.001.0003

Keywords:

Gamification, Online Shopping Apps, Consumer experience

Abstract

Gamification research has grown in the world in several areas, supported mainly by
stimulating the consumption experience. Gamification refers to the use of game
elements in a context where entertainment is not the main objective. This study aims
to verify the influence of gamification on the consumer experience. For that, a
theoretical model was proposed. Pleasure, learning, creativity and motivation were
selected as exogenous variables; and gamification, social media and the consumer
experience as endogenous variables. To test the model, a survey was carried out, with
primary data, via an electronic questionnaire. In data collection, the sample
composition had 468 respondents. In the research findings, there was a positive and
significant influence of gamification on the consumer experience. Therefore, it can be
concluded that online shopping applications that have elements of games have an
influence on the decision-making of the final consumer.

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Author Biography

Airton Pereira da Silva Leão, Faculdade Vale do Aço

Doutorando em Ciências Contábeis e Administração e Mestre em Contabilidade e Administração pela Fundação Instituto Capixaba de Pesquisa em Contabilidade, Economia e Finanças - FUCAPE Business School. Especialista em Gestão Pública pela Universidade Estadual do Maranhão - UEMA. Economista, Bacharel em Ciências Econômicas pela Faculdade de Imperatriz - FACIMP. Especialista em Matemática pela Faculdade Venda Nova do Imigrante - FAVENI. Formado em Licenciatura Plena em Matemática pela Faculdade de Filosofia, Ciências e Letras de Boa Esperança - FAFIBE. Atualmente exerce a função de Professor Orientador da Universidade Estadual da Região Tocantina do Maranhão - UEMASUL, como também, Professor titular da Faculdade Vale do Aço - FAVALE. Tem experiência na área de administração, economia, gestão pública, finanças, microcrédito, agricultura familiar, agronegócio com ênfase em instituições monetárias e financeiras do Brasil.

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Published

2020-10-05

Issue

Vol. 12 No. 1 (2021): Revista Brasileira de Administração Científica - Jan, Fev, Mar 2021

Section

Marketing e Estratégias Mercadológicas

License

The CBPC - Companhia Brasileira de Produção Científica (Brazil CNPJ: 11.221.422/0001-03) the material rights of the published works. The rights relate to the publication of the work anywhere in the world, including rights to renewals, expansions and dissemination of the contribution, as well as other subsidiary rights. All electronically published works may subsequently be published in printed collections under the coordination of this company and / or its partners. The authors preserve the copyright, but are not allowed to publish the contribution in another medium, printed or digital, in Portuguese or in translation.