The Effect of Perceived Socially Motivated Gamification on Purchase Intention: Does It Really Work?

Authors : Mehmet Yüksel, Ahmet Durmaz

Pages : 15-25

View : 30 | Download : 14

Publication Date : 2016-12-27

Article Type : Research

Abstract :Companies try to be innovative in their relationships with customers. As organizations seek new ways to differentiate themselves and to have more market share, gamification has emerged as a new concept in their marketing efforts. Many third-party organizations now utilize gamified services which grasp the attention and interest of many potential customers with its game-like features. These services form the basis of our research in understanding how people react to such gamified experience. In order to gather data, survey method was implemented to people who reside in Istanbul, use gamified websites, applications and mostly under 25 years old. Results implicate that there is strong correlation between users’ attitude towards gamification and their purchase intention regarding the product which advertised in these gamified services. This paper contributes to literature in a unique way in which a connection between purchase intention and attitude towards gamification is proposed. Additionally, it is the first empirical gamification research made in Turkey.
Keywords : Gamification, Social Influence, Reciprocal Benefit, Network Exposure, Purchase Intention.