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The Impact of Gamification on Slovenian Consumers’ Online Shopping

Author

Listed:
  • Armand Faganel

    (Faculty of Management, University of Primorska, 6000 Koper, Slovenia)

  • Filip Pačarić

    (Independent Researcher, 3000 Celje, Slovenia)

  • Igor Rižnar

    (Faculty of Management, University of Primorska, 6000 Koper, Slovenia)

Abstract

Gamification involves integrating game mechanics into non-game environments such as business intranets, online communities, websites, and learning management systems to boost participation. Its aim is to actively engage employees, customers, and other stakeholders, fostering collaboration, sharing, and interaction. Gamification is a relatively unfamiliar term in Slovenia. The objective of this study is to investigate the influence of gamification on Slovenian consumers, specifically how it affects the online shopping process and user engagement during purchases. To test the hypotheses, we used appropriate statistical tools: chi-square, Friedman, and Wilcoxon tests. The findings indicate that gamification’s strongest influence is not on the post-purchase evaluation phase but rather on the alternative evaluation phase. It is interesting that highly rated reviewers significantly influence product purchases in online stores, while consumers are unwilling to increase their spending on online purchases in exchange for gamification-related benefits.

Suggested Citation

  • Armand Faganel & Filip Pačarić & Igor Rižnar, 2024. "The Impact of Gamification on Slovenian Consumers’ Online Shopping," Administrative Sciences, MDPI, vol. 14(5), pages 1-22, April.
    • Handle: RePEc:gam:jadmsc:v:14:y:2024:i:5:p:86-:d:1382950
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    References listed on IDEAS

    as
    1. Faganel, Armand & Dessardo, Maurizio, 2024. "Eco-friendly FMCG products and premiumisation purchasing habits," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 9(4), pages 375-386, April.
    2. Kai Huotari & Juho Hamari, 2017. "A definition for gamification: anchoring gamification in the service marketing literature," Electronic Markets, Springer;IIM University of St. Gallen, vol. 27(1), pages 21-31, February.
    3. Andrea Stevenson Thorpe & Stephen Roper, 2019. "The Ethics of Gamification in a Marketing Context," Journal of Business Ethics, Springer, vol. 155(2), pages 597-609, March.
    4. Robson, Karen & Plangger, Kirk & Kietzmann, Jan H. & McCarthy, Ian & Pitt, Leyland, 2015. "Is it all a game? Understanding the principles of gamification," Business Horizons, Elsevier, vol. 58(4), pages 411-420.
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