It’s not all fun and games: gamification in e-commerce on consumers’ impulse buying of retail food products

British Food Journal, Journal Year: 2025, Volume and Issue: unknown

Published: Jan. 13, 2025

Purpose This study aims to look into the role of gamification as an effective marketing tool engage with consumers and influence purchase behaviours. As there are a plethora gamified elements, it is crucial determine which them can significantly facilitate consumer behaviour. Therefore, unique stimulus–organism–response (SOR) framework encompasses four popular elements (i.e. fun, rewards, competition badges) was employed investigate consumers’ engagement. Design/methodology/approach An online survey utilized collect data yielded 307 responses. Subsequently, partial least squares-structural equation modeling (PLS-SEM) used analyse data. Findings Among assessed in this study, fun revealed be strongest facilitating antecedent shopping However, reward have insignificant effect on In addition, found that undergo processual development regard their impulse buying retail food products. More precisely, engagement significant facilitator customer satisfaction subsequently motivates buying. Originality/value among pioneering studies provide detailed insights different Furthermore, number practical theoretical implications for relevant stakeholders were discussed.

Language: Английский

---

Play to Participate: Effects of Gamification Affordances on Consumer Participation in Livestreaming Commerce

Journal of theoretical and applied electronic commerce research, Journal Year: 2025, Volume and Issue: 20(2), P. 84 - 84

Published: April 25, 2025

Despite the ubiquitous application of gamification in livestreaming commerce, mechanisms driving its impact on consumer participation remain underexplored. To address this research gap, study integrated two theoretical frameworks: “Gamification Affordances–Psychological Outcomes–Behavioral Outcomes” framework and Uses Gratifications Theory. We investigated how affordances (achievement visualization, rewards, interaction, competition) relate to fulfillment consumers’ diverse psychological needs (cognitive, affective, social, personal integrative, social integrative). Furthermore, we examined whether meeting these influences intentions continue watching purchase. surveyed 354 commerce consumers employed structural equation modeling analyze data. The findings revealed that can motivate continuous purchasing behavior by satisfying their different needs. conclude discussing managerial implications our findings.

Language: Английский

---

How technical and situational cues affect impulse buying behavior in social commerce? Evidence from bored consumers

Frontiers in Psychology, Journal Year: 2024, Volume and Issue: 15

Published: Oct. 2, 2024

Introduction With the rise of social media and web technologies, users are increasingly spending time on browsing purchasing commerce, particularly during idle moments casual scrolling. Social commerce applications with sophisticated features security measures may tend to attract a significant number highly engaged users. The purpose this study is find out whether customers will be interested in content posted generate impulse consumption when they bored. Methods Drawing stimulus-organism-response framework, paper explores how technical cues situational affect buying behavior mediating impact consumer-perceived values. Data were gathered from 395 respondents who frequently utilize have shopping experience applications. PLS-SEM fsQCA applied formulate test proposed hypotheses. Results results reveal (ease use, visual appeal security) (passing serendipity) positively influenced buying. offer six solutions different combinations constructs which can lead high Discussion These findings extend existing research consumer psychology, offering valuable insights for marketers. They also point towards strategies more effectively encouraging purchase digital retail environments, among consumers boredom.

Language: Английский

---

Marketing Stimuli and Impulse Buying: The Role of Traits, Reviews and Motives

Journal of Promotion Management, Journal Year: 2024, Volume and Issue: 31(1), P. 96 - 124

Published: Nov. 21, 2024

Language: Английский

---