Gamification is the new strategy that is applied in different areas from healthcare to the education, it is gaining a lot of popularity. Gamification is applied also in the online retailing, for trying to influence the consumer behavior. In this research paper Steam is going to be taken as a case study, since the platform is gamified. The aim of the study is to understand how gamification can influence the consumer behavior in the online retailing. As a main theoretical framework, the Fogg behavioral model. The main variables of the model are motivation, ability and trigger. In specific how the gamification can prompt the human motivation. In order to answer to the research question qualitative and quantitative research has been conducted. The qualitative research was conducted by interviewing users of the platform. While the quantitative research was conducted using a survey. The interviews and the regression model showed that extrinsic and intrinsic motivation play an important role in influencing the purchase intention of the users. According to our findings gamification influence the purchase intention by prompting the motivation of the users and at the same time also ability does influence positively the purchase intention.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-328327 |
| Date | January 2017 |
| Creators | Mucollari, Lorela, Samokhin, Vasily |
| Publisher | Uppsala universitet, Företagsekonomiska institutionen, Uppsala universitet, Företagsekonomiska institutionen |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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