Modeling Gamification in Online Stores with an Interpretive Structural Approach

Document Type : Research Paper

Authors

1 MSc. Student, Department of Business Management, Payam-e-Noor University, Tehran, Iran

2 Assistant Prof., Department of Business Management, Payam-e-Noor University, Tehran, Iran.

Abstract

Objective
The ultimate objective of the research is to determine how to use the scientific approach to achieve gamification in the e-commerce. Given the importance of gamfication in today's business market and the unique role that the brand plays in the field of e-commerce, identifying the dimensions of gamification and its impact on e-market is a key factor toward the success of organizations in the field of e-commerce. Therefore, this study aimed at investigating the underlying factors of gamification in online stores.
 
Methodology
The present study is an applied research in nature and is a descriptive survey based on the nature and the method. Interpretive structural modeling method was used to analyze the research data. The statistical population of this research is comprised of managers and experts of Bamillo Online Store. The study used the views of 9 experts in the field of internet marketing and sales at Bamillo Online Store. Library methods were used to collect the literature and research backgrounds and the final data to investigate the effects of brand personality indices on B2B marketing were collected using a questionnaire.
 
Findings
Based on the previous studies and specialized interviews, finally, the gamification indicators in online stores were identified including the  joy of using the system services, attractiveness of the game-like website design, enjoyable experience, amusement, user-firendly website design, the benefits of using game-based services, interacting with other users and social presence, awarding badges, building friendships, high interactive capability of the website, interacting with the system, feeling adventurous, stimulating user’s curiosity, success, comparing and competition with other users. In this study, after identifying the dimensions and indicators of the study, the relationships between the dimensions and the indicators identified using the concept of 'leading' were analyzed.
 
Conclusion
The development of gamification can have a positive impact on the perceived enjoyment of users. It is suggested that in order to increase the positive impact on perceived enjoyment, the process or the product should be attractive and desirable by proposing appropriate incentives. Moreover, the non-lucrative and modest nature of the new design, compassionate services, online support and etc. can boost trust and give the consumer the feeling that the products are beneficial in this online store. This will ultimately improve the profitability of online stores.

Keywords

Main Subjects

References

References
Agarwal, A., Shankar, R., & Tiwari, M. K. (2007). Modeling agility of supply chain. Industrial marketing management, 36(4), 443-457.
Azar, A., & Bayat, K. (2008). Designing a Model Business Process Model with Structural Interpretative Modeling Approach (ISM).Journal of Information Technology Management, 1(1), 3-18. (in Persian)
Azar, A., Tizro, A., Moghbel, A., Anvari, A. (2010). Designing Supply Chain Agility Model with Interpretative-Structural Modeling Approach. Management Studies in Iran (Lecturer in Humanities), 14(4), 1-25. (in Persian)
Bonyadi, A, & Amini, A. (2016). The study of the status and importance of gamification with some examples in the classroom (case study). World Conference on Psychology and Educational Sciences. Law and Social Sciences at the Beginning of the Third Millennium, 34, 76-78. (in Persian)
Byun, H., Chiu, W., & Bae, J. S. (2018). Exploring the Adoption of Sports Brand Apps: An Application of the Modified Technology Acceptance Model. International Journal of Asian Business and Information Management, 9(1), 52-65.
Fotouhi, S. (2016). Introduction to Gamification. The First National Conference on Computer Games: Opportunities and Challenges. 21, 12-17. (in Persian)
Foucault, M., Blanc, X., Storey, M. A., Falleri, J. R., & Teyton, C. (2018). Gamification: a Game Changer for Managing Technical Debt? A Design Study. arXiv preprint arXiv:1802.02693.
Gan, C., & Li, H. (2018). Understanding the effects of gratifications on the continuance intention to use WeChat in China: A perspective on uses and gratifications. Computers in Human Behavior, 78, 306-315.
Hsu, C. L., Chen, Y. C., Yang, T. N., & Lin, W. K. (2017). Do website features matter in an online gamification context? Focusing on the mediating roles of user experience and attitude. Telematics and Informatics, 34(4), 196-205.
Janssen, J., Verschuren, O., Renger, W. J., Ermers, J., Ketelaar, M., & van Ee, R. (2017). Gamification in physical therapy: More than using games. Pediatric Physical Therapy, 29(1), 95-99.
Jung, T. H., Tom Dieck, M. C., & Chung, N. (2018). Determinants of hotel social media continued usage. International Journal of Contemporary Hospitality Management, 30,1152-1171.
Kanan, F.T. (2009). Toward interpretation of complex structural modeling; IEEE Trans. Systems Man Cybernet, (5), 32-36.
Karbassian, M., Javanmardi, M, Khoboshani, A., Zanjirchi, M. (2011). Design of an Integrated Approach to the Interpretative Structure Model (ISM) and Fuzzy TOPSIS-AHP for the Selection and Ranking of Agile Suppliers. Production Management and Operations, (1), 107-134. (in Persian)
Mahanian, A., Montazer, Gh. (2017). Application Development in Web Tutorials, Third International Conference on Web Research, Tehran, University of Science and Culture. (in Persian)
Mekler, E. D., Brühlmann, F., Tuch, A. N., & Opwis, K. (2017). Towards understanding the effects of individual gamification elements on intrinsic motivation and performance. Computers in Human Behavior, 71, 525-534.
Mohseni, A. (2016). Gamification in Marketing. Development of Market, No. 49. (in Persian)
Oliveira, A., Rodrigues, L. F., & Costa, C. J. (2016). Playing seriously–How gamification and social cues influence bank customers to use gamified e-business applications. Computers in Human Behavior, 63, 392-407.
Poncin, I., Garnier, M., Mimoun, M. S. B., & Leclercq, T. (2017). Smart technologies and shopping experience: Are gamification interfaces effective? The case of the Smartstore. Technological Forecasting and Social Change.
Rodrigues, L. F., Oliveira, A., & Costa, C. J. (2016). Does ease-of-use contributes to the perception of enjoyment? A case of gamification in e-banking. Computers in Human Behavior, 61, 114-126.
Saberi, Sh., Farahbod, M., Pereira, A. (2016). Investigating the effect of cybercurricular rehabilitation through adventure computer games on the self-assessment performance of male students with dyslexia in secondary and tertiary secondary schools. Master's thesis, University of Social Welfare and Rehabilitation Sciences, Faculty of Rehabilitation.
(in Persian)
Sage, A. P. (1977). Interpretive structural modeling: Methodology for large-scale systems. New York, NY: McGraw-Hil.
Scott, H. &Kevin.(2016). Gamification in Marketing. Director: Tayebeh Foroughfar and Sajjad Khazaee, Printing Decade: First, Publish Date. (in Persian)
Seaborn, K., & Fels, D. I. (2015). Gamification in theory and action: A survey. International Journal of Human-Computer Studies, 74, 14-31.
Villagrasa, S., Fonseca, D., Redondo, E., & Duran, J. (2018). Teaching case of gamification and visual technologies for education. Gamification in Education: Breakthroughs in Research and Practice: Breakthroughs in Research and Practice.
Warfield J.N. (1976). Societal systems: Planning, policy and complexity. Willy Interscience, New York.
Yang, Y., Asaad, Y., & Dwivedi, Y. (2017). Examining the impact of gamification on intention of engagement and brand attitude in the marketing context. Computers in Human Behavior, 73, 459-469.
Yavari, E., Jafarian, H. (2014). Presentation of a Work-based Way to Promote the Entrepreneurship Culture. Management Sciences of Iran, (12), 103-107. (in Persian)
Zichermann, G., & Linder, J. (2013). The gamification revolution: How leaders leverage game mechanics to crush the competition (p. 12). New York: McGraw-Hill.
 
 
Journal of Business Management
Volume 11, Issue 3
2019
Pages 699-716

Files

Share

How to cite

Statistics