Investigating the impacts of gamification on online shopping behaviour among young adults

Brief Introduction

Gamification involves integrating game design elements into non-game contexts, distinguishing itself from serious games and playful interaction design. This research aimed to explore the impacts of gamification on the online shopping behaviors of young adults. Specifically, we investigated how gamification influences purchase intentions, perceptions of the gamified online shopping experience, and overall satisfaction. The study, which included interviews with nine participants aged between 18 and 39, employed thematic analysis, resulting in four main themes. The findings contribute to a nuanced understanding of the potential benefits and drawbacks of gamification in the e-commerce space and its effects on young adults' shopping behavior. Emphasizing the significance of thoughtful design and implementation, the study underscores the need for gamification techniques that align with the expectations of the intended audience.

Theoretical Framework

The Octalysis Framework, developed by Yu-kai Chou, is a gamification design framework comprising eight core drives that motivate individuals to engage in gamified activities. The eight core drives are categorised into four categories: (1) Core drives of motivation, (2) Core drives of ability, (3) Core drives of triggers, and (4) Core drives of feedback. 

Results

Thematic analysis methodology with an inductive approach was used in the analysis which allowed for a thorough exploration of the data, providing rich and nuanced insights into the participants' experiences and viewpoints. There were several stages to the analysis process. The first step was to extract key points from the transcripts. This entailed going through the transcripts and noting anything that stood out as important, interesting, or relevant. The second stage was coding, which involved breaking down the data into smaller units of meaning known as codes. The coding process took two iterations to complete. The data was coded separately at first, and then collaboratively to ensure consistency and accuracy. The third stage involved reviewing and refining the themes, which involved team discussions and consensus on the most relevant and important themes.

The findings of our analysis reveal the emergence of four overarching themes that shed light on how e-commerce gamification impacts and shapes the online shopping experiences of young adults. These themes capture the various behaviours and attitudes that young adults exhibit when engaging with gamified e-commerce platforms and provide insight into the underlying mechanisms that drive their engagement and loyalty. 

Main Findings 

Theme 1: Influences on purchasing decisions

Gamification elements, such as countdown timers, and game mechanics encompassing reward-based systems like vouchers, have a significant influence on purchase decisions among participants. The study shows that these game elements lead to impulsive buying behavior while also focusing on purchasing necessary items. Milestones associated with game elements play a crucial role in impacting both the frequency of purchases and the choice of platforms. Participants are inclined to make additional purchases to unlock offers tied to game mechanics, highlighting the influence of milestones on consumer decision-making.

Theme 2: Contrasting Impacts of Different Gamification Techniques on Customer Loyalty

Point systems and progress bars used in e-commerce platforms have been found to enhance engagement and foster customer loyalty. These gamified interfaces create a sense of attachment as users strive to earn points, achieve status, and reach specific milestones to unlock rewards. In contrast, incentive-driven mechanisms such as discounts or voucher-based systems may lead to brand switching as users seek better deals or rewards. The integration of gamification elements in e-commerce has important implications for customer loyalty and retention, with different techniques having varying impacts on the shopping behaviors of young adults.

Vouchers, Coupons, Points and Progress bar

Theme 3: Social Interactions driven by certain gamification elements

Certain gamification mechanics, involving gift cards and referral rewards, can incentivize young adults to interact socially while shopping online. Participants mentioned being motivated to refer friends and participate in activities for gift cards. Collaborative buying for rewards or discounts were also mentioned. This sense of social collaboration drives interactions and stronger bonds among young adults highlighting the potential of gamification to drive social behaviours and interactions in the context of online shopping, and its implications for e-commerce platforms and retailers. 

Theme 4: Mixed effects of gamification on behavioural outcomes

Participants' experiences reflect the dual nature of gamification, acknowledging its interesting and motivating aspects while noting potential downsides. The positive impacts, such as increased engagement and motivation, coexist with challenges like impulsive decisions and potential addiction. Increased loyalty and heightened engagement and motivating factors were closely linked to rewards and achievements, as the users became highly focused on earning points and elevating their status. While the negative impacts were attributed to missed rewards, excessive product purchases, stress caused by countdown timers, addiction to scratch cards, disappointment from low point values, and discomfort with gambling-like techniques. 

Spin wheel and Scratch card

Conclusion and Discussion

 The study on gamification effects among young adults in online shopping platforms reveals varying perceptions within this demographic. Despite awareness of gamification tactics, individuals still derive pleasure from the experience, leading to increased engagement and prolonged platform usage. The findings emphasize the significant impact of gamification on purchase decisions, noting that specific elements can influence customer loyalty differently.

Additionally, the study identifies gamification techniques stimulating social interaction among young adults, creating the potential for a sense of community in online shopping contexts. Leveraging gamification incentives for social interactions holds potential for e-commerce platforms, allowing them to enhance customer engagement, loyalty, and acquisition. While these insights offer opportunities for fostering customer loyalty through gamification, careful consideration of design and implementation is crucial. Achieving a harmonious equilibrium between advantageous outcomes and responsible utilization ensures a refined and fulfilling user experience.