How Gamification Affects Buying Decisions
Author Information
Author(s): Liao Yingchuan, Zhou Fei, Chen Youcheng, Wu Yenchun Jim, Puente-Diaz Rogelio
Primary Institution: College of Business Administration, Huaqiao University
Hypothesis
How does gamification marketing influence purchase intention through perceived brand coolness and time poverty?
Conclusion
Gamification marketing significantly increases purchase intention, especially when perceived brand coolness is high and time poverty is low.
Supporting Evidence
- Gamification marketing significantly influences purchase intention compared to non-gamification marketing.
- Perceived brand coolness mediates the relationship between gamification marketing and purchase intention.
- Time poverty moderates the effect of gamification marketing on purchase intention.
Takeaway
Using game-like elements in marketing can make people want to buy things more, especially if they feel they have enough time to enjoy the experience.
Methodology
The study used a 2x2 experimental design to compare gamification marketing and non-gamification marketing effects on purchase intention.
Potential Biases
Potential bias due to the sample being predominantly young and familiar with gaming.
Limitations
The study primarily involved young participants and focused on a single product type (lipstick), which may limit generalizability.
Participant Demographics
Participants were mainly young individuals, with a gender distribution of 21.2% male and 78.8% female.
Statistical Information
P-Value
p<0.01
Statistical Significance
p<0.05
Digital Object Identifier (DOI)
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