A STUDY ON GAMIFICATION & ITS EFFECTS ON CONSUMER BEHAVIOUR
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Abstract
: Gamification is now being used in a lot of fields such as education, learning, over the top platforms, marketing for B2B companies. The use of gamification has brought about a lot of change in consumer buying behaviour and motivation to make a purchase. The present study will focus on the factors that make gamification an important part of marketing campaigns and the effects it has on the consumers buying behaviour. With the advancement in technology, newer concepts like metaverse, AI, AR, VR, Blockchain and Gamification of platforms has become even more relevant. Technology is changing the way the buyers make the purchase decision and therefore marketers are also coming up with ways to implement technology in the way they market their products and services. Gamification creates a change in the buying behaviour of consumers by affecting their psychology and motivation positively. Gamification creates a change in the consumption pattern by creating a habit-forming tendency through the use of games especially designed to engage audiences with points system, scoring and winning. The natural desire to win becomes so strong that people get addicted to the game itself and fall in love with the user interface of the websites or apps that have these features. A game is designed at several levels to ensure the audience remains engaged and interactive. Retargeting of consumers thus becomes easier and so does repeat purchase. The research methodology used is descriptive research incorporated with collection of primary data through a self-constructed questionnaire & analyzing it through SPSS software to find the factor analysis & thus help in data reduction & interpretation for a sample size of 200.
The questionnaire included 20 questions, wherein 10 were based on gamification, game elements, awareness related to metaverse & gamification, increased purchase frequency resulting from the use of gamified content. The other 10 questions were based on broad factors of Self Determination Theory that is autonomy, relatedness & competence.
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