Get Your Head in the Game : An Exploration of Consumer Perceptions of the Gamification of Online Shopping.

Sammanfattning: Gamification is in its infancy yet is proving to be a useful tool for practitioners in many industries. Little research into the perceptions of consumers, in regards to the gamification of online shopping, has been conducted though. Along with a lack of research from the consumer perspective, there is also a lack of qualitative research in this field. The purpose of this paper is to explore the consumer perceptions toward the gamification of online shopping and describe this through a model. Therefore this paper aims to bridge the gap by providing insight on the consumers perception using eight semi-structured interviews. This was supported with established theories, including the mechanics, dynamics and aesthetics (MDA) framework. Through these interviews, the participants allowed for rich empirical information to be gathered. The main findings of this paper conclude consumer perceptions towards the gamification of online shopping to be perceived benefits, enjoyment and drawbacks. The perceptions of consumers also included suggestions for the gamification of online shopping; such as privacy and sustainability.