Improving Inclusivity of Digitalization for Employees in Emerging Countries Using Gamification

Behl, Abhishek; Pereira, Vijay; Sindhwani, Rahul; Bhardwaj, Shikha; Papa, Armando; Hassan, Yusuf

doi:10.1109/tem.2022.3216553

Cited by 7 publications

(3 citation statements)

References 83 publications

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“…Most of these models focus on key antecedents to predict adoption intention or behavior. Models that follow this scheme include the Theory of Planned Behavior (TPB) [25] to predict retailer intention/behavior towards the adoption of SRTs used in traditional Indian grocery retail [23], the Technology-Organization-Environment (TOE) [40] to determine the challenges of digital payment adoption from the perspectives of retailers, consumers, and suppliers of traditional Indian retail [20], the Hedonic Motivation System Adoption Model (HMSAM) [26] to measure retail employee adoption intention/behavior [41], and the Technology Readiness Index (TRI) to measure consumers' readiness to adopt self-scanning technology [24].…”

Section: B Theoretical Lensmentioning

confidence: 99%

Exploring the Smart Retail Scenario for Traditional Retailers: Case Studies From a Developing Country

Isharyani,

Sopha,

Tjahjono

et al. 2024

IEEE Trans. Eng. Manage.

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Section: B Theoretical Lensmentioning

confidence: 99%

Exploring the Smart Retail Scenario for Traditional Retailers: Case Studies From a Developing Country

Isharyani,

Sopha,

Tjahjono

et al. 2024

IEEE Trans. Eng. Manage.

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“…Gamification promotes green consumption by providing a fun and engaging way to learn about environmental issues and encouraging individuals to adopt pro-environmental behaviors 57 . Moreover, gamification can help to overcome barriers to green consumption behavior, such as lack of knowledge and awareness, high costs, and inconvenience.…”

Section: Theoretical Foundation and Hypothesis Developmentmentioning

confidence: 99%

Impact of gamification on green consumption behavior integrating technological awareness, motivation, enjoyment and virtual CSR

Shahzad,

Xu,

Rehman

et al. 2023

Sci Rep

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Gamification entails integrating game design elements, including rewards, points, competition, and interactive challenges, into non-game contexts to engage and motivate individuals. In the context of green consumption, gamification can encourage individuals to acquire more sustainable consumption behaviors. The proposed study aims to examine the influence of gamification on green consumption behavior among Chinese university students. However, university students are considered an important target group for such interventions due to their technological savvy and high interest in environmental issues. A self-determination theory (SDT) was used to measure the motivating factors of gamification for adopting green consumption behavior—a convenience sampling technique in which survey-based research designs were used to collect the data. A survey was conducted on a sample of 332 university students in China, using a questionnaire with structural equation modeling (SEM) to test the hypotheses and assess the proposed relationships between the variables. The finding of this study reveals that gamification has a significant negative relation with green consumption behavior. Further, technological awareness, hedonic motivation, and perceived enjoyment significantly mediate the relationship between gamification and green consumption behavior. Additionally, virtual CSR significantly moderates the relationship between gamification and technological awareness, hedonic motivation, and perceived enjoyment. The findings of this study could have implications for the development of more effective interventions for policy makers and industrialists aimed at promoting sustainable consumption behaviors in China.

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“…Although the studies in the literature consist of studies based on hedonic and utilitarian shopping in the light of flow theory (Chang et al, 2014;Ozkara et al, 2017;Sun et al, 2014), as well as gamification contextual studies (Behl et al, 2022;Bitrián et al, 2020;Lavoie & Main, 2019), to the best of our knowledge, previous research has been insufficient to show what kind of behavior change occurs when gamification elements are included in the shopping process. To address this gap in the literature, this study aims to determine what changes occur in consumers' purchasing behavior when gamification elements are included in the shopping process.…”

Section: Introductionmentioning

confidence: 99%

Leveraging the Power of Gamification in Consumer Decision Making: Hedonism vs. Utilitarianism

YILDIZ

2024

PPAD

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Various studies have been conducted on the shopping behavior, which is a widespread phenomenon in consumer culture, in the field of consumer behavior. Researchers have identified that personal, environmental, and cultural variables, along with other factors, influence shopping behavior. Among these factors, there are hedonic and utilitarian shopping behaviors, which are two different forms of consumer behavior motivated by different desires and goals. Understanding these distinctions can assist companies and marketing professionals in adjusting their marketing efforts to align with the demands and preferences of their target customers. Furthermore, gamification is a powerful marketing strategy that can enhance customer engagement, motivate desired actions, and provide valuable consumer data. This study has been prepared to determine what kind of changes occur in consumers' purchasing behaviour when gamification elements are included in the shopping process. Within the scope of the study, three specific aspects of purchasing behaviour are examined: hedonic shopping, utilitarian shopping and gamification. Based on flow theory, this study addresses the differences between the presence and absence of gamification elements in terms of hedonic shopping value and utilitarian shopping value. A longitudinal study was designed to determine the changes in consumer purchasing behavior caused by gamification elements. Data was collected in two different periods. The "hedonic and utilitarian shopping value" scales were used during the data collection process, which was conducted through an online form. Analyses were conducted using the data obtained from a total of 408 participants who participated in both data collection periods. According to the analysis results, consumers who prioritize utilitarian value in their shopping when gamification elements are not present tend to engage in more hedonic shopping when gamification elements are introduced. These results indicate that when gamification elements are included in the shopping process, they lead to changes in consumer behavior, alter consumers' purchasing styles, and influence the consumer decision-making process. The integration of gamification elements into the shopping process will have an impact on consumers' behaviors, purchase decision-making processes, and shopping patterns. Considering that hedonic shopping behavior leads to increased purchases and higher payments by consumers, representatives of the sector operating in e-marketplaces should focus on gamification elements.

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Improving Inclusivity of Digitalization for Employees in Emerging Countries Using Gamification

Cited by 7 publications

References 83 publications

Exploring the Smart Retail Scenario for Traditional Retailers: Case Studies From a Developing Country

Exploring the Smart Retail Scenario for Traditional Retailers: Case Studies From a Developing Country

Impact of gamification on green consumption behavior integrating technological awareness, motivation, enjoyment and virtual CSR

Leveraging the Power of Gamification in Consumer Decision Making: Hedonism vs. Utilitarianism

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