Key factors influencing knowledge acquisition through game‐based learning
Mauro Calza‐Perez,
Pilar Perez‐Ruiz,
Sandra Enri‐Peiró
et al.
Abstract:This research enriches the current understanding of digital marketing knowledge acquisition through game‐based learning (GBL). The study is based on a sample of 476 participants who provided data before and after playing The Ecommerce Game(™). In this serious game, players must optimize the conversion rate of an e‐commerce venture. Data on key variables measuring players' digital marketing knowledge were collected. Before playing the game, participants reported on their perceived ease of use, perceived usefuln… Show more
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.