Akademik Veri Yönetim Sistemi
Yönetim Bilimleri Dergisi, cilt.21, sa.50, ss.1311-1339, 2023 (Hakemli Dergi)
This research delves into investigating the impact of gamification components on consumers' tendency towards impulsive purchasing actions within digital platforms. By addressing these gaps existing within the marketing literature, this study offers valuable insights that can aid in devising more efficient gamified encounters customized to the distinct attributes and inclinations of consumers. This research encompasses an exploration of alterations in purchasing conduct when consumers come across gamification components within digital shopping platforms. The data collection process involved the participation of 457 individuals actively engaged in digital shopping. This endeavor evaluated variables encompassing digital skills, perceived personalization, the desirability of scoring points, and the propensity for impulsive buying. Subsequently, the data underwent analysis through the utilization of the SmartPLS 4.0 software. The study's outcomes disclose the affirmative influence of digital skills and perceived personalization on impulsive buying inclinations. Moreover, the desirability of scoring points is shown to positively sway impulsive buying intentions, with this influence being mediated indirectly through digital skills and perceived personalization. This research brings to the fore the way gamification components wield influence over consumer conduct within the realm of digital shopping platforms. Ultimately, it underscores the potential for the constructive impact of incorporating gamification features within digital platforms on impulsive buying tendencies. Moreover, businesses can enhance impulsive buying behavior by creating more user-friendly digital platforms, offering personalized services, and providing opportunities for point accumulation. While this research contributes to understanding the interaction between gamification, digital skills, perceived personalization, and impulsive buying behavior, it acknowledges limitations such as sample selection and the use of cross-sectional data. For future research, it is recommended to explore causality through longitudinal and/or experimental designs, work with larger samples, and consider additional variables for a comprehensive understanding. In summary, this study stands as one of the pioneering research efforts investigating how gamification elements within digital platforms impact consumers' impulsive buying behavior. Personalized services aligned with individual preferences and personalized promotions can further reinforce gamification desire and impulsive buying behavior. Businesses can optimize the effectiveness of gamification efforts by tailoring their marketing strategies to target consumers with a strong inclination toward gamification.