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Gamification in E-Commerce: Enhancing Digital Customer Engagement Through Game Elements
Abstract
The gamification term, derived from the game concept, is the use of game-design elements (e.g., points, badges, levels, and leaderboards) in non-game contexts, often with the purpose of motivating and directing individuals' certain behaviors to achieve specific goals and outcomes. The contexts in which gamification is being researched and implemented include education, health, marketing, human resources, social networks, digital platforms, etc. Many studies conducted in various domains tried to understand and explain how gamification can influence or foster individuals' motivation to conduct goal-directed behavior digitally. In most of these conducted studies, significant impact of gamification on human behavior has been observed and proved. By presenting academic findings from literature and discussing real-world implementation examples from the relevant domain, this study assesses the role of digital gamification in e-commerce domain. This chapter shows how various digital game design elements can influence consumer behavior in different e-commerce platforms.
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