The Influence of Gamification on Online Consumers’ Attitude and Intention to Purchase Fast Moving Consumer Goods

Article Information
Journal: Business and Economics Research Journal
Title of Article: The Influence of Gamification on Online Consumers’ Attitude and Intention to Purchase Fast Moving Consumer Goods
Author(s): Kaouther Dhahak, Farid Huseynov
Volume: 11
Number: 3
Year: 2020
Page: 769-791
ISSN: 2619-9491
DOI Number: 10.20409/berj.2020.281
In the world of business, gamification is considered to be a quick-rising technique, with numerous organizations embracing gaming techniques and game-style rewards to grow customer interest and engagement and influence customer’s attitude toward their brands. This study has investigated the factors of gamification influencing online customers’ attitudes and intentions to purchase fast moving consumer goods (FMCG). This study presents a research model based on the Technology Acceptance Model (TAM) and previous empirical studies. There are seven factors in this model which are perceived ease of use, perceived usefulness, perceived enjoyment, perceived social influence, perceived trust, attitude and intention. Four out of seven factors are independent variables and attitude is mediator variable in the proposed research model. This study used quantitative research techniques and study data was collected from 200 participants who downloaded the gamified Oreo application, played with the app for certain duration, and later filled the study questionnaire. Collected data were analyzed with confirmatory factor analysis (CFA) and structural equation modeling (SEM) in AMOS statistical software. In this study, it has been found that perceived usefulness, perceived social influence, and perceived enjoyment positively influence attitude. However, it has been found that perceived ease of use does not influence attitude and perceived usefulness does not influence purchase intention. Trust and perceived ease of use have been found to positively influence perceived usefulness yet perceived enjoyment has not been found to influence perceived usefulness.

Keywords: Gamification, Fast Moving Consumer Goods, Technology Acceptance Model, Brand Attitude, Purchase Intention

JEL Classification: M31, O32, Q55 Full Text