{"title":"Gamified Customer Experience and Engagement in Amazon Online Retailing Company in Covid-19 era","authors":"M. Akbari, M. Bigdeli","doi":"10.7903/ijecs.2055","DOIUrl":null,"url":null,"abstract":"This study aims to fill the gap between gamification features and their impacts on practical marketing activities in The Covid -19 era by providing a comprehensive analysis between gamification features: immersion (storytelling), achievement (reward), and social (competition) on customer experience (CX) and engagement (CE). In this study, a Quasi-experimental design method was used to examine the relationship of the gamification features on CX and engagement. To investigate, an online survey was distributed to 200 students and they were exposed to three different scenarios randomly. Structural equation modeling, Analysis of variance (ANOVA), t-test, regression, path analysis and Sobel test were used to evaluate the impacts of gamification on CX and engagement. The results reveal that gamification has positive effect on CE and CX while, achievement has a more substantial impact than immersion and social on CX, competition has a stronger positive effect than storytelling but weaker positive effect than reward.","PeriodicalId":38305,"journal":{"name":"International Journal of Electronic Commerce Studies","volume":" ","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2022-12-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Electronic Commerce Studies","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.7903/ijecs.2055","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Computer Science","Score":null,"Total":0}
引用次数: 0
Abstract
This study aims to fill the gap between gamification features and their impacts on practical marketing activities in The Covid -19 era by providing a comprehensive analysis between gamification features: immersion (storytelling), achievement (reward), and social (competition) on customer experience (CX) and engagement (CE). In this study, a Quasi-experimental design method was used to examine the relationship of the gamification features on CX and engagement. To investigate, an online survey was distributed to 200 students and they were exposed to three different scenarios randomly. Structural equation modeling, Analysis of variance (ANOVA), t-test, regression, path analysis and Sobel test were used to evaluate the impacts of gamification on CX and engagement. The results reveal that gamification has positive effect on CE and CX while, achievement has a more substantial impact than immersion and social on CX, competition has a stronger positive effect than storytelling but weaker positive effect than reward.
期刊介绍：
The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.
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