Assessing the dissimilarities of game mechanics on Albanian working-class consumers

Abstract

The increase in popularity of games and their attendant impact on player behaviour has led to the transformation of game elements in line with non-game contexts. The process of adding game elements in non-game context has been defined as gamification. Due to digitization, consumers are exposed to a wider range of information through their use of technological devices and social media. Therefore, gamification is seen as innovative engaging and motivating set of activities that influence purchasing dispositions of consumers. Due to the successful usage of gamification in numerous areas, this study was aimed at exploring the game mechanics differences for employed consumers who purchase via social media (s-commerce). Using a survey as part of the research design, a questionnaire was employed for data collection, 183 respondents participated completed the questionnaire, and the data collected was used to perform the non-parametric test, Chi-Square test for independence has been employed to describe and explore the differences. The results revealed that points, rewards and badges offered by the s-commerce retailer as factors that influence the purchase frequency of consumers are significantly differ based on the working sector for employed consumers. The study provides substantial evidences for retail businesses regarding game mechanics elements as purchasing motivator.