THE FACTORS AFFECTING GAMIFICATION CONSUMER’S INTENTION IN CONSUMER BEHAVIOR: AN EMPIRICAL STUDY

Abstract

Nowadays, using the gamification tools or services considered as an upcoming approach in most fields such as educations, health care system, marketing and others. Due to the increased usage of the gamification concept to meet the consumers and the market requirement many companies tend to design their products and services with the same concept. However, how could those companies maintain their consumers’ attention, continuation, and recommendation of usage of those products? The influence of certain factors on the Turkish consumers’ intention towards the gamification tools, this research submits an inclusive model which evaluates factors influencing consumers’ intention in consumer behaviour. Within the suggested model three independent variables Perceived Usability, Experience, Social Influence, besides one dependent variable Intention of using or recommend the gamification tool, with the mediation of Attitude towards the gamification tools or services. Quantitative research techniques were applied in this empirical study, a five point Likert type online questionnaire was applied and collected 272 responded data were collected from Turkish people specifically from Istanbul city. In order to signify the relationship between the different variables, the research model was analysed with Exploratory factor analysis (EFA), Confirmatory factor analysis (CFA) and finally the mediation has been analysis by Hayes’ Process modelling technique. All the hypotheses of this study were accepted and had a very high and significant impact on the intention of usage and purchasing of the gamification tools with the mediation effect of their attitude. Beside the significant impact between the mediator attitude and the dependent variable the intention of usage and purchasing of the gamification tools