Abstract:
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. Attitude toward the brand also mediates the relationship between
Perceived Usefulness, Social Influence, Perceived Enjoyment, and Purchase
Intentions. These variables not only positively influence Attitude but also
positively and indirectly influence Purchase Intention through Attitude