Author(s): Rajni Gupta, Kavita Mathad and Hayri Uygun
Purpose: This article studies the consumers' behavioural intentions toward adopting gamification as a promotional technique. This research examines consumer-related aspects like Price Consciousness, Usefulness, Awareness, Personal Perspective, Perceived Critical Mass, Easy to Use, and Personal Innovativeness to establish which elements impact adoption intentions most. Design/methodology/approach: Data was collected from 367 consumers. Stepwise regression analysis was employed to investigate the nature and significance of the observations. Findings: The reactions of consumers who are more and less concerned with pricing to price reductions and bonuses across low and high benefit levels have been studied. The findings also indicate that more price- and value-conscious consumers are likelier to adopt gamification. Stepwise regression indicated that each attribute contributed differently to the consumers' behavioural intentions. Originality/value: Digital marketing is a promising technique for marketers to engage the targeted customers. Gamification is one of the most recent techniques used in digital marketing. The success of this digital promotional technique depends upon consumers' behavioural intentions. Therefore, an attempt has been made in this paper to analyze the impact of identified factors on consumer behavioural intentions, which is scarce and unique and very limited work has been done in this area.