The Role of Gamification in Herat Customers' Purchasing Intention in Corona: An International Study

Document Type : Research Paper

Authors

1 Assistant Professor of Business Management, Department of Management, Chalous branch, Islamic Azad University, Chalous, Iran

2 Instructor of Business Entrepreneurship, Department of Management, Tonekabon branch, Islamic Azad University, Tonekabon, Iran

3 Master of Business Administration - Electronic Commerce, Islamic Azad University, Electronic Branch, Tehran, Iran.

10.22034/cbsj.2024.63356

Abstract

Gamification is one of the subsets of design knowledge for behavior change that has received more attention in recent years in the academic environment and in the business environment. the definition and explanation of gaming, the art of embedding game mechanisms in spaces that not designed for gaming by default, research shows the effect of gaming on improving buying intentions; The purpose of this study was to determine the effect of gaming on customers' intention to buy online in Corona. Descriptive research method is done by survey method and in terms of purpose is part of applied research; the instrument of the present study is a questionnaire that CFA was used to assess the validity of these questionnaires. The fit indicators of the model indicate that the model is in good condition in terms of fit indicators; Cronbach's alpha was used to estimate the reliability. The statistical population is the customers of Best Style store in Herat, who are considered as part of unlimited communities; The sample in this research is 384 people that more questionnaires were distributed, finally 400 healthy questionnaires were analyzed, the analysis of research hypotheses was done according to the analysis of structural equation modeling and using Lisrel software version 8.80 and The results show the effect of gaming on customers' intention to buy. Among the sub-hypotheses, the effect of sense of control on customer's intention to buy online and Best Style Store Company in Herat has not been confirmed, while other effects have been confirmed.

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References

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Consumer Behavior Studies Journal
Volume 11, Issue 3 - Serial Number 1
November 2024
Pages 95-110

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