Gamification in Mindfulness Mobile Applications: The Effects of Rewards on Purchase Intention

Gözde Tanrıkulu; Banu Demirel

TR EN

Bilinçli Farkındalık Mobil Uygulamalarında Oyunlaştırma: Ödüllerin Satın Alma Niyetine Etkileri

Abstract

Teknolojinin yaygın kullanımı, mobil uygulamaların insan refahını geliştirmesine yönelik ilgiyi artırmaktadır. Dijitalleşen dünyada, oyunlaştırma, mobil uygulamalara adapte edilmektedir. Oyunlaştırma ve bilinçli farkındalık mobil uygulamalarına yönelik artan ilgiyle birleştiğinde, oyunlaştırmanın bilinçli farkındalık mobil uygulamaları üzerindeki etkileri akademisyenler ve uygulayıcılar arasında merak uyandırmaktadır. Ancak bu konuda literatür henüz başlangıç aşamasındadır. Bu çalışma, ödüllerin satın alma niyetini nasıl etkilediğini ortaya çıkararak, farkındalık mobil uygulamalarında oyunlaştırmanın daha iyi anlaşılmasını amaçlamaktadır. Bilinçli farkındalık mobil uygulama kullanıcıları ile derinlemesine görüşmeler ve odak grup çalışması yapılarak veriler toplanmıştır. Çalışmanın bulgularına içerik analizi yöntemi ile ulaşılmıştır. Bulgular ödüllerin, satın alma niyeti davranışları üzerinde etkili olması beklenen eğlence, sosyal etkileşim ve insan-bilgisayar etkileşimine yol açtığını ortaya koymaktadır. Çalışmanın, gelecekteki modeller için ampirik bir temel sağlamaya yönelik ilk girişimlerden biri olmasının yanı sıra, çalışma bulgularının ayrıca, iş uygulamalarında daha iyi müşteri deneyimi için oyunlaştırma üzerine gelecekteki araştırmalara rehberlik etmesi beklenmektedir.

Keywords

Oyunlaştırma, Ödüller, Bilinçli Farkındalık Mobil Uygulaması, Satın Alma Niyeti

Gamification in Mindfulness Mobile Applications: The Effects of Rewards on Purchase Intention

Abstract

Technology's widespread use has sparked interest in how mobile applications might enhance human well-being. In the digitalized environment, gamification has been adapted to mobile applications. Coupled with the increasing concern toward gamification and well-being mobile applications, the effects of gamification on mindfulness mobile applications are now of burgeoning interest among scholars and practitioners. However, literature is still in its introductory stages. This study attempted to explain gamification in mindfulness mobile applications by examining how rewards influence purchasing intentions. In-depth interviews and focus groups are conducted among users and data is analyzed via content analyses. Findings reveal that rewards lead to enjoyment, social interaction, and interactivity, which affects purchase intention. Apart from being one of the first attempts to provide an empirical basis for future models, findings of the current study are also expected to guide future research on gamification for better customer experience in business practices.

Keywords

Gamification, Rewards, Mindfulness Mobile Application, Purchase Intention

References

Allam, A., Kostova, Z., Nakamoto, K., & Schulz, P. J. (2015). The Effect of Social Support Features and Gamification on a Web-Based Intervention for Rheumatoid Arthritis Patients: Randomized Controlled Trial. Journal of Medical Internet Research, 17(1), e14. https://doi.org/10.2196/jmir.3510
Alnawas, I., & Aburub, F. (2016). Journal of Retailing and Consumer Services The effect of bene fi ts generated from interacting with branded mobile apps on consumer satisfaction and purchase intentions. 31, 313–315.
Boendermaker, W. J., Prins, P. J. M., & Wiers, R. W. (2015). Cognitive Bias Modification for adolescents with substance use problems – Can serious games help? Journal of Behavior Therapy and Experimental Psychiatry, 49(December), 13–20. https://doi.org/10.1016/j.jbtep.2015.03.008
Bunchball, I. (2010). Gamification 101: an introduction to the use of game dynamics to influence behavior. White Paper. Available online at: http://www.bunchball.com/sites/default/files/downloads/gamification101.pdf (accessed June 22, 2022).
Cafazzo, J. A., Casselman, M., Hamming, N., Katzman, D. K., & Palmert, M. R. (2012). Design of an mHealth App for the Self-management of Adolescent Type 1 Diabetes: A Pilot Study. Journal of Medical Internet Research, 14(3), e70. https://doi.org/10.2196/jmir.2058
Carson, D., Gilmore, A., Perry, C., & Gronhaug, K. (2001). Qualitative marketing research (First Edit).
Cechetti, N. P., Andrei, E., Biduski, D., Pedro, J., Rodriguez, M., Klein, M., Carolina, A., & Marchi, B. De. (2019). Telematics and Informatics Developing and implementing a gamification method to improve user engagement : A case study with an m-Health application for hypertension monitoring. Telematics and Informatics, 41(December 2018), 126–138. https://doi.org/10.1016/j.tele.2019.04.007
Chen, Yu, & Pu, P. (2014). Healthy Together: Exploring Social Incentives for Mobile Fitness Applications. Proceedings of the Second International Symposium of Chinese CHI on - Chinese CHI ’14, May, 25–34. https://doi.org/10.1145/2592235.2592240
Chen, Yue, Yan, X., & Fan, W. (2015). Examining the Effects of Decomposed Perceived Risk on Consumer ’ s Online Shopping Behavior : A Field Study in China Examining the Effects of Decomposed Perceived Risk on Consumer Online Shopping Behavior : a Field Study in China. June. https://doi.org/10.5755/j01.ee.26.3.8420
Choi, J., Choi, H., So, W., Lee, J., & You, J. 2014. A Study about Designing Reward for Gamified Crowdsourcing System, in International Conference of Design, User Experience, and Usability, Springer, pp. 678–687.

Chiu, C., Hsu, M., & Wang, E. T. G. (2006). Understanding knowledge sharing in virtual communities : An integration of social capital and social cognitive theories. 42, 1872–1888. https://doi.org/10.1016/j.dss.2006.04.001
Christie, G. I., Shepherd, M., Merry, S. N., Hopkins, S., Knightly, S., & Stasiak, K. (2019). Gamifying CBT to deliver emotional health treatment to young people on smartphones. Internet Interventions, 18, 100286. https://doi.org/10.1016/j.invent.2019.100286
Dennis, T. A., & O’Toole, L. J. (2014). Mental Health on the Go: Effects of a Gamified Attention Bias Modification Mobile Application in Trait Anxious Adults. Clinical Psychological Science, 2(5), 576–590. https://doi.org/10.1177/2167702614522228
Deterding, S. (2015). The Lens of Intrinsic Skill Atoms: A Method for Gameful Design. Human–Computer Interaction, 30(3–4), 294–335. https://doi.org/10.1080/07370024.2014.993471
Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011). From game design elements to gamefulness: Defining “gamification.” Proceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments, MindTrek 2011, September, 9–15. https://doi.org/10.1145/2181037.2181040
Di Bitonto, P., Corriero, N., Pesare, E., Rossano, V., & Roselli, T. (2014). Training and Learning in e-Health Using the Gamification Approach: The Trainer Interaction (pp. 228–237). https://doi.org/10.1007/978-3-319-07446-7_22
Dias, L. P. S., Barbosa, J. L. V., & Vianna, H. D. (2018). Gamification and serious games in depression care: A systematic mapping study. Telematics and Informatics, 35(1), 213–224. https://doi.org/10.1016/j.tele.2017.11.002
Elo, S., & Kyngäs, H. A. (2008). The qualitative content analysis process. Journal of Advanced Nursing, 62 1, 107–115.
Fish, M. T., & Saul, A. D. (2019). The Gamification of Meditation: A Randomized-Controlled Study of a Prescribed Mobile Mindfulness Meditation Application in Reducing College Students’ Depression. Simulation & Gaming, 50(4), 419–435. https://doi.org/10.1177/1046878119851821
Floh, A., & Madlberger, M. (2013). Electronic Commerce Research and Applications The role of atmospheric cues in online impulse-buying behavior. 12, 2012–2014.
Freelon, D. G. (2010). ReCal : Intercoder Reliability Calculation as a Web Service. 5(1), 20–33.
Freelon, D. G. (2013). ReCal OIR : Ordinal , Interval , and Ratio Intercoder Reliability as a Web Service. 8(1), 10–16.
Hall, M., Caton, S. J., & Weinhardt, C. (2013). Online Communities and Social Computing (A. A. Ozok & P. Zaphiris (eds.); Vol. 8029, Issue August 2014). Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-642-39371-6
Hamari, J. 2013. Transforming Homo Economicus into Homo Ludens: A Field Experiment on Gamification in a Utilitarian Peer-to-Peer Trading Service, Electronic Commerce Research and Applications, 12(4), 236-245. https://doi.org/10.1016/j.elerap.2013.01.004
Hamari, J., & Koivisto, J. (2013). Social Motivations To Use Gamification : An Empirical Study Of Gamifying Exercise.
Hamari, J., & Koivisto, J. (2015). “Working out for likes”: An empirical study on social influence in exercise gamification. Computers in Human Behavior, 50, 333–347. https://doi.org/10.1016/j.chb.2015.04.018
Hamouda, M. (2021). Purchase intention through mobile applications : a customer experience lens. https://doi.org/10.1108/IJRDM-09-2020-0369
Harwood, T., & Garry, T. (2015). An investigation into gamification as a customer engagement experience environment. Journal of Services Marketing, 29(6/7), 533–546. https://doi.org/10.1108/JSM-01-2015-0045
Hassan, L., & Hamari, J. (2019). Gamification of E-Participation : A Literature Review Gamification of E-Participation : A Literature Review. January. https://doi.org/10.24251/HICSS.2019.372
Hofacker, C. F., de Ruyter, K., Lurie, N. H., Manchanda, P., & Donaldson, J. (2016). Gamification and Mobile Marketing Effectiveness. Journal of Interactive Marketing, 34(2016), 25–36. https://doi.org/10.1016/j.intmar.2016.03.001
Hung, K., Chen, A. H., Peng, N., & Hackley, C. (2011). Antecedents of luxury brand purchase intention. July 2014. https://doi.org/10.1108/10610421111166603
Johnson, D., Deterding, S., Kuhn, K., Staneva, A., Stoyanov, S., & Hides, L. (2016). Gamification for health and wellbeing: A systematic review of the literature. Internet Interventions, 6(February 2017), 89–106. https://doi.org/10.1016/j.invent.2016.10.002
Jones, B. A., Madden, G. J., & Wengreen, H. J. (2014). The FIT Game: preliminary evaluation of a gamification approach to increasing fruit and vegetable consumption in school. Preventive Medicine, 68, 76–79. https://doi.org/10.1016/j.ypmed.2014.04.015
Kabat-Zinn, J. (1994). Wherever you go, there you are: Mindfulness meditation in everyday life. (6.th ed).
King, D., Greaves, F., Exeter, C., & Darzi, A. (2013). ‘ Gamification ’ : Influencing health behaviours with games. 76–78.
Kowalczuk, P., Siepmann (née Scheiben), C., & Adler, J. (2021). Cognitive, affective, and behavioral consumer responses to augmented reality in e-commerce: A comparative study. Journal of Business Research, 124(August 2019), 357–373. https://doi.org/10.1016/j.jbusres.2020.10.050
Krippendorff, K. (2011). ScholarlyCommons Computing Krippendorff ’ s Alpha-Reliability Computing Krippendorff ’ s Alpha-Reliability.
Krippendorff, K. H. (2013). Content Analysis: An Introduction to Its Methodology.
Liu, D., Radhika, S., & Webster, J. (2017). T OWARD M EANINGFUL E NGAGEMENT : A F RAMEWORK FOR D ESIGN AND R ESEARCH OF G AMIFIED. November 2016. https://doi.org/10.25300/MISQ/2017/41.4.01
Loock, A. C., Staake, T., Thiesse, F., & Staake, T. (2013). Motivating Energy-Efficient Behavior With Green Is : An Investigation of Goal Setting and the Role of Defaults Motivating Energy-Efficient Behavior with Green IS : An Investigation of Goal Setting and the Role of Defaults1. 37(4), 1313–1332.
Maher, C., Ferguson, M., Vandelanotte, C., Plotnikoff, R., De Bourdeaudhuij, I., Thomas, S., Nelson-Field, K., & Olds, T. (2015). A Web-Based, Social Networking Physical Activity Intervention for Insufficiently Active Adults Delivered via Facebook App: Randomized Controlled Trial. Journal of Medical Internet Research, 17(7), e174. https://doi.org/10.2196/jmir.4086
Miller, A. S., Cafazzo, J. A., & Seto, E. (2016). A game plan: Gamification design principles in mHealth applications for chronic disease management. Health Informatics Journal, 22(2), 184–193. https://doi.org/10.1177/1460458214537511
Mullins, J. K., & Sabherwal, R. (2020). Gamification : A cognitive-emotional view. January, 9–10. https://doi.org/10.1016/j.jbusres.2018.09.023
Nah, F. F., Eschenbrenner, B., & Dewester, D. (2011). Enhancing Brand Equity Through Flow and Telepresence : A Comparison of 2D ENHANCING B RAND E QUITY THROUGH FLOW AND TELEPRESENCE : A COMPARISON OF 2D AND 3D V IRTUAL W ORLDS Summary of Literature on Flow and Telepresence in Online Environments. September. https://doi.org/10.2307/23042806
Park, M., & Yoo, J. (2020). Journal of Retailing and Consumer Services Effects of perceived interactivity of augmented reality on consumer responses : A mental imagery perspective. 52(March 2019). https://doi.org/10.1016/j.jretconser.2019.101912
Pillai, R., Sivathanu, B., & Dwivedi, Y. K. (2020). Shopping intention at AI-powered automated retail stores (AIPARS). Journal of Retailing and Consumer Services, 57(May), 102207. https://doi.org/10.1016/j.jretconser.2020.102207
Raman, P. (2020). Examining the importance of gamification, social interaction and perceived enjoyment among young female online buyers in India. Young Consumers. https://doi.org/10.1108/YC-05-2020-1148
Reyes, A. T. (2020). A Mindfulness Mobile App for Traumatized COVID ‑ 19 Healthcare Workers and Recovered Patients : A Response to “ The Use of Digital Applications and COVID ‑ 19 .” Community Mental Health Journal, 56(7), 1204–1205. https://doi.org/10.1007/s10597-020-00690-9
Rodrigues, L. F., Oliveira, A., & Costa, C. J. (2016). Computers in Human Behavior Playing seriously e How gami fi cation and social cues in fl uence bank customers to use gami fi ed e-business applications. 63, 392–407. https://doi.org/10.1016/j.chb.2016.05.063
Sardi, L., Idri, A., & Fernández-Alemán, J. L. (2017). A systematic review of gamification in e-Health. Journal of Biomedical Informatics, 71, 31–48. https://doi.org/10.1016/j.jbi.2017.05.011
Seaborn, K., & Fels, D. I. (2015). Gamification in theory and action: A survey. International Journal of Human Computer Studies, 74, 14–31. https://doi.org/10.1016/j.ijhcs.2014.09.006
Silverman, R. E. (2011). Latest game theory: mixing work and play. Wall Street J. Available online at: http://online.wsj.com/article/SB10001424052970204294504576615371783795248.html
Simões, J., Díaz, R., & Fernández, A. (2013). Computers in Human Behavior A social gamification framework for a K-6 learning platform. 29, 345–353. https://doi.org/10.1016/j.chb.2012.06.007
Stockings, E., Hall, W. D., Lynskey, M., Morley, K. I., Reavley, N., Strang, J., Patton, G., & Degenhardt, L. (2016). Prevention, early intervention, harm reduction, and treatment of substance use in young people. The Lancet Psychiatry, 3(3), 280–296. https://doi.org/10.1016/S2215-0366(16)00002-X
Suh, A., & Wagner, C. (2017). How gamification of an enterprise collaboration system increases knowledge contribution : an affordance approach. 21(2), 416–431. https://doi.org/10.1108/JKM-10-2016-0429
Suh, A., Wagner, C., Liu, L., & Wagner, C. (2018). Enhancing User Engagement through Gamification Enhancing User Engagement through Gamification. Journal of Computer Information Systems, 58(3), 204–213. https://doi.org/10.1080/08874417.2016.1229143
Teixes Argilés, F. (2017). Yu-Kai Chou (2016). Actionable Gamification: beyond points, badges and leaderboards. Octalysis Media: Fremont. CA. Revista Internacional de Organizaciones, 0(18), 137. https://doi.org/10.17345/rio18.137-144
Tobon, S., Ruiz-alba, J. L., & García-madariaga, J. (2020). Gamification and online consumer decisions : Is the game over ? Decision Support Systems, 128(September 2019), 113167. https://doi.org/10.1016/j.dss.2019.113167
Werbach, K., & Hunter, D. (2012). For the Win: How Game Thinking can Revolutionize your Business.
Wood, L. C., & Reiners, T. (2015). Gamification. In Encyclopedia of Information Science and Technology, Third Edition (Issue January, pp. 3039–3047). IGI Global. https://doi.org/10.4018/978-1-4666-5888-2.ch297
Xi, N., & Hamari, J. (2020). Does gamification affect brand engagement and equity ? A study in online brand communities. Journal of Business Research, 109(January 2019), 449–460. https://doi.org/10.1016/j.jbusres.2019.11.058
Xiang, L., Zheng, X., Lee, M. K. O., & Zhao, D. (2016). International Journal of Information Management Exploring consumers ’ impulse buying behavior on social commerce platform : The role of parasocial interaction. International Journal of Information Management, 36(3), 333–347. https://doi.org/10.1016/j.ijinfomgt.2015.11.002
Xu, D., Benbasat, I., & Cenfetelli, R. T. (2014). T HE N ATURE AND C ONSEQUENCES OF T RADE -O FF T RANSPARENCY IN THE C ONTEXT OF. June. https://doi.org/10.25300/MISQ/2014/38.2.03
Xu, Y., Chen, Z., Peng, M. Y., Anser, M. K., & Chen, Z. (2020). Enhancing Consumer Online Purchase Intention Through Gamification in Enhancing Consumer Online Purchase Intention Through Gamification in China : Perspective of Cognitive Evaluation Theory. December. https://doi.org/10.3389/fpsyg.2020.581200
Yang, P., Zhao, Y., Xu, T., & Feng, Y. (2020). The impact of gamification element on purchase intention. July 2019. https://doi.org/10.1109/ICSSSM.2019.8887654
Yoo, W., Lee, Y., & Park, J. (2010). Journal of Retailing and Consumer Services The role of interactivity in e-tailing : Creating value and increasing satisfaction. Journal of Retailing and Consumer Services, 17(2), 89–96. https://doi.org/10.1016/j.jretconser.2009.10.003
Yoon, H. J., Sung, S. Y., Choi, J. N., Lee, K., & Yoon, H. J. (2015). Tangible and Intangible Rewards and Employee Creativity : The Mediating Role of Situational Extrinsic Motivation Tangible and Intangible Rewards and Employee Creativity : The Mediating Role of Situational Extrinsic Motivation. HCRJ, 27(4), 383–393. https://doi.org/10.1080/10400419.2015.1088283
Zhang, H., Lu, Y., Gupta, S., & Zhao, L. (2014). What motivates customers to participate in social commerce? the impact of technological environments and virtual customer experiences. Information and Management, 51(8), 1017–1030. https://doi.org/10.1016/j.im.2014.07.005
Zhang Lin, Shao, Z., Li, X., & Feng, Y. (2020). Gamification and online impulse buying: The moderating effect of gender and age. International Journal of Information Management, October, 102267. https://doi.org/10.1016/j.ijinfomgt.2020.102267
Zichermann, G., & Cunningham, C. (2011). Gamification by Design: Implementing Game Mechanics in Web and Mobile Apps.
Zichermann, G., & Joselin Linder. (2010). Game-Based Marketing Inspire Customer Loyalty Through Rewards, Challenges, and Contests (1st ed.). Wiley.

Details

Primary Language

English

Subjects

Business Administration

Journal Section

Research Article

Authors

Gözde Tanrıkulu ^*
0000-0003-4305-3076
Türkiye

Banu Demirel
0000-0002-2487-0313
Türkiye

Publication Date

January 2, 2023

Submission Date

August 4, 2022

Acceptance Date

October 6, 2022

Published in Issue

Year 2023 Volume: 10 Number: 1

IZ

https://izlik.org/JA68HK49CC

APA

Tanrıkulu, G., & Demirel, B. (2023). Gamification in Mindfulness Mobile Applications: The Effects of Rewards on Purchase Intention. Optimum Ekonomi Ve Yönetim Bilimleri Dergisi, 10(1), 125-142. https://izlik.org/JA68HK49CC

AMA

1.Tanrıkulu G, Demirel B. Gamification in Mindfulness Mobile Applications: The Effects of Rewards on Purchase Intention. OJEMS. 2023;10(1):125-142. https://izlik.org/JA68HK49CC

Chicago

Tanrıkulu, Gözde, and Banu Demirel. 2023. “Gamification in Mindfulness Mobile Applications: The Effects of Rewards on Purchase Intention”. Optimum Ekonomi Ve Yönetim Bilimleri Dergisi 10 (1): 125-42. https://izlik.org/JA68HK49CC.

EndNote

Tanrıkulu G, Demirel B (January 1, 2023) Gamification in Mindfulness Mobile Applications: The Effects of Rewards on Purchase Intention. Optimum Ekonomi ve Yönetim Bilimleri Dergisi 10 1 125–142.

IEEE

[1]G. Tanrıkulu and B. Demirel, “Gamification in Mindfulness Mobile Applications: The Effects of Rewards on Purchase Intention”, OJEMS, vol. 10, no. 1, pp. 125–142, Jan. 2023, [Online]. Available: https://izlik.org/JA68HK49CC

ISNAD

Tanrıkulu, Gözde - Demirel, Banu. “Gamification in Mindfulness Mobile Applications: The Effects of Rewards on Purchase Intention”. Optimum Ekonomi ve Yönetim Bilimleri Dergisi 10/1 (January 1, 2023): 125-142. https://izlik.org/JA68HK49CC.

JAMA

1.Tanrıkulu G, Demirel B. Gamification in Mindfulness Mobile Applications: The Effects of Rewards on Purchase Intention. OJEMS. 2023;10:125–142.

MLA

Tanrıkulu, Gözde, and Banu Demirel. “Gamification in Mindfulness Mobile Applications: The Effects of Rewards on Purchase Intention”. Optimum Ekonomi Ve Yönetim Bilimleri Dergisi, vol. 10, no. 1, Jan. 2023, pp. 125-42, https://izlik.org/JA68HK49CC.

Vancouver

1.Gözde Tanrıkulu, Banu Demirel. Gamification in Mindfulness Mobile Applications: The Effects of Rewards on Purchase Intention. OJEMS [Internet]. 2023 Jan. 1;10(1):125-42. Available from: https://izlik.org/JA68HK49CC

Please click for the statistics of Google Scholar.

Bilinçli Farkındalık Mobil Uygulamalarında Oyunlaştırma: Ödüllerin Satın Alma Niyetine Etkileri

Abstract

Keywords

Gamification in Mindfulness Mobile Applications: The Effects of Rewards on Purchase Intention

Abstract

Keywords

References

Details

Primary Language

Subjects

Journal Section

Authors

Publication Date

Submission Date

Acceptance Date

Published in Issue

IZ

Cite