LEVERAGING THE POWER OF GAMIFICATION IN CONSUMER DECISION MAKING: HEDONISM VS. UTILITARIAN

Abstract

Purpose: In the realm of consumer behavior, various research has been conducted on the act of shopping, which is a common occurrence in consumer culture. Personal, environmental, and cultural variables, among others, have been found by researchers to affect shopping behavior. Among these elements are hedonistic and utilitarian shopping, two distinct forms of consumer behavior motivated by different motives and objectives. Understanding these distinctions may help merchants and marketing professionals modify their marketing efforts to fit the demands and preferences of their target clients. Moreover, gamification is a potent marketing strategy that may increase customer engagement, motivate desired actions, and deliver important consumer data. This article examines three particular facets of purchasing behavior: hedonic shopping, utilitarian shopping, and gamification. Methodology: In this study, which is based on the flow theory, the differences between the presence of gamification elements in terms of “hedonic shopping value and utilitarian shopping value” are mentioned. This study, which was prepared to determine what kind of changes occur in the purchasing behavior of consumers when gamification elements are included in the shopping process, is a longitudinal study in which data were collected in two different periods. Findings: According to the findings of this study, the application of gamification components in the shopping process induces behavioral changes in customers, alters their purchase preferences, and influences their decision-making. Discussion: It is suggested that the more gamification elements are incorporated into the shopping process, the more changes will occur in consumers' behavior, purchasing decision processes, and purchasing styles.

Keywords

• Gamification
• Flow theory
• Hedonic shopping
• Utilitarian shopping
• Behavioral changes

TÜKETİCİ KARAR VERME SÜRECİNDE OYUNLAŞTIRMANIN GÜCÜNDEN YARARLANMAK: HAZCILIK VS. FAYDACILIK

Abstract

Amaç: Tüketici davranışı alanında, tüketim kültüründe yaygın bir olay olan alışveriş eylemi üzerine çeşitli araştırmalar yapılmıştır. Diğer faktörlerin yanı sıra kişisel, çevresel ve kültürel değişkenlerin de alışveriş davranışını etkilediği araştırmacılar tarafından tespit edilmiştir. Bu unsurlar arasında, farklı güdü ve hedeflerle motive olan iki farklı tüketici davranışı biçimi olan hazcı ve faydacı alışveriş de yer almaktadır. Bu ayrımların anlaşılması, firmaların ve pazarlama profesyonellerinin, pazarlama çabalarını hedef müşterilerinin talep ve tercihlerine uyacak şekilde değiştirmelerine yardımcı olabilir. Ayrıca oyunlaştırma, müşteri katılımını artırabilecek, istenen eylemleri motive edebilecek ve önemli tüketici verileri sağlayabilecek güçlü bir pazarlama stratejisidir. Bu çalışmada satın alma davranışının hedonik alışveriş, faydacı alışveriş ve oyunlaştırmadan oluşan üç özel yönü incelenmektedir. Metodoloji: Akış teorisini temel alan bu çalışmada hedonik alışveriş değeri ve faydacı alışveriş değeri açısından, oyunlaştırma unsurlarının varlığı ve yokluğu arasındaki farklara değinilmektedir. Oyunlaştırma unsurları alışveriş sürecine dahil edildiğinde tüketicilerin satın alma davranışlarında ne tür değişiklikler meydana geldiğini belirlemek amacıyla hazırlanan bu çalışma, iki farklı dönemde verilerin toplandığı boylamsal bir çalışmadır. Bulgular: Araştırma sonuçlarına göre, oyunlaştırma unsurlarının alışveriş sürecinde kullanılması tüketicilerde davranış değişikliğine yol açmakta, tüketicilerin satın alma tarzlarını değiştirmekte ve tüketici karar sürecini etkilemektedir. Tartışma: Oyunlaştırma unsurları alışveriş sürecine ne kadar çok dahil edilirse, tüketicilerin davranışlarında, satın alma karar süreçlerinde ve satın alma tarzlarında o kadar çok değişiklik olacağı önerilmektedir.

Keywords

• Oyunlaştırma
• Akış teorisi
• Hedonik alışveriş
• Faydacı alışveriş
• Davranışsal değişimler

References

1. Abou-Shouk, M., & Soliman, M. (2021). The impact of gamification adoption intention on brand awareness and loyalty in tourism: the mediating effect of customer engagement. Journal of Destination Marketing & Management, 20, 100559.
2. Agarwal, A., Hosanagar, K., & Smith, M. D. (2011). Location, location, location: An analysis of profitability of position in online advertising markets. Journal of marketing research, 48(6), 1057-1073.
3. Al-Zyoud, M. F. (2021). The impact of gamification on consumer loyalty, electronic word-of mouth sharing and purchase behavior. Journal of Public Affairs, 21(3), 9, Article e2263. https://doi.org/10.1002/pa.2263
4. Alba, J. W., & Williams, E. F. (2013). Pleasure principles: A review of research on hedonic consumption. Journal of Consumer Psychology, 23(1), 2-18.
5. Ali, F. (2016). Hotel website quality, perceived flow, customer satisfaction and purchase intention. Journal of Hospitality and Tourism Technology, 7(2), 213-228.
6. Aparicio, M., Costa, C. J., & Moises, R. (2021). Gamification and reputation: Key determinants of e-commerce usage and repurchase intention. Heliyon, 7(3), e06383
7. Apostolopoulos, A. (2019). The 2019 Gamification at Work Survey (Gamification at Work, Issue. https://www.talentlms.com/blog/gamification-survey-results/
8. Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79, 77-95.

9. Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of consumer research, 20(4), 644-656.
10. Banerjee, T., & Bhattacharya, S. (2022). Analyzing customer engagement online using gamification. Cardiometry, (24), 662-672. https://doi.org/10.18137/cardiometry.2022.24.663672
11. Batra, R., & Ahtola, O. T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing letters, 2, 159-170.
12. Bauer, J. C., Linzmajer, M., Nagengast, L., Rudolph, T., & D'Cruz, E. (2020). Gamifying the digital shopping experience: games without monetary participation incentives increase customer satisfaction and loyalty. Journal of Service Management, 31(3), 563-595.
13. Bayuk, J., & Altobello, S. A. (2019). Can gamification improve financial behavior? The moderating role of app expertise. International Journal of Bank Marketing, 37(4), 951-975.
14. Behl, A., Pereira, V., Sindhwani, R., Bhardwaj, S., Papa, A., & Hassan, Y. (2022). Improving inclusivity of digitalization for employees in emerging countries using gamification. IEEE Transactions on Engineering Management, 70.
15. Belch, G. E., & Belch, M. A. (2012). Advertising and promotion: An integrated marketing communications perspective (9th ed.). McGraw-Hill.
16. Bilgihan, A., Okumus, F., Nusair, K., & Bujisic, M. (2014). Online experiences: Flow theory, measuring online customer experience in e-commerce and managerial implications for the lodging industry. Information Technology & Tourism, 14(1), 49-71.
17. Bitrián, P., Buil, I., & Catalán, S. (2020). Flow and business simulation games: A typology of students. The International Journal of Management Education, 18(1), 100365.
18. Blohm, I., & Leimeister, J. M. (2013). Gamification. Business & Information Systems Engineering, 4, 275-278.
19. Bougie, R., Pieters, R., & Zeelenberg, M. (2003). Angry customers don't come back, they get back: The experience and behavioral implications of anger and dissatisfaction in services. Journal of the academy of marketing science, 31(4), 377-393.
20. Bridges, E., & Florsheim, R. (2008). Hedonic and utilitarian shopping goals: The online experience. Journal of Business Research, 61(4), 309-314.
21. Büyüköztürk, Ş., Kılıç-Çakmak, E., Akgün, Ö., Karadeniz, Ş., & Demirel, F. (2008). Bilimsel araştırma yöntemleri. Pegem Akademik Yayıncılık.
22. Cachon, G. P., & Swinney, R. (2009). Purchasing, pricing, and quick response in the presence of strategic consumers. Management Science, 55(3), 497-511.
23. Carlson, E. A., Alan Sroufe, L., & Egeland, B. (2004). The construction of experience: A longitudinal study of representation and behavior. Child Development, 75(1), 66-83.
24. Chang, I. C., Liu, C. C., & Chen, K. (2014). The effects of hedonic/utilitarian expectations and social influence on continuance intention to play online games. Internet Research, 24(1), 21-45.
25. Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511-535.
26. Chung, N., Song, H. G., & Lee, H. (2017). Consumers’ impulsive buying behavior of restaurant products in social commerce. International Journal of Contemporary Hospitality Management, 29(2), 709-731.
27. Clement, J. (2019). Do you think that gamification could improve business performances? (Enterprise Gamification Report, Issue. https://www.whappy.it/whappy-gamification-survey/
28. Conaway, R., & Garay, M. C. (2014). Gamification and service marketing. SpringerPlus, 3(1), 1-11.
29. Crowley, A. E., Spangenberg, E. R., & Hughes, K. R. (1992). Measuring the hedonic and utilitarian dimensions of attitudes toward product categories. Marketing Letters, 3(3), 239-249.
30. Csikszentmihalhi, M. (2020). Finding flow: The psychology of engagement with everyday life. Basic Books.
31. Csikszentmihalyi, M. (1990). Flow: The psychology of optimal experience. Harper and Row.
32. Csikszentmihalyi, M. (2014). Flow and the foundations of positive psychology: The collected works of Mihaly Csikszentmihalyi. Springer.
33. De Canio, F., Fuentes-Blasco, M., & Martinelli, E. (2021). Engaging shoppers through mobile apps: the role of gamification. International Journal of Retail & Distribution Management, 49(7), 919-940.
34. Deci, E. L., & Ryan, R. M. (2013). Intrinsic motivation and self-determination in human behavior. Springer Science & Business Media.
35. Delafrooz, N., Paim, L. H., & Khatibi, A. (2011). Understanding consumers internet purchase intention in Malaysia. African Journal of Business Management, 5(7), 2837-2846.
36. Desmet, P. M., & Schifferstein, H. N. (2008). Sources of positive and negative emotions in food experience. Appetite, 50(2-3), 290-301.
37. Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011). From game design elements to gamefulness: Defining gamification Academic MindTrek conference: Envisioning future media environments, Helsinki: ACM.
38. Dibbell, J. (2006). Play money: Or, how I quit my day job and made millions trading virtual loot. Basic Books.
39. Dicheva, D., Dichev, C., Agre, G., & Angelova, G. (2015). Gamification in education: A systematic mapping study. Journal of Educational Technology & Society, 18(3), 75-88.
40. Duolingo. (2022). Duolingo Announces Record Bookings in First Quarter 2022 and Raises Full Year Guidance. https://investors.duolingo.com/static-files/586ae9d2-153b-4a6d-87b0-1e37de79c52a Garcia-Jurado, A., Castro-Gonzalez, P., Torres-Jimenez, M., & Leal-Rodriguez, A. L. (2019). Evaluating the role of gamification and flow in e-consumers: millennials versus generation X. Kybernetes, 48(6), 1278-1300. https://doi.org/10.1108/k-07-2018-0350
41. Gatautis, R., Banytė, J., & Vitkauskaitė, E. (2021). Gamification and Consumer Engagement. Springer.
42. Gerdenitsch, C., Sellitsch, D., Besser, M., Burger, S., Stegmann, C., Tscheligi, M., & Kriglstein, S. (2020). Work gamification: Effects on enjoyment, productivity and the role of leadership. Electronic Commerce Research and Applications, 43, 100994.
43. Ghosh, T., & Dwivedi, Y. K. (2022). Brands in a game or a game for brands? Comparing the persuasive effectiveness of in‐game advertising and advergames. Psychology & Marketing, 39(12), 2328-2348.
44. Gomez, B. G., Arranz, A. G., & Cillán, J. G. (2006). The role of loyalty programs in behavioral and affective loyalty. Journal of Consumer Marketing, 23(7), 387-396.
45. Gulinna, A., & Lee, Y. (2020). College students’ perceptions of pleasure in learning–Designing gameful gamification in education. International Journal on E-Learning, 19(2), 93-123.
46. Gupta, A., & Gomathi, S. (2017). A review on gamification and its potential to motivate and engage employees and customers: Employee engagement through gamification. International Journal of Sociotechnology and Knowledge Development, 9(1), 42-52. Hallifax, S., Serna, A., Marty, J.-C., & Lavoué, E. (2019). Adaptive gamification in education: A literature review of current trends and developments. 14. European Conference on Technology Enhanced Learning (EC-TEL), Delft, Netherlands.
47. 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.
48. Hamari, J., & Koivisto, J. (2015a). Why do people use gamification services? International Journal of Information Management, 35(4), 419-431.
49. Hamari, J., & Koivisto, J. (2015b). “Working out for likes”: An empirical study on social influence in exercise gamification. Computers in Human Behavior, 50, 333-347.
50. Hamari, J., & Lehdonvirta, V. (2010). Game design as marketing: How game mechanics create demand for virtual goods. International Journal of Business Science & Applied Management, 5(1), 14-29.
51. Hamid, M., & Kuppusamy, M. (2017). Gamification implementation in service marketing: A literature. Electronic Journal of Business & Management, 2(1), 38-50.
52. Hammedi, W., Leclerq, T., & Van Riel, A. C. (2017). The use of gamification mechanics to increase employee and user engagement in participative healthcare services: a study of two cases. Journal of Service Management, 28(4), 640-661
53. HarvardBusinessRewiev. (2019). Beyond rewards: Raising the bar on customer loyalty. https://www.sessionm.com/wp-content/uploads/2020/10/2019_Harvard_Business_Review_Report_Beyond_Rewards_Raising_the_Bar_on_Customer_Loya-2.pdf
54. Harwood, T., & Garry, T. (2015). An investigation into gamification as a customer engagement experience environment. Journal of Services Marketing, 29(6/7), 533-546.
55. Heijden, H. v. d. (2004). User acceptance of hedonic information systems. Management Information Systems Quarterly, 28(4), 695-704.
56. Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92-101.
57. Ho, Y. J., Liu, S. Y., & Wang, L. (2022). Fun shopping: A randomized field experiment on gamification. Information Systems Research, 21. https://doi.org/10.1287/isre.2022.1147
58. Hofacker, C. F., De Ruyter, K., Lurie, N. H., Manchanda, P., & Donaldson, J. (2016). Gamification and mobile marketing effectiveness. Journal of Interactive Marketing, 34(1), 25-36.
59. Högberg, J., Shams, P., & Wästlund, E. (2019). Gamified in-store mobile marketing: The mixed effect of gamified point-of-purchase advertising. Journal of Retailing and Consumer Services, 50, 298-304.
60. Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140.
61. Hsu, C. L., & Chen, M. C. (2018). How does gamification improve user experience? An empirical investigation on the antecedences and consequences of user experience and its mediating role. Technological Forecasting and Social Change, 132, 118-129.
62. Hsu, C. L., Chen, Y. C., Yang, T. N., & Lin, W. K. (2017). Do website features matter in an online gamification context? Focusing on the mediating roles of user experience and attitude. Telematics and Informatics, 34(4), 196-205.
63. Huang, W. H. Y., & Soman, D. (2013). Gamification of education. Report Series: Behavioural Economics in Action, 29, 11-12.
64. Huotari, K., & Hamari, J. (2012). Defining gamification: A service marketing perspective Proceedings of the 16th International Academic MindTrek Conference, Tampere: Finland.
65. Hwang, J., & Choi, L. (2020). Having fun while receiving rewards?: Exploration of gamification in loyalty programs for consumer loyalty. Journal of Business Research, 106, 365-376.
66. Insley, V., & Nunan, D. (2014). Gamification and the online retail experience. International Journal of Retail & Distribution Management, 42(5), 340-351
67. Jones, M. A., Reynolds, K. E., & Arnold, M. J. (2006). Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes. Journal of Business Research, 59(9), 974-981.
68. Kang, J., & Park‐Poaps, H. (2010). Hedonic and utilitarian shopping motivations of fashion leadership. Journal of Fashion Marketing and Management: An International Journal, 14(2), 312-328. Kazancoglu, I., & Demir, B. (2021). Analysing flow experience on repurchase intention in e-retailing during COVID-19. International Journal of Retail & Distribution Management, 49(11), 1571-1593.
69. Khaleghi, A., Aghaei, Z., & Behnamghader, M. (2022). Developing two game-based interventions for dyslexia therapeutic interventions using gamification and serious games approaches entertainment computing journal. Entertainment Computing, 42, 100482.
70. Kim, H. S. (2006). Using hedonic and utilitarian shopping motivations to profile inner city consumers. Journal of Shopping Center Research, 13(1), 57-79.
71. Koivisto, J., & Hamari, J. (2019). The rise of motivational information systems: A review of gamification research. International Journal of Information Management, 45, 191-210.
72. Korzaan, M. L. (2003). Going with the flow: Predicting online purchase intentions. Journal of Computer Information Systems, 43(4), 25-31.
73. Kotler, P., & Armstrong, G. (2016). Principles of Marketing (16 ed.). Pearson Education Limited.
74. Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information Systems Research, 13(2), 205-223.
75. Krishna, K., Sivakumaran, B., Maheswarappa, S. S., & Jha, A. (2023). Mind the game you set for better website patronage. European Journal of Marketing, 57(5), 1560-1590.
76. Kusumawardani, K. A., Widyanto, H. A., & Tambunan, J. E. G. (2023). The role of gamification, social, hedonic and utilitarian values on e-commerce adoption. Spanish Journal of Marketing-ESIC.
77. Landers, R. N., Auer, E. M., Collmus, A. B., & Armstrong, M. B. (2018). Gamification science, its history and future: Definitions and a research agenda. Simulation & Gaming, 49(3), 315-337.
78. Lavoie, R., & Main, K. (2019). Consumer microflow experiences. Psychology & Marketing, 36(11), 1133-1142.
79. Marchand, A., & Hennig-Thurau, T. (2013). Value creation in the video game industry: Industry economics, consumer benefits, and research opportunities. Journal of Interactive Marketing, 27(3), 141-157.
80. Marketsandmarkets (2020). Market research reports: Gamification market. https://www.marketsandmarkets.com/Market-Reports/gamification-market-991.html
81. Mattke, J., & Maier, C. (2021). Gamification: Explaining brand loyalty in mobile applications. AIS Transactions on Human-Computer Interaction, 13(1), 62-81.
82. Mitchell, R., Schuster, L., & Jin, H. S. (2020). Gamification and the impact of extrinsic motivation on needs satisfaction: Making work fun? Journal of Business Research, 106, 323-330.
83. Mothersbaugh, D. L., & Hawkins, D. I. (2015). Consumer behavior: Building marketing strategy (13th edition ed.). McGraw-Hill Education.
84. Muangsrinoon, S., & Boonbrahm, P. (2019). Game elements from literature review of gamification in healthcare context. JOTSE: Journal of Technology and Science Education, 9(1), 20-31.
85. Nah, F. F. H., Zeng, Q., Telaprolu, V. R., Ayyappa, A. P., & Eschenbrenner, B. (2014). Gamification of education: A review of literature HCI in Business: First International Conference, Heraklion, Crete, Greece.
86. Nelson, M. J. (2012). Soviet and American precursors to the gamification of work Proceeding of the 16th international academic MindTrek conference, Tampere: Finland.
87. Noorbehbahani, F., Salehi, F., & Zadeh, R. J. (2019). A systematic mapping study on gamification applied to e-marketing. Journal of Research in Interactive Marketing, 13(3), 392-410.
88. Nour, M., Chen, J., & Allman-Farinelli, M. (2019). Young adults’ engagement with a self-monitoring app for vegetable intake and the impact of social media and gamification: feasibility study. JMIR formative research, 3(2), e13324.
89. Novak, T. P., Hoffman, D. L., & Yung, Y.-F. (1996). Modeling the structure of the flow experience INFORMS Marketing Science and the Internet Mini-Conference, USA.
90. Ozen, H., & Kodaz, N. (2012). Utilitarian or hedonic? A cross cultural study in online shopping. Organizations & Markets in Emerging Economies, 3(2), 80-90.
91. Ozkara, B. Y., Ozmen, M., & Kim, J. W. (2017). Examining the effect of flow experience on online purchase: A novel approach to the flow theory based on hedonic and utilitarian value. Journal of Retailing and Consumer Services, 37, 119-131.
92. Park, H. J., & Bae, J. H. (2014). Study and research of gamification design. International Journal of Software Engineering and Its Applications, 8(8), 19-28.
93. Petkov, P., Köbler, F., Foth, M., Medland, R., & Krcmar, H. (2011). Engaging energy saving through motivation-specific social comparison CHI'11 Extended Abstracts on Human Factors in Computing Systems, Vancouver: Canada.
94. Petriwskyj, A., Gibson, A., & Webby, G. (2014). Participation and power in care: Exploring the “client” in client engagement. Journal of Aging Studies, 31, 119-131.
95. Picot-Coupey, K., Krey, N., Huré, E., & Ackermann, C. L. (2021). Still work and/or fun? Corroboration of the hedonic and utilitarian shopping value scale. Journal of Business Research, 126, 578-590.
96. Priesterroth, L., Grammes, J., Holtz, K., Reinwarth, A., & Kubiak, T. (2019). Gamification and behavior change techniques in diabetes self-management apps. Journal of Diabetes Science and Technology, 13(5), 954-958.
97. Raman, P. (2021). Examining the importance of gamification, social interaction and perceived enjoyment among young female online buyers in India. Young Consumers, 22(3), 387-412.
98. Ribeiro Cardoso, P., & Sara Carvalho, P. (2010). Hedonic and utilitarian shopping motivations among Portuguese young adult consumers. International Journal of Retail & Distribution Management, 38(7), 538-558.
99. Robledo, J. L. R., Lucena, F. N., & Arenas, S. J. (2013). Gamification as a strategy of internal marketing. Intangible Capital, 9(4), 1113-1144. https://doi.org/10.3926/ic.455
100. Ryan, R. M., & Deci, E. L. (2000). Intrinsic and extrinsic motivations: Classic definitions and new directions. Contemporary Educational Psychology, 25(1), 54-67.
101. Safapour, E., Kermanshachi, S., & Taneja, P. (2019). A review of nontraditional teaching methods: Flipped classroom, gamification, case study, self-learning, and social media. Education Sciences, 9(4), 273.
102. Sailer, M., & Homner, L. (2020). The gamification of learning: A meta-analysis. Educational Psychology Review, 32(1), 77-112.
103. Sardi, L., Idri, A., & Fernández-Alemán, J. L. (2017). A systematic review of gamification in e-Health. Journal of biomedical informatics, 71, 31-48.
104. Sari, A. N., & Ardiansari, A. (2019). The influence of utilitarian value and hedonical values on customer loyalty through customer satisfaction. Management Analysis Journal, 8(2), 146-155.
105. Sarkar, A. (2011). Impact of utilitarian and hedonic shopping values on individual's perceived benefits and risks in online shopping. International Management Review, 7(1), 58-65.
106. Schmitt, B. (1999). Experiential marketing: A new framework for design and communications. Design Management Journal, 10(2), 10-16.
107. Schumann, J. H., Wangenheim, F., Stringfellow, A., Yang, Z., Blazevic, V., Praxmarer, S., Shainesh, G., Komor, M., Shannon, R. M., & Jimenez, F. R. (2010). Cross-cultural differences in the effect of received word-of-mouth referral in relational service exchange. Journal of International Marketing, 18(3), 62-80.
108. Shahpasandi, F., Zarei, A., & Nikabadi, M. S. (2020). Consumers’ impulse buying behavior on Instagram: Examining the influence of flow experiences and hedonic browsing on impulse buying. Journal of Internet Commerce, 19(4), 437-465.
109. Shi, S., Leung, W. K. S., & Munelli, F. (2022). Gamification in OTA platforms: A mixed-methods research involving online shopping carnival. Tourism Management, 88, 15, Article 104426. https://doi.org/10.1016/j.tourman.2021.104426
110. Solomon, M. (2002). Consumer behavior: Buying, having, and being (Fifth ed.). Prentice-Hall, Inc.
111. Solomon, M., Bamossy, G., Askegaard, S., & Hogg, M. K. (2006). Consumer behavior: A european perspective (Third ed.). Pearson Education Limited.
112. Stansbury, J. A., & Earnest, D. R. (2017). Meaningful gamification in an industrial/organizational psychology course. Teaching of Psychology, 44(1), 38-45.
113. Sun, Y., Liu, L., Peng, X., Dong, Y., & Barnes, S. J. (2014). Understanding Chinese users’ continuance intention toward online social networks: An integrative theoretical model. Electronic Markets, 24(1), 57-66.
114. Sun, Y., Wang, R., Xu, Y., & Jiang, J. (2019). Will recalling a purchase increase your well‐being? The sequential mediating roles of postpurchase sharing and relatedness need satisfaction. Asian Journal of Social Psychology, 22(4), 391-400.
115. Terlutter, R., & Capella, M. L. (2013). The gamification of advertising: Analysis and research directions of in-game advertising, advergames, and advertising in social network games. Journal of advertising, 42(2/3), 95-112.
116. To, P. L., & Sung, E. P. (2015). Internet shopping: A study based on hedonic value and flow theory. International Journal of Economics and Management Engineering, 9(7), 2258-2261.
117. To, P.-L., Liao, C., & Lin, T.-H. (2007). Shopping motivations on Internet: A study based on utilitarian and hedonic value. Technovation, 27(12), 774-787.
118. Tobon, S., Ruiz-Alba, J. L., & García-Madariaga, J. (2020). Gamification and online consumer decisions: Is the game over?. Decision Support Systems, 128, 113167.
119. Torres, P., Augusto, M., & Neves, C. (2022). Value dimensions of gamification and their influence on brand loyalty and word‐of‐mouth: Relationships and combinations with satisfaction and brand love. Psychology & Marketing, 39(1), 59-75.
120. Trigo-De la Cuadra, M., Vila-Lopez, N., & Hernandez-Fernandez, A. (2020). Could gamification improve visitors' engagement?. International Journal of Tourism Cities, 6(2), 317-334. https://doi.org/10.1108/ijtc-07-2019-0100
121. Urmston, E., & Hewison, J. (2014). Risk and flow in contact improvisation: Pleasure, play and presence. Journal of Dance & Somatic Practices, 6(2), 219-232.
122. Vashisht, D., Royne, M. B., & Sreejesh, S. (2019). What we know and need to know about the gamification of advertising: A review and synthesis of the advergame studies. European Journal of Marketing.
123. Versteeg, M. (2013). Ethics & gamification design: a moral framework for taking responsibility [Master's thesis, Utrecht University]. Utrecht.
124. Vieira, V., Santini, F. O., & Araujo, C. F. (2018). A meta-analytic review of hedonic and utilitarian shopping values. Journal of Consumer Marketing, 35(4), 426-437.
125. Vitkauskaitė, E. (2021). Research Results of Gamification-Based Consumer Engagement in Value Creation in the Context of ICT Development. Gamification and Consumer Engagement, 129.
126. Vogue. (2021). Resale, rental and NFTs: Vogue Business Index reveals top trends in innovation (Vogue Business Index, Issue. https://www.voguebusiness.com/companies/resale-rental-nft-vogue-business-index-trends-innovation
127. Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of marketing research, 15(3), 310-320.
128. Waiguny, M. K., Nelson, M. R., & Terlutter, R. (2012). Entertainment matters! The relationship between challenge and persuasiveness of an advergame for children. Journal of Marketing Communications, 18(1), 69-89.
129. Wang, S. Y., & Groene, O. (2020). The effectiveness of behavioral economics-informed interventions on physician behavioral change: A systematic literature review. PloS one, 15(6).
130. Warmelink, H., Koivisto, J., Mayer, I., Vesa, M., & Hamari, J. (2020). Gamification of production and logistics operations: Status quo and future directions. Journal of Business Research, 106, 331-340.
131. Wu, L., Chiu, M. L., & Chen, K. W. (2020). Defining the determinants of online impulse buying through a shopping process of integrating perceived risk, expectation-confirmation model, and flow theory issues. International Journal of Information Management, 52, 1-12.
132. Xu, F., Buhalis, D., & Weber, J. (2017). Serious games and the gamification of tourism. Tourism Management, 60, 244-256.
133. Xu, X.-Y., Tayyab, S. M. U., Jia, Q.-D., & Wu, K. (2023). Exploring the gamification affordances in online shopping with the heterogeneity examination through REBUS-PLS. Journal of Theoretical and Applied Electronic Commerce Research, 18(1), 289-310.
134. Xu, X., Wang, L., & Zhao, K. (2020b). Exploring determinants of consumers’ platform usage in “double eleven” shopping carnival in China: Cognition and emotion from an integrated perspective. Sustainability, 12(7), 2790.
135. Xu, Y., Chen, Z., Peng, M. Y. P., & Anser, M. K. (2020a). Enhancing consumer online purchase intention through gamification in China: Perspective of cognitive evaluation theory. Frontiers in Psychology, 11, 581200.
136. Yang, X., Yang, J., Hou, Y., Li, S., & Sun, S. (2023). Gamification of mobile wallet as an unconventional innovation for promoting Fintech: An fsQCA approach. Journal of Business Research, 155, 113406.
137. Yang, Y., Asaad, Y., & Dwivedi, Y. (2017). Examining the impact of gamification on intention of engagement and brand attitude in the marketing context. Computers in Human Behavior, 73, 459-469.
138. Yu, N., & Huang, Y. T. (2022). Why do people play games on mobile commerce platforms? An empirical study on the influence of gamification on purchase intention. Computers in Human Behavior, 126, 106991.
139. Zichermann, G., & Cunningham, C. (2011). Gamification by design: Implementing game mechanics in web and mobile apps. O'Reilly Media, Inc.
140. Zichermann, G., & Linder, J. (2010). Game-based marketing: Inspire customer loyalty through rewards, challenges, and contests. John Wiley & Sons.
141. https://www.starbucks.com.tr https://www.shutterstock.com