Mobil Uygulamalarda Oyunlaştırma Kabulünün Tüketicilerin Tutumuna ve Kullanım Niyetlerine Olan Etkisinin Belirlenmesi

Abstract

Dünyada ve Türkiye’de mobil cihazların kullanımının artması ile birlikte işletmelerin mobil cihazlarla müşterilerine her yerde ve her an ulaşmaları mümkün hale gelmiştir. Bu amaçla, işletmeler tarafından mobil uygulamalar hazırlanıp tüketicilerin hizmetine sunulmaktadır. Günümüzde, mobil uygulamalarda kullanılan özelliklerden biri de kullanımı hızla artan oyunlaştırmadır. Oyunlaştırma, satışları ve müşteri bağlılığını artırmak için yenilikçi uygulamalarla yeni bir iş stratejisi olarak ortaya çıkmaktadır. Oyunlaştırma ile oyun temelli uygulamaların kullanılması tüketicilerin olumlu deneyim yaşamalarını sağlamaya yardımcı olmaktadır. Oyunlaştırmanın tüketicilere keyifli deneyim sağladığı ve bağlılıklarını arttırdığı göz önüne alındığında oyunlaştırmanın tüketici satın alma davranışı üzerindeki etkisinin incelenmesi önemlidir. Çalışmanın amacı, mobil uygulamalardaki oyunlaştırmanın kabulünün tüketicilerin tutumlarına ve kullanım niyetlerine olan etkisinin belirlenmesidir. Çalışmanın sonucunda mobil uygulamalardaki oyunlaştırmanın kabulünün tüketicilerin tutumunu ve kullanım niyetlerini etkilediği saptanmıştır. 

Keywords

• Oyunlaştırma,Mobil uygulamalar,Tutum,Kullanım niyeti,Oyunlaştırma kabulü

Investor and Portfolio Differences Between Generations in Turkish Capital Markets

Abstract

With the increasing use of mobile devices in the world and in Turkey, it is possible for companies to reach customers everywhere at any time. For this purpose, mobile applications are prepared by the companies and offered to the consumers. One of the features that has increasing usage in mobile applications is gamification. Gamification is emerging as a new business strategy with innovative applications to increase sales and customer loyalty. The use of gamification and gamebased applications helps to ensure a positive experience for consumers. Gamification is providing pleasing experience and increase consumers’ loyalty. That’s why it is important to examine the effects of gamification on consumer buying behavior. The aim of this study is to determine the effects of gamification acceptance in mobile applications on consumer attitudes and intention to use. As a result of this study, it is determined that gamification in mobile applications influences consumers’ attitudes and their intention to use. 

Keywords

• Gamification,Mobile applications,Attitude,Intention to use,Gamification acceptance

References

1. Aaker, J. L., & Lee, A. Y. (2001). “I” seek pleasures and “we” avoid pains: The role of selfregulatory goals in information processing and persuasion. Journal of Consumer Research, 28(1), 33-49.
2. Agarwal, R., & Karahanna, E. (2000). Time flies when you’re having fun: cognitive absorption and beliefs about information technology usage. MIS Quarterly, 24(4), 665-694.
3. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
4. Ajzen, I. (2005). Attitudes, Personality, and Behavior. McGraw-Hill Education, UK. Arora, R. (1982). Validation of an SOR model for situation, enduring, and response components of involvement. Journal of Marketing Research, 19(4), 505-516.
5. Assael, H. (1984). Consumer Behavior and Marketing Action. Kent Pub. Co. Atkinson, M., & Kydd, C. (1997). Individual characteristics associated with World Wide Web use: An empirical study of playfulness and motivation. The DATABASE for Advances in Information Systems, 28(2), 53–62.
6. Baker, R. K., & White, K. M. (2010). Predicting adolescents’ use of social networking sites from an extended theory of planned behaviour perspective. Computers in Human Behavior, 26(6), 1591-1597.
7. Birch, H. (2013). Motivational effects of gamification of piano instruction and practice. Unpublished Master’s Thesis. University of Toronto (Canada).
8. Bittner, J. V., & Schipper, J. (2014). Motivational effects and age differences of gamification in product advertising. Journal of Consumer Marketing, 31(5), 391-400.

9. Blohm, I., & Leimeister, J.M., (2013). Gamification: Design of IT-based enhancing services for motivational support and behavioral change. Business and Information Systems Engineering, 5, 275–278.
10. Bock, G.-W., Zmud, R. W., Kim, Y.-G., & Lee, J.-N. (2005). Behavioral intention formation in knowledge sharing: Examining the roles of extrinsic motivators, social-psychological forces, and organizational climate. MIS Quarterly, 29(1), 87–111.
11. Bogost, I. (2011, May). Persuasive Games: Exploitationware, Gamasutra: The Art & Business of Making Games. URL: http://www.gamasutra. com/view/feature/134735/persuasive_games_ exploitationware.php, 3rd May, 2011 (Ulaşım Tarihi 18.01.17).
12. Boisvert, J., & Ashill, N. J. (2011). How brand innovativeness and quality impact attitude toward new service line extensions: the moderating role of consumer involvement. Journal of Services Marketing, 25(7), 517-527.
13. Bouca, M. (2012). Mobile communication, gamification and ludification. In: Proceedings of the 16th International Academic MindTrek Conference. Presented at MindTrek 2012. ACM, pp. 295–301
14. Boyle, E., Connolly, T. M., & Hainey, T. (2011). The role of psychology in understanding the impact of computer games. Entertainment Computing, 2(2), 69-74.
15. Bunchball, I. (2010). Gamification 101: An introduction to the use of game dynamics to influence behavior. White paper. URL: https://www.csh.rit. edu/~ajman/summer2012/gamification101.pdf (Ulaşım Tarihi: 18.01.2017)
16. Burke, B. (2014). Gartner redefines gamification. URL: http://blogs.gartner.com/brian_burke/2014/04/04/gartner-redefines-gamification/. (Ulaşım Tarihi: 19.12.2016).
17. Burkey, D. D., Anastasio, M. D. D., & Suresh, A. (2013). Improving student attitudes toward the capstone laboratory course using gamification. Proceedings of 2013 Annual Conference and Exposition of the American Society for Engineering Education, (pp. 3950–3968). Atlanta, GA: ASEE.
18. Chau, P. Y. (1996). An empirical assessment of a modified technology acceptance model. Journal of Management Information Systems, 13(2), 185-204.
19. Childers, T. L., Carr, C. L., Peck, J., & Carson, S., (2001). Hedonic and utilitarian motivations for online retail shopping behaviour. Journal of Retailing, 77, 511-535.
20. Choi, D., & Kim, J. (2004). Why people continue to play online games: in search of critical design factors to increase customer loyalty to online contents. CyberPsychology and Behaviour, 7(1), 11-24.
21. Clark, R. A., & Goldsmith, R. E. (2006). Interpersonal influence and consumer innovativeness. International Journal of Consumer Studies, 30(1), 34-43.
22. Cowart, K.O., Fox, G.L., & Wilson, A.E. (2008). A Structural Look at Consumer Innovativeness and Self-Congruence in New Product Purchases. Psychology & Marketing. 25(12), 1111–1130.
23. Cunningham, C. & Zichermann, G. (2011). Gamification by Design: Implementing Game Mechanics in Web and Mobile Apps. O’Reilly Media, Sebastopol, CA. Davis, F. D. (1989). Information technology perceived usefulness and perceived ease of use. MIS Quarterly, 13(3), 319-340.
24. Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: a comparison of two theoretical models. Management Science, 35(8), 982-1003.
25. Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Psycholog, 22(14), 1111-1132.
26. Deci, E. L., & Ryan, R. M. (2000). The ‘what’ and ‘why’ of goal pursuits: Humanneeds and the self-determination of behavior. Psychological Inquiry, 11(4), 227–268.
27. Deci, E., Koestner, R., & Ryan, R. (1999). A metaanalytic review of experimentsexamining the effects of extrinsic rewards on intrinsic motivation. Psychological Bulletin, 125(6), 627–668.
28. Deterding, S., Dixon, D., Khaled, R., & Nacke, L., (2011a). From game design elements to gamefulness: defining “gamification”. In: Proceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments. ACM, Tampere, Finland, pp. 9–15.
29. Deterding, S., Khaled, R., Nacke, L.E., & Dixon, D., (2011b). Gamification: toward a definition. In: Proceedings of the CHI 2011 Gamification Workshop Proceedings. Presented at CHI 2011. ACM, Vancouver, BC.
30. Domínguez, A., Saenz-de-Navarrete, J., de-Marcos, L., Fernández-Sanz, L., Pagés, C., & MartínezHerráiz, J.-J. (2013). Gamifying learning experiences: Practical implications and outcomes. Computers and Education, 63, 380–392.
31. Dubois, D. J., & Tamburrelli, G. (2013). Understanding gamification mechanisms for software development. In: Proceedings of the 2013 9th Joint Meeting on Foundations of Software Engineering (pp. 659-662). ACM. Ellis, T. S., & Webster, R. L. (1999). Innovativeness of information systems managers toward telecommuting: A structural equation model. Journal of Computer Information Systems, 39(3), 92-98.
32. Festinger, L. (1954). A theory of social comparison processes. Human Relations, 7(2), 117-140.
33. Filsecker, M., & Hickey, D. T. (2014). A multilevel analysis of the effects of external rewards on elementary students’ motivation, engagement and learning in an educational game. Computers and Education, 75, 136-148.
34. Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention and Behaviour: An Introduction to Theory and Research. Reading. MA: Addison-Wesley. Flatla, D. R., Gutwin, C., Nacke, L. E., Bateman, S., & Mandryk, R. L. (2011, October). Calibration games: making calibration tasks enjoyable by adding motivating game elements. In: Proceedings of the 24th annual ACM symposium on User interface software and technology (pp. 403-412). ACM. Gartner Inc. (2014). Gartner Redefines Gamification. http://blogs.gartner.com/brian_burke/2014/04/04/gartner-redefines-gamification/, (Ulaşım Tarihi: 19.12.2016).
35. Gefen, D., & Straub, D.W. (1997). Gender differences in the perception and use of email: an extension to the technology acceptance model. MIS Quarterly, 389-400. Gerrard, P., Barton Cunningham, J., & Devlin, J. F. (2006). Why consumers are not using internet banking: a qualitative study. Journal of Services Marketing, 20(3), 160-168.
36. Goldsmith, R. E., & Flynn, L. R., (1993). Models of enduring product ınvolvement and opinion leadership in swift”, Association of Marketing Theory and Practice Proceedings, 2, 378-386.
37. Goldsmith, R. E., & Foxall, G. R. (2003). The measurement of innovativeness. The International Handbook on Innovation, 321-330.
38. Goldsmith, R. E., Kim, D., Flynn, L. A. & Kim, W.M. (2005). Price Sensitivity and Innovativeness for Fashion among Korean Consumers. The Journal of Social Psychology, 145 (5), 501-508.
39. Goldsmith, R., & Reinecke Flynn, L. (1992). Identifying innovators in consumer product markets. European Journal of Marketing, 26(12), 42-55.
40. Greenwald, A. G., & Leavitt, C. (1984). Audience involvement in advertising: Four levels. Journal of Consumer Research, 11(1), 581-592.
41. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis, A Global Perspective. NJ: Pearson, Upper Saddle River.
42. 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.
43. Hamari, J. (2015a in press). Do badges increase user activity? A field experiment on effects of gamification. Computers in Human Behavior. DOI: 10.1016/j.chb.2015.03.036
44. Hamari, J. (2015b). Why do people buy virtual goods? Attitude towards virtual goodpurchases versus game enjoyment. International Journal of Information Management, 35(3), 299–308.
45. Hamari, J., & Koivisto, J. (2015). Why do people use gamification services?. International Journal of Information Management, 35(4), 419-431.
46. Hamari, J., & Koivisto, J., (2013). Social motivations to use gamification: An empirical study of gamifying exercise. In Proceedings of the 21st European conference on information systems. Utrecht, Netherlands, June 5–8, 2013.
47. Hamari, J., Koivisto, J., & Sarsa, H. (2014). Does gamification work? A literature review of empirical studies on gamification. In Proceedings of the 47th Hawaii international conference on system sciences, (pp. 3025-3034). IEEE. Hawaii, USA, January 6–9, 2014.
48. He, Y., Chen, Q., & Alden, D. L. (2016). Time will tell: managing post-purchase changes in brand attitude. Journal of the Academy of Marketing Science, 44(6), 791-805.
49. Higgins, E. Tory (2006). Value from Hedonic Experience and Engagement. Psychological Review, 113(3), 439–60.
50. Hirunyawipada, T., & Paswan, A. K. (2006). Consumer innovativeness and perceived risk: implications for high technology product adoption. Journal of Consumer Marketing, 23(4), 182-198.
51. Hofacker, C. F., De Ruyter, K., Lurie, N. H., Manchanda, P., & Donaldson, J. (2016). Gamification and mobile marketing effectiveness. Journal of Interactive Marketing, 34, 25-36.
52. Holzwarth, M., Janiszewski, C., & Neumann, M. (2006). The influence of avatars on online consumer shopping behavior. Journal of Marketing, 70, 19-36.
53. Howarth, C. (2006). How social representations of attitudes have informed attitude theories: the consensual and the reified. Theory & Psychology, 16(5), 691-714.
54. Huang, J. H., Lee, B. C., & Hsun Ho, S., (2004). “Consumer attitude toward gray market goods”. International Marketing Review, 21(6), 598-614.
55. Huotari, K., & Hamari, J. (2012). Defining gamification – A service marketing perspective. In Proceedings of the 16th international academic MindTrek conference. Tampere, Finland, 3–5 October, 2012, (pp. 17–22).
56. Igbaria, M., Guimaraes, T., & Davis, G. B. (1995). Testing the determinants of microcomputer usage via a structural equation model. Journal of Management Information Systems, 11(4), 87-114.
57. Igbaria, M., Iivari, J., & Maragahh, H. (1995). Why do individuals use computer technology? A Finnish case study. Information and Management, 29(5), 227-238.
58. Im, S., Bayus, B.L. & Mason, C.H. (2003). An empirical study of ınnate consumer innovativeness, personal characteristics, and new-product adoption behavior. Journal of the Academy of Marketing Science, 31 (1), 61-73.
59. Jung, J. H., Schneider, C., & Valacich, J. (2010). Enhancing the motivational affordance of information systems: The effects of real-time performance feedback and goal setting in group collaboration environments. Management Science, 56(4), 724-742.
60. Kanter, R. M. (1983). The Change Masters: Innovation and Productivity in American Corporations. New York: Simon and Schuster.
61. Kim, B. D., Shi, M., & Srinivasan, K. (2001). Reward programs and tacit collusion. Marketing Science, 20(2), 99-120.
62. Konzack, L. (2007). Rhetorics of computer and video game research. JP Williams and JH Smith (Eds..), The players’ realm: Studies on the culture of video games and gaming, (pp.110-130).
63. Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behaviour. Information Systems Research, 13(2), 205-223.
64. Krugman, H. E. (1965). The impact of television advertising: Learning without involvement. Public Opinion Quarterly, 29(3), 349-356.
65. Kurtuluş, K. (2010). Araştırma Yöntemleri. İstanbul: Türkmen Kitabevi.
66. Lewinski, J. S. (2000). Developer’s Guide to Computer Game Design. Portland: Wordware Publishing Inc.
67. Lieberman, J. N. (1977). Playfulness: Its Relationship to Imagination and Creativity. NewYork: Academic Press.
68. Lin, C. P., & Bhattacherjee, A. (2010). Extending technology usage models to interactive hedonic technologies: a theoretical model and empirical test. Information Systems Journal, 20(2), 163-181.
69. Mäntymäki, M., & Riemer, K. (2014). Digital natives in social virtual worlds: A multi-method study of gratifications and social influences in Habbo Hotel. International Journal of Information Management, 34(2), 210-220.
70. Martocchio, J. J., & Webster, J. (1992). Effects of feedback and cognitive playfulness onperformance in microcomputer software training. Personnel Psychology, 45(3), 553–578.
71. McGonigal, J. (2011). Reality is Broken: Why Games Make Us Better and How They Can Change the World. New York: Vintage.
72. Midgley, D. F., & Dowling, G. R. (1993). A longitudinal study of product form innovation: the interaction between predispositions and social messages. Journal of Consumer Research, 19(4), 611-625.
73. Mitchell, A. A. (1979). Involvement: a Potentially Important Mediator of Consumer Behavior. ACR North American Advances.
74. Moon, J. W., & Kim, Y.-G. (2001). Extending the TAM for a World-Wide-Web context. Information and Management, 38(4), 217-230.
75. Moon, Y. (2000). Intimate exchanges: using computers to elicit self-disclosure from consumers. Journal of Consumer Research, 26(4), 323–339.
76. Muntean, C. I. (2011, October). Raising engagement in e-learning through gamification. In Proc. 6th International Conference on Virtual Learning ICVL (pp. 323-329).
77. Nass, C. I., Moon, Y., Morkes, J., Kim, E., & Fogg, B. J. (1997). Computers are social actors: a review of current research. In B. Friedman (Ed.), Human Values and the Design of Computer Technology. Stanford, CA: CSLI Publications.
78. Nicholson, S. (2012). A User-centered Theoretical Framework for Meaningful Gamification. In Games learning society 8.0, Madison, WI.
79. Okumuş, A. (2013). Tüketici Davranışı. Türkmen Kitabevi, İstanbul.
80. Park, H. J., Davis Burns, L., & Rabolt, N. J. (2007). Fashion innovativeness, materialism, and attitude toward purchasing foreign fashion goods online across national borders: The moderating effect of internet innovativeness. Journal of Fashion Marketing and Management: An International Journal, 11(2), 201-214.
81. Pavlus, J. (2010). The game of life. Scientific American, 303(6), 43-44.
82. Perry, E. L., & Ballou, D. J. (1997). The role of work, play, and fun in microcom-puter software training. The DATA BASE for Advances in Information Systems, 28(2), 93-112.
83. Petty, R. E., & Cacioppo, J. T. (1981). Issue Involvement as a Moderator of the Effects on Attitude of Advertising Content and Context. ACR North American Advances.
84. Puccinelli, Nancy M. (2006). Putting your best face forward: The impact of customer mood on salesperson evaluation. Journal of Consumer Psychology, 16(2), 156–62.
85. Puleston, J., & Sleep, D. (2011). The game experiments: researching how gaming techniques can be used to improve the quality of feedback from online research. Proc. ESOMAR Congress 2011.
86. Ramayah, T., & Ignatius, J. (2005). Impact of perceived usefulness, perceived ease of use and perceived enjoyment on intention to shop online. ICFAI Journal of Systems Management (IJSM), 3(3), 36-51.
87. Ramayah, T., & Lo, M.-C. (2007). Impact of shared beliefs on ‘‘perceived usefulness’’ and ‘‘ease of use’’ in the implementation of an enterprise resource planning system. Management Research News, 30(6), 420-431.
88. Robertson, M. (2010). Can’t play, won’t play. Hide and Seek. URL: /http://hideandseek. net/2010/10/06/cant-play-wont-play/ (Ulaşım Tarihi 18.01.17). Robertson, T. S. (1976). Low-commitment consumer behavior. Journal of Advertising Research, 16, 19-24.
89. Rodrigues, L. F., Costa, C. J., & Oliveira, A. (2016). Gamification: A framework for designing software in e-banking. Computers in Human Behavior, 62, 620-634. Rogers, E. M. (2003). The Diffusion of Innovation. 5th Edition. New York: Free Press
90. Ryan, R. M., Rigby, C. S., & Przybylski, A. (2006). The motivational pull of video games: A self determination theory approach. Motivation and Emotion, 30(4), 344–360.
91. Sanayei, A., Shahin, A., & Taherfar, A. (2013). Analyzing the effects of brand innovativeness on attitude towards the brand considering the moderating role of consumer innovativeness with a case study in students of university of Isfahan. International Journal of Academic Research in Accounting, Finance and Management Sciences, 3(3), 290-297.
92. Seaborn, K., & Fels, D. I. (2015). Gamification in theory and action: A survey. International Journal of Human-Computer Studies, 74, 14-31.
93. Seock, Y. K., & Norton, M. (2007). Attitude toward internet web sites, online information search, and channel choices for purchasing. Journal of Fashion Marketing and Management: An International Journal, 11(4), 571-586.
94. Sherif, M., & Cantril, H. (1947). The Psychology of Ego-involvements: Social Attitudes and Identifications. New York: John Wiley & Sons, Inc.
95. Smith, A. D. (2004). Information exchanges associated with Internet travel marketplaces. Online Information Review, 28(4), 292-300.
96. Song, Y., & Han, J. (2009). Is enjoyment important? an empirical research on the impact of perceive enjoyment on adoption of new technology. In Information management, innovation management and Industrial Engineering, 2009 International Conference on (Vol. 4, pp. 511-514) IEEE.
97. Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53-66.
98. Steenkamp, J. B. E., Hofstede, F. T., & Wedel, M. (1999). A cross-national investigation into the individual and national cultural antecedents of consumer innovativeness. The Journal of Marketing, 55-69.
99. Sweetser, P., & Wyeth, P. (2005). GameFlow: a model for evaluating player enjoyment in games. Computers in Entertainment (CIE), 3(3), 1-24.
100. Tellis, G. J., Yin, E. & Bell, S. (2009). Global Consumer Innovativeness: Cross-Country Differences and Demographic Commonalities. Journal of International Marketing, 17 (2), 1–22.
101. Teo, T., & Noyes, J. (2011). An assessment of the influence of perceived enjoyment and attitude on the intention to use technology among pre-service teachers: a structural equation modeling approach. Computers and Education, 57(2), 1645-1653.
102. Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), 1-13.
103. TÜSİAD, (2017). Dijitalleşen Dünyada Ekonominin İtici Gücü: E-Ticaret. Yayın No: TÜSİAD-T/2017, 04-587, Nisan 2017, İstanbul.
104. Van der Heijden, H. (2004). User acceptance of hedonic information systems. MIS Quarterly, 28(4), 695-704.
105. Venkatesh, V. (1999). Creating favorable user perceptions: Exploring the role ofintrinsic motivation. MIS Quarterly, 23(2), 239–260.
106. Venkatesh, V. (2000). Determinants of perceived ease of use: integrating control, intrinsic motivation, and emotion into the technology acceptance model. Information Systems Research, 11(4), 342-365.
107. Venkatesh, V., & Morris, M. G. (2000). Why don’t men ever stop to ask for directions? Gender, social influence, and their role in technology acceptance and usage behaviour. MIS Quarterly, 24(1), 115-139.
108. Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance andUse of Technology. MIS Quarterly, 36(1), 157–78.
109. Von Ahn, L., & Dabbish, L. (2008). Designing games with a purpose. Communications of the ACM, 51(8), 58-67.
110. Wakefield, R. L., Wakefield, K. L., Baker, J., & Wang, L. C. (2011). How website socialness leads to website use. European Journal of Information Systems, 20(1), 118-132.
111. Wang, L. C., Baker, J., Wagner, J. A., & Wakefield, K. (2007). Can a retail web site be social?. Journal of Marketing, 71(3), 143-157.
112. Webster, J., & Martocchio, J. J. (1992). Microcomputer playfulness: Development ofa measure with workplace implications. MIS Quarterly, 16(2), 201–226.
113. Werbach, K. (2014, May). (Re)defining gamification: A process approach. In International Conference on Persuasive Technology (pp. 266-272). Springer International Publishing.
114. Werbach, K., & Hunter, D. (2012). For the win: How game thinking can revolutionize your business. Wharton Digital Press, Philadelphia, PA.
115. Witt, M., Scheiner, C., & Robra-Bissantz, S. (2011). Gamification of online idea competitions: insights from an explorative case. In: Proceedings of INFORMATIK 2011 – Informatik Schafft Communities, Lecture Notes in Informatics. Presented at INFORMATIK 2011. Berlin, Germany, p. 192
116. Wu, J., & Liu, D. (2007). The effects of trust and enjoyment on intention to play online games. Journal of Electronic Commerce Research, 8(2), 128-140.
117. Yang, J., Cheng, L., & Luo, X. (2009). A comparative study on e-banking services between China and USA. International Journal of Electronic Finance, 3(3), 235-252.
118. Yoon, C. (2009). The effects of national culture values on consumer acceptance of e-Commerce: online shoppers in China. Information Management, 46(5), 294-301.
119. Zaichkowsky, J. L. (1986). Conceptualizing involvement. Journal of Advertising, 15(2), 4-34.
120. Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of Advertising, 23(4), 59-70.
121. Zichermann, G., & Cunningham, C. (2011). Gamification by Design: Implementing Game Mechanics in Web and Mobile Apps. O’Reilly Media, Inc.
122. Zichermann, G., & Linder, J. (2010). Game Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contests. John Wiley and Sons.