A Study of Factors Affecting Consumer Behavioural Intentions Towards Adoption of Gamification (Record no. 49566)
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| 000 -LEADER | |
|---|---|
| fixed length control field | nam a22 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20180406175752.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 180406b xxu||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Gupta, Rajni |
| 9 (RLIN) | 31045 |
| 245 ## - TITLE STATEMENT | |
| Title | A Study of Factors Affecting Consumer Behavioural Intentions Towards Adoption of Gamification |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 7-19 p. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | Advanced technology with a high degree of accessibility of the Internet across countries has led to the emergence of e-commerce and m-commerce. The global brands and the start-ups are equally attracted to this change in the way the goods and services can be marketed, making market access through the Internet a core part of the strategy for marketers. The same has led to various digital promotional techniques for customer engagement. Among various digital promotional techniques, gamification is one technique where customers are expected to play online games to win the reward points for getting discounts for their purchases. An attempt was made to identify various factors influencing the consumer behavioural intentions towards adoption of gamification as one of the means to get products at discounted prices. In this study, factor analysis was used to find the major factors that influence the consumer behavioural intentions to adopt gamification as one of the digital promotional techniques. The study found eight major factors that influence the adoption of gamification, they are Personal Perspective, Usefulness, Easy to Use, Price Consciousness, Perceived Critical Mass, Flow Experience, Awareness, and Personal Innovativeness. This study brought in a different perspective by exploring the role of possible factors influencing gamification adoption in the Indian market, helping marketers, the major factors, and their influence on the consumer's behavioural intentions of adoption of gamification as one of the digital promotion techniques. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Gamification |
| Uncontrolled term | Price Consciousness |
| Uncontrolled term | Usefulness, Awareness |
| Uncontrolled term | Personal Perspective |
| Uncontrolled term | Perceived Critical Mass |
| Uncontrolled term | Easy to Use, |
| Uncontrolled term | Personal Innovativeness |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Mathad, Kavita |
| 9 (RLIN) | 31046 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 30302 |
| Host Itemnumber | 65575 |
| Main entry heading | GILANI, MEENAKSHI |
| Place, publisher, and date of publication | INDIAN JOURNAL OF MARKETING 2012 NEW DELHI |
| Other item identifier | 5557508 |
| Title | INDIAN JOURNAL OF MARKETING |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 06/04/2018 | Vol 47, No 7/ 5557508JA1 | 5557508JA1 | 06/04/2018 | 06/04/2018 |