000			nam a22 4500
999			_c49566 _d49566
003			OSt
005			20180406175752.0
008			180406b xxu||||| |||| 00| 0 eng d
100			_aGupta, Rajni _931045
245			_aA Study of Factors Affecting Consumer Behavioural Intentions Towards Adoption of Gamification
300			_a7-19 p.
520			_aAdvanced 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			_aGamification
653			_aPrice Consciousness
653			_aUsefulness, Awareness
653			_aPersonal Perspective
653			_aPerceived Critical Mass
653			_aEasy to Use,
653			_aPersonal Innovativeness
700			_aMathad, Kavita _931046
773	0		_030302 _965575 _aGILANI, MEENAKSHI _dINDIAN JOURNAL OF MARKETING 2012 NEW DELHI _o5557508 _tINDIAN JOURNAL OF MARKETING
942			_2ddc _cJA-ARTICLE