| Keywords [eng] |
gamification element, perceived usefulness, perceived ease of use, perceived enjoyment, customer commitment, customer satisfaction, customer trust, repurchase intention |
| Abstract [eng] |
76 pages, 20 tables, 3 figures, 176 references. Problem formulation: The influence of point-based gamification elements on customers' repurchase intentions within the context of online shopping platforms through the intention-to-use theories to provide a comprehensive analysis. Aim of this research: to analyse the impact of point system gamification elements on repurchase intention within Hepsiburada and N11 online shopping platforms in Turkey. Current research is contained from three major parts: literature analysis, research methods and the analysis of the research results. The literature review part gave an overview of the concept of gamification and the gamification impact on consumer’s behaviour while shopping in online shopping platforms. Literature analysis introduced variables which may have an impact on repurchase intentions of which were: customer commitment, customer trust and customer satisfaction which might have impacts by perceived ease of use, perceived usefulness and perceived enjoyment. Following the literature analysis, the author carried out the research which was intended to identify what is the relationship between the intention to use of point based gamification element and the consumer behaviour through the certain theoretical model’s variables such as perceived ease of use, perceived usefulness and perceived enjoyment. For the research online survey was chosen as a method of data collection, which was composed from 26 questions based on variables of the study and 6 demographic questions and 3 intentions to learn online shopping habits of the respondents. In total, the survey was filled by 493 respondents, where Survey 1 was filled by 288 respondents, Survey 2 was filled by 205 respondents. |
