Abstract
Gamification is a method where game elements are used in a non-video game context. The aim of this research is to find out the effect that gamification had towards behavioral intention and whether different on difficulties in gamification could change those effect or not. The methodology used is descriptive research by using two-hundreds samples that are divided into two different groups of Go-Jek and Shopee based on gamification design and difficulty. The result shows that difference in design and difficulty have significant effect on the result of gamification, in simple design gamification have a significant effect towards behavioral intention. On the contrary, gamification with more complicated design gamification has significant effect on perceived usefulness. Lastly, though gamification has a positive significant effect on user attitude towards loyalty program, it does not have a significant effect on behavioral intention. Based on this result, the difference on difficulty does affect gamification result.
| Original language | English |
|---|---|
| Title of host publication | Proceedings of the First International Conference of Economics, Business & Entrepreneurship, ICEBE 2020 |
| DOIs | |
| Publication status | Published - 2021 |
Keywords
- Consumer Attitude
- Consumer Behaviour
- Gamification
- Loyalty Program
- M-commerce
