Leveraging the Power of Gamification in Consumer Decision Making: Hedonism vs. Utilitarianism

Abstract

Various studies have been conducted on the shopping behavior, which is a widespread phenomenon in consumer culture, in the field of consumer behavior. Researchers have identified that personal, environmental, and cultural variables, along with other factors, influence shopping behavior. Among these factors, there are hedonic and utilitarian shopping behaviors, which are two different forms of consumer behavior motivated by different desires and goals. Understanding these distinctions can assist companies and marketing professionals in adjusting their marketing efforts to align with the demands and preferences of their target customers. Furthermore, gamification is a powerful marketing strategy that can enhance customer engagement, motivate desired actions, and provide valuable consumer data. This study has been prepared to determine what kind of changes occur in consumers' purchasing behaviour when gamification elements are included in the shopping process. Within the scope of the study, three specific aspects of purchasing behaviour are examined: hedonic shopping, utilitarian shopping and gamification. Based on flow theory, this study addresses the differences between the presence and absence of gamification elements in terms of hedonic shopping value and utilitarian shopping value. A longitudinal study was designed to determine the changes in consumer purchasing behavior caused by gamification elements. Data was collected in two different periods. The "hedonic and utilitarian shopping value" scales were used during the data collection process, which was conducted through an online form. Analyses were conducted using the data obtained from a total of 408 participants who participated in both data collection periods. According to the analysis results, consumers who prioritize utilitarian value in their shopping when gamification elements are not present tend to engage in more hedonic shopping when gamification elements are introduced. These results indicate that when gamification elements are included in the shopping process, they lead to changes in consumer behavior, alter consumers' purchasing styles, and influence the consumer decision-making process. The integration of gamification elements into the shopping process will have an impact on consumers' behaviors, purchase decision-making processes, and shopping patterns. Considering that hedonic shopping behavior leads to increased purchases and higher payments by consumers, representatives of the sector operating in e-marketplaces should focus on gamification elements.