The Impact of Gamification on Slovenian Consumers’ Online Shopping

Abstract

Gamification involves integrating game mechanics into non-game environments such as business intranets, online communities, websites, and learning management systems to boost participation. Its aim is to actively engage employees, customers, and other stakeholders, fostering collaboration, sharing, and interaction. Gamification is a relatively unfamiliar term in Slovenia. The objective of this study is to investigate the influence of gamification on Slovenian consumers, specifically how it affects the online shopping process and user engagement during purchases. To test the hypotheses, we used appropriate statistical tools: chi-square, Friedman, and Wilcoxon tests. The findings indicate that gamification’s strongest influence is not on the post-purchase evaluation phase but rather on the alternative evaluation phase. It is interesting that highly rated reviewers significantly influence product purchases in online stores, while consumers are unwilling to increase their spending on online purchases in exchange for gamification-related benefits.