Gamification and online consumer decisions: Is the game over?

Abstract

Consumption can be more than just a necessity; it can become a leisure activity. With the emergence of e-commerce and social media, products and services are just one click away; a trend that is further driven by gamified systems. This research aims to systematically analyze the most relevant academic literature on gamification, to establish if it influences online consumer decisions and, if so, which elements, mechanisms, and theories can explain it. After a thorough search from Web of Science and Scopus databases using SciMAT, 257 papers were analyzed. Twenty-nine (29) of the 36 papers found show empirical evidence that the inclusion of game elements in non-game activities has a significant influence on consumer engagement and online consumer decisions in digital contexts. Moreover, rewards and challenges were identified as the two most used mechanisms, with points, badges, and leaderboards being the most tested gamification elements. The Self-Determination Theory (SDT) and the Technology Acceptance Model (TAM) are the two most common theoretical explanations for why gamification works. Lastly, possible future studies to include thematic, methodological and theoretical agendas were discussed.