Analysing the impact of gamification dynamics and e-WOM on impulsive buying

Abstract

Considering the development of cyberspace and the high influence of the internet in life and business, the investigation of emerging technologies and concepts appears essential. The purpose of applying new marketing methods is to use its capacity to influence behaviour. Modern methods are marketers' technological tools. The present research attempts to study the impact of gamification dynamics and the electronic word-of-mouth (e-WOM), on urge to impulsive buying. This research was conducted in Iran with a sample size of 1,820 people. In order to measure the research variables, the simulator of the online store was equipped with gamification designed for the Android operating system. The results of the research show that gamification dynamics, electronic word of mouth, and enjoyment exert a positive and significant effect on urge to impulsive buying. Among gamification dynamics, reward, status, self-expression, and altruistic behaviours have an effect on creating enjoyment, but competition and achievement have no positive and significant effect. Copyright © 2022 Inderscience Enterprises Ltd.