Go-jek Swipe Token VS Shopee Games: The Effect of Difficulty on Gamified Loyalty Program Towards Behavioral Intention and User Attitude

Aditya, Muhammad Gilang and Aruan, Daniel Tumpal Hamonangan (2021) Go-jek Swipe Token VS Shopee Games: The Effect of Difficulty on Gamified Loyalty Program Towards Behavioral Intention and User Attitude. In: ICEBE 2020, 1st October 2020, Tangerang, Indonesia.

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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.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: consumer attitude consumer behaviour gamification loyalty program m-commerce
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: EAI Editor IV
Date Deposited: 17 May 2021 08:18
Last Modified: 17 May 2021 08:18
URI: https://eprints.eudl.eu/id/eprint/3310

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