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Impact of e-commerce gamification on consumer behavior
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Resumo(s)
The primary objective of this thesis is to examine the impact of gamification on user
engagement and purchase behavior in e-commerce, with a focus on two gamification features:
"spin the wheel" and "raffles." The research aims to determine whether gamification enhances
user engagement, increases the likelihood of making a purchase, and contributes to higher
spending on an e-commerce platform. The study employs a comprehensive methodology
following the CRISP-DM framework, utilizing machine learning models such as classification,
regression, and ANOVA to analyze a dataset sourced from an e-commerce platform's Google
Analytics (GA4) metrics. The classification models, including Gradient Boosting and Random
Forest, were used to predict purchase likelihood, while regression models were applied to
estimate total revenue differences between gamified and non-gamified users.
The results reveal that gamification significantly improves user engagement metrics,
such as session count and time spent on the platform, and increases the likelihood of a purchase.
However, contrary to initial expectations, the regression analysis indicates that gamification
does not lead to a substantial increase in total revenue, suggesting that while gamified
experiences captivate users, they do not necessarily drive higher spending. The findings
contribute to the existing literature by offering a nuanced understanding of how gamification
influences consumer behavior, highlighting the distinction between engagement and revenue
generation.
This research provides valuable insights for e-commerce managers, emphasizing the
need for carefully designed gamification strategies that align with business goals. While
gamification can drive engagement and conversion, its direct impact on revenue requires
further investigation. Future studies should explore additional gamification techniques and
their long-term effects on customer loyalty and lifetime value.
Descrição
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Keywords Gamification E-Commerce Machine-Learning Models Purchase Behavior User Engagement
Contexto Educativo
Citação
Fuchs, Jarred Wesley (2024). “Impact of e-commerce gamification on consumer behavior”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão