Website features analysis in the field of gamification focusing on the roles of the mediator of experience and attitude of users (Cace study: Digi Kala)

Managing the experience the user has in dealing with the website can play a significant role in improvement of a longer and more valuable relationship. One of the new technologies that can play a role in pleasant, enjoyable and effective experience of the users is gamification. Because this technology transforms every day, repetitive, and formal activities into exciting, challenging and entertaining experiences with the rules of the game and makes a different experience for users; also, provides the intention to use and advice to others. Therefore, the purpose of this study is to Digi Kala website features analysis in the field of gamification focusing on the roles of the mediator of experience and attitude of users and impact of the antecedents on intention to use and word of mouth intention   

This research is applied in terms of purpose and is descriptive in terms of method. The statistical population of the study consisted of all users of Digi Kala online store, which in the period of data collection in July, 2018 were users of this website, and 294 samples were collected by sampling method. The main tool for collecting data was a questionnaire. To analyze and confirm the validity of research, construct validity and convergent validity were investigated. Cronbachchr('39')s alpha coefficient was used to assess the reliability of the questionnaire. SPSS and LISREL software were used to analyze the data.

All the research hypotheses were approved except for the second hypothesis.

The results of the research show that service quality, system quality and information quality on Digi Kala website affect user experience and user experience on Digi Kala website affects the userchr('39')s attitude toward it. Also, the userchr('39')s attitude towards Digi Kala website affects the intention to use and word of mouth intention.