Investigating the effect of gamification on customer interaction and shopping in online stores

Games are the largest entertainment tool in the world and the fastest growing. Gamification is a term that has its origins in the digital media industry, and given that companies are ahead of the competition, they should take advantage of this market turmoil and give customers the opportunity to be heard and interact to listen to them. One of its tools is gamification.

The aim of this study was to investigate the effect of gamification on purchasing with the mediating role of customer interaction in Khanoumi online store. Research literature and previous studies indicate that gamification can affect customer interaction and increase purchases.

The current research is of survey and descriptive type. The statistical population is 384 customers of Khanoumi online store who have made purchases in the last year. The researcher-made questionnaire was randomly distributed among customers and then collected. The analysis was performed by Smart PLS software.

Analyzes showed that 1) gamification affects customer interaction, 2) gamification has effect on purchase, 3) customer interaction has effect on purchase, and finally gamification with mediator role of customer interaction will affect purchase.

It is suggested that marketing strategists make more use of gamification strategy. . With the development of gamification, the intention to use users can be influenced, and therefore it is suggested that they increase the attractiveness of the work by creating good motivations.