Gamification Design in Mobile E-Commerce: Engaging and Building Loyalty Among Gen Z
Nguyen, Anh Van (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024112630141
https://urn.fi/URN:NBN:fi:amk-2024112630141
Tiivistelmä
This thesis researches the effectiveness of gamification in mobile e-commerce that helps in engaging and building loyalty among Generation Z users.
As the trend of buying moves toward mobile, especially Generation Z (Gen Z), every day, e-commerce platforms introduce new mobile applications to customers, making the game of keeping customers engaging and interacting with the application a key point for customer relationship management. To serve that purpose, more and more gamified features are being included in the mobile application. By understanding and applying correctly these gamified features, e-commerce platforms can enhance user engagement and sustain customer loyalty.
The research examines the core principles of gamification, evaluates its impact on user behaviour, and analyzes the influence of its design elements on the overall user experience. By exploring these aspects, the research aims to provide actionable insights for optimizing gamification strategies in mobile e-commerce apps to be better crafted for Gen Z users. The findings will contribute to both theoretical understanding and practical recommendations for designers and marketers seeking to improve gamification in a competitive digital landscape.
As the trend of buying moves toward mobile, especially Generation Z (Gen Z), every day, e-commerce platforms introduce new mobile applications to customers, making the game of keeping customers engaging and interacting with the application a key point for customer relationship management. To serve that purpose, more and more gamified features are being included in the mobile application. By understanding and applying correctly these gamified features, e-commerce platforms can enhance user engagement and sustain customer loyalty.
The research examines the core principles of gamification, evaluates its impact on user behaviour, and analyzes the influence of its design elements on the overall user experience. By exploring these aspects, the research aims to provide actionable insights for optimizing gamification strategies in mobile e-commerce apps to be better crafted for Gen Z users. The findings will contribute to both theoretical understanding and practical recommendations for designers and marketers seeking to improve gamification in a competitive digital landscape.