Gamification for eCommerce

• Main Author: Chia, Ven Ling
• Other Authors: Ng Wee Keong
• Format: Final Year Project
• Language: English
• Published: 2015
• Subjects: DRNTU::Engineering::Computer science and engineering::Computer applications
• Online Access: http://hdl.handle.net/10356/63478
• Institution: Nanyang Technological University

The advent of Gamification was attributed to its applicability to numerous industries from a horizontal perspective and how it could be deeply integrated as a business innovation such as in the case of eCommerce. However, employing the game elements to meet business objective could be tricky. As a result, the ability to recognize fallacious arguments in order to avoid poor gamification practice was crucial. The objective of this report is to systematically break down the whole process of applying gamification and to adopt a generalized approach to it from multiple angles. Understanding the game design techniques could be employed to intrinsically and extrinsically motivate participants, it taps on the human nature to interact and be entertained with gamified applications. After the study of human psychology and behaviour when interacting with the game elements, the different game elements that could be adapted in eCommerce would be discussed. Subsequently, existing eCommerce companies’ successful examples would be evaluated. For the purpose of showing applicable game components that would be used in eCommerce, the classic triad of game elements, namely, points, badges and leaderboards was introduced. The focus is on how the elements should be properly implemented and integrated to reap benefits based on varied intended purposes. With proper implementation, it helped to achieve customer loyalty and retention, a prominent objective companies engaging in eCommerce aim to elevate. Ultimately, all signs pointed towards gamification revolutionizing how ecommerce could be conducted and put it at a great advantage as opposed to traditional brick-and-mortar businesses. In fact, gamification will continue to increase its influence as the development of complementing technologies will indirectly aid its growth.