Evaluating the effect of psychological dimensions of gamification strategy on creation of unplanned purchases
by Seyed Fathollah Amiri Aghdaie; Hamidreza Talaei; Paria Soltanpour
International Journal of Procurement Management (IJPM), Vol. 15, No. 1, 2022

Abstract: To use and how to use varied gamification tools is very important from a salesperson perspective. If they use them in a technical way, it may lead to unplanned buying. In this paper data was gathered from 360 customers in Dillards chain stores in Houston by handing out questionnaires. This study first introduces the concept of gamification strategy and unplanned purchases, and then identifies some salesperson's gamification tools based on psychological dimensions which can lead to change in purchase intention or unplanned purchases and consequently trade growth. In this way scholars developed a structural model which is going to illustrate the effect of these psychological dimensions on unintended buying. Results showed that these strategies are effective in marketing.

Online publication date: Wed, 22-Dec-2021

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