Main gamification elements analysis in e-commerce

Abstract

E-commerce sales around the world are growing exponentially every year and are becoming an increasingly hot topic. Companies often use gamification to engage the modern customer and increase profit. However, the most appropriate practical application of an effective gamification method is not yet completely clear, so it is difficult to identify most significant elements. This article analyzes the principle of gamification, its concept and the main factors that make up the gamification system. Also, based on the results of the literature analysis performed by foreign authors, the most important elements of gamification are distinguished. The article describes the applied qualitative research method and the conducted survey of Lithuanian experts, which uses the research findings of foreign authors. The article aims to determine which elements the researchers identified as the most important and which should be integrated in the future in ecommerce, developing the gamification system and achieving the best possible results. The obtained findings showed that PBL elements and feedback are considered as essential factors in e-commerce that help to attract the user and induce purchase.