Consumer Preferences of Gamification Elements in Sri Lankan E-Commerce Websites: A Study of Preferences and Effectiveness

Abstract

Gamification has become a tool used by most e-commerce websites to enhance engagement, motivation, and satisfaction through game techniques, such as Points Systems, Badges/Achievements, Leaderboards, Spin the Wheel, Quizzes/Challenges, Loyalty Rewards, and Referrals. This research aims to explore consumer preferences for these seven gamification elements in Sri Lankan retail, telecommunications, banking, and transportation e-commerce platforms, focusing on their effectiveness and ethicality. Qualitative data were gathered through surveys of over 100 Sri Lankan e-commerce users to gain further insights. The collected survey data were analyzed using SPSS. Descriptive statistics were employed to summarize demographic data and basic response trends. Correlation analysis was used to explore relationships between gamification features and consumer behavior. Regression analysis assessed the predictive power of specific gamification elements on user engagement and satisfaction. Administrative interviews and focus group discussions provide quantitative data to understand user engagement, perceptions, and ethical attitudes. Moreover, case studies of Sri Lankan e-commerce platforms illustrate the impact of gamification solutions. The results show that Sri Lankan users are mostly engaged with retail websites. When considering the gamification elements, they mostly prefer point systems, loyalty rewards, and spin-the-wheel promotions respectively. Considering the ethical concerns, results show a higher percentage of users feel that some gamification features are manipulative or deceptive while most users experience misleading promotions within gamifications. The results are anticipated to provide Sri Lankan e-commerce organizations with guidelines to customize and enhance gamification while steering clear of unethical practices. This study helps to bridge the knowledge gap regarding gamification’s cultural and economic significance in emerging markets, which can inform future innovations.