¹Macedonian E-commerce Association
  Skopje, North Macedonia
²Faculty of Economics, University "Ss. Cyril and Methodius"
  Skopje, North Macedonia

INDECS 19(1), 132-145, 2021 DOI 10.7906/indecs.19.1.11 Full text available in pdf and xml formats.

Received: 11th December 2020. Accepted: 15th March 2021. Regular article

ABSTRACT

Gamification appeared in the realm of marketing and became popular after 2010. The use of gaming applications has become a significant trend in the business world, as an opportunity for alternative interaction with users, particularly applicable in e-commerce. The goal of this study is to examine the effects of using gamification on increasing the customer database and sales or identifying the ability of gamification in turning visitors to users and users to customers, as well as the effects on event promotion and awareness. The research instrument used in this study to develop the game "Birthday slot machine" is the D6 design framework for gamification. Data used in this study is collected for a period of 15 days when the game was implemented, starting January 15 to January 30, 2014, from Grouper's customer and sales database. Descriptive analysis and T-test are used to analyze the effects of gamification application. The findings showed that the application of a well-structured game was effective, resulting in an increase in the number of new customers during the game by 318 %, an increase in monthly sales by 45 %, and well-created awareness for the company and event that was promoted.

KEY WORDS
gamification, e-commerce, group buying, 6D framework, North Macedonia

CLASSIFICATION

JEL:

M39