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Exploring the role of gamification in the online shopping experience in retail ...

Lopes, João M.; Lopes, Pedro; Silva, Adriana; Lourenço, Daniel; Esteves, Duarte; Redondo, Valter; Gomes, Sofia

Online retail shops increasingly implement gamified marketing strategies to enrich con- sumers’ online experience and increase engagement. This study aims to evaluate the ludic experience of consumers in online retail stores and the role of gamification and game mechanics in changing the online shopping experience. It seeks to assess, through a qualitative methodology, based on an exploratory study approach obt...

Date: 2023   |   Origin: Repositório da Universidade Portucalense
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