@article{ART003106264},
author={So Young Lee and Kim Seung In},
title={A Study on the User Experience of Gamification Elements in Mobile Commerce in Korea},
journal={Industry Promotion Research},
issn={2466-1139},
year={2024},
volume={9},
number={3},
pages={155-161},
doi={10.21186/IPR.2024.9.3.155}
TY - JOUR
AU - So Young Lee
AU - Kim Seung In
TI - A Study on the User Experience of Gamification Elements in Mobile Commerce in Korea
JO - Industry Promotion Research
PY - 2024
VL - 9
IS - 3
PB - Industrial Promotion Institute
SP - 155
EP - 161
SN - 2466-1139
AB - This study investigates user experiences of reward-based mini-games, gamified elements within the domestic mobile commerce sector. Recently, gamification marketing strategies have been actively employed in mobile commerce services to attract customers, increase dwell time, and enhance revisit rates. Conducting research on user experiences of gamified elements, we quantified evaluations of how users perceive these elements within mobile commerce. Using enjoyment, immersion, rewards, value, and utility as criteria, we designed a questionnaire and conducted surveys, followed by 1:1 in-depth interviews with users aged 20 to 40. The experimental results highlight the need for strategies to increase user satisfaction in terms of enjoyment and immersion, as well as the necessity to enhance user experiences related to predictable reward systems and product exploration to facilitate product purchases. It is hoped that this study will provide insights for companies seeking to incorporate gamified elements into their marketing strategies and improve user experiences.
KW - Gamification;Reward-based gaming;Mobile commerce;User experience;Marketing strategy
DO - 10.21186/IPR.2024.9.3.155
ER -
So Young Lee and Kim Seung In. (2024). A Study on the User Experience of Gamification Elements in Mobile Commerce in Korea. Industry Promotion Research, 9(3), 155-161.
So Young Lee and Kim Seung In. 2024, "A Study on the User Experience of Gamification Elements in Mobile Commerce in Korea", Industry Promotion Research, vol.9, no.3 pp.155-161. Available from: doi:10.21186/IPR.2024.9.3.155
So Young Lee, Kim Seung In "A Study on the User Experience of Gamification Elements in Mobile Commerce in Korea" Industry Promotion Research 9.3 pp.155-161 (2024) : 155.
So Young Lee, Kim Seung In. A Study on the User Experience of Gamification Elements in Mobile Commerce in Korea. 2024; 9(3), 155-161. Available from: doi:10.21186/IPR.2024.9.3.155
So Young Lee and Kim Seung In. "A Study on the User Experience of Gamification Elements in Mobile Commerce in Korea" Industry Promotion Research 9, no.3 (2024) : 155-161.doi: 10.21186/IPR.2024.9.3.155
So Young Lee; Kim Seung In. A Study on the User Experience of Gamification Elements in Mobile Commerce in Korea. Industry Promotion Research, 9(3), 155-161. doi: 10.21186/IPR.2024.9.3.155
So Young Lee; Kim Seung In. A Study on the User Experience of Gamification Elements in Mobile Commerce in Korea. Industry Promotion Research. 2024; 9(3) 155-161. doi: 10.21186/IPR.2024.9.3.155
So Young Lee, Kim Seung In. A Study on the User Experience of Gamification Elements in Mobile Commerce in Korea. 2024; 9(3), 155-161. Available from: doi:10.21186/IPR.2024.9.3.155
So Young Lee and Kim Seung In. "A Study on the User Experience of Gamification Elements in Mobile Commerce in Korea" Industry Promotion Research 9, no.3 (2024) : 155-161.doi: 10.21186/IPR.2024.9.3.155
