The Effects of Gamification on Customers at Japanese EC Sites: An Exploratory Study Based on a Corporate Case Study

Abstract

This research concentrates on e-commerce sites, seeking out potent affordance elements in gamification. It uncovers, via case studies, that sites employing gamification affordances, which cultivate “Interaction Ritual Chains“ from an ecological psychology viewpoint, are more likely to achieve superior performance. This research aims to contribute to new strategic thinking in the marketing field through connections with sociology, ecological psychology, and gamification.