Gamification im E-Commerce
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Gamification im E-Commerce
Betrachtung potenzieller Einsatzmöglichkeiten anhand von Fallbeispielen
Meister, Sandra | Steudte, Frank
Der Betriebswirt, Vol. 55 (2014), Iss. 1 : pp. 13–18
2 Citations (CrossRef)
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Dr. Sandra Meister, Vertretungsprofessorin für Marketing, HAW Hamburg.
- Über 10 Jahre in leitender Funktion im Marketing führender Konsumgüterhersteller. Promotion an der Helmut-Schmidt-Universität, Universität der Bundeswehr Hamburg. Studium der BWL an der Universität des Saarlandes (Dipl.-Kauffrau). Arbeitsgebiete/Schwerpunkte: Konsumentenverhalten, Marketing-Management, Nutzung & Wirkung von Sozialen und Mobilen Medien, Nachhaltigkeit im Kontext von Konsumentenverhalten/Marketing
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Frank Steudte, Mitarbeiter bei Infront Consulting & Management (infront-consulting.com) als Consultant (Schwerpunkt Strategie & Digitalisierung)
- M.A. im Bereich Management & Marketing (Schwerpunkt: Vertriebs- & Markenmanagement) erlangt an der Leuphana Universität Lüneburg
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2017
https://doi.org/10.1007/978-3-658-15646-6_8 [Citations: 0] -
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Glaser, Christian
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Abstract
Gamification means the use of game elements and game-design techniques in a non-game context. Especially for e-commerce, this approach allows to increase customer loyalty and engagement. To use gamification successfully, it s absolutely essential to understand the motivation and expectations of the customers. Therefore, gamified approaches should not only build on extrinsic but also on the intrinsic motivation The change of customers’ needs over the time have also to be taken into account. Thus, gamification describes a continuous process which leverages customers’ emotions.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Sandra Meister / Frank Steudte: Gamification im E-Commerce. Betrachtung potenzieller Einsatzmöglichkeiten anhand von Fallbeispielen | 13 | ||
| Summary | 13 | ||
| Gamification und seine Elemente | 13 | ||
| Motivation als Treiber des Erfolgs | 14 | ||
| Entwicklung im Laufe der Player’s Journey | 16 | ||
| Gamification am Beispiel der Gilt Groupe | 17 | ||
| Handlungsempfehlungen | 18 | ||
| Literatur | 18 |