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Gamification for e-retailing: findings and future insights

Vytautas Dikčius et al.

International Journal of Electronic Marketing and Retailing2025https://doi.org/10.1504/ijemr.2026.150309article
ABDC C
Weight
0.50

What the paper says

Existing research on gamification and its impact on consumer engagement are diverse and fragmented. Most studies relate to education. A deeper analysis of gamification and its relation to e-retailing is required. This study aimed to explore the current state of research on gamification and its influence on customer behaviour in e-retail. The study comprised a systematic analysis of 6,587 articles published during 2000-2020 collected from 10 core databases using the PRISMA methodology. A total of 53 articles were selected for the final analysis. The results demonstrated high diversity in the measurements of gamification and the possibility to classify studies based on the abstraction level of gamification. There was a high number of different gamification elements that impact consumer behaviour in e-retail. Different theoretical backgrounds were used to explain the phenomenon of gamification. Lastly, the study revealed that gamification has a positive impact on various consumer behaviour outcomes.

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Cite this paper

https://doi.org/https://doi.org/10.1504/ijemr.2026.150309

Or copy a formatted citation

@article{vytautas2025,
  title        = {{Gamification for e-retailing: findings and future insights}},
  author       = {Vytautas Dikčius et al.},
  journal      = {International Journal of Electronic Marketing and Retailing},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1504/ijemr.2026.150309},
}

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Gamification for e-retailing: findings and future insights

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.