Emotion-Inducing Web Shopping : A Ludologist Approach
Thölix, Karl Magnus Hamilton (2021)
Thölix, Karl Magnus Hamilton
2021
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2021051730177
https://urn.fi/URN:NBN:fi-fe2021051730177
Tiivistelmä
Emotions impact everyday decision-making. Businesses use techniques to influence consumer behaviour to create positive mood states. These mood states can alter customer purchasing behaviour to lead to increased spending, customer loyalty, customer retention, and reduced decision time. In retail stores the business has a greater influence on the mood state of the consumer as they are interacting with the business and products. Online the environment the customer finds themselves in is out of control for the business.
This study explores how emotion is presented in game design literature, and its applicability to contexts outside of games. The study uses theory from ludology/game design to create engagement with customers of online web stores. Three prototypes were developed and tested. Qualitative interviews and three questionnaires were used as the data collection method for the study.
The results suggest a positive correlation between the inclusion of narrative elements into the online shopping activity loop. The findings suggest a greater positive effect of comedic narrative elements compared to serious narrative elements. Characterisation in a pop-up received mixed results. Few general conclusions could be drawn from the inclusion of atmospheric elements. The implementations of the atmospherics in this study received a significant negative response. The narrative elements could reduce the negative emotions associated with other website features.
This study explores how emotion is presented in game design literature, and its applicability to contexts outside of games. The study uses theory from ludology/game design to create engagement with customers of online web stores. Three prototypes were developed and tested. Qualitative interviews and three questionnaires were used as the data collection method for the study.
The results suggest a positive correlation between the inclusion of narrative elements into the online shopping activity loop. The findings suggest a greater positive effect of comedic narrative elements compared to serious narrative elements. Characterisation in a pop-up received mixed results. Few general conclusions could be drawn from the inclusion of atmospheric elements. The implementations of the atmospherics in this study received a significant negative response. The narrative elements could reduce the negative emotions associated with other website features.
Kokoelmat
- 512 Liiketaloustiede [433]