Demography Correlates Behavioural Intentions of Customers for Adoption of Gamification

E-commerce deals not only with the buying and selling of products or services online but it also includes many other activities, which are being performed on this platform, e.g. advertising and promotions. Many digital marketers have started thinking on these lines to promote their products and services online and have come up with many innovative ideas of promoting the business with the use of wide array of upcoming technologies and techniques for enhancing the efficiency and effectiveness of their business process. Gamification is one such technique and it seems, it is proving to be one of the most successful promotion techniques for many companies, but the adoption of same by the customers depends upon various factors like consumer behaviour, demographic factors etc. Therefore, it is very important for any marketers to know the demography of the customers who are willing to adopt the gamification as mode of getting discounts while shopping online, Hence, an attempt is made through this study to understand the same for which different t test and ANOVA test were done accordingly to know difference in the behavioural intentions among different demographics.