Inzinerine Ekonomika-Engineering Economics, 2016, 27(1), 90–97

Gamification as a Mean of Driving Online Consumer Behaviour: SOR Model

Perspective

Rimantas Gatautis, Elena Vitkauskaite, Agne Gadeikiene, Zaneta Piligrimiene

Kaunas University of Technology

K. Donelaicio st. 73, LT-44029, Kaunas, Lithuania
E-mail. [email protected], [email protected], [email protected], [email protected]

http://dx.doi.org/10.5755/j01.ee.27.1.13198

Gamification recently attracted attention from practitioners and researchers aiming to gain understanding about
gamification applicability. According to forecasts of various market research agencies, application of gamification in
activities of companies increases and gamification market growth will continue in the future. As gamification is usually
focused on customers, it is naturally related to consumer behaviour. However, there is a lack of studies approaching
gamification from consumer behaviour perspective. Because gamification is strongly driven by information technologies,
the paper seeks to propose an integrated framework for gamification impact on online consumer behaviour. In order to
achieve it, the paper explores origins of gamification concept, compares it to similar concepts, proposes gamification
definition and provides an overview of the pyramid of key gamification elements: game components, game mechanics,
game dynamics. The further paper analyses different models of online consumer behaviour with emphasis on the
application of the stimulus-organism-reaction (SOR) model. SOR model is used for characterising online stimulus
(company controlled elements) and their impact on online consumer behaviour. In order to develop the framework,
interdependencies of approaches of the pyramid of key gamification elements and SOR model are analysed by identifying
factors related to the virtual environment, process, and social dimensions.
Keywords: Game Elements, Game Dynamics, Game Mechanics, Gamification, Online Consumer Behaviour, SOR Model.

Introduction Bunchball, the originator of gamification and current

leader in the development of services related to
According to Gartner (2014) emerging technology gamification was the first organisation to present the
hype cycle, gamification left the phase of the peak of solutions of game design usage as a service to other
inflated expectations and moved towards disillusionment companies. They also launched other organisations, the
phase. However, gamification gains increasingly more aim of which was to share the experience and ideas of
attention from academia and practitioners. Practitioners’ implementing gamification on internet websites that were
attention is mostly driving towards the application of not directly related to games.
gamification in order to achieve enterprise goals, on the Taking into the consideration the above-described
other hand, researchers aim to get a better understanding of context, gamification is explicitly addressed as a means to
this phenomenon itself. drive consumer behaviour. Though there is a significant
The term of gamification was presumably first used in number of studies on online consumer behaviour (Chen,
2002. However, it was not until 2010 that the concept of Yan, & Fan, 2015), there is a lack of studies approaching
gamification gained popularity and received greater gamification from consumer behaviour perspective (Sigala,
interest. It attracted the attention of game creators who 2015). On the other hand, as gamification is heavily driven
aimed to use the game technique in games themselves in by information communication technologies (ICT), it is
order to increase players’ engagement. In the same year, natural to address interrelations of gamification and
the concept received tremendous interest from business consumer behaviour online. Therefore, the scientific
representatives. According to Sinanian (2010), this problem dealt with in the article is defined by the
prompted belief in its success in improving consumer following question: how does gamification impact online
relations and in engaging them in activities that are not consumer behaviour?
directly related to games. This belief has been supported Having this is mind, the purpose of the research is to
by a number of studies reporting a positive effect of propose an integrated framework for gamification impact
gamification (Hamari & Koivisto, 2015). on online consumer behaviour.
In their studies, Hamari and Lehdonvirta (2010), as In order to achieve this purpose, the method of
well as Zichermann and Linder (2010), analysed systematic analysis of sources will be employed to explore
gamification as a concept of using elements of game concepts of gamification and online consumer behaviour,
design in non-game activities. Consequently, companies and to define interdependencies between the gamification
started implementing the gamification in their marketing and online consumer behaviour.
activities, apply it to increasing everyday performance and
created platforms of gamification that were meant to
increase the efficiency of company’s performance. In 2010

-90-
 Rimantas Gatautis, Elena Vitkauskaite, Agne Gadeikiene, Zaneta Piligrimiene. Gamification as a Mean of Driving…

The Concept of Gamification (Deterding et al., 2011). Gamification is used with a

purpose to create an engaging process that enables to
Gamification is a new term that gained popularity and increase consumer perceived product value. In the context
recognition in 2010, although Meloni and Gruener (2012) of company’s activity, gamification serves as a means to
state that game mechanics and elements, as a certain get consumers’ attention, to advance their involvement and
principle, have long been present in corporate marketing to encourage their participation (Bunchball, 2010).
activities. On the other hand, the authors maintain that
research into gamification and explanation of working
principles started only in 2010. Inquiries into ways to use Using games
gamification in non-game activities and into the effect the
concept may have on activities of organisations have started. Full-fledged games Game elements
The term gamification could be misunderstood, by
relating it to the use of actual games, real-world Persuasive games News games
simulations, or even game theory (Robson, Plangger, Game
Health games Simulation and technology
Kietzmann, McCarthy, & Pitt, 2015). According to Groh training games
(2012), in order to determine the place of gamification Educational games
concept in the context of concepts related to games, it is Gameful design
important to understand the difference between two poles Serious games (Gamification)
of game activity, namely, playing and gaming. While
explaining the difference between those two poles, Caillois Games with Design games
purpose
and Barash (2001) claim that playing (Greek παιδιά Game practice
(paidia)) defines free-form, expressive, improvised (Serious gaming)
behaviour and meanings. Whereas, gaming (Latin ludus) is Serious pervasive games
characterised by rule-bound and goal-driven game. Groh
(2012), with reference to Alfrink (2011), states that
Alternative reality
gamification is exclusively related to ludus and has little to LARPs games
do with paidia. Playful design
Pervasive games
Game (Latin ludus)
Playful interaction
Location-based
Augmented games
reality games
(Serious) Gameful design Serious toys
games (gamification) Extending games

Ludification of Culture
Whole Elements
Figure 2. Gamification in the context of the ludification of
culture (based on Deterding et al., 2011)
Toys Playful design
Deterding et al. (2011) have proposed that
gamification is related to:
 the use (rather than the extension) of
Play (Greek paidia)  design (rather than game creation technology)
 elements (rather than full-fledged games)
Figure 1. Factors determining customer engagement  characteristic to games (rather than playfulness) in
(based on Deterding et al., 2011)
 non-game contexts (regardless of specific usage
On the dimension of play (paidia) and game (ludus), intentions, contexts and means of implementation).
Deterding, Dixon, Khaled, and Nacke (2011) distinguish Based on this concept, a company should evaluate all
between the concept of gamification (gameful design) and gamification solutions such as design, elements, game
playful design. Whereas on the dimension of elements the characteristics and non-game context.
distinction is made between the notion of gamification and Factors that stimulate consumer engagement in
serious games. In both dimensions, this concept is gamified activities are closely related to motives to engage
dissociated from toys (see Figure 1). The place of in games and may be divided into two groups: intrinsic and
gamification in a broader context may be discerned in the extrinsic motivating factors. Reiss (2004), Deterding et al.
tendencies of the ludification of culture (see Figure 2). (2011) and McGonigal (2011) agree that intrinsic
Although it is a relatively new concept, approaches of motivating factors are more important and have a greater
many authors trying to present the concept of gamification influence on consumer behaviour than extrinsic ones. The
are very similar. To generalize them, one can state that purpose of gamification conception is to use both intrinsic
gamification is the use of mechanics, dynamics and and extrinsic motivating factors and to increase this way
components of games in everyday situations (Zichermann consumer motivation and engagement into gamified
& Linder, 2010) that are not directly related to games activities (von Ahn & Dabbish, 2008).
(Bunchball, 2010) and appear in non-game context

- 91 -
 Inzinerine Ekonomika-Engineering Economics, 2016, 27(1), 90–97

The Key Elements of Gamification mechanics are numerous, and game designers come up
with new ones all the time. Gamification researchers and
Game elements allow using gamification in non-game practitioners study the most such game mechanics as
activities and motivate consumers as well as encourage (Deterding et al., 2011; Blohm & Leimester, 2013;
them to perform desired actions. Game elements, Zimmermann & Cunningham, 2011):
supplement non-game activities and help to achieve
 Exploring (possibilities to freely explore the game
desired results: achievements, avatars, badges, boss fights,
/ game world).
collections, combat, content unlocking, gifting,
 Collecting (acquisition of useful or collectable
leaderboards, points, quests, teams, virtual goods. Wu
game resources).
(2011) maintains that game elements may also be an
 Competition (possibility for a player or a group of
interface between game and player that makes the game or
non-game activity more exciting, fun and engaging. The players to win while other loose).
purpose of game elements is to direct consumer behaviour  Status acquisition (conditions that have to be met
into the desired direction and to satisfy consumer needs. for players to reach a higher level).
According to Mahadar (2014), every game element carries  Collaboration (players must act together to
three types of characteristics: progression, rewarding and achieve a common goal).
recognition. The intensity of these characteristics is  Challenge (quizzes, quests and other tasks that
different to various game elements. require effort to solve it).
Typology or classification of game elements area is  Development (conditions allowing players to
not adequately addressed in current research. Despite the acquire new knowledge or skills).
simplicity of game elements, just several attempts were According to Werbach and Hunter (2012), means used
made to address this issue. Gamification frameworks for consumer engagement game context may be called
suggested by practitioners who offer gamification services game components. Gamification components make the
(such as Chou, 2015; Killian, 2013) are limited to game exciting and fun to play, and they motivate players to
fragmented identification of interrelations of motives to get involved in the activity that uses gamification. Game
play games and game elements with game elements all components act as stimuli and are often directly
treated equally. Therefore, it is the concept of the pyramid perceivable from the consumer perspective. Gamification
of gamification elements suggested by Werbach and researchers and practitioners study the most such game
Hunter (2012), which offers to separate game elements into mechanics as (Seaborn, & Fels, 2015):
three distinct layers, that is referred to most by researchers.  Points (usually a numerical representation of
The gamification pyramid classifies game elements used rewarding the player for activities carried out in a
for the gamification into game components, game game).
mechanics and game dynamics.  Badges (the visual representation of player
Game dynamics are high-level aspects of the gamified achievements indicating that player reached
system that determine a further scenario of certain activity specific status or level).
that uses gamification (Werbach & Hunter, 2012). At the  Leaderboards (listing of players based on their
highest point of satisfaction, when a certain level or payoff performance in the game).
is reached, game dynamics is used to enhance consumers’  Levels (a system of advancing in the game by
feelings and emotions. The authors propose the following collecting a certain amount of points or carrying
most important game dynamics: out specific actions).
 Constraints (certain limitations or forced  Rewards (benefits or (game) assets given to a
withdrawal). player based on his achievement in the game).
 Emotions (curiosity, competitiveness, frustration,  Feedback (providing the player with information
happiness). about his performance in the game).
 Narrative (consistent, continuous and ongoing The interaction of various game elements from these
story). different dimensions enables gamification to be
 Progression (consumer’s, as player’s, growth and implemented in non-game situations. On the other hand, it
development). is important to note that game elements to not make a
 Relationships (friendship created by social product or service into a game, it becomes an activity in
interaction, status, altruism). which a gamification is applied.
Game mechanics are means created by game designers
to supplement and augment the content of activities where Online Consumer Behavior
gamification is applied. Game mechanics is often regarded
For the companies, it is important to understand
as a particular reward system that uses such elements as
consumer behavior because marketing planning and
points, badges, levels, and virtual goods. According to
strategy should be based on sound knowledge and
Werbach and Hunter (2012), game mechanics is a part of
understanding of target consumers (especially those who
gamification use that models and stimulates consumers to
constitute a target group) (Urbanskiene, Clothey, &
investigate and discover their possibilities through
Jakstys, 2000). As opposed to the traditional environment,
feedback. Game mechanics may be very simple and
the virtual environment has certain unique characteristics
predictable, yet it is important to note that it affects
(such as interactivity and personalization), which provide
consumers in the desired way, and they are likely to
better opportunities for companies to develop marketing
perform actions anticipated by the company. Game

- 92 -
 Rimantas Gatautis, Elena Vitkauskaite, Agne Gadeikiene, Zaneta Piligrimiene. Gamification as a Mean of Driving…

solutions (Gatautis & Vitkauskaite, 2009). According to it is relevant for companies to create the environment that
Bilgihan, Nusair, Okumus, and Cobanoglu (2015) online would have a positive emotional impact on the consumer.
“consumers may seek utilitarian benefits, such as ease of Eroglu et al. (2001) presented a conceptual model of
use, price and product/service offering comparisons, but online consumer behaviour. The authors divided stimuli of
they may also consider hedonic benefits, such as visually the virtual environment into two groups: high task-relevant
appealing website designs, which provide enjoyment in the and low task-relevant. According to Eroglu et al. (2001),
online experience”. Kazakeviciute and Banyte (2012) stimuli of the virtual environment have the emotional and
propose that hedonic benefits are increasingly important to cognitive impact of consumers, which causes a positive or
consumers. negative response (aspiration or avoidance to purchase a
Laroche (2010) has analysed theoretical studies (from product). The cognitive response is defined as consumer’s
1998 to 2008) on consumer behavior in virtual perception of the environment and its cognitive
environment and classified the models of consumer assessment; it comprises consumer’s beliefs, attitudes,
behavior in the following three groups: knowledge and understanding, previous experience. It is
 Models based on environment-response SOR proposed to measure individual emotional impact using the
model developed by Mehrabian and Russell (1974) model dimensions of PAD model, including dominance (D)
(where S is a stimulus, O is impact/organism, R is response). dimension (consumer’s ability to control the situation in a
 Models based on Technology Acceptance Model virtual environment). In the model introduced by Eroglu
(TAM) (Davis, 1986). et al. (2001), involvement and response to the environment
 Model of advances in online information that influence the relationship between environmental
processing. stimuli and internal status of a person, appear between a
According to Laroche (2010), scientific literature most stimuli and an individual. A more involved consumer will
often describes consumer behavior based on SOR model be more interested in information related to product/service
that may be complemented with dimensions from TAM (high task-relevant environment) whereas the one who is
model (usefulness and ease of use). Meanwhile, the model less involved will be interested in the low task-relevant
of advances in online information processing was relevant environment.
at the beginning of internet development. Researchers Sautter et al. (2004) complemented the
A number of scientists such as Eroglu, Machleit, and conceptual online consumer behaviour model of Eroglu
Davis (2001), Sautter, Hyman, and Lukosius (2004), et al. (2001, 2003) by introducing the concept of dual
Richard (2005), Oh, Fiorito, Cho, & Hofacker (2008), J. H. environment and additional stimuli that constitute virtual
Kim, M. Kim, and Lennon (2009), Mummalaneni (2005), environment.
Manganari, Siomkos, & Vrechopoulos (2009), Bjork (2010) In the opinion of Sautter et al. (2004), the virtual
refer to SOR model according to Mehrabian and Russell environment comprises two different environments, i.e.,
(1974) when designing online consumer behaviour models. virtual (selling) environment and operator environment.
Elements of the virtual environment or their Thus, marketing specialists are recommended not only to
combinations (stimuli) have an emotional impact on pay attention to the components of the virtual environment
consumers, which in turn prompts positive or negative but also to anticipate and manage the impact of operator
consumer response (aspiration or avoidance to acquire a environment. Online consumer behaviour models
product / to perform certain actions) (see Figure 3). developed by other authors do not contain the concept of
the dual environment; therefore, their model is only based
(Aspiration / on authors’ approach.
Virtual Consumer Authors of this paper support Eroglu et al. (2001) in
Avoidance)
environment emotions
Stimulus (S) Organism (O)
Purchase their approach that virtual environment stimuli have an
behavior (R) emotional and cognitive impact on the consumers, which
prompts positive or negative response (aspiration or
Figure 3. Mehrabian and Russell (1974) stimulus-response avoidance to acquire a product). It is suggested to measure
(SOR) model, adapted to the virtual environment consumer’s emotional impact based on PAD model with
an added dominance (D) dimension or using a set of basic
In respect to the application of this model in a virtual emotions proposed. The cognitive impact is defined as
environment, it should be noted that stimuli are created easy management, risk awareness, personalization
through elements of virtual environment reaching (adaptation to individual needs), and informative aspect.
consumer’s consciousness and arousing particular
emotions. Positive emotions may induce buying behaviour. Gamification Impact on Consumer Behaviour:
All stimuli processed in the consumer’s consciousness
Perspectives from SOR Model
elicit the response of aspiration or avoidance. Consumers
are prompted into aspiration by a pleasant environment and As it has already been mentioned, many authors apply
avoidance by unpleasant one (Fiore & Jin, 2003). SOR model to analyse online consumer behaviour.
Therefore, it is important that companies create an Consequently, we will further consider the possibilities to
attractive environment that would prompt consumers to use gamification in relation to SOR model.
buy online. SOR model involves three components, i.e., stimulus,
As Kotler (1973) maintains, a properly designed impact, and response. The gamification model that is most
selling environment has an emotional impact on the frequently referred to by various authors is based on the
consumer and enhances buying possibility. Consequently, gamification pyramid approach proposed by Werbach and

- 93 -
 Inzinerine Ekonomika-Engineering Economics, 2016, 27(1), 90–97

Hunter (2012) which comprises game components, game approaches are compared in Table 1.
mechanics, and game dynamics. These two theoretical
Table 1
Gamification pyramid and SOR model interdependencies (based on Mehrabian & Russell, 1974, and Werbach & Hunter, 2012)
Consumer behaviour Gamification concept
Stimuli Game components
Stimuli are created through virtual environment Similar to stimuli, Means to involve consumers that are used in the game context
elements that reach consumer’s consciousness and components are meant to may be called game elements. Gamification elements make the
arouse certain emotions. have a certain impact on the game exciting, fun and motivate players to get involved in the
consumer. activity where gamification is applied.
Impact Game mechanics
Consumer state that is evident in the emotional or Game mechanics is a component of gamification which models
cognitive context. and induces consumers to investigate and discover their
possibilities through feedback.
Response Game dynamics
Purposeful consumer response. Dynamics is the whole of Game dynamics are high-level aspects of the gamified system
solutions, which lead to that determine a further scenario of certain activity that uses
certain consumer’s state. gamification.

According to various researchers who investigate actions, i.e., continue engaging with gamified activities or
online consumer behaviour in relation to SOR model, refuse to participate in gamified activities. As a
companies use different stimuli to cause a positive impact consequence, it could be stated that game dynamics is
on the consumer, and they believe that positive impact will related to a state that stimuli should lead to in the context
encourage the consumer to use company’s website or of SOR model.
services. In the context of the virtual environment, the With reference to Werbach and Hunter (2012), it is
stimuli are related to various elements of websites possible to claim that game dynamics is not reached solely
(Gatautis & Vaiciukynaite 2013) such as website design, using game components. Individual game dynamics is
website communication elements, website content, and achieved due to a combination of game components and
navigation. game mechanics. Game mechanics determine various
In the context of gamification, companies also strive to combinations of game elements that are chosen while
use various stimuli to achieve desired consumer behaviour, implementing respective game scenarios. Game mechanics
and they use elements that consumers can readily identify, is directly related to selected consumer action, which
namely, game elements such as avatars, badges, points, results in a new combination of stimuli (game components)
levels, virtual gifts. These elements serve as stimuli presented to the consumer. Therefore, the conceptual
causing a particular impact on the consumer and leading model of the impact of gamification on online consumer
consumers to a certain state. behaviour from the perspective of the game pyramid
In the context of gamification, game dynamics is (Figure 4) is complemented with an element of game
associated with particular consumer’s state. Having mechanics.
reached the state, the consumer is supposed to take further

Game components

Website components
Avatars
Badges
Virtual goods
Points
Leaderboards

Impact/Dynamics
Social Constraints
Achievements
Emotions Action/
Collections Narratives
Teams Avoidance of action
Progression
Gifting
Relationships

Processes
Levels
Feedback
Combats
Content unlocking
Rewards

Game mechanics

Figure 4. Conceptual model of the impact of gamification on online consumer behaviour

- 94 -
 Rimantas Gatautis, Elena Vitkauskaite, Agne Gadeikiene, Zaneta Piligrimiene. Gamification as a Mean of Driving…

Considering the number of gamification elements, the new concept undergoing active discussions aiming to
three types of game components are outlined: define gamification phenomenon.
 Website components that usually identified by the There are several attempts at trying to define
consumer that might be used on websites and they are gamification elements and their application. The most
directly represented to him. Avatars, badges, leaderboards, widely discussed and criticized is the gamification pyramid
virtual goods, and points are this kind of game approach proposed by Werbach and Hunter (2012) which
components. proposes to classify game elements into three layers: game
 Process related game components. These components, game mechanics and game dynamics.
components inform the consumer about process From the perspective of online consumer behaviour,
involvement perspective (or set of actions needed). They various behaviour models might be applied to explain it.
cover such game components as moving from level to However, researchers often refer to SOR model explaining
level, feedback or other competitors, unlocking new virtual environment as stimuli which leads consumers to a
content or new areas. particular state and following with an appropriate action.
 A social aspect related game components allow As a result of analysis of gamification pyramid
the consumer to interact in the social context or approach and SOR model, the interdependencies between
demonstrate their social status. They cover such game these models were identified. Game components typically
components as collaboration in teams, gifting to other play stimuli role, and different types of game components
players, collections, and achievements. can be defined. Game dynamics is described as a particular
The proposed types of game components will act as state of consumer leading to getting further engagement
different stimuli for a different type of consumer. From the into gamified activities or leaving. According to these
enterprise point of view, understanding motivation driving action game mechanic interplay with an individual
the consumer refers to the opportunity to provide combination game components serving as new stimuli for
appropriate game components (stimuli). consumer continuing engagement into gamified enterprise
activities.
Conclusions The proposed typology of game components
represents consumer interpretation of website elements as
Despite relation of gamification concept to serious well as a different type of motivation to get engaged in
games or playful activities, we define gamification as the games. If it is important to consumers to demonstrate their
use of mechanics, dynamics and components of games in social status or they are more driven by activities interest
everyday situations that are not directly related to games enterprises should deploy appropriate game components.
and appear in non-game context. Gamification is relatively The third type of game component – consumers often
consider web elements as integral part of websites.
Acknowledgment
This research (No. VP1-3.1-SMM-07-K-03-083) is funded by the European Social Fund under the Global Grant measure.

References
Bilgihan, A., Nusair, K., Okumus, F., & Cobanoglu, C. (2015). Applying flow theory to booking experiences: An
integrated model in an online service context. Information & Management, 52(6), 668–678. doi:
10.1016/j.im.2015.05.005. Available from internet: http://www.sciencedirect.com/science/article/pii/S0378720615
000518
Bjork, P. (2010). Atmospherics on tour operators’ websites: Website features that stimulate emotional response. Journal of
Vacation Marketing, 16(4), 283–296. doi: 10.1177/1356766710372243. Available from internet:
http://jvm.sagepub.com/content/16/4/283.short
Blohm, I., & Leimeister, J. M. (2013). Gamification. Business & Information Systems Engineering, 5(4), 275–278. doi:
10.1007/s12599-013-0273-5. Available from internet: http://link.springer.com/article/10.1007/s12599-013-0273-5
Bunchball, (2010). Gamification 101: An Introduction to the Use of Game Dynamics to Influence Behavior. Available
from internet: http://www.bunchball.com/sites/default/files/downloads/gamification101.pdf
Caillois, R., & Barash, M. (2001). Man, play, and games. University of Illinois Press.
Chen, Y., Yan, X., & Fan, W. (2015). Examining the Effects of Decomposed Perceived Risk on Consumer's Online
Shopping Behavior: A Field Study in China. Inzinerine Ekonomika-Engineering Economics, 26(3), 315–326. doi:
10.5755/j01.ee.26.3.8420. Available from internet: http://inzeko.ktu.lt/index.php/EE/article/view/8420
Chou, Y. K. (2015). Actionable Gamification: Beyond Points, Badges, and Leaderboards. Octalysis Media.
Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011). From game design elements to gamefulness: defining
gamification. In Proceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media
Environments (pp. 9–15). ACM. doi: 10.1145/2181037.2181040. Available from internet: http://dl.acm.org/citation.
cfm?id=2181040

- 95 -
 Inzinerine Ekonomika-Engineering Economics, 2016, 27(1), 90–97

Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing: a conceptual model and
implications. Journal of Business research, 54(2), 177–184. doi: 10.1016/S0148-2963(99)00087-9. Available from
internet: http://www.sciencedirect.com/science/article/pii/S0148296399000879
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2003). Empirical testing of a model of online store atmospherics and
shopper responses. Psychology & Marketing, 20(2), 139–150. doi: 10.1002/mar.10064. Available from internet:
http://onlinelibrary.wiley.com/doi/10.1002/mar.10064/abstract
Fiore, A. M., & Jin, H. J. (2003). Influence of image interactivity on approach responses towards an online retailer.
Internet Research, 13(1), 38–48. doi: 10.1108/10662240310458369. Available from internet:
http://www.emeraldinsight.com/doi/full/10.1108/10662240310458369
Gartner (2014). Gartner's 2014 Hype Cycle for Emerging Technologies Maps the Journey to Digital Business. Available
from internet: http://www.gartner.com/newsroom/id/2819918
Gatautis, R., & Vaiciukynaite, E. (2013). Website Atmosphere: Towards Revisited Taxonomy of Website Elements.
Economics and Management, 18(3), 537–544. doi: 10.5755/j01.em.18.3.5285. Available from internet:
http://www.sace.ktu.lt/index.php/Ekv/article/view/5285
Gatautis, R., & Vitkauskaite, E. (2009). eBusiness policy support framework. Inzinerine Ekonomika-Engineering
Economics, 65(5), 35–46. Available from internet: http://www.eejournal.ktu.lt/index.php/EE/article/view/11612
Groh, F. (2012). Gamification: State of the Art Definition and Utilization. In Proceedings of the 4th Seminar on Research
Trends in Media Informatics Institute of Media Informatics. Available from internet: http://d-
nb.info/1020022604/34/#page=39
Hamari, J., & Koivisto, J. (2015). Why do people use gamification services? International Journal of Information
Management, 35(4), 419–431. doi: 10.1016/j.ijinfomgt.2015.04.006. Available from internet:
http://www.sciencedirect.com/science/article/pii/S0268401215000420
Hamari, J., & Lehdonvirta, V. (2010). Game design as marketing: How game mechanics create demand for virtual goods.
International Journal of Business Science & Applied Management, 5(1), 14–29. Available from internet:
http://ssrn.com/abstract=1443907
Kazakeviciute, A., & Banyte, J. (2012). The Relationship of Consumers’ Perceived Hedonic Value and Behavior.
Inzinerine Ekonomika-Engineering Economics, 23(5), 532–540. doi: 10.5755/j01.ee.23.5.1975. Available from
internet: http://www.itc.ktu.lt/index.php/EE/article/view/1975
Killian, E. (2013). Gamification 2.0 - A Concept. Eamonn Killian.
Kim, J. H., Kim, M., & Lennon, S. J. (2009). Effects of web site atmospherics on consumer responses: music and product
presentation. Direct Marketing: An International Journal, 3(1), 4–19. doi: 10.1108/17505930910945705. Available
from internet: http://www.emeraldinsight.com/doi/full/10.1108/17505930910945705
Kotler, P. (1973). Atmospherics as a marketing tool. Journal of retailing, 49(4), 48-64.
Laroche, M. (2010). New developments in modeling Internet consumer behavior: Introduction to the special issue. Journal
of Business Research, 63(9), 915–918. doi: 10.1016/j.jbusres.2008.12.013. Available from internet:
http://www.sciencedirect.com/science/article/pii/S0148296309002094
Mahadar R. (2014). Optimizing gamification design. Cognizant 20-20 Insights. Available from internet:
http://www.cognizant.ch/InsightsWhitepapers/Optimizing-Gamification-Design.pdf
Manganari, E. E., Siomkos, G. J., & Vrechopoulos, A. P. (2009). Store atmosphere in web retailing. European Journal of
Marketing, 43(9/10), 1140–1153. doi: 10.1108/03090560910976401. Available from internet:
http://www.emeraldinsight.com/doi/full/10.1108/03090560910976401
McGonigal, J. (2011). Reality is Broken: Why Games Make Us Better and How They Can Change the World. Penguin
Books, New York, NY.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press.
Meloni, W., & Gruener, W. (2012). Gamification in 2012: Market Update, Consumer and Enterprise Market Trends. M2
Research. Available from internet: http://wandameloni.snappages.com/gamification-research.htm
Mummalaneni, V. (2005). An empirical investigation of Web site characteristics, consumer emotional states and on-line
shopping behaviors. Journal of Business Research, 58(4), 526–532. doi: 10.1016/S0148-2963(03)00143-7. Available
from internet: http://www.sciencedirect.com/science/article/pii/S0148296303001437
Oh, J., Fiorito, S. S., Cho, H., & Hofacker, C. F. (2008). Effects of design factors on store image and expectation of
merchandise quality in web-based stores. Journal of Retailing and Consumer Services, 15(4), 237–249. doi:
10.1016/j.jretconser.2007.03.004. Available from internet: http://www.sciencedirect.com/science/article/
pii/S0969698907000240
Reiss, S. (2004). Multifaceted nature of intrinsic motivation: The theory of 16 basic desires. Review of General
Psychology, 8(3), 179. doi: 10.1037/1089-2680.8.3.179. Available from internet: http://psycnet.apa.org/journals/
gpr/8/3/179/

- 96 -
 Rimantas Gatautis, Elena Vitkauskaite, Agne Gadeikiene, Zaneta Piligrimiene. Gamification as a Mean of Driving…

Richard, M. O. (2005). Modeling the impact of internet atmospherics on surfer behavior. Journal of business research,
58(12), 1632–1642. doi: 10.1016/j.jbusres.2004.07.009. Available from internet: http://www.sciencedirect.com/
science/article/pii/S0148296304001948
Robson, K., Plangger, K., Kietzmann, J. H., McCarthy, I., & Pitt, L. (2015). Is it all a game? Understanding the principles
of gamification. Business Horizons, 54(4), 411–420. doi: 10.1016/j.bushor.2015.03.006. Available from internet:
http://www.sciencedirect.com/science/article/pii/S000768131500035X
Sautter, P., Hyman, M. R., & Lukosius, V. (2004). E-Tail Atmospherics: A Critique of the Literature and Model
Extension. Journal of Electronic Commerce Research, 5(1), 14–24. Available from internet:
http://jecr.ribosome.com.tw/jecr-dev/sites/default/files/05_1_p02_0.pdf
Seaborn, K., & Fels, D. I. (2015). Gamification in theory and action: A survey. International Journal of Human-Computer
Studies, 74, 14–31. doi: 10.1016/j.ijhcs.2014.09.006. Available from internet: http://www.sciencedirect.com/
science/article/pii/S1071581914001256
Sigala, M. (2015). The application and impact of gamification funware on trip planning and experiences: The case of
TripAdvisor’s funware. Electronic Markets, 1–21. doi: 10.1007/s12525-014-0179-1. Available from internet:
http://link.springer.com/article/10.1007/s12525-014-0179-1
Sinanian, M. (2010). The ultimate healthcare reform could be fun and games. Venture Beat.
Urbanskiene, R., Clothey, B., & Jakstys, J. (2000). Vartotoju elgsena, Kaunas.
Von Ahn, L., & Dabbish, L. (2008). Designing games with a purpose. Communications of the ACM, 51(8), 58-67. doi:
10.1145/1378704.1378719. Available from internet: http://dl.acm.org/citation.cfm?id=1378719
Werbach, K., & Hunter D. (2012). For the Win: How game thinking can revolutionize your business. Wharton Digital
Press.
Wu, M. (2011). Sustainable gamification: Playing the game for the long haul. In Lithosphere. Available from internet:
https://community.lithium.com/t5/Science-of-Social-blog/Sustainable-Gamification-Playing-the-Game-for-the-Long-
Haul/ba-p/33601
Zichermann, G., & Cunningham, C. (2011). Gamification by design: Implementing game mechanics in web and mobile
apps. O'Reilly Media, Inc.
Zichermann, G., & Linder J. (2010). Game based marketing: inspire customer loyalty through rewards, challenges and
contests. Wiley.
The article has been reviewed.
Received in September 2015; accepted in February, 2016.

- 97 -