Identifying the benefits of gamification of Iranian online stores customers based on the thematic analysis method

Today, businesses need tools other than the marketing mix to survive in highly innovative and sophisticated marketplaces. Gamification is one of the best tools with its potential to create behavioral change and create different values for businesses.

For this purpose, the present study was conducted to identify the gamified benefits of customer in Iranian online stores. The present study is qualitative research in which 10 semi-structured interviews were conducted with 10 marketing experts working in Iranian online stores based on the principle of theoretical saturation. The data obtained from the interviews were analyzed by theme analysis method.

The results of data analysis showed that cognitive benefits, integrated personal benefits, integrated social benefits and financial benefits are those benefits .Also, the results of data analysis showed that Gamification increases the likelihood of customers buying by making applicable and amusing.

The cognitive benefits of gamification are actually related to providing the need for learning and entertainment and pleasure in customers, the integrated personal benefits are related to providing the needs of status and reputation, self-efficacy and overcoming challenges. Also, integrated social benefits are related to meeting the needs of dating, competing with others, and sharing experiences. Finally, financial benefits of customers refer to satisfying the need for rewards, prizes and any kind of material benefits. Therefore, when using gamification, marketing specialists should pay attention to this category of gamification benefits and by covering all of them, meet more needs of customers to promote their desired behavior among customers.