Gamification and its role in customers' intention to buy in the insurance industry

Abstract The objective of this research was the effect of gamification on the intention of customers to buy insurance. This research is practical in terms of its purpose. The research method of this research is semi-experimental.The homogenous group was tested before the influence of the independent variable, and then they were subjected to the influence of the independent variable, and after that they were tested again. The results were compared with the results of the previous test. The statistical population of this research was the customers of the insurance company (bank employees in Mazandaran province) who answered the standard questionnaire of customers' intention to buy, consisting of 9 questions. 60 people were randomly selected and placed in two groups (30 people in each group). Finally, a simple random group was considered as the experimental group and the other group as the control group. Finally, research hypotheses were analyzed with the statistical method of univariate covariance analysis.The results of the research showed that the test group (with gamification experience) has significantly higher scores of customers' intention to buy than the control group (without gamification experience).