Gamification in E- Commerce: A Comprehensive Review of Literature

With the advent of technology and with growing occupancy of the people towards it, online shopping has become the need of the hour. With heavy discounts floating over the e-commerce websites, customers find that online shopping allows them to save both time and money. The e-commerce websites on the other hand seek to avail the early advantage of the frequently visited customers through the recommendation engines by using gamification techniques. This tends to make their products highly attractive with the least cost paid by them along with facilities of extra discounts given to debit/credit card holders. This article provides a coherent picture in the research that has taken place in the area of gamification by comprehensively reviewing 1073 research studies extracted from the SCOPUS database and mostly validates the findings on the effectiveness of gamification in the various fields. This article also peer reviews the various motivating factors that makes customers prefer gamified online shopping over market retailers. The review points out the effects of gamification in e commerce websites in gaining customer retention. The article would also suggest the future of research directions in the field of research of gamification and further research that can be explored in the field.