Gamification Elements in E-commerce – A Review

The implementation of gamification is driven by a range of factors, including the environment of the application, the elements involved and the types of users. The best practical method for effective gamification application still remains unclear, making it difficult to determine the most effective elements for an e-commerce website. This paper aims to present the literature review conducted to classify the gamification elements in e-commerce that have been investigated in previous studies which were published within the last four years (20182021). This is done to identify the most appropriate and relevant gamification elements to use in our future study. The findings from previous studies showed that gamification improved positive consumer behaviour in e-commerce, particularly in terms of engagement, and at the same time helped to boost business profitability. Furthermore, previous studies in this field have also found that rewards, badges and leaderboards were the most widely used gamification elements. This study may be used as a foundation for the researchers to build and develop a gamification framework for e-commerce in the future.