Gamification Design for Increasing Customer Purchase Intention in a Mobile Marketing Campaign App

Mobile apps have been developed for marketing purposes and for creating new opportunities for firms to communicate with and satisfy their target audience. However, numerous mobile apps are added daily to the Google Play and Apple App Store. This study developed a mobile application to encourage customers to participate and engage in a marketing campaign in order to increase their potential opportunity for making purchases in an internationally branded apparel store. In this study, we applied a systematic framework of Internet marketing with four strategic stages: attract, engage, retain, and monetize, for guiding and ensuring the success of the marketing campaign. Two human factor researchers were planned, and we administered a focus group interview with six computer game designers for retrieving persuasive game mechanics from existing games. Afterward, we classified the collected gamification mechanics into the four stages, according to their Internet marketing functionality. By referring to the generated gamification mechanics, we then developed a mobile application for supporting a apparel store marketing campaign. Customers’ engagement behavior and purchase results were measured. This paper discussed the implications of this study on both research and practice.