A systematic literature review of gamification decision-making for online grocery shopping

Abstract

Gamification has been identified as an effective user decision-making strategy capable of improving online user experience and platform participation. Consumer gamification behavior and decision-making process research have recently become an important research topic. Despite growing scientific interest in explaining how gamification promotes behavior and motivation, there is still a lack of a comprehensive review of the systematic literature on the gamification decision-making model, which is fragmented. This systematic review identifies, analyzes, and categorizes studies published between 2013 and 2022. The most critical research contributions are discussed, based on 51 journal articles, reports, and marketing books, highlighting the main trends over the years as well as applied research methods. Finally, future research directions are identified.