The association between gender and occupation in a gamified purchasing environment: perspective from Kosovo and Albania

Gamification is considered as a 'magic bullet' to induce dull experiences with fun and enjoyment. However, understanding the gamification attributes for s-commerce users falls short due to limited empirical research. The purpose of this study is to explore the differences between males and females and employed and unemployed buyers who purchase products and services via s-commerce when game elements are considered. A questionnaire containing 61 questions and was distributed via social platforms. To analyse the gathered data, EFA and Mann-Whitney U test have been employed. The study concludes that for Kosovar s-commerce users, employment status is significantly different regarding game mechanics. Regarding gender, out of all game elements, significant differences were found only in aesthetics. On the other hand, no gender and occupation differences have been identified for Albanian s-commerce users. The results of this study are useful for companies which provide products/services focused on gender and employment status.