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O impacto da gamificação no envolvimento do consumidor do segmento de retalho alimentar em aplicações móveis portuguesas
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Abstract(s)
Nos anos de 2020 e 2021, as medidas adotadas para enfrentar a pandemia de COVID-19 estimularam um aumento substancial nas vendas de retalho online (UNCTAD, 2021), o que acelerou a transição dos negócios presenciais para o ambiente digital. Globalmente, grande parte do crescimento do comércio eletrónico é impulsionada por consumidores que utilizam dispositivos móveis, como smartphones e tablets, para adquirir bens e serviços. Em Portugal, este fenómeno é particularmente relevante no segmento de retalho alimentar, onde aplicações móveis desempenham um papel significativo.
Este estudo adota uma metodologia mista, que combina análises quantitativas e qualitativas.
Os dados quantitativos foram recolhidos por meio de questionários estruturados e foram analisados com base em técnicas estatísticas, como o Alpha de Cronbach e o Ró de Spearman.
O alpha de Cronbach revelou fiabilidade estatisticamente adequada, com valores superiores a 0,7 para todas as escalas utilizadas, a indicar consistência interna e correlação entre os itens, os quais medem o mesmo conceito teórico. As análises baseadas no Ró de Spearman demonstraram correlações positivas e estatisticamente significativas ao nível de 0,01 (sig <0,001) para as hipóteses H1 a H24.
Os resultados evidenciam que a gamificação promove um aumento significativo no envolvimento do consumidor, refletido nas dimensões cognitiva, afetiva e comportamental.
Elementos gamificados como realização e recompensa apresentaram maior impacto no envolvimento cognitivo, enquanto a curiosidade e a influência social se destacaram no engajamento afetivo. Já a competição e a colaboração mostraram-se eficazes para fomentar comportamentos repetitivos e a fidelidade à marca.
Em termos práticos, o estudo reforça a importância da gamificação como estratégia para alinhar motivações intrínsecas dos consumidores às mecânicas de jogo, o que promove interações mais profundas e duradouras com as marcas. Este trabalho contribui não apenas para o avanço académico na área, mas também oferece insights valiosos para profissionais de marketing que desejam explorar as potencialidades das aplicações móveis gamificadas no retalho alimentar.
In 2020 and 2021, measures adopted to address the COVID-19 pandemic stimulated a substantial increase in online retail sales (UNCTAD, 2021), accelerating the transition from in-person to digital businesses. Globally, much of the growth in e-commerce is driven by consumers using mobile devices, such as smartphones and tablets, to purchase goods and services. In Portugal, this phenomenon is particularly relevant in the food retail segment, where mobile applications play a significant role. This study adopted a mixed methodology, combining quantitative and qualitative analyses. Quantitative data were collected through structured questionnaires and analyzed using statistical tools, such as Cronbach's alpha and Spearman's rho. Cronbach's alpha revealed adequate statistical reliability, with values above 0.7 for all scales used, indicating internal consistency and correlation between items, which measure the same theoretical concept. The analyses based on Spearman's rho demonstrated positive and statistically significant correlations at the 0.01 level (sig < 0.001) for hypotheses H1 to H24. The results show that gamification promotes a significant increase in consumer engagement, reflected in the cognitive, affective and behavioral dimensions. Gamified elements such as achievement and reward had the greatest impact on cognitive engagement, while curiosity and social influence stood out in affective engagement. Competition and collaboration proved to be effective in fostering repetitive behaviors and brand loyalty. In practical terms, the study reinforces the importance of gamification as a strategy to align consumers' intrinsic motivations with game mechanics, promoting deeper and longer-lasting interactions with brands. This work contributes not only to academic advancement in the area, but also offers valuable insights for marketing professionals who wish to explore the potential of gamified mobile applications in food retail.
In 2020 and 2021, measures adopted to address the COVID-19 pandemic stimulated a substantial increase in online retail sales (UNCTAD, 2021), accelerating the transition from in-person to digital businesses. Globally, much of the growth in e-commerce is driven by consumers using mobile devices, such as smartphones and tablets, to purchase goods and services. In Portugal, this phenomenon is particularly relevant in the food retail segment, where mobile applications play a significant role. This study adopted a mixed methodology, combining quantitative and qualitative analyses. Quantitative data were collected through structured questionnaires and analyzed using statistical tools, such as Cronbach's alpha and Spearman's rho. Cronbach's alpha revealed adequate statistical reliability, with values above 0.7 for all scales used, indicating internal consistency and correlation between items, which measure the same theoretical concept. The analyses based on Spearman's rho demonstrated positive and statistically significant correlations at the 0.01 level (sig < 0.001) for hypotheses H1 to H24. The results show that gamification promotes a significant increase in consumer engagement, reflected in the cognitive, affective and behavioral dimensions. Gamified elements such as achievement and reward had the greatest impact on cognitive engagement, while curiosity and social influence stood out in affective engagement. Competition and collaboration proved to be effective in fostering repetitive behaviors and brand loyalty. In practical terms, the study reinforces the importance of gamification as a strategy to align consumers' intrinsic motivations with game mechanics, promoting deeper and longer-lasting interactions with brands. This work contributes not only to academic advancement in the area, but also offers valuable insights for marketing professionals who wish to explore the potential of gamified mobile applications in food retail.
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Keywords
Gamificação Envolvimento do consumidor E-commerce Mobile marketing Octalysis framework Marketing digital Gamification Engagement Mobile marketing Octalysis framework Digital marketing