Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource A study of factors affecting consumer behavioural intentions towards adoption of gamification Subject The topic of the resource Awareness; Easy to use; Gamification; Perceived critical mass; Personal innovativeness; Personal perspective; Price consciousness; Usefulness Description An account of the resource Advanced technology with a high degree of accessibility of the Internet across countries has led to the emergence of e-commerce and m-commerce. The global brands and the start-ups are equally attracted to this change in the way the goods and services can be marketed, making market access through the Internet a core part of the strategy for marketers. The same has led to various digital promotional techniques for customer engagement. Among various digital promotional techniques, gamification is one technique where customers are expected to play online games to win the reward points for getting discounts for their purchases. An attempt was made to identify various factors influencing the consumer behavioural intentions towards adoption of gamification as one of the means to get products at discounted prices. In this study, factor analysis was used to find the major factors that influence the consumer behavioural intentions to adopt gamification as one of the digital promotional techniques. The study found eight major factors that influence the adoption of gamification, they are Personal Perspective, Usefulness, Easy to Use, Price Consciousness, Perceived Critical Mass, Flow Experience, Awareness, and Personal Innovativeness. This study brought in a different perspective by exploring the role of possible factors influencing gamification adoption in the Indian market, helping marketers, the major factors, and their influence on the consumer's behavioural intentions of adoption of gamification as one of the digital promotion techniques. Creator An entity primarily responsible for making the resource Gupta R.; Mathad K. Source A related resource from which the described resource is derived Indian Journal of Marketing, Vol-47, No. 7, pp. 7-19. Publisher An entity responsible for making the resource available Associated Management Consultants Pvt. Ltd. Date A point or period of time associated with an event in the lifecycle of the resource 2017-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.17010/ijom/2017/v47/i7/116471" target="_blank" rel="noreferrer noopener">https://doi.org/10.17010/ijom/2017/v47/i7/116471</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85027194746&amp;doi=10.17010%2Fijom%2F2017%2Fv47%2Fi7%2F116471&amp;partnerID=40&amp;md5=5d464af281686a160fd1efb119f5a7bc" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85027194746&amp;doi=10.17010%2fijom%2f2017%2fv47%2fi7%2f116471&amp;partnerID=40&amp;md5=5d464af281686a160fd1efb119f5a7bc</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 9738703 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Gupta R., Institute of Management and Science, Bannerghatta Road, Bangalore, 560 083, India; Mathad K., Institute of Management, Christ University, Hosur Road, Bangalore, 560 029, India