Högskolan i Skövde

This study explores the design, implementation, and ethical considerations of gamification in Swedish e-commerce. As digital gaming continues to grow, gamification, which is the application of game elements in non-game contexts, is increasingly utilized to influence user motivation and behaviour. While its effectiveness in various contexts like education and health is recognized, research on its application in e-commerce, especially within a Swedish context, remains limited. This study addresses this gap by analysing five Swedish e-commerce websites (Ica, Inet, Kicks, Stadium, and Webhallen) to identify commonly implemented gamification elements and their perceived intended purposes. 

A mixed-method approach, combining quantitative and qualitative content analysis, was employed. A coding framework was developed to systematically document the presence and design of gamification elements. The findings indicate that points, progress indicators, and challenges are the most frequently used elements, primarily aimed at increasing customer retention and conversion rates. Immersion-related elements like quests are less common. The analysis, guided by Self-Determination Theory and ethical frameworks by Kim and Werbach (2016) and Mason (1995), reveals potential ethical concerns. These include a lack of transparency regarding gamification's intent, the potential for manipulation through stress and urgency inducing elements, and the risk of fostering overconsumption, which could lead to economic harm for vulnerable users. However, the presence of real, tangible rewards alongside virtual ones and options to opt out of gamified systems, where available, mitigates some exploitation concerns. The importance of ethical design must be emphasized to ensure a balanced and positive user experience in gamified e-commerce environments.