L’impact de la gamification sur l'expérience immersive de l'internaute.

Abstract

Current technological changes are shaping the digital transformation of various sectors globally. We observe the emergence of digital channels such as platforms, e-commerce sites, mobile applications, and the development of several concepts like gamified systems, among others. Companies that integrate gamification into their digital services have a better chance of engaging and retaining their users by enhancing their immersive experience. Thus, the objective of our research is to study the impact of gamification on the immersive experience of internet users, taking the Walk and Win feature of the Djezzy App by the telecom operator Djezzy OTA as a case study. To address the issue of this thesis, we relied on an exhaustive literature review and the results of our exploratory qualitative study, which allowed us to build our research model and formulate our hypotheses. These hypotheses were tested through a quantitative study conducted with a questionnaire administered to 157 respondents. The obtained data were analyzed using the statistical software SPSS 26, employing the multiple regression method. The results revealed that three dimensions of gamification—the reward system, social engagement, and feedback and progression—have a significant positive impact on the immersive experience of internet users. These findings highlight the importance of offering engaging and rewarding features to captivate users and enhance their immersion and engagement.

The analysis of these results served as a basis for formulating the theoretical, managerial, and methodological contributions of our master's research, as well as recommendations for our internship organization, Djezzy. Finally, we discussed the limitations of this research and suggested directions for future studies.