Key factors influencing knowledge acquisition through game‐based learning

• Published in: Psychology & marketing 2024-05, Vol.41 (5), p.1045-1059
• Main Authors: Calza‐Perez, Mauro, Perez‐Ruiz, Pilar, Enri‐Peiró, Sandra, Martínez‐Climent, Carla, Sánchez‐García, Javier
• Format: Article
• Language: English
• Subjects: Digital marketing; Games; game‐based learning; Knowledge acquisition; serious game; The Ecommerce Game(™)
• ISSN: 0742-6046; 1520-6793
• DOI: 10.1002/mar.21966

This research enriches the current understanding of digital marketing knowledge acquisition through game‐based learning (GBL). The study is based on a sample of 476 participants who provided data before and after playing The Ecommerce Game(™). In this serious game, players must optimize the conversion rate of an e‐commerce venture. Data on key variables measuring players' digital marketing knowledge were collected. Before playing the game, participants reported on their perceived ease of use, perceived usefulness, and attitude. After the game, participants' knowledge, motivation, enjoyment, and concentration were measured. The purpose of this study was to determine the positive impact of GBL on the professional development of participants. Participants reported that the skills acquired in GBL improved their professional performance. Thus, the results suggest that acceptance of a game can be an effective tool for players to acquire knowledge of digital marketing and e‐commerce. The motivation from gameplay was significant in aiding participants' learning experiences. Encouragingly, participants expressed a willingness to replay the game, emphasizing the enjoyableness of the learning process.