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Gamification and entrepreneurial intentions

José L. Ruiz-Alba (Department of Marketing and Business Strategy, University of Westminster, London, UK)
Anabela Soares (Plymouth University, Plymouth, UK)
Miguel Angel Rodríguez-Molina (University of Granada, Granada, Spain)
Arnaud Banoun (OCRE Lab, EDC Paris Business School,Courbevoie, France)

Journal of Small Business and Enterprise Development

ISSN: 1462-6004

Article publication date: 25 January 2019

Issue publication date: 25 October 2019




The purpose of this paper is to investigate how gamification can influence entrepreneurial intentions (EI) of a group of users of an online platform provided by a private company.


A quantitative research strategy was used with a sample of 220 respondents. These respondents were tested before and after the gamification experience.


Main findings support literature suggesting a clear effect of attitudes towards behaviour and perceived behavioural control on EI, in line with the theory of planned behaviour (TPB). Once the basic assumptions of TPB were confirmed, the authors tested the effects of gamification comparing before and after results. Main findings highlight an increase of these effects after the gamification experience, aligned with the self-determination theory.

Practical implications

These findings suggest that gamification is able to influence entrepreneurial behaviours. This contributes to both companies and educators’ knowledge on training for EI with gamification and the use of online platforms to this effect. Recommendations are provided.


This is the first study that investigates the impact of gamification on EI and how gamification can influence the different relationships between the antecedents of EI.



Ruiz-Alba, J.L., Soares, A., Rodríguez-Molina, M.A. and Banoun, A. (2019), "Gamification and entrepreneurial intentions", Journal of Small Business and Enterprise Development, Vol. 26 No. 5, pp. 661-683.



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Copyright © 2019, Emerald Publishing Limited

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