Research on the impact of gamification in e-commerce platform on customer purchasing behavior.

Abstract

Consumers' expectations are growing tremendously, and they look for experience value in online shopping, relying on social connections, online recommendation engines, and other enabling technology. Therefore, gamification has become increasingly prevalent in e-commerce platforms over the past few years. Theories and research are still desired to further explain the recently discovered phenomenon. There had been a survey executed by 253 Spanish Amazon users via an online consumer panel and it drew the conclusion that gamification has a direct influence on user engagement in e-commerce. Data from 1586 Chinese mobile commerce users was collected and processed from the standpoint of perceived value theory, utilizing a structural equation model to examine. The study's findings revealed that hedonic value, utilitarian value, and game usage intention are favorably associated with social value, although spending less time/energy also has a favorable impact. Users' intentions to make purchases on a commerce platform are significantly linked to the usage rate of games and the average monthly spending volume on the site. Thus, this study was conducted to examine the impact of gamification mechanisms on users' purchase behavior on e-commerce platforms.