Does gamification engage users in online shopping?
Since prior research has shown that engagement might exert positive effects on value creation and continuous purchase intention, this study aims to examine the influence of gamification on user engagement in e-commerce. An online consumer panel was used to collect data from 253 Spanish Amazon users....
| Autores: | , , , |
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| Formato: | artículo |
| Fecha de publicación: | 2021 |
| País: | España |
| Recursos: | Universidad Loyola Andalucía |
| Repositorio: | Brújula |
| OAI Identifier: | oai:repositorio.uloyola.es:20.500.12412/5093 |
| Acesso em linha: | https://hdl.handle.net/20.500.12412/5093 |
| Access Level: | acceso abierto |
| Palavra-chave: | Gamification Engagement E-commerce UES |
| Resumo: | Since prior research has shown that engagement might exert positive effects on value creation and continuous purchase intention, this study aims to examine the influence of gamification on user engagement in e-commerce. An online consumer panel was used to collect data from 253 Spanish Amazon users. A Principal Component Analysis is performed in first place to validate the scale through an exploratory analysis. Subsequently, partial least squares structural equation modeling calculations are also performed to test the research model and hypotheses. This study found that gamification has direct effects on user engagement in e-commerce. Besides, the User Engagement Scale (UES) is presented as a valid and reliable instrument for measuring engagement in Spanish e-commerce. This research investigated and verified a five-factor structure of the UES, however a reduction in its factors is recommended. Additionally, four key factors through which gamification exerts a direct influence were identified. Finally, specific marketing actions are proposed for application in e-commerce. |
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