Gamification boosts user engagement, driving online sales

What is it about?

This study focuses on how e-commerce retailer Shopee can enhance customer engagement and impulsive buying behavior through optimized gamification strategies and intrinsic motivations, considering the growing acceptance of e-commerce in Indonesia. The research, based on a survey of 204 respondents using purposive sampling, demonstrates that gamification and intrinsic motivations have a positive impact on customer shopping engagement. The findings emphasize that factors like socialness and shopping enjoyment contribute to increased impulsive buying behavior. Additionally, shopping engagement plays a pivotal role in positively influencing users' intention to continue using online shopping applications. The study utilizes Partial Least Squares (PLS) with SmartPLS software for data analysis.

Featured Image

Photo by Roberto Cortese on Unsplash

Photo by Roberto Cortese on Unsplash

Why is it important?

This study is important because it provides valuable insights for e-commerce retailers, particularly Shopee, on how to effectively utilize gamification strategies and intrinsic motivations to enhance customer engagement and stimulate impulsive buying behavior. Understanding these factors is crucial in a competitive e-commerce landscape, especially in Indonesia where e-commerce is gaining significant traction. Additionally, the research highlights the significance of shopping engagement in influencing users' intention to continue using online shopping applications, which is vital for sustaining customer loyalty and long-term business success in the e-commerce industry.

Perspectives