CONSEQUENCES OF USER EXPERIENCE IN A GAMIFIED E-COMMERCE PLATFORM

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2021-10-21 DOI:10.7903/IJECS.2004

Tamana Mominzada, M. Z. A. Rozan, Najim Ahmad Aziz

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引用次数: 3

Abstract

User experience is essential to any gamified domain that indicates how a person feels when interacting with the system. User experience is always considered to have definite consequences. In e-commerce, gamification is increasingly applied as a design strategy while improving various behavioral outcomes. This study explores the consequences of user experience and its role in a gamified e-commerce platform. Hence, a conceptual model of user experience in a gamified e-commerce platform was proposed. The model aims at finding the effects of gamification on user experience and the consequences that arise. It was statically tested and validated through a quantitative research approach. An online survey questionnaire acted as the main instrument for data collection and subsequently utilizes the PLS-SEM method for analyses. The results indicate that in e-commerce, gamification affects user experience positively. This gamified user experience makes users satisfied and enhances their purchasing attitude. Users will develop a love for a particular brand and become a loyal customer to the products. They will also contribute to business growth by spreading positive word of mouth. Finally, the intention of users to engage with a platform is also improved.

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游戏化电子商务平台中用户体验的后果

用户体验对于任何游戏化领域都是至关重要的，它表明了人们在与系统交互时的感受。用户体验总是被认为具有明确的结果。在电子商务中，游戏化越来越多地被用作一种设计策略，同时改善各种行为结果。本研究探讨了用户体验的影响及其在游戏化电子商务平台中的作用。在此基础上，提出了游戏化电子商务平台中用户体验的概念模型。该模型旨在发现游戏化对用户体验的影响以及由此产生的后果。通过定量研究方法对其进行了静态测试和验证。在线调查问卷作为数据收集的主要工具，随后利用PLS-SEM方法进行分析。结果表明，在电子商务中，游戏化对用户体验有积极的影响。这种游戏化的用户体验让用户感到满意，增强了他们的购买态度。用户会对某一特定品牌产生喜爱，并成为该产品的忠实客户。他们还将通过传播积极的口碑来促进业务增长。最后，用户与平台互动的意愿也得到了提高。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.