The role of gamification, social, hedonic and utilitarian values on e-commerce adoption

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2023-01-13 DOI:10.1108/sjme-09-2022-0188

K. Kusumawardani, H. Widyanto, Jessica Eva Gloria Tambunan

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引用次数: 2

Abstract

Purpose The purpose of this study is to investigate the factors influencing intention to continue using and spreading the word of mouth for e-commerce applications in the gamification context. Design/methodology/approach Using primary data from an online questionnaire, 219 users of e-commerce applications who played games on e-commerce platforms were gathered as the sample of the research and analysed using structural equation modelling. Findings The results showed that network exposure from gamification significantly influenced social influence, recognition and reciprocal benefit. However, only social influence and utilitarian shaped attitudes, leading to the intention to continue using the e-commerce platform and spread word of mouth. Recognition, reciprocal benefit and hedonic shopping motivation were not found to significantly influence attitude. Practical implications This study provides practical recommendations for e-commerce applications in implementing gamification into their platforms. Originality/value This study delivers a better understanding of the implementation of gamification in e-commerce by examining the in-game social interactions and the shopping behaviour in e-commerce to continue using the platform and spread the word of mouth about the gamification method.

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游戏化、社交、享乐和功利价值观对电子商务采用的作用

目的本研究旨在探讨游戏化背景下电子商务应用中口碑继续使用和传播意愿的影响因素。设计/方法/方法利用在线问卷调查的原始数据，收集了219名在电子商务平台上玩游戏的电子商务应用程序用户作为研究样本，并使用结构方程模型进行分析。结果表明，游戏化网络暴露对社会影响力、认可度和互惠效益有显著影响。然而，只有社会影响力和功利主义塑造了态度，导致了继续使用电子商务平台和传播口碑的意图。认同、互惠和享乐性购物动机对态度没有显著影响。实际意义本研究为电子商务应用在其平台中实施游戏化提供了实用建议。原创性/价值本研究通过检查游戏内社交互动和电子商务中的购物行为来继续使用平台并传播关于游戏化方法的口碑，从而更好地理解电子商务中游戏化的实施。

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

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.