Analysis of the Use of Gamification Elements in E-commerce Applications as a Purchase Intention Factor Using the Structural Equation Model (SEM)

Shopping through e-commerce has become a habit for Indonesians. Amidst many e-commerce, gamification is a method used to increase purchases on their platform. However, the influence of gamification on the intention to buy appears to requires additional research, particularly on Indonesian e-commerce platforms. The purpose of this research is to investigate the application of gamification elements in e-commerce as a purchase intention factor using the Structural Equation Model (SEM). A survey was conducted, and 157 valid questionnaires were collected from Indonesian e-commerce users. The result showed that utilitarian values, hedonic values, and spending less time/energy on gaming all have a notable influence on user intentions toward games play on e-commerce platforms. However, utilitarian values have no notable influence on user’s purchase decisions in e-commerce. Furthermore, social value and perceived enjoyment have a significant impact on the user’s purchase intention in e-commerce, whereas game use intention has no notable influence on the user’s purchase intention.