Title Does gamification engage users in online shopping?
Authors García-Jurado A. , TORRES JIMÉNEZ, MERCEDES, LEAL RODRÍGUEZ, ANTONIO LUIS, CASTRO GONZÁLEZ, PILAR
External publication No
Means Elect. Commer. Res. Appl.
Scope Article
Nature Científica
JCR Quartile 1
SJR Quartile 1
JCR Impact 5.622
SJR Impact 1.365
Web https://www.scopus.com/inward/record.uri?eid=2-s2.0-85111158732&doi=10.1016%2fj.elerap.2021.101076&partnerID=40&md5=987c039f2770285571f45df5d2e95f7e
Publication date 01/01/2021
ISI 000684285700003
Scopus Id 2-s2.0-85111158732
DOI 10.1016/j.elerap.2021.101076
Abstract 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. Principal component analysis was performed first to validate the scale through an exploratory analysis. Subsequently, partial least squares structural equation modelling calculations were performed to test the research model and hypotheses. This study found that gamification has direct effects on user engagement in e-commerce. In addition, 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 were proposed for application in e-commerce. © 2021 The Author(s)
Keywords Gamification; Least squares approximations; Exploratory analysis; Factor structure; Online consumers; Online shopping; Partial least square (PLS); Purchase intention; Research models; Structural equat
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