García-Jurado A. , TORRES JIMÉNEZ, MERCEDES, LEAL RODRÍGUEZ, ANTONIO LUIS, CASTRO GONZÁLEZ, PILAR
No
Elect. Commer. Res. Appl.
Article
Científica
5.622
1.365
01/01/2021
000684285700003
2-s2.0-85111158732
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)
Gamification; Least squares approximations; Exploratory analysis; Factor structure; Online consumers; Online shopping; Partial least square (PLS); Purchase intention; Research models; Structural equation modelling; Electronic commerce