Garcia-Jurado, Alejandro , CASTRO GONZÁLEZ, PILAR, TORRES JIMÉNEZ, MERCEDES, LEAL RODRÍGUEZ, ANTONIO LUIS
No
Kybernetes
Article
Científica
1.754
0.376
03/06/2019
000479291000007
2-s2.0-85055689512
Purpose This research has three main objectives. First, it examines influence of gamification on the behavioral intention to use an e-commerce platform. Second, it analyzes the role of the flow state given its importance in terms of behavior in online environments. Finally, the study aims to detect and analyze differences between Millennials and Generation X. Design/methodology/approach The theoretical basis for this study stems from technology acceptance model. The extended model incorporates gamification and the optimal state of intrinsic motivation, flow state, as additional constructs. An online consumer panel was used to collect data from 253 Spanish Amazon users. A structural equation modeling, partial least squares, is proposed and multi-group moderation was studied. Findings Gamification in Millennials has positive and significant indirect effects on behavioral intention through the flow state. In the case of the Generation X, it has been detected that flow interferes in its perception of ease of use. The behavioral intention of using the Web page is directly correlated with the purchase intention. Companies should offer a fun interface to Millennials and an environment easier to use to the Generation X, for gamification to be successful. Originality/value This study expands the research scope in gamification by focusing on e-commerce sector, a field where scientific research is still scarcely developed. It emphasizes the importance of flow as mediator. Age differences confirm the need for segmentation when applying gamification and marketing strategies in e-commerce.
E-commerce; Millennial; Gamification; Technology acceptance model; Flow; Behavior