Gamification and reputation: key determinants of e-commerce usage and repurchase intention

Abstract

Nowadays, companies know that keeping customers engaged is essential to increase their loyalty. The main goal of this study is to understand the impact of gamification and reputation on the intention of repurchase in ecommerce. Gamification corresponds to the regular usage of game elements in non-game context. This study purposes a theoretical model indicating the determinants of repurchase intention. Here we present an empirical study (survey collected data) within a real e-commerce usage context. Data were analysed with SEM/PLS method. Results indicate a positive impact of trust on the intention to use of e-commerce, on buy frequency and on repurchase intention. Ease of use, usefulness of e-commerce platforms affect intension to use. We verified the impact of reputation on trust, as well as the impact of gamification on the effective use of the e-commerce platforms. Results indicate that gamified e-commerce websites determine usage and use positively influences repurchase intention in e-commerce context.

Drivers of digital transformation adoption: A weight and meta-analysis

“…It denotes the need for customization and essential characteristics like usability, utility, user experience, and ease of learning ( Venkatesh et al., 2003 , 2012 ) for DT adoption, convergent with previous studies ( Baudier et al., 2020 ; Chopdar et al., 2018 ; Kamolsook et al., 2019 ; Khaksar et al., 2021 ; Pillai et al., 2020 ). Similar to the findings, a recent study by Aparicio et al. (2021) shows that usefulness and ease of use are determinants of the e-commerce platforms' use intentions.…”

Drivers of Digital Transformation Adoption: A Weight and Meta-Analysis

“…It denotes the need for customization and essential characteristics like usability, utility, user experience, and ease of learning (Venkatesh et al, 2003(Venkatesh et al, , 2012 for DT adoption, convergent with previous studies (Baudier et al, 2020;Chopdar et al, 2018;Kamolsook et al, 2019;Khaksar et al, 2021;Pillai et al, 2020). Similar to the findings, a recent study by Aparicio et al (2021) shows that usefulness and ease of use are determinants of the e-commerce platforms' use intentions. Contrarily, negative results were found between behavioral intentions to ease of use (Çera et al, 2020) and usefulness (Sobti, 2019).…”

Gamifikasi, Pemasaran di Era Digital: Studi pada Pengguna Game Fantasy Premier League di Indonesia

“…Hubungan daring saja tidaklah cukup sehingga hubungan luring pun juga diperlukan, salah satunya melalui gamifikasi (Kotler et al, 2017). Gamifikasi dipandang dapat meningkatkan brand loyalty, positive word of mouth, (Gabe Zichermann & Cunningham, 2011;Hsu & Chen, 2018), serta pembelian kembali (Aparicio, Costa, & Moises, 2021;Chrisnathaniel, Hartini, & Rahayu, 2021).…”