Does gamification engage users in online shopping?

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....

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Detalles Bibliográficos
Autores: García-Jurado, Alejandro, Torres-Jiménez, Mercedes, Leal Rodríguez, Antonio Luis, Castro-González, Pilar
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2021
País:España
Institución:Universidad de Sevilla (US)
Repositorio:idUS. Depósito de Investigación de la Universidad de Sevilla
OAI Identifier:oai:idus.us.es:11441/128211
Acceso en línea:https://hdl.handle.net/11441/128211
https://doi.org/10.1016/j.elerap.2021.101076
Access Level:acceso abierto
Palabra clave:Gamification
Engagement
PLS-SEM
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spelling Does gamification engage users in online shopping?García-Jurado, AlejandroTorres-Jiménez, MercedesLeal Rodríguez, Antonio LuisCastro-González, PilarGamificationEngagementPLS-SEMSince 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.ElsevierAdministración de Empresas y Marketing2021info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://hdl.handle.net/11441/128211https://doi.org/10.1016/j.elerap.2021.101076reponame:idUS. Depósito de Investigación de la Universidad de Sevillainstname:Universidad de Sevilla (US)InglésElectronic Commerce Research and Applications, 48, 101076.https://doi.org/10.1016/j.elerap.2021.101076info:eu-repo/semantics/openAccessoai:idus.us.es:11441/1282112026-06-17T12:51:07Z
dc.title.none.fl_str_mv Does gamification engage users in online shopping?
title Does gamification engage users in online shopping?
spellingShingle Does gamification engage users in online shopping?
García-Jurado, Alejandro
Gamification
Engagement
PLS-SEM
title_short Does gamification engage users in online shopping?
title_full Does gamification engage users in online shopping?
title_fullStr Does gamification engage users in online shopping?
title_full_unstemmed Does gamification engage users in online shopping?
title_sort Does gamification engage users in online shopping?
dc.creator.none.fl_str_mv García-Jurado, Alejandro
Torres-Jiménez, Mercedes
Leal Rodríguez, Antonio Luis
Castro-González, Pilar
author García-Jurado, Alejandro
author_facet García-Jurado, Alejandro
Torres-Jiménez, Mercedes
Leal Rodríguez, Antonio Luis
Castro-González, Pilar
author_role author
author2 Torres-Jiménez, Mercedes
Leal Rodríguez, Antonio Luis
Castro-González, Pilar
author2_role author
author
author
dc.contributor.none.fl_str_mv Administración de Empresas y Marketing
dc.subject.none.fl_str_mv Gamification
Engagement
PLS-SEM
topic Gamification
Engagement
PLS-SEM
description 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.
publishDate 2021
dc.date.none.fl_str_mv 2021
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv https://hdl.handle.net/11441/128211
https://doi.org/10.1016/j.elerap.2021.101076
url https://hdl.handle.net/11441/128211
https://doi.org/10.1016/j.elerap.2021.101076
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv Electronic Commerce Research and Applications, 48, 101076.
https://doi.org/10.1016/j.elerap.2021.101076
dc.rights.none.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Elsevier
publisher.none.fl_str_mv Elsevier
dc.source.none.fl_str_mv reponame:idUS. Depósito de Investigación de la Universidad de Sevilla
instname:Universidad de Sevilla (US)
instname_str Universidad de Sevilla (US)
reponame_str idUS. Depósito de Investigación de la Universidad de Sevilla
collection idUS. Depósito de Investigación de la Universidad de Sevilla
repository.name.fl_str_mv
repository.mail.fl_str_mv
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