The impacts of gamification designs on consumer purchase: A use and gratification theory perspective
Electronic Commerce Research and Applications(2023)
Abstract
•Gamification services are interesting, popular, and important in e-commerce ecosystems.•Three features of gamification designs are identified and investigated.•Use and gratification theory integrates the gamification and shopping contexts.•The mechanisms of integration benefits are strengthened when relevance is high.
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Key words
Gamification design,Use and gratification theory,Self-determination theory,Purchase intentions
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