TY - JOUR
T1 - The Consequences of Gamification in Mobile Commerce Platform Applications
AU - Bouzaabia, Olfa
AU - Arbia, Mohamed Ben
AU - Varón, David Juarez Juárez
AU - Chui, Kwok Tai
N1 - Publisher Copyright:
© 2024 IGI Global. All rights reserved.
PY - 2024
Y1 - 2024
N2 - Gamification in mobile apps has a research gap, given the potential for gamification to enhance user repurchase intention in a mobile commerce context. This research investigates the concept of gamified m-commerce platform application through the lenses of customer experience and repurchase intention. The study proposes an empirical model to examine the relationship between hedonic value, utilitarian value, customer experience, and repurchase intention in the context of mobile commerce platform application. It is underscoring the importance of exploring the application of gamified m-commerce platforms and their impact on customer experience and repurchase intention. The findings contribute to the existing body of literature on online retail by offering new insights into the implications of gamified m-commerce platform applications. A quantitative research approach was employed, and an online questionnaire was used to gather data. The collected data from a sample of 270 mobile commerce shoppers was analyzed. The results supported all direct hypothesized associations among variables.
AB - Gamification in mobile apps has a research gap, given the potential for gamification to enhance user repurchase intention in a mobile commerce context. This research investigates the concept of gamified m-commerce platform application through the lenses of customer experience and repurchase intention. The study proposes an empirical model to examine the relationship between hedonic value, utilitarian value, customer experience, and repurchase intention in the context of mobile commerce platform application. It is underscoring the importance of exploring the application of gamified m-commerce platforms and their impact on customer experience and repurchase intention. The findings contribute to the existing body of literature on online retail by offering new insights into the implications of gamified m-commerce platform applications. A quantitative research approach was employed, and an online questionnaire was used to gather data. The collected data from a sample of 270 mobile commerce shoppers was analyzed. The results supported all direct hypothesized associations among variables.
KW - Customer experience
KW - Gamification
KW - Hedonic value
KW - Repurchase intention
KW - Utilitarian value
KW - m-commerce platform application
UR - http://www.scopus.com/inward/record.url?scp=85185159626&partnerID=8YFLogxK
U2 - 10.4018/IJSWIS.337599
DO - 10.4018/IJSWIS.337599
M3 - Article
AN - SCOPUS:85185159626
SN - 1552-6283
VL - 20
JO - International Journal on Semantic Web and Information Systems
JF - International Journal on Semantic Web and Information Systems
IS - 1
ER -