MEASURING THE INFLUENCE OF GAMIFICATION FEATURES TO NEEDS SATISFACTION, THE CASE OF SHOPEE TANAM GAME

• Main Author: Shania D P B, Angelica
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57360
• Institution: Institut Teknologi Bandung

Following the era of digital retail strategy, gamification has become an essential service marketing technique used by e-commerce companies. Studies have shown that gamification marketing increases customer satisfaction through the usage of gamification features as parts of gamification mechanics which later contributes to leverage brand equity. This impact can be met by satisfying the user's intrinsic motivation needs in order to produce enjoyment in gamification activity. However, negative consequences of marketing gamification may occur, one of which is boredom phenomenon that leads to brand equity obstruction. Previous researchers found that the satisfaction of intrinsic motivation in Self-Determination Theory, consists of autonomy; competence; and relatedness needs, negatively influence boredom. Therefore, user boredom can actually be prevented by maintaining user intrinsic motivation need satisfaction. Unfortunately, hasn’t been any further research about user boredom related to the intrinsic motivation need satisfaction in the marketing gamification activity. Therefore, the purpose of this research is to examine the relationship between gamification features, intrinsic need satisfaction, and user boredom at e-commerce businesses 399 respondents across Indonesia. The data were gathered using online questionnaire with 7 Likert-scale items to people who have played Shopee Tanam, obtained through judgmental sampling technique, to do self-report. Furthermore, the data were analyzed using SmartPLS with SEM model to examine the relationship among latent variables. According to the findings, immersion–related gamification features are positively related to autonomy need satisfaction. Achievement–related gamification features have a significant positive relationship with satisfaction of competence needs. Social–related gamification features positively influence relatedness need satisfaction. It also has direct negative influence to Boredom without mediating effect from relatedness need satisfaction. Boredom is negatively associated with the satisfaction of the three psychological needs. However, autonomy and relatedness needs have little influence on boredom, while only competence need which negatively influence boredom. To summarize the study, gamification interaction has a positive influence on intrinsic motivation needs satisfaction, whereas intrinsic motivation competence need satisfaction has been shown to have a negative influence on user boredom. Hence, gamification developers should pay attention on achievement –related and social –related gamification features as influencing variables of user boredom. Although immersion –related gamification features don’t contribute to boredom prevention, it increases user autonomy need satisfaction as a part of intrinsic motivation.