Integrate in-game entertainment activities into non-game applications: Explore gamification in loyalty activities to increase consumer loyalty in e-commerce within the scope of Metro Manila

• Main Authors: Abella, Jeremy Ryan G., Chua, Sean Allison D., Mang, Hong Ka, Tan Mo, Kent Paul C.
• Format: text
• Language: English
• Published: Animo Repository 2023
• Subjects: Customer loyalty programs; Customer loyalty; Gamification; Electronic commerce; E-Commerce; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdb_dsi/173; https://animorepository.dlsu.edu.ph/context/etdb_dsi/article/1174/viewcontent/Integrate3_In_Game_Entertainment_Activities_Into_Non_Game_Applicat_Redacted.pdf
• Institution: De La Salle University

This research analysis was conducted to examine the influence of gamified loyalty programs on customer satisfaction and purchase intention among Shopee users in Metro Manila, with intrinsic motivation as a moderating variable, and its indirect impact on customer loyalty. Data was collected from a mi...