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

• المؤلفون الرئيسيون: Abella, Jeremy Ryan G., Chua, Sean Allison D., Mang, Hong Ka, Tan Mo, Kent Paul C.
• التنسيق: text
• اللغة: English
• منشور في: Animo Repository 2023
• الموضوعات: Customer loyalty programs; Customer loyalty; Gamification; Electronic commerce; E-Commerce; Marketing
• الوصول للمادة أونلاين: 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

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...