How does gamification in an e-commerce platform drive customer experience of selected accounting students? The mediating roles of perceived enjoyment and brand engagement

• Main Authors: Caponpon, Jude S., Simbillo, Janus Aries Q., Ricafrente, Mark Ivan Leo D.
• Format: text
• Published: Animo Repository 2023
• Subjects: Gamification; Electronic commerce; Consumer behavior; Accounting; E-Commerce; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/faculty_research/11612
• Institution: De La Salle University

This study explores gamification's impact on customer experience in e-commerce, with perceived enjoyment and brand engagement as mediators. It aims to provide marketing insights for improving customer experience, retention, and engagement through gamification—a strategy that creates positive experiences via game elements in non-gaming contexts, positively affecting consumer buying behavior. Existing literature supports gamification's significant positive influence on customer experience, particularly in hedonic and novelty dimensions. This research addresses this gap by assessing gamification's influence on customer experience, considering brand engagement and perceived enjoyment as influencing factors. Undergraduate Accountancy students who experienced gamification in a Philippine e-commerce platform were purposively sampled, and data was collected through online surveys. The results show gamification significantly enhances customer experience and brand engagement, with no significant impact on perceived enjoyment. Additionally, brand engagement mediates the relationship between perceived enjoyment and customer experience, while perceived enjoyment doesn't mediate the gamification-customer experience link. These findings have crucial implications for businesses aiming to enhance e-commerce experiences, leading to increased purchase intent, retention, and engagement. Leveraging gamification can positively impact customer experience, fostering behavioral satisfaction, loyalty, and purchase intent, with brand engagement as a mediator. This research can guide businesses in refining their gamification strategies for a competitive edge in the online marketplace. Future research should consider study limitations, such as sampling techniques and respondent location, for result generalizability.