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 ex...