 How gamification affects online shopping behavior: An approach with youngsters (aged 16 – 30)Dinh Tien Minh, Le Vu Lan Oanh and Nguyen Diem Quynh Cogent Business & Management, 2023, vol. 10, issue 3, 2256076 Abstract: Online shopping has grown in popularity over the past few years, particularly in the context of COVID-19. Gamification is also progressively emerging as an ideal means to boost motivation and encourage community engagement. This study attempts to identify the variables influencing young Vietnamese people’s willingness to adopt gamification and its impact on their buying habits in order to suggest practical solutions for business marketing initiatives. The study uses a quantitative research approach with simple random sampling (n = 230). The number of valid samples officially included in the study is 288 as a consequence of the survey results. The results suggest that the following elements significantly impact the intention to adopt gamification: favorable circumstances, effort expectations, social influence, and performance expectations. These have a 54.1 percent impact on gamification acceptance intent and a 29.6 percent impact on online shopping behavior. Finally, the study’s findings are used to make various suggestions to improve gamification’s effectiveness in marketing activities. Date: 2023 Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:taf:oabmxx:v:10:y:2023:i:3:p:2256076 Ordering information: This journal article can be ordered from DOI: 10.1080/23311975.2023.2256076 Access Statistics for this article Cogent Business & Management is currently edited by Len Tiu Wright and Tahir Nisar More articles in Cogent Business & Management from Taylor & Francis Journals |
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