The impact of gamification on gen z consumers' purchase intentions on E-commerce platforms in Ho Chi Minh City

Abstract

The explosive rise of e-commerce, especially in Gen Z consumers in Ho Chi Minh City, highlights the importance of innovative strategies like gamification to enhance user engagement and purchase behaviors. This study applies S-O-R model to explore how gamification acts as a stimulus that influences customer engagement and experience (organism), ultimately driving loyalty and purchase intention (response). Data were collected from 327 respondents aged 15 to 27 through an online survey utilizing a structured questionnaire with a 5-point Likert scale. Using PLS-SEM for data analysis, the findings demonstrate that gamification greatly improves customer experience and engagement, which mediate its effects on loyalty and purchase intention. This study offers e-commerce companies a theoretical framework and useful insights to improve customer satisfaction, gamification tactics, and competitive advantage by incorporating the SOR model. By providing cultural and regional insights into the use of gamification in a variety of markets, the study also adds to the body of literature on the topic.