The role of gamification, social, hedonic and utilitarian values on e-commerce adoption

The role of gamification, social, hedonic and utilitarian values on e-commerce adoption

Purpose – The purpose of this study is to investigate the factors influencing intention to continue using and spreading the word of mouth for e-commerce applications in the gamification context. Design/methodology/approach – Using primary data from an online questionnaire, 219 users of e-commerce ap...

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Bibliographic Details
Main Authors: Kunthi Afrilinda Kusumawardani, Hanif Adinugroho Widyanto, Jessica Eva Gloria Tambunan
Format: Article
Language:English
Published: Emerald Publishing 2023-08-01
Series:Spanish Journal of Marketing-ESIC
Subjects:
Gamification
Behavioural intention
Network exposure
Attitude
Social motivations
Hedonic
Online Access:https://www.emerald.com/insight/content/doi/10.1108/SJME-09-2022-0188/full/pdf

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https://www.emerald.com/insight/content/doi/10.1108/SJME-09-2022-0188/full/pdf

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