Consequences of user experience in a gamified e-commerce platform
User experience is essential to any gamified domain, which indicates how a person feels when interacting with the system and it produces some definite consequences. In e-commerce, gamification is increasingly applied as a design strategy while improving various behavioral outcomes. This study explor...
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| Format: | Article |
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Academy of Taiwan Information Systems Research
2022
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| _version_ | 1796866994664898560 |
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| author | Mominzada, Tamana Abd. Rozan, Mohd. Zaidi Aziz, Najim Ahmad |
| author_facet | Mominzada, Tamana Abd. Rozan, Mohd. Zaidi Aziz, Najim Ahmad |
| author_sort | Mominzada, Tamana |
| collection | ePrints |
| description | User experience is essential to any gamified domain, which indicates how a person feels when interacting with the system and it produces some definite consequences. In e-commerce, gamification is increasingly applied as a design strategy while improving various behavioral outcomes. This study explores the consequences of user experience and its role in a gamified e-commerce platform. Hence, a conceptual model of user experience in a gamified e-commerce platform is proposed. The Model aims at finding the effects of gamification on user experience and the consequences that arise. It was statistically tested and validated through a quantitative research approach. An online survey questionnaire acted as the main instrument for data collection and subsequently, the PLS-SEM method was utilized for analyses. The results indicated that in e-commerce, gamification affects user experience positively. This gamified user experience creates satisfied users and enhances their purchasing attitude. Users thus developed a love for a particular brand and become loyal customers of the products. They will also contribute to business growth by spreading positive word of mouth. Finally, the intention of users to engage with a platform is also improved. |
| first_indexed | 2024-03-05T21:20:32Z |
| format | Article |
| id | utm.eprints-101074 |
| institution | Universiti Teknologi Malaysia - ePrints |
| last_indexed | 2024-03-05T21:20:32Z |
| publishDate | 2022 |
| publisher | Academy of Taiwan Information Systems Research |
| record_format | dspace |
| spelling | utm.eprints-1010742023-05-25T04:13:11Z http://eprints.utm.my/101074/ Consequences of user experience in a gamified e-commerce platform Mominzada, Tamana Abd. Rozan, Mohd. Zaidi Aziz, Najim Ahmad HB615-715 Entrepreneurship. Risk and uncertainty. Property User experience is essential to any gamified domain, which indicates how a person feels when interacting with the system and it produces some definite consequences. In e-commerce, gamification is increasingly applied as a design strategy while improving various behavioral outcomes. This study explores the consequences of user experience and its role in a gamified e-commerce platform. Hence, a conceptual model of user experience in a gamified e-commerce platform is proposed. The Model aims at finding the effects of gamification on user experience and the consequences that arise. It was statistically tested and validated through a quantitative research approach. An online survey questionnaire acted as the main instrument for data collection and subsequently, the PLS-SEM method was utilized for analyses. The results indicated that in e-commerce, gamification affects user experience positively. This gamified user experience creates satisfied users and enhances their purchasing attitude. Users thus developed a love for a particular brand and become loyal customers of the products. They will also contribute to business growth by spreading positive word of mouth. Finally, the intention of users to engage with a platform is also improved. Academy of Taiwan Information Systems Research 2022 Article PeerReviewed Mominzada, Tamana and Abd. Rozan, Mohd. Zaidi and Aziz, Najim Ahmad (2022) Consequences of user experience in a gamified e-commerce platform. International Journal of Electronic Commerce Studies, 13 (1). pp. 113-136. ISSN 2073-9729 http://dx.doi.org/10.7903/ijecs.2004 DOI: 10.7903/ijecs.2004 |
| spellingShingle | HB615-715 Entrepreneurship. Risk and uncertainty. Property Mominzada, Tamana Abd. Rozan, Mohd. Zaidi Aziz, Najim Ahmad Consequences of user experience in a gamified e-commerce platform |
| title | Consequences of user experience in a gamified e-commerce platform |
| title_full | Consequences of user experience in a gamified e-commerce platform |
| title_fullStr | Consequences of user experience in a gamified e-commerce platform |
| title_full_unstemmed | Consequences of user experience in a gamified e-commerce platform |
| title_short | Consequences of user experience in a gamified e-commerce platform |
| title_sort | consequences of user experience in a gamified e commerce platform |
| topic | HB615-715 Entrepreneurship. Risk and uncertainty. Property |
| work_keys_str_mv | AT mominzadatamana consequencesofuserexperienceinagamifiedecommerceplatform AT abdrozanmohdzaidi consequencesofuserexperienceinagamifiedecommerceplatform AT aziznajimahmad consequencesofuserexperienceinagamifiedecommerceplatform |