Integrating Gamification and TAM to Drive Purchase Intention in E-Commerce
DOI:
https://doi.org/10.37535/104006120266Keywords:
Technology acceptance model, gamification, purchase intention, sales promotion, e-commerceAbstract
This paper filled a research gap by integrating gamification and adopting the Technology Acceptance Model (TAM) framework to explore purchase intention among e-commerce users through sales promotion as mediating factors. Gamification, the implementation of game elements in marketing activities, offers an alternative strategy to enhance customer purchase intention. Using a survey method, this study collected 400 valid questionnaires from active e-commerce users in DKI Jakarta who utilize the gamification features. This finding reveal that Perceived Ease of Use and Social Influence positively influence purchase intention. Furthermore, Perceived Usefulness and Perceived Enjoyment positively influence purchase intention through the mediation of Sales Promotion. These findings offer practical guidance for business owners on leveraging gamification to increase purchase intention.
References
Ashraf, A.R., Thongpapanl, N. and Auh, S. (2014). The Application of the Technology Acceptance Model under Different Cultural Contexts: The Case of Online Shopping Adoption. Journal of International Marketing, 22, 68-93. http://dx.doi.org/10.1509/jim.14.0065
Azhar, M., Akhtar, M.J., Rahman, M.N., & Khan, F.A. (2023). Measuring buying intention of generation Z on social networking sites: an application of social commerce adoption model. Journal of Economic and Administrative Sciences, 41(3), 979-1001. https://doi.org/10.1108/JEAS-02-2022-0047
Belch, G. E., & Belch, M. A. (2017). Advertising and promotion: An integrated marketing communications perspective (11th ed.). McGraw-Hill.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008
Erdmann, A., Mas, J. M., & Obesso, M. d. (2023). Disruptive technologies: How to influence price sensitivity triggering consumers’ behavioural beliefs. Journal of Business Research, 158, 113645. https://doi.org/10.1016/j.jbusres.2023.113645
García-Jurado, A., Castro-González, P., Torres-Jiménez, M., & Leal-Rodríguez, A. L. (2019). Evaluating the role of gamification and flow in e-consumers: millennials versus generation X. Kybernetes, 48(6), 1278-1300. https://doi.org/10.1108/K-07-2018-0350
Gefen, D., & Larsen, K. R. (2017). Controlling for Lexical Closeness in Survey Research: A Demonstration on the Technology Acceptance Model. Journal of the Association for Information Systems, 18(10), 727-757. https://doi.org/10.17705/1jais.00469
Hamari, J., Koivisto, J., & Sarsa, H. (2014). Does Gamification Work? -- A Literature Review of Empirical Studies on Gamification. 2014 47th Hawaii International Conference on System Sciences, 3025-3034. https://doi.org/10.1109/HICSS.2014.377
Harwood, T., & Gary, T. (2015). An investigation into gamification as a customer engagement experience environment. Journal of Services Marketing, 29(6/7), 533-546. https://doi.org/10.1108/JSM-01-2015-0045
Hofacker, C. F., Ruyter, K.D., Lurie, N. H., Manchanda, P., & Donaldson, J. (2016). Gamification and mobile marketing. Journal of Interactive Marketing, 34(1), 25-36. http://dx.doi.org/10.1016/j.intmar.2016.03.001
Huang, S., & Zhao, Y. (2023). How Uncertain Promotions Affect Inaction Inertia in an Online Retail Context. International Journal of Electronic Commerce, 27(3), 385-405. https://doi.org/10.1016/j.intmar.2016.03.001
Juniwati. (2015). Pengaruh perceived ease of use, enjoyment dan trust terhadap repurchase intention dengan customer satisfaction sebagai intervening pada belanja online (Studi pada mahasiswa Universitas Tanjungpura Pontianak). Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK), 4(1), 140-156. https://doi.org/10.26418/jebik.v4i1.11465
Kamase, H. P. (2012). Perluasan model penerimaan teknologi terhadap kegunaan dan kemudahan penggunaan persepsian. Lembaga Pengkajian Pembaharuan Hukum dan Kebijakan Publik (LP2HKP).
Kian, T. P., Boon, G. H., Fong, S.W.L., & Ai, Y. J. (2017). Factors that influence the consumer purchase intention in social media websites. International Journal of Supply Chain Management, 6(4), 208-214.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education Limited.
Lee, J., & Jin, C. (2019). The role of gamification in brand app experience: The moderating effects of the 4Rs of app marketing. Cogent Psychology, 6(1). https://doi.org/10.1080/23311908.2019.1576388
Liang, Y., Lee, S., & Workman, J. E. (2019). Implementation of Artificial Intelligence in Fashion: Are Consumers Ready? Clothing and Textiles Research Journal, 38(1), 3-18. https://doi.org/10.1177/0887302X19873437
Liat, C.B., & Wuan, Y.S. (2014). Factors Influencing Consumers' Online Purchase Intention: A Study among University Students in Malaysia. International Journal of Liberal Arts and Social Science, 2(8), 121-133.
Longdong, E. Y. E., & Pangemanan, S. S. (2015). Analyzing the effect of virtual atmospheric cues, sales promotions, and situational factors on online impulse buying in Canada. Jurnal EMBA, 3(3), 119-129.
Narayanaswamy, R., & Heiens, R. A. (2018). Online sales promotion in hedonic versus utilitarian product categories. International Journal of Electronic Marketing and Retailing, 9(1), 77-88. https://doi.org/10.1504/IJEMR.2018.088590
Nguyen, Q. H., Hanh, T. T., Hanh, N. L. M., Nhi, N. D. L., Anh, D. N., & Linh, H. T. (2025). The impacts of virtual try-on for online shopping on consumer purchase intention: the moderating role of technology experience. Cogent Business & Management, 12(1). https://doi.org/10.1080/23311975.2025.2500774
Nugroho, A. R., & Irena, A. (2017). The Impact of Marketing Mix, Consumer's Characteristics and Psychological Factors to Consumer's Purchase Intention on Brand "W" in Surabaya. iBuss Management, 5(1), 55-69.
Putra, A. E., Husada, F., & Fianto, L. (2024). Marketing Communication Strategy in Peer-to-Peer Lending for Indodana Online Loan Services to Appeal to Millennial Customers. Journal of Research on Business and Tourism, 4(1), 32-45. https://doi.org/10.37535/104004120243
Pham, M., Nguyen, T. H. T., Le, L. T. M., Nguyen, V. T. T., Tran, H. Y., & Lam, B. Q. (2025). From Enjoyment to Action: How Sales Promotion Amplifies the Hedonic Benefits of Influencer Credibility on Purchase Intention? Journal of Promotion Management, 31(8), 1179-1193. https://doi.org/10.1080/10496491.2025.2602131
Schulze, C., Schöler, L. & Skiera, B. (2014). Not all fun and games: viral marketing for utilitarian products. Journal of Marketing, 78(1), 1-19. https://doi.org/10.1509/jm.11.0528
Tam, T. V., Tien, N. H., & Banka, M. (2024). Identifying gamification factors for digital banking service users in Vietnam: Extending TAM model with gamification and perceived value. Cogent Business & Management, 11(1), 2398730. https://doi.org/10.1080/23311975.2024.2398730
Tobon, S., Ruiz-Alba, J. L., & García-Madariaga, J. (2020). Gamification and Online Consumer Decisions: is the Gameover? Decision Support Systems, 128, 113167. https://doi.org/10.1016/j.dss.2019.113167
Tong, T., Xu, X., Yan, N., & Xu, J. (2022). Impact of different platform promotions on online sales and conversion rate: The role of business model and product line length. Decision Support Systems, 156, 113746. https://doi.org/10.1016/j.dss.2022.113746
Venkatesh, V., Morris, M. G., Davis, G. B., Davis, F. D. (2003). User Acceptance of Information Technology: Toward a Unified View. MIS Quarterly, 27(3), 425-478.
Ventre, I., & Kolbe, D. (2020). The Impact of Perceived Usefulness of Online Reviews, Trust and Perceived Risk on Online Purchase Intention in Emerging Markets: A Mexican Perspective. Journal of International Consumer Marketing, 32(4), 287-299. https://doi.org/10.1080/08961530.2020.1712293
Vishwakarma, P., Mukherjee, S., & Datta, B. (2020). Travelers’ intention to adopt virtual reality: A consumer value perspective. Journal of Destination Marketing & Management, 17(4), 100456. https://doi.org/10.1016/j.jdmm.2020.100456
Wang, E. S., & Chou, N. P. (2014). Consumer Characteristics, Social Influence, and System Factors on Online Group-Buying Repurchasing Intention. Journal of Electronic Commerce Research, 15(2), 119-132.
Wang, M., Sun. L. L., Hou, J. D. (2021). ow Emotional Interaction Affects Purchase Intention in Social Commerce: The Role of Perceived Usefulness and Product Type. Psychology Research and Behavior Management, 14, 467-481. https://doi.org/10.2147/PRBM.S301286
Wu, B., & Chen, X. (2017). Continuance intention to use MOOCs: Integrating the technology acceptance model (TAM) and task technology fit (TTF) model. Computers in Human Behavior, 67, 221-232. https://doi.org/10.1016/j.chb.2016.10.028
Yang, Y., Asaad, Y., & Dwivedi, Y. (2017). Examining the impact of gamification on intention of engagement and brand attitude in the marketing context. Computers in Human Behavior, 73, 459-469. https://doi.org/10.1016/j.chb.2017.03.066
Ye, L. R., & Zhang, H. (2014). Sales Promotion and Purchasing Intention: Applying the Technology Acceptance Model in Consumer-to-Consumer Marketplaces. International Journal of Business, Humanities and Technology, 4(3).
Yin, X., Wang, H., Xia, Q., & Gu, Q. (2019). How Social Interaction Affects Purchase Intention in Social Commerce: A Cultural Perspective. Sustainability, 11(8), 2423. https://doi.org/10.3390/su11082423
Zhang, T., Wang, W. Y. C., Cao, L., & Wang, Y. (2019). The role of virtual try-on technology in online purchase decision from consumers’ aspect. Internet Research, 29(3), 529-551. https://doi.org/10.1108/IntR-12-2017-0540
