Academic Journal of Business & Management, 2023, 5(24); doi: 10.25236/AJBM.2023.052405.
Lei Gao, Xiaokang Zhao
Glorious Sun School of Business and Management, Donghua University, Shanghai, 200051, China
Gamification is considered one of the most effective marketing strategies for the future, enhancing the appeal of products or services to consumers. In recent years, major mobile e-commerce platforms have increased their degree of gamification. While previous research has suggested that mobile e-commerce might stimulate consumers' impulsive buying behavior, the extent to which gamification influences users' impulsive buying behavior remains largely unexplored. Against the backdrop of the Double Eleven shopping festival on e-commerce platforms, this study designed two interfaces with varying degrees of gamification and employed a scenario-based experimental method to measure the effects of gamification on users' perceived enjoyment and social interaction, as well as impulsive buying behavior. The findings indicate that on e-commerce platforms with a higher degree of gamification, users exhibit stronger impulsive buying behavior. Furthermore, the results empirically support the role of perceived enjoyment and social interaction as motivational mechanisms of gamification and predictive factors for users' impulsive buying behavior. These insights contribute to a deeper understanding of the mechanisms of gamification for e-commerce platform designers and provide theoretical support for their endeavors.
Gamification, Impulse Buying, M-commerce, Double Eleven shopping Festival
Lei Gao, Xiaokang Zhao. The impact of gamification of m-commerce platforms on users' impulse buying behavior. Academic Journal of Business & Management (2023) Vol. 5, Issue 24: 28-35. https://doi.org/10.25236/AJBM.2023.052405.
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