Gamification and reputation: key determinants of e-commerce usage and repurchase intention

Area of Science:

• Business
• Marketing
• Human-Computer Interaction

Background:

• Customer engagement and loyalty are critical for e-commerce success.
• Understanding factors influencing repurchase intention is vital for online businesses.
• Gamification and online reputation are increasingly recognized as key drivers in consumer behavior.

Purpose of the Study:

• To investigate the impact of gamification and online reputation on repurchase intention in e-commerce.
• To develop and test a theoretical model of repurchase intention determinants.
• To analyze the mediating roles of trust and platform usage.

Main Methods:

• Empirical study utilizing survey data from e-commerce users.
• Structural Equation Modeling (SEM/PLS) for data analysis.
• Testing a theoretical model within a real-world e-commerce context.

Main Results:

• Trust positively influences e-commerce usage intention, purchase frequency, and repurchase intention.
• Ease of use and usefulness of e-commerce platforms affect usage intention.
• Online reputation positively impacts customer trust.
• Gamification positively influences the effective use of e-commerce platforms.
• Platform usage, driven by gamification, positively affects repurchase intention.

Conclusions:

• Gamified e-commerce platforms enhance user engagement and drive repeat purchases.
• Building customer trust through reputation management is crucial for e-commerce success.
• Integrating game elements can be an effective strategy to increase customer loyalty and purchase frequency.