Abstract
Purpose: This study aims to assess the impact of hedonic motivation, social influence, gamification, and education level in the adoption of mobile shopping in Jakarta, Indonesia. Theoretical Framework: This study is based on the Social Cognitive Theory. This Theory is that human behavior originates from personal interactions (e.g., values, self-efficacy, outcome expectations), environment (e.g., other people's behavior, feedback), and behavioral factors (e.g., previous behavior), which are causal reciprocals triadic. Method: This research is quantitative and descriptive, with survey data collection. The research population consisted of undergraduate and graduate students using the Shopee application, a company engaged in mobile commerce. The sample consisted of consumers who agreed to participate in the survey, totaling 290 respondents. The research consisted of 5 variables: hedonic motivation, social influence, gamification, education level, and behavioral intention. Results and conclusion: The results indicate that hedonic motivation, social influence, gamification, and education level have a positive effect on behavioral intention to adopt mobile shopping. Research Implications: This study has practical implications for mobile shopping adoption. This is because this study emphasizes that the involvement of undergraduate and graduate students produces behavioral intentions in adopting mobile shopping. Consumers view hedonic motivation, social influence, gamification, and education level as essential in behavioral intentions to realize mobile shopping adoption. Originality/value: This research brings novelty by focusing on the education level in mobile shopping adoption. This also shows that developing hedonic motivation and social influence impacts engaging consumers and can strengthen their behavioral intentions, especially when combined with gamification.
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