Gamification in Social Commerce: When Game and Social Elements Drive Engagement and Purchase Intention

Abstract

Although topics of gamification and social commerce attract high interest from scholars, their mix impact on customer engagement has not been investigated. This research aims to identify the impact of game and social elements on customer meaningful engagement in gamification in social commerce context. The mixed method is used. First, this study implements netnography as qualitative research to explore the game elements, social elements and specific behaviors of customers through online discussion. Second, this study proposes a research framework based on the results of netnography analysis and related literature. Third, we conducted quantitative research using PLS-SEM to test the proposed hypothesis and research framework. The findings show that game elements (i.e., challenges, collaboration) and social elements (i.e., social support, social presence) positively influence customer meaningful engagement (i.e., cognitive absorption, stickiness and purchasing intention) through interactivity. However, when it comes to the context of gamification in social commerce, social elements have a greater impact than gamification design elements.