Impact of Gamification Elements on Live Streaming E-Commerce (Live Commerce)

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Live commerce is a new type of social commerce that involves live-streaming shopping (LSS). This method enables real-time and interactive communication between consumers. Nevertheless, research examining the effects of gamification in LSS, particularly in Indonesia, is scarce. Therefore, this study examines the relationships between gamification, consumer engagement, and purchase intention in the realm of live commerce. The empirical validation of the research model is achieved through the administration of an online survey in the form of a questionnaire to LSS viewers. This study demonstrates, via sampling-based analysis of 400 questionnaires, that gamification elements (including social and achievement-based components) can increase customers' engagement (consisting of a sense of presence and immersion), motivation (autonomy, competence, and relatedness), and purchase intent. Furthermore, the indirect effects of achievement and social status on purchase intention are significantly mediated by a sense of presence, whereas immersion does not serve as a mediator for these effects. By incorporating achievement and social elements into LSS programs, retailers and brands can increase consumers' sense of presence, immersion, and intent to purchase. More so than immersion, they should prioritize presence strategically to achieve their LSS objectives. The implications of this study focus on Indonesian users of e-commerce applications with live streaming capabilities. This research can be used to assess the perceived impact of gamification in the context of e-commerce live streaming and the significance of gamification to their overall experience. According to these findings, there is a difference that is statistically significant between autonomy and achievement. This difference has a significant impact on consumer behavior, driving engagement and purchase intention, with the original sample method demonstrating positive value. These findings suggest an adaptive difficulty, namely real-time analysis that adjusts the game's difficulty level to suit the player's skill level.