Tác động của trò chơi hóa đến ý định mua hàng của người dùng trên ứng dụng thương mại điện tử Shopee

Abstract

The purpose of the article is to evaluate the impact of gamification on consumers’ purchase intention on the Shopee e-commerce application. Data were collected through a questionnaire survey. Through a survey of 140 Shopee users in Vietnam from October 2022 to December 2022, the article determined the impact of gamification elements on the purchase intention of participants playing on the Shopee e-commerce application. After that, the data were processed through the following steps: Descriptive statistics, Cronbach’s Alpha Reliability, Exploratory Factor Analysis, Pearson Correlation Coefficient Analysis, Regression Program with the support of SPSS 20.0 software. The result has shown that there are 04 elements of gamification that have a positive impact on participants’ online purchase intention. In particular, the decreasing levels of impact are: Reward, Control, Capacity development, Sociality.