Abstract
Gamification in mobile apps has a research gap, given the potential for gamification to enhance user repurchase intention in a mobile commerce context. This research investigates the concept of gamified m-commerce platform application through the lenses of customer experience and repurchase intention. The study proposes an empirical model to examine the relationship between hedonic value, utilitarian value, customer experience, and repurchase intention in the context of mobile commerce platform application. It is underscoring the importance of exploring the application of gamified m-commerce platforms and their impact on customer experience and repurchase intention. The findings contribute to the existing body of literature on online retail by offering new insights into the implications of gamified m-commerce platform applications. A quantitative research approach was employed, and an online questionnaire was used to gather data. The collected data from a sample of 270 mobile commerce shoppers was analyzed. The results supported all direct hypothesized associations among variables.
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