The Influence Of Gamification On Customer Engagement With E-Commerce Applications In Ho Chi Minh City

Abstract

Around the world, many countries have used research models to study the effects of gamification on customer engagement. In Vietnam, during the complicated situation of the COVID-19 epidemic, many e-commerce platforms were born. However, there are still very few research platforms and research models related to the effects of gamification on customer engagement. The research team, based on previous studies and using quantitative research methods, identified the following relationships: - Achievement and Competition influence Competence; Achievement and Self. - Expression affects Autonomy; Competition and Self-expression affect customer's Relatedness. - Competition; Autonomy and Relatedness affect the customer's Enjoyment. - Enjoyment affects Engagement.- Engagement affects the customer's Intention to use. The survey sample of the study includes 500 customers in Ho Chi Minh City. The results of the study confirmed the relationship between the following factors: - Achievements; Competition; Self-expression and Competence; Autonomy; Relatedness. - Competence; Autonomy; Relatedness and Enjoyment. are statistically significant. At the same time, the influence of Enjoyment on Engagement and Engagement on customer Intention to use has been verified. The study made a number of proposals to increase customer engagement in Ho Chi Minh City for e-commerce applications through gamification thereby driving their intention to use.