Gamification and its impact on Ho Chi Minh City customers's Purchase Intention on Shopee

Abstract

This research develops an analytical model which describes the relationship between Gamification, Perceived Ease of Use, Perceived Usefulness, Flow, Intention of Engagement, Brand Attitude, Control Variables and Purchase Intention. The research was conducted in two phases: qualitative research and quantitative research. Data was collected through a questionnaire survey of 331 participants who are young people aged 18-30 who live in Ho Chi Minh city and have used gamification on Shopee. The results of the study determine Gamification indirectly affects the purchase intention of the participants. When engaging in Gamification, Perceived Usefulness, Perceived Ease of Use and Flow interact leading to Intention of Engagement, which shapes Brand Attitude, and ultimately leading to Purchase Intention. In addition, Purchase Intention is also directly affected by Control Variables. The Usefulness that the game brings is the key factor or has the strongest influence on the purchase intention of consumers on Shopee.