The Impact Of Gamification On Intention Of Engagement And Brand Attitude: Case Of Shopee Vietnam
Abstract
The creation of several apps with game-like functions has given rise to a new trend known
as gamification. Gamification is a rapidly rising corporate strategy, with an increasing number of
firms in Vietnam using gaming tactics and game-style prizes to encourage consumer engagement.
E-commerce platforms commonly use gamification to attract and strengthen customers'
commitment to companies. Shopee, which has the dominant position in e-commerce platforms in
Vietnam, has also used the gamification technique in its applications. As a reason, this study was
conducted to identify the characteristics that assist Shopee in improving consumer engagement
and attitude toward the brand amid multiple rivals in the e-commerce market. More than 300
Vietnamese respondents between the ages of 18 and 40 were given the study questionnaire, and
290 valid replies were collected. The data was processed using the Reliability Test, EFA, CFA,
and SEM data analysis procedures. According to the study's results, perceived usefulness and
perceived enjoyment are predictors of engagement intention and brand attitude, with perceived
enjoyment having the most significant influence. However, perceived ease of use was shown to be
unrelated to people's intention to engage with the gamification process of Shopee and their brand
attitude. Furthermore, perceived social influence was discovered to be connected to people's brand
attitude rather than their intention of engagement. This study's outcomes have both theoretical and
practical implications.