Consequences of user experience in a gamified e-commerce platform

Abstract

User experience is essential to any gamified domain, which indicates how a person feels when interacting with the system and it produces some definite consequences. In e-commerce, gamification is increasingly applied as a design strategy while improving various behavioral outcomes. This study explores the consequences of user experience and its role in a gamified e-commerce platform. Hence, a conceptual model of user experience in a gamified e-commerce platform is proposed. The Model aims at finding the effects of gamification on user experience and the consequences that arise. It was statistically tested and validated through a quantitative research approach. An online survey questionnaire acted as the main instrument for data collection and subsequently, the PLS-SEM method was utilized for analyses. The results indicated that in e-commerce, gamification affects user experience positively. This gamified user experience creates satisfied users and enhances their purchasing attitude. Users thus developed a love for a particular brand and become loyal customers of the products. They will also contribute to business growth by spreading positive word of mouth. Finally, the intention of users to engage with a platform is also improved.