The impacts of gamification designs on consumer purchase: A use and gratification theory perspective

Tong Che, Yaoyao Peng, Qiang Zhou, Alissa M. Dickey, Fujun Lai

Abstract: Highlights•Gamification services are interesting, popular, and important in e-commerce ecosystems.•Three features of gamification designs are identified and investigated.•Use and gratification theory integrates the gamification and shopping contexts.•The mechanisms of integration benefits are strengthened when relevance is high.