Gamified Apps and Customer Engagement: Modeling in Online Shopping Environment
Gamified Apps and Customer Engagement: Modeling in Online Shopping Environment
Author(s): Kanchan Yadav, Anshul Arora, Ritu YadavSubject(s): Marketing / Advertising, ICT Information and Communications Technologies
Published by: Transnational Press London
Keywords: Adoption of gamified apps; Customer engagement; SEM; Online shopping;
Summary/Abstract: This paper proposes a validated model of the customers’ perception towards gamified apps and customer engagement in the online shopping environment. The study has used the Technology Acceptance Model to gauge customers’ perception towards gamified apps’ adoption in the online shopping environment. This research has been carried in the National Capital Region of India with a collection of primary data of 530 respondents engaged in online shopping. The semi-structured questionnaire included statements related to the perceived adoption of gamified online shopping apps and customer engagement. The Structure Equation Modeling has been used to analyze the data. The results showed that the gamified shopping apps contributed significantly to customer engagement.
Journal: Transnational Marketing Journal (TMJ)
- Issue Year: 10/2022
- Issue No: 3
- Page Range: 593-605
- Page Count: 13
- Language: English