||Gamification in Social Commerce: When Game and Social Elements Drive Engagement and Purchase Intention
||Gamification in Social Commerce: When Game and Social Elements Drive Engagement and Purchase Intention
||Institute of International Management
Although topics of gamification and social commerce attract high interest from scholars, their mix impact on customer engagement has not been investigated. This research aims to identify the impact of game and social elements on customer meaningful engagement in gamification in social commerce context. The mixed method is used. First, this study implements netnography as qualitative research to explore the game elements, social elements and specific behaviors of customers through online discussion. Second, this study proposes a research framework based on the results of netnography analysis and related literature. Third, we conducted quantitative research using PLS-SEM to test the proposed hypothesis and research framework. The findings show that game elements (i.e., challenges, collaboration) and social elements (i.e., social support, social presence) positively influence customer meaningful engagement (i.e., cognitive absorption, stickiness and purchasing intention) through interactivity. However, when it comes to the context of gamification in social commerce, social elements have a greater impact than gamification design elements.
TABLE OF CONTENTS III
LIST OF TABLES VII
LIST OF FIGURES VIII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.1.1 The Current Situation of E-commerce Industry. 1
1.1.2 Social Commerce Disruption on E-commerce Industry. 3
1.1.3 Gamification Application in E-commerce Industry. 4
1.1.4 Gamification Trends and Opportunities in Academics. 10
1.2 Research Gaps. 11
1.3 Research Questions and Objective. 12
1.3.1 Research Questions. 12
1.3.2 Research Objective. 13
1.4 Research Contribution. 13
1.5 Research Flow. 14
1.6 Research Procedure. 15
CHAPTER TWO LITERATURE REVIEW 16
2.1 Social Commerce. 16
2.1.1 Social Commerce Definition. 16
2.1.2 The Difference Between Social Commerce and E-Commerce. 17
2.1.3 Types of Social Commerce. 18
2.1.4 Social Commerce Literature Reviews. 21
2.2 Gamification. 23
2.2.1 Mobile Games. 23
2.2.2 Gamification Definition. 24
2.2.3 Gamification Design Elements. 24
2.2.4 Gamification in E-Commerce. 26
2.2.5 Gamification Literature Reviews. 27
2.3 Meaningful Engagement. 34
2.4 Mixed Method. 36
CHAPTER THREE QUALITATIVE METHOD: STUDY 1 39
3.1 Purpose of Qualitative Study. 39
3.2 Qualitative Method Using Netnography Approach. 40
3.3 Qualitative Method Sampling Plan. 42
3.4 Qualitative Method Data Analysis. 45
3.4.1 Data Analysis Tool. 45
3.4.2. Data Analysis Method. 45
3.4.3 Data Analysis Validity and Reliability Test. 48
3.5 Qualitative Method Research Finding. 50
3.5.1 Gamification Elements. 50
3.5.2 Social Commerce Elements. 52
3.5.3 Interactivity Principles. 55
3.5.4 Cognitive Absorption. 56
3.5.5 Meaningful Engagement. 57
3.5.6 Other Possible Constructs. 58
3.6 Qualitative Method Conclusion. 60
CHAPTER FOUR HYPOTHESES AND RESEARCH FRAMEWORK 61
4.1 Hypotheses Development. 61
4.1.1 Reward. 61
4.1.2 Challenge. 63
4.1.3 Collaboration. 64
4.1.4 Social Presence. 65
4.1.5 Social Support. 66
4.1.6 Interactivity. 68
4.1.7 Cognitive Absorption. 69
4.1.8 Stickiness. 71
4.1.9 System Failure. 72
4.2 Research Framework. 73
CHAPTER FIVE QUANTITATIVE METHOD: STUDY 2 76
5.1 Purpose of Quantitative Study. 76
5.2 Quantitative Method Measurement Development. 76
5.3 Quantitative Method Participants and Data Collection. 79
5.3.1 Participants. 79
5.3.2 Data Collection. 80
5.3.3 Characteristics of Respondents. 81
5.3.4 Descriptive Measurement Result. 82
5.4 Quantitative Method Data Analysis. 84
5.4.1 Measurement Model. 85
5.4.2 Structural Model. 91
5.4.3 Hypothesis Testing. 91
5.5 Quantitative Method Data Discussion. 92
5.5.1 Gamification Design Elements. 92
5.5.2 Social Elements Discussion. 94
5.5.3 Interactivity Discussion. 95
5.5.4 Meaningful Engagement Discussion. 95
5.5.5 Constraint Discussion. 96
5.6 Quantitative Method Data Results. 98
CHAPTER SIX CONCLUSION AND SUGGESTIONS 100
6.1 Research Discussion. 100
6.2 Research Conclusion. 101
6.3 Research Contributions. 102
6.3.1 Theoretical Implications. 102
6.3.2 Practical Implications. 103
6.4 Research Limitation and Suggestions for Future Research. 106
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