Game On! Understanding Gamification's Impact on Gen Z's E-Commerce Choices

Low, Zhe Yee (2024) Game On! Understanding Gamification's Impact on Gen Z's E-Commerce Choices. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

Gamification, a marketing strategy introduced in the digital landscape, has gained prominence as a novel approach to increase popularity and engage larger audiences. By incorporating gamified elements into e-commerce, it has the potential to significantly enhance consumer engagement. However, there is limited research on the specific aspects that must be taken into consideration while creating gamified content for e-commerce. Globally, the rapid expansion of the internet has caught the attention of both consumers and marketers. As a result, this shift has given marketers new challenges in understanding consumer behaviour and consumption patterns in Gen Z, driven by a continually shifting communications environment. This study aims to understand gamification's impact on Gen Z's e-commerce choices. The data was collected using survey questionnaires of participants. In the current study, the conceptual model was proposed according to the Cognitive Evaluation Theory, Flow Theory, and AIDA Model. Based on the findings, gamification is able to impact Generation Z's purchase intentions on e-commerce. The outcome of this study is helpful to marketers since the study on Generation Z preferences and how gamification strategy impacts their e-commerce choices. In these circumstances, this study demonstrates that Generation Z's engagement with gamification in e-commerce is primarily focused on the perks of gamification that may stimulate their engagement, satisfaction, and purchasing intentions. This study will hopefully provide a number of theoretical and practical guidance for e-commerce to plan and implement gamification effectively to increase the engagement and purchase intentions of target consumers. Keywords: Gamification, Generation Z, E-commerce, Engagement, Satisfaction, Purchase Intentions