Analisis Peran Gamification dalam Hubungan Perceived Value dengan Purchase Intention pada M-commerce Platforms

Deskripsi

This study aims to determine the role of gamification in explaining the relationship between the dimensions of perceived value and purchase intention on m-commerce platforms. The sample used in this study is Indonesian population aged 18 to 55 years, and has played games on m-commerce and shopped at m-commerce for the last six months. The data that were collected were 274 respondents which were then processed using the structural equation model-partial least square (SEM-PLS) method. The results of this study indicate that the dimensions in perceived value namely utilitarian value, hedonic value, time/effort, and social value in the context of gamification have an important role in users' desire to play games and users' desire to buy through m-commerce platforms. Managerial suggestions and further research are discussed in this study..Ada Tabel