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Analisis Peran Gamification dalam Hubungan Perceived Value dengan Purchase Intention pada M-commerce Platforms
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
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 13655 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI., 2022 |
|---|---|
| Edisi | - |
| Subjek | Perceived value Purchase intention Gamification |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xiii, 105 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |