By

Bent Johnson

Mar 14, 2023

Why do people play games on mobile commerce platforms? An empirical study on the influence of gamification on purchase intention

Gamification refers to the use of game-like elements in non-game contexts, such as mobile commerce platforms. The objective of gamification is to increase engagement and motivation among users and encourage them to take certain actions, such as making a purchase.

There are several reasons why people play games on mobile commerce platforms. First, games can provide a sense of achievement and satisfaction. When users successfully complete a game or reach a certain level, they may feel a sense of accomplishment, which can be satisfying.

Second, games can be entertaining and provide a fun distraction. Users may play games on mobile commerce platforms to pass the time or to take a break from other activities.

Third, games can provide a way to earn rewards or incentives. For example, users may be able to earn points or discounts by playing games or completing certain tasks on a mobile commerce platform.

An empirical study conducted on the influence of gamification on purchase intention found that gamification can have a positive impact on users’ purchase intentions. The study found that users who were exposed to gamification features, such as badges and rewards, were more likely to make a purchase than users who were not exposed to these features.

Overall, gamification can be an effective strategy for increasing engagement and motivation among users on mobile commerce platforms, which can ultimately lead to increased purchase intentions.