Transnational Marketing Journal

ISSN: 2041-4684 | e-ISSN: 2041-4692

Gamified Apps and Customer Engagement: Modeling in Online Shopping Environment

Kanchan Yadav
The North Cap University, Gurgaon, India
Anshul Arora
Global Institute of Technology & Management, Farrukhnagar, Gurgaon, India
Ritu Yadav
DPG Institute of Technology and Management, Gurugram, India
Chand Prakash Saini
School of Management and Commerce, Manav Rachna University, Faridabad, India
Keywords: Adoption of gamified apps; Customer engagement; SEM; Online shopping.

Abstract

This paper proposes a validated model of the customers’ perception towards gamified apps and customer engagement in the online shopping environment. The study has used the Technology Acceptance Model to gauge customers’ perception towards gamified apps’ adoption in the online shopping environment. This research has been carried in the National Capital Region of India with a collection of primary data of 530 respondents engaged in online shopping. The semi-structured questionnaire included statements related to the perceived adoption of gamified online shopping apps and customer engagement. The Structure Equation Modeling has been used to analyze the data. The results showed that the gamified shopping apps contributed significantly to customer engagement.

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Keywords

marketingCOVID-19brandingMarketingconsumer behaviourIndiaCovid-19Coronavirusrefugeesconsumersblockchaincustomer-orientationGeneration Yretailsocial mediaEmerging marketsdiasporaidentitySMEbrandUAESMSfoodMexico