Work

Exploring Gamification for Live-Streaming Shopping—Influence of Reward, Competition, Presence and Immersion on Purchase Intention

Year: 2023

Type: article

Abstract: As a new form of social commerce, live-streaming shopping (LSS) provides customers with vivid real-time communication/interaction. However, there is limited research investigating the impacts of gamification in LSS. Thus, this study explores the relationships between gamification, customers’ engagement and purchase intention in LSS. A research model is formulated, and a questionnaire-based online survey is administrated to LSS viewers for empirically validating the model. Through the analysis of 272 collected questionnaires by using SPSS and AMOS, this study shows that gamification elements (includingrewardandcompetition) can enhance customers’ engagement (comprisingsense of presenceandimmersion) andpurchase intention. Moreover,sense of presencesignificantly mediates the indirect effects ofrewardandcompetitiononpurchase intention, butimmersiondoes not mediate such effects. Stores and brands can design LSS programs withrewardandcompetitionto enhance customers’sense of presence,immersionandpurchase intention. Strategically, they should focus more on presence than immersion to better achieve their goals of LSS.

Source: IEEE Access

DOI: 10.1109/access.2023.3284033

Authors: Shuchih Ernest Chang, Ching Yu

Institution: National Chung Hsing University

Language: English

Topic: Educational Games and Gamification

Subfield: Developmental and Educational Psychology

Field: Psychology

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $1,950

Funder: National Chung-Hsing University