The Psychology of Play-to-Pay: Analyzing Behavioral Factors Affecting Gamified Reward Adoption in M-Commerce Apps
Year: 2025
Type: article
Study design: Observational Study
Abstract: Gamification has emerged as a powerful strategy in mobile commerce (M-commerce) applications, enhancing user engagement and encouraging repeat usage. This study explores the behavioral factors that influence the adoption of gamified reward systems among users in Pune city. The research focuses on four key constructs: perceived enjoyment, perceived usefulness, reward sensitivity, and habitual usage. Data was collected through a structured questionnaire and analyzed using exploratory factor analysis to identify underlying patterns in user behavior. The study confirms that gamified features in shopping apps are adopted not only for entertainment but also for their practical benefits and motivational appeal.
Authors: Sanju Mahawar, Kali Charan Modak
Institution: IPS Academy
Language: English
Subfield: Developmental and Educational Psychology
Field: Psychology
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7127640508