Enhancing User Adoption through Gamification: Investigating the Roles of Ease of Use and Information in Technology Acceptance

Abstract

This study investigates the influence of gamification and website usability on user intention to continue using an e-commerce platform by involving the role of perceived enjoyment. Along with the widespread implementation of gamification as a feature on e-commerce platforms, there are concerns regarding the shift in purchasing decisions from intrinsic motivation to relying on external rewards. This study aims to answer these concerns by examining how gamification and ease of use affect intention to continue using through perceived enjoyment. This study uses a quantitative method with the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique involving 189 active e-commerce users. The results of the study revealed that gamification significantly increased the perception of ease of use and information quality to continue using the e-commerce platform. This study confirms that perceived enjoyment can strengthen the relationship between gamification and user loyalty which leads to purchasing decisions. This study also responds to criticisms that have emerged against gamification so that it can be a reference for developers in designing sustainable gamification systems.