Gamifying Human Behavior: How Gamification Drives Consumer Stickiness in E-Commerce

Document Type : Research Paper

Authors

1 Ho Chi Minh City University of Foreign Languages – Information Technology, Ho Chi Minh City, Vietnam

2 Posts and Telecommunications Institute of Technology, Hanoi, Vietnam

Abstract

Objective: Despite the growing integration of gamification in digital commerce, its impact on consumer stickiness remains underexplored, particularly in emerging markets. This study develops and empirically tests a framework examining how specific gamification elements in e-commerce platforms—badge upgrades, random rewards, and gamified design—affect consumer stickiness through perceived value (hedonic and utilitarian) and social interaction. The research aims to clarify the mechanisms through which gamification enhances customer loyalty and continued platform engagement in the Vietnamese context.
Methods: A questionnaire-based survey was conducted with 310 consumers who had participated in gamified activities on e-commerce platforms in Vietnam. The study integrates Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine linear relationships and Artificial Neural Networks (ANN) to capture nonlinear interactions within the proposed model. This dual-stage analytical approach enhances the robustness and predictive power of the findings.
Results: The findings show that gamified design and badge upgrades positively influence both perceived hedonic and utilitarian values, while random rewards significantly affect perceived hedonic value only. Social interaction is significantly influenced by gamified design but not by badge upgrades or random rewards. Perceived value and social interaction, in turn, contribute to consumer stickiness on e-commerce platforms.
Conclusion: The study confirms that different gamification elements generate distinct effects on consumer perceptions and stickiness. By highlighting the mediating roles of hedonic and utilitarian values as well as social interaction, the research contributes to the literature on smart e-commerce and gamification. The findings suggest that businesses should strategically design gamification features that simultaneously enhance functional benefits and experiential enjoyment to strengthen long-term customer retention on digital platforms.

Keywords

References

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International Journal of Supply and Operations Management
Volume 13, Issue 1
February 2026
Pages 1-38

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