The impact of gamification in e-commerce on Gen Z's intention to continue using it in Ho Chi Minh City
Main Article Content
Abstract
Purpose – This study examines the impact of gamification elements on the e-commerce continuance intention of Generation Z in Ho Chi Minh City. It addresses a critical gap in literature by evaluating the mediating role of attitude within an integrated Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT) framework.
Design/methodology/approach – An online survey via Google Forms was conducted to collect data from 260 Generation Z consumers in Ho Chi Minh City who had experience with gamified e-commerce features. The data collected were analyzed using partial least squares structural equation modeling (PLS-SEM) via SmartPLS 4 software to test the research hypotheses.
Findings – The results demonstrate that social influence, rewards, perceived usefulness, and perceived ease of use positively affect attitudes toward gamified e-commerce, with perceived ease of use exerting the strongest influence. Attitude strongly enhances continuance intention and acts as a pivotal mediator. While social influence has no direct significant effect on continuance intention, it exerts a clear indirect effect through attitude.
Originality/value – Prior research often overlooked the indirect mechanism of attitude within an integrated framework in Vietnam's e-commerce. This study is among the first to empirically demonstrate the critical mediating role of attitude in translating both technology perceptions and social influences into actual continuance intention among Gen Z in an emerging market.
Practical implications – E-commerce managers should design intuitive, user-friendly, gamified interfaces to reduce cognitive barriers and implement tangible rewards (e.g., coins, vouchers) rather than symbolic incentives. Furthermore, gamification features should align with functional shopping purposes to effectively foster positive user attitudes and long-term retention.
Social implications – Regulatory bodies should closely monitor gamification-based promotional activities (e.g., lucky draws, mini-games) to mitigate the risk of misleading young consumers and enforce robust personal data protection laws to establish digital trust.
Keywords
Continuance intention; Electronic commerce; Gamification; Generation Z
Article Details
Field of Economic (JEL Codes)
D91 - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making - Micro-Based Behavioral Economics, M15 - IT Management - Business Administration, M31 - Marketing - Marketing and Advertising
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