This paper aims to develop a concept of incentive gamification for organizations in the digital era. Incentive gamification is an incentive-based policy using the game pattern. This policy aims to improve performance of employee who works in the marketing department of such e-commerce as an online marketer. This study involves 104 female employees. Data were collected using questionnaire and analysed using regression analysis. The results show that there was a significant positive effect between personal dexterity on learning experience and individual performance. Furthermore, incentive gamification was also proven to moderate the relationship between personal dexterity, learning experience and also employee performance. Theoretical and managerial implication, as well as future research directions are also discussed.

本文旨在为数字时代的组织发展一种激励游戏化的概念。激励游戏化是一种使用游戏模式的基于激励的政策。该政策旨在提高在诸如在线营销人员等电子商务营销部门工作的员工的绩效。这项研究涉及104名女性员工。使用问卷收集数据，并使用回归分析进行分析。结果表明，个人灵活性对学习经验和个人表现有显着的积极影响。此外，激励性游戏化也被证明可以缓和个人灵活性，学习经验以及员工绩效之间的关系。理论和管理的含义，以及未来的研究方向也进行了讨论。