Purpose

The current research has dual motives. Firstly, this study aims to evaluate the effect of gamification on the behavioural intention (BI) of the young female consumers to use online websites for making purchases. Secondly, it examines the role of social interaction and perceived enjoyment (PE) – two antecedents that are considered to have an impact on the female buying behaviour in e-commerce.

Design/methodology/approach

A model is developed based on the technology acceptance model. The conceptual framework is augmented with additional constructs such as gamification, PE and social interaction. Data from a survey of 898 female respondents from India was collected to assess the proposed framework. The study uses partial least squares structural equation modelling technique to empirically validate the model.

Findings

Gamification exhibits a favourable influence on BI of young female consumers. Gamification also has a favourable and an indirect influence on BI through social interaction and PE. Although, gamification has a significant influence on perceived usefulness, the latter has no impact on the BI. The BI of using an online shopping website is directly associated with the buying intention. The online retailers need to offer an enjoyable and interactive experience to the female consumers so that the influence of gamification is sustainable.

Originality/value

The current research enlarges the ambit of gamification in the e-commerce segment, an area where empirical research is sparse. It highlights the significance of social interaction and PE as mediators. To the best of the author’s knowledge, gamification’s influence on female online buying behaviour has never been analysed before and hence different segmentation and marketing strategies are required to cater to their unique needs.

中文翻译：

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检查印度年轻女性在线买家游戏化、社交互动和感知享受的重要性

目的

目前的研究有双重动机。首先，本研究旨在评估游戏化对年轻女性消费者使用在线网站进行购买的行为意图（BI）的影响。其次，它考察了社交互动和感知享受 (PE) 的作用——这两个前因被认为对电子商务中的女性购买行为有影响。

设计/方法/方法

模型是基于技术接受模型开发的。概念框架增加了额外的结构，如游戏化、体育和社交互动。收集了来自印度 898 名女性受访者的调查数据，以评估拟议的框架。该研究使用偏最小二乘结构方程建模技术对模型进行实证验证。

调查结果

游戏化对年轻女性消费者的 BI 具有有利影响。游戏化还通过社交互动和 PE 对 BI 产生有利和间接的影响。尽管游戏化对感知有用性有显着影响，但后者对 BI 没有影响。使用在线购物网站的 BI 与购买意向直接相关。在线零售商需要为女性消费者提供愉快和互动的体验，以便游戏化的影响是可持续的。

原创性/价值

当前的研究扩大了电子商务领域游戏化的范围，这是一个实证研究稀少的领域。它突出了社会互动和体育作为中介的重要性。据作者所知，游戏化对女性在线购买行为的影响以前从未被分析过，因此需要不同的细分和营销策略来满足她们的独特需求。