The Impact Of Gamification Characteristics On Consumers’ Purchase Intention In E-commerce

In recent years,game design in e-commerce ecosystem has developed rapidly.From Taobao’s "super star show cat" to Pinduoduo’s "bargain for free" and other activities,there is no lack of game design.In view of the fact that Gamification design has indeed played a role in attracting and retaining consumers,major e-commerce platforms have begun to combine Gamification with online shopping.However,with the popularity of game design,the game design of various e-commerce platforms is becoming more and more homogeneous,in order to improve the competitiveness of ecommerce platforms,we must pay attention to which type of game design on ecommerce ecosystem can affect consumers’ purchase intention and the mechanism of influence.Based on the above background,firstly,by reviewing the literature on gamificationdesign,according to the three dimensions of self-determination theory,six gamification designs of reward,level,goal,personalization,competition and interaction are selected,and combined with use and gratification theory,consumer integration benefits are determined as the mediating variable of the research,The research framework of "game design-integrated benefits-purchase intention" is constructed,and relevance is introduced as a regulating variable.Secondly,sort out the maturity scale in the previous research,make appropriate adjustments in combination with the research background of e-commerce,design the final questionnaire,and conduct a pre-test to test the scale has good reliability and validity.Finally,SPSS 21.0 and Mplus 7.0 software are used for empirical analysis.Through reliability and validity test,factor analysis,structural equation model test,mediation and regulatory effect test,the following conclusions are drawn:(1)Reward,level,goal and personalization have a significant positive impact on consumers’ personal integration benefits;competition and interaction have a significant positive impact on social integration benefits,and consumers’ integration benefits have a significant positive impact on purchase intention.(2)Consumers’personal integration benefits play a mediating role between reward,grade,goal and personalization to purchase intention;social integration benefits also play a mediating role between competition and interaction to purchase intention.(3)Relevance can regulate the impact of consumers’ social integration benefits on purchase intention,but it can’t regulate the impact of personal integration benefits on purchase intention.