Gamification and healthy food purchase intention on social media: Evidence from Ho Chi Minh City
Ngày xuất bản: 2815-6234
Trang: During a period in which many consumers are increasingly concerned with sustainable
lifestyles and prioritize nutritious foods, healthy food stores on social media have incorporated
gamification elements with the aim of attracting customers through positive emotional
experiences. However, empirical evidence regarding this phenomenon in this sector remains
limited. Specifically, the link between gamification and emotional states, content engagement
and purchase intention are still underexplored. This study explores how gamification elements
influence consumers’ enjoyment and happiness, subsequently fostering the level of engagement
with content and the intention to purchase healthy foods on social media. Analyzing data from
191 healthy food consumers via SmartPLS 4, the results reveal that gamification fosters
enjoyment and happiness, which in turn drive content engagement and purchase intention.
Furthermore, these emotions and content engagement mediate the links between gamification
and purchase intention. Based on the findings, this study contributes to advancing
understanding of gamification and purchase intention literature, while also providing
implications for healthy food retailers in leveraging gamification and social media to attract and
stimulate customers.
| Issue: Journal of Development and Integration
Thời gian trích dẫn: During a period in which many consumers are increasingly concerned with sustainable
lifestyles and prioritize nutritious foods, healthy food stores on social media have incorporated
gamification elements with the aim of attracting customers through positive emotional
experiences. However, empirical evidence regarding this phenomenon in this sector remains
limited. Specifically, the link between gamification and emotional states, content engagement
and purchase intention are still underexplored. This study explores how gamification elements
influence consumers’ enjoyment and happiness, subsequently fostering the level of engagement
with content and the intention to purchase healthy foods on social media. Analyzing data from
191 healthy food consumers via SmartPLS 4, the results reveal that gamification fosters
enjoyment and happiness, which in turn drive content engagement and purchase intention.
Furthermore, these emotions and content engagement mediate the links between gamification
and purchase intention. Based on the findings, this study contributes to advancing
understanding of gamification and purchase intention literature, while also providing
implications for healthy food retailers in leveraging gamification and social media to attract and
stimulate customers.
Tóm tắt:
Gamification and healthy food purchase intention on social media: Evidence from Ho Chi Minh City
