The role of gamification on attitudes in maintaining e-commerce usage of Gen Z in Ho Chi Minh City

Abstract:

With the rapid advancement of science and technology, gamification has increasingly been applied in e-commerce to enhance user experience. The study examines the effects of gamification factors on Gen Z’s attitude and continued usage intention toward e-commerce platforms in Ho Chi Minh City, based on an integrated theoretical framework combining Self-Determination Theory (SDT), the Technology Acceptance Model (TAM), and the Stimulus-Organism-Response (SOR) model. Data were collected from 269 Gen Z consumers who have experience participating in gamification activities on e-commerce. The results indicate that rewards, social influence, intrinsic motivation, and perceived ease of use have positive effects on Gen Z’s attitude, with perceived ease of use exerting the strongest influence. Attitude plays a mediating role in the relationship between gamification factors and continued usage intention toward e-commerce. The study clarifies the role of gamification while proposing managerial implications to help e-commerce businesses in designing and implementing appropriate gamification strategies to enhance user experience and sustain Gen Z’s long-term usage intention.