Gamification and healthy food purchase intention on social media: Evidence from Ho Chi Minh City

Abstract:

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.