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Cited by 82Educational Games and GamificationDigital Marketing and Social MediaTechnology Adoption and User Behaviour

Does gamification engage users in online shopping?

Open access
García-Jurado, Alejandro, Torres-Jiménez, Mercedes, Leal-Rodríguez, Antonio L., Castro-González, Pilar·2021·Electronic Commerce Research and Applications
DOI 10.1016/j.elerap.2021.101076
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Abstract

Since prior research has shown that engagement might exert positive effects on value creation and continuous purchase intention, this study aims to examine the influence of gamification on user engagement in e-commerce. An online consumer panel was used to collect data from 253 Spanish Amazon users. Principal component analysis was performed first to validate the scale through an exploratory analysis. Subsequently, partial least squares structural equation modelling calculations were performed to test the research model and hypotheses. This study found that gamification has direct effects on user engagement in e-commerce. In addition, the User Engagement Scale (UES) is presented as a valid and reliable instrument for measuring engagement in Spanish e-commerce. This research investigated and verified a five-factor structure of the UES; however, a reduction in its factors is recommended. Additionally, four key factors through which gamification exerts a direct influence were identified. Finally, specific marketing actions were proposed for application in e-commerce.

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Crossref · 10.1016/j.elerap.2021.101076

Cites

155 of 155 references verified0 citation errors · 0 not checkable

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  • Empirical research suggests that gamification can positively affect engagement and loyalty across digital environments.

    “Empirical research suggests that gamification can positively affect engagement and loyalty across digital environments (Koivisto & Hamari, 2019; García-Jurado et al., 2021).”

    From An Experimental Analysis of Gamification’s Impact on Customer Engagement and Retention in Subscription-Based Business Models (2026) · cites this paper as García-Jurado et al., 2021

    The Discussion reports a positive relationship between gamification and engagement in online shopping. The Introduction says gamification elements can promote user loyalty, but the study does not report an empirical loyalty outcome or test effects across digital environments. The claim extends the study’s findings beyond its measured outcome and setting. (LLM, conf=0.84)

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  • In e-commerce, gamification has direct effects on user engagement, with points and challenges as key drivers.

    “In ecommerce, gamification has been found to have direct effects on user engagement, with specific elements like points and challenges emerging as key drivers (García-Jurado et al., 2021; Persada, 2023).”

    From An Experimental Analysis of Gamification’s Impact on Customer Engagement and Retention in Subscription-Based Business Models (2026) · cites this paper as García-Jurado et al., 2021

    The Discussion (section 5; page unavailable) reports that points, badges and leaderboards jointly have direct effects on engagement in e-commerce. Challenges are listed as a possible game element in section 2.1, but the paper does not identify them as a key driver of engagement. (LLM, conf=0.88)

    Experimental — accuracy not yet measured

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2 retracted

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5 of the 160 references couldn’t be matched to a known paper.

Research works printed but not linked: 7

  1. Amazon, 2019. Amazon Review.https://www.amazon.es/review/guidelines/top- reviewers.html/(accessed 15 July 2019).
  2. Jacques, R.D., 1996. The nature of engagement and its role in hypermedia evaluation and design. Doctoral dissertation. South Bank University.
  3. Javornik, A., Mandelli, A., 2013. Research categories in studying customer engagement. In AM2013 Academy of Marketing Conference.
  4. Palmer, Jonathan W., 2002. Website Usability, Design and Performance Metrics. Information Systems Research 13 (2), 151-167.
  5. Razavi, Y., Ho, B., Fox, M.S., 2012. Gamifying E-Commerce: gaming and social- networking induced loyalty. The. European Business Review. (accessed 12 May 2017) http://www.europeanbusinessreview.com/?p=2650.
  6. Robinson, D., Bellotti, V., 2013. A preliminary taxonomy of gamification elements for varying anticipated commitment. In Proc. ACM CHI 2013 Workshop on Designing Gamification: Creating Gameful and Playful Experiences.
  7. Shmueli, Galit, Ray, Soumya, Velasquez Estrada, Juan Manuel, Chatla, Suneel Babu, 2016. The elephant in the room: Predictive performance of PLS models. Journal of Business Research 69 (10), 4552-4564.

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Authors
García-Jurado, A., Torres-Jiménez, M., Leal-Rodríguez, A. L., & Castro-González, P.
Affiliations
  • University of Córdoba (ES)
  • Universidad Loyola Andalucía (ES)
ORCID
Venue
Electronic Commerce Research and Applications
Publisher
Elsevier BV
Published
2021-07
Volume
48
Pages
101076
ISSN
1567-4223 (ISSN-L)
DOI
10.1016/j.elerap.2021.101076
OpenAlex
W3186936256
Cited by
81
References
160
Citations by year
2026: 6 · 2025: 13 · 2024: 22 · 2023: 31 · 2022: 9
FWCI
22.74
Type
journal article
Language
en
Open access
Licence
Locations
  • Electronic Commerce Research and Applications (publishedVersion, cc-by-nc-nd)
  • Deposito de Investigacion Universidad de Sevilla (University of Seville) (submittedVersion, cc-by-nc-nd)
Topics
  • Social Sciences › Psychology › Developmental and Educational Psychology › Educational Games and Gamification
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
  • Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
Keywords
gamification, user engagement, online shopping, e-commerce, scale validation, factor structure, purchase intention

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