Evaluating the Influence of Gamification Features on User Repurchase Intention in E-Commerce Systems

Abstract

This study analyzes how gamification can influence users’ repurchase intention in e-commerce by integrating the Hedonic-Motivation System Adoption Model (HMSAM) and the Theory of Planned Behavior (TPB) using survey data from 195 users analyzed with PLS-SEM. The results show that hedonic factors, such as Curiosity and Joy, play a more dominant role than cognitive factors in driving Behavioral Intention, while Perceived Ease of Use significantly influences Perceived Usefulness, Curiosity, Joy, and Control. Control also strongly affects Immersion, and Subjective Norms have weak but significant impact, whereas other TPB variables like Attitude and Perceived Behavioral Control are not significant. Behavioral intention emerges as the strongest predictor of Behavior. Overall, this study shows that emotional engagement is key in driving repurchase intention, suggesting that every e-commerce platform should focus on user-friendly, engaging, and curiosity-driven gamification features prior to improving customer retention and loyalty.