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@article{182857,
        author = {Sri Varshini Harika D},
        title = {Customer Perception of Gamification in E-Commerce: A Quantitative Study on Attitude, Engagement, Satisfaction, and Loyalty},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {2},
        pages = {4245-4246},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=182857},
        abstract = {This study investigates how gamification elements in e-commerce – such as points, badges, challenges, and leaderboards – affect consumer attitudes, engagement, satisfaction, and loyalty. Although gamification is increasingly adopted by online platforms, academic insight into its psychological impact remains limited. This quantitative research gathers data from 219 respondents using a structured questionnaire. Statistical analyses including ANOVA, correlation, and regression were conducted using SPSS 27.
The findings indicate strong, statistically significant relationships between all four constructs. Engagement emerged as the most influential predictor of both satisfaction (r = .809, p < .01) and loyalty (r = .822, p < .01). One-way ANOVA revealed that engagement varied significantly across age groups (p = .024), and satisfaction differed based on frequency of gamification participation (p = .006).
These results highlight the strategic value of gamification in influencing digital consumer behavior. Properly implemented game features can enhance user experience, drive retention, and improve overall brand loyalty in the competitive e-commerce landscape.},
        keywords = {Gamification, Customer Attitude, Engagement, Satisfaction, Loyalty, E-Commerce},
        month = {July},
        }