Preliminary Study of Perceived Enjoyment, Impulse Buying Tendency, Gamification, and Online Purchase Intention on e-Commerce using Stimulus-Organism-Response (S-O-R)

Abstract

With the increase of online shoppers in Malaysia, many e-commerce platforms are trying to increase their customers' online purchase intention. Hence, this study posits that gamification can influence the consumers' online purchase intention. In this study, gamification will be classified as multidimensional and distinct factors i.e., reward giving as an economic-related gamification factor and level upgrading as the achievement-related gamification factor which will be guided by the Stimulus-Organism-Response (S-O-R) model. In specific, this research expanded the S-O-R model by introducing gamification as potential factors that could promote perceived enjoyment. Concurrently, this study will also uncover the moderating role of impulse buying tendency (IBT) that could further explain the nature of the relationship between perceived enjoyment and online purchase intention. This research hopes to help companies to have a better understanding and serve as a good guideline for managers, online sellers, system developers to re-think about the overall architecture of their e-commerce platform and to also focus on the importance of consumers' trait.