The use of technology acceptance model to explain brand attitude and loyalty intention in e-commerce : the gamification case
Nadia Nadia Sari
Manuscript type: Research Article Research Aims: This paper analyzes the role of the Technology Acceptance Model (TAM), perceived enjoyment, perceived social influence, consumer intention to engage, and brand loyalty in the context of gamification in e-commerce. Design/methodology/approach: Online survey was conducted to collect data, and Partial Least Square (PLS) was used to analyze the effects among variables. Research Findings: The study found that perceived usefulness, perceived social influence, and perceived enjoyment had a positive effect on brand attitude, while perceived ease of use had an insignificant effect on brand attitude. The brand attitude was found to have a significant effect on loyalty intention. Theoretical Contribution/Originality: This research elaborated on the role of TAM in using the gamification method for intention to engage, brand attitude, and its effect on loyalty intention. Practitioner/Policy Implication: The company that applies gamification should develop a fun and interesting game to create engagement. Emotional bonding and a positive consumer feeling must be maintained to build consumer loyalty. Research limitation/Implications: The external factor such as subjective norm, design, image, job relevance, technology efficacy influence, the level of perceived usefulness, and ease of use.
Year of publication: |
2022
|
---|---|
Authors: | Sari, Nadia Nila |
Published in: |
ASEAN marketing journal : Association of Southeast Asian Nations marketing journal. - Depok : Management Research Center, Department of Management, Faculty of Economics, University of Indonesia, ISSN 2356-2242, ZDB-ID 2894984-5. - Vol. 14.2022, 1, p. 72-96
|
Subject: | Technology Acceptance Model (TAM) | perceived enjoyment | perceived social influence | brand loyalty | gamification | e-commerce | Innovationsakzeptanz | Innovation adoption | Konsumentenverhalten | Consumer behaviour | Electronic Commerce | E-commerce | Beziehungsmarketing | Relationship marketing | Online-Handel | Online retailing | Computerspiel | Video game | Markenimage | Brand image | Markentreue | Brand loyalty | Markenartikel | Brand |
Saved in:
Saved in favorites
Similar items by subject
-
Investigating the impact of online brand communities on online customer engagement and brand loyalty
Gupta, Rajeev, (2023)
-
Brand presence in digital space
Rowley, Jennifer, (2013)
-
Lee, Seung Hyun, (2022)
- More ...