Game experience as a moderator in gamified online purchasing settings

As online purchasing grows in importance, the interest of enhancing the online purchasing experience also increases. Although considered as 'a reason to play', gamification is established as a successful set of activities to motivate and engage end-users, consumers, patients and students. However, limited research has been conducted concerning the impact of game elements on s-commerce purchasing behaviour. Hence, this paper aims to investigate the effect of game elements in user behaviour for consumers who purchase via social media with the relationship being moderated by game experience. For hypotheses testing purposes, this study uses PLS-SEM and independent sample t-test to examine 721 questionnaires gathered via an online survey. The findings reveal that game elements positively and significantly influence user behaviour but the relationship is not moderated by game experience. This confirms that gamification is a concept extending beyond games; and, if designed and applied accurately, it may imbue dull experiences with fun and joy.