Gamification and Experiential Factors Influencing Mobile Shopping Purchase Intentions in Sri Lanka.

Abstract

Retailers have been encouraged to utilize innovative strategies that enhance customer engagement and purchase intention as a result of the rapid shift in consumer purchasing behavior caused by mobile commerce. Among these strategies, gamification has proven effective for incorporating game elements into mobile shopping applications to enhance user engagement and enjoyment. However, in emerging economies like Sri Lanka, few empirical studies have looked at how gamification and experiential dimensions of shopping influence consumers' purchase intention. Thus, this study examines the mediation effect of shopping engagement in the mobile shopping context, as well as the effects of gamification and experiential dimensions on purchase intention. Drawing on Self-Determination Theory (SDT), this study adopted a quantitative research methodology. Data were collected through a structured survey questionnaire using a non-probability purposive sampling technique from Sri Lankan mobile shopping application users. The empirical analysis was conducted using 296 valid responses. Three experiential dimensions are the focus of the study, which include focused attention, shopping enjoyment, and socialness. The results demonstrate that some experiential dimensions have significant impacts on shopping engagement, which in turn influences purchase intention favourably. Additionally, the association between experiential dimensions and purchase intention is mediated by shopping engagement. Nevertheless, there was no significant direct impact of gamification on purchase intention. The study contributes to the body of knowledge already accessible on mobile commerce and delivers helpful guidance to retailers and application developers who are interested in developing captivating and experience-focused mobile shopping environments.