Purpose

A gamification approach uses game components in non-game services to increase customer engagement and loyalty. This study aims to investigate the relationships between gamification elements, customer engagement, immersion and brand love.

Design/methodology/approach

Using the most popular gamification feature in Indonesian e-commerce, namely Shopee Games. The Snowball sampling technique was used. The data were collected from 355 Indonesians who played Shopee Games. AMOS 28.0 was used to analysis on the data.

Findings

The gamification elements of challenges, points and enjoyment positively influence customer engagement. Moreover, customer engagement positively influences brand love, which is increased by the moderation of immersion. In addition, customer engagement mediates the relationships between the gamification elements of challenges, points, enjoyment and brand love.

Originality/value

This study identifies the critical elements of gamification in e-commerce platforms. In addition, based on the S-O-R model, this study contributes to research on how customer engagement plays an intermediate variable in the gamification-brand relationship. As conceptual and empirical research on this topic is still underdeveloped, this study provides fresh insights into gamification-oriented brand marketing practices. It offers significant theoretical and managerial implications from an integrated perspective.

中文翻译：

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游戏化元素如何有益于品牌喜爱：沉浸感的调节作用

目的

游戏化方法在非游戏服务中使用游戏组件来提高客户参与度和忠诚度。本研究旨在调查游戏化元素、客户参与度、沉浸感和品牌喜爱之间的关系。

设计/方法论/途径

使用印尼电商中最流行的游戏化功能，即Shopee Games。使用了雪球抽样技术。该数据是从 355 名玩过 Shopee 游戏的印度尼西亚人中收集的。使用AMOS 28.0对数据进行分析。

发现

挑战、积分和享受等游戏化元素对客户参与度产生积极影响。此外，客户参与度会对品牌喜爱度产生积极影响，而沉浸感的适度会增加品牌喜爱度。此外，客户参与调解了挑战、积分、享受和品牌喜爱等游戏化元素之间的关系。

原创性/价值

这项研究确定了电子商务平台游戏化的关键要素。此外，基于SOR模型，本研究有助于研究客户参与度如何在游戏化-品牌关系中发挥中间变量的作用。由于该主题的概念和实证研究仍不发达，因此本研究为以游戏化为导向的品牌营销实践提供了新的见解。它从综合的角度提供了重要的理论和管理意义。