doi: 10.18178/joebm.2025.13.4.895
Understanding the Effects of Gamification in E-Commerce on User Engagement, Motivation, and Loyalty: A Review and Conceptual Framework
Pavinee Rerkjirattikal 1
,
Thant Thant Sin Han 2
,
Anderson Kevin Gwenhure 2
,
SangGyu Nam 2,*
- 1 Department of Technology and Operations Management, Faculty of Business Administration, Kasetsart University, Bangkok, Thailand
- 2 School of Information, Computer, and Communication Technology, Sirindhorn International Institute of Technology, Thammasat University, Pathum Thani, Thailand
- Manuscript received August 5, 2025
- accepted September 24, 2025
- published December 3, 2025
Abstract
Gamification has become a key strategy in E-commerce, enhancing user engagement, motivation, and loyalty. While prior research has examined individual gamification elements, fewer studies have explored their interactions or how their effectiveness varies across different platforms and user demographics. This paper reviews the existing literature to classify gamification elements into transaction-based, achievement-based, and social influence-based categories, and analyzes their roles in shaping engagement, satisfaction, and behavioral intention. Additionally, it highlights the importance of understanding how platform characteristics and user demographics moderate the impact of gamification. To address these gaps, we propose a conceptual framework that examines how gamification interactions shape engagement and motivation, which mediate loyalty, while platform and demographic factors moderate these effects. This framework offers a structured perspective on gamification design, providing insights into optimizing engagement and loyalty across different E-commerce platforms.
Keywords
- gamification
- E-commerce
- user engagement
- loyalty
- motivation
How to Cite
Pavinee Rerkjirattikal, Thant Thant Sin Han, Anderson Kevin Gwenhure, and SangGyu Nam, "Understanding the Effects of Gamification in E-Commerce on User Engagement, Motivation, and Loyalty: A Review and Conceptual Framework," Journal of Economics, Business and Management, vol. 13, no. 4, pp. 378-382, 2025. https://doi.org/10.18178/joebm.2025.13.4.895
Copyright & License
Copyright © 2025 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).