Increase gamification elements

Oct 13, 2025 by talynt.org 81 views

The Influence of Gamification, E-Service Quality and E-Trust on Online Purchase Decisions with Online Purchase Intention as an Intervening Variable in the Shopee Marketplace in Medan City

Introduction

In today's digital age, online marketplaces have become the go-to destination for consumers to shop. With the rise of e-commerce platforms such as Shopee, consumers have more options than ever to purchase products online. However, the success of online marketplaces depends on various factors, including gamification, e-service quality, and e-trust. This study aims to analyze the effect of these factors on online purchasing decisions, with online purchase intention as an intervening variable in the Shopee marketplace in Medan City.

The Importance of Gamification in Online Marketplaces

Gamification has become a crucial element in online marketplaces, as it can increase consumer engagement and encourage them to make purchases. By incorporating elements such as prizes, challenges, and rewards, online marketplaces can create a fun and interactive experience for consumers. This study found that gamification has a positive and significant influence on online purchase intentions, with a significance value of 0.000. This suggests that gamification elements can increase consumer interest in making purchases.

The Role of E-Service Quality in Online Marketplaces

E-service quality is another critical factor in online marketplaces, as it can affect consumer satisfaction and loyalty. However, this study found that e-service quality has a positive but not significant effect on online purchase intentions, with a significance value of 0.836. This suggests that while e-service quality is important, its effect on purchasing intentions is not too strong.

The Impact of E-Trust on Online Marketplaces

E-trust is a critical factor in online marketplaces, as it can affect consumer confidence and decision-making. This study found that e-trust has a positive and significant effect on online purchase intentions, with a significance value of 0.000. This suggests that consumer confidence in the platform plays a major role in encouraging their decision to buy.

The Mediating Role of Online Purchase Intention

This study also found that online purchase intention can mediate the relationship between gamification and e-trust with purchasing decisions. However, the intention of online purchases has not succeeded in mediating e-service quality with a purchase decision, which suggests that improving service quality may not directly affect purchasing decisions through intentions.

Conclusion

This research emphasizes the importance of gamification and e-trust in influencing online purchasing decisions in the Shopee Marketplace. While e-service quality is considered relevant, participation must be strengthened to be able to contribute significantly to purchasing decisions. These findings provide valuable insights for marketplace managers in increasing features and service quality to attract more consumers to shop online.

Recommendations for Online Marketplaces

Based on the findings of this study, online marketplaces can take the following recommendations to improve their services:

Increase gamification elements: Online marketplaces can incorporate more gamification elements, such as prizes, challenges, and rewards, to increase consumer engagement and encourage them to make purchases.
Improve e-service quality: Online marketplaces can improve their e-service quality by providing better customer support, faster shipping, and more accurate product information.
Enhance e-trust: Online marketplaces can enhance e-trust by providing secure payment options, transparent product information, and clear return policies.
Strengthen online purchase intention: Online marketplaces can strengthen online purchase intention by providing more personalized recommendations, offering loyalty programs, and creating a sense of community among consumers.

Limitations of the Study

This study has several limitations, including:

Sample size: The sample size of this study is relatively small, with only 175 respondents.
Survey method: The survey method used in this study may not be representative of the entire population of online consumers.
Context: The study was conducted in the Shopee marketplace in Medan City, which may not be representative of other online marketplaces.

Future Research Directions

Future research can build on the findings of this study by:

Investigating the impact of gamification on consumer behavior: Future research can investigate the impact of gamification on consumer behavior, including purchase intentions, loyalty, and word-of-mouth marketing.
Examining the role of e-service quality in online marketplaces: Future research can examine the role of e-service quality in online marketplaces, including its impact on consumer satisfaction, loyalty, and purchasing decisions.
Analyzing the mediating role of online purchase intention: Future research can analyze the mediating role of online purchase intention in the relationship between gamification, e-trust, and purchasing decisions.

Conclusion

In conclusion, this study highlights the importance of gamification, e-trust, and online purchase intention in influencing online purchasing decisions in the Shopee Marketplace. By incorporating more gamification elements, improving e-service quality, and enhancing e-trust, online marketplaces can increase consumer engagement and encourage them to make purchases.
Frequently Asked Questions (FAQs) about the Influence of Gamification, E-Service Quality and E-Trust on Online Purchase Decisions

Q: What is gamification, and how does it affect online purchasing decisions?

A: Gamification is the use of game design elements and mechanics in non-game contexts, such as online marketplaces, to increase engagement and encourage desired behaviors. This study found that gamification has a positive and significant influence on online purchase intentions, with a significance value of 0.000.

Q: What is e-service quality, and how does it impact online purchasing decisions?

A: E-service quality refers to the quality of services provided by online marketplaces, including customer support, shipping, and product information. This study found that e-service quality has a positive but not significant effect on online purchase intentions, with a significance value of 0.836.

Q: What is e-trust, and how does it affect online purchasing decisions?

A: E-trust refers to the level of trust that consumers have in online marketplaces, including their security, transparency, and reliability. This study found that e-trust has a positive and significant effect on online purchase intentions, with a significance value of 0.000.

Q: What is online purchase intention, and how does it mediate the relationship between gamification, e-trust, and purchasing decisions?

A: Online purchase intention refers to the likelihood of consumers making a purchase online. This study found that online purchase intention can mediate the relationship between gamification and e-trust with purchasing decisions, but not between e-service quality and purchasing decisions.

Q: What are the implications of this study for online marketplaces?

A: This study highlights the importance of gamification, e-trust, and online purchase intention in influencing online purchasing decisions. Online marketplaces can increase consumer engagement and encourage them to make purchases by incorporating more gamification elements, improving e-service quality, and enhancing e-trust.

Q: What are the limitations of this study?

A: This study has several limitations, including a relatively small sample size, a survey method that may not be representative of the entire population of online consumers, and a context that may not be representative of other online marketplaces.

Q: What are the future research directions based on this study?

A: Future research can build on the findings of this study by investigating the impact of gamification on consumer behavior, examining the role of e-service quality in online marketplaces, and analyzing the mediating role of online purchase intention in the relationship between gamification, e-trust, and purchasing decisions.

Q: What are the practical implications of this study for online marketplaces?

A: Online marketplaces can take the following recommendations to improve their services:

Increase gamification elements: Online marketplaces can incorporate more gamification elements, such as prizes, challenges, and rewards, to increase consumer engagement and encourage them to make purchases.
Improve e-service quality: Online marketplaces can improve their e-service quality by providing better customer support, faster shipping, and more accurate product information.
Enhance e-trust: Online marketplaces can enhance e-trust by providing secure payment options, transparent product information, and clear return policies.
Strengthen online purchase intention: Online marketplaces can strengthen online purchase intention by providing more personalized recommendations, offering loyalty programs, and creating a sense of community among consumers.

Q: What are the potential applications of this study in other fields?

A: The findings of this study can be applied to other fields, such as:

E-commerce: The study's findings can be applied to other e-commerce platforms to improve their services and increase consumer engagement.
Marketing: The study's findings can be applied to marketing strategies to increase consumer engagement and encourage desired behaviors.
Psychology: The study's findings can be applied to psychology to understand the role of gamification, e-trust, and online purchase intention in influencing consumer behavior.

Q: What are the potential limitations of applying the study's findings to other fields?

A: The study's findings may not be generalizable to other fields, and the context of the study may not be representative of other online marketplaces. Additionally, the study's limitations, such as a relatively small sample size and a survey method that may not be representative of the entire population of online consumers, may affect the applicability of the study's findings to other fields.