How Does Gamification in an E-Commerce Platform Drive Customer Experience? The Mediating Roles of Perceived Enjoyment and Brand Engagement

How Does Gamification in an E-Commerce Platform Drive Customer Experience? The Mediating Roles of Perceived Enjoyment and Brand Engagement

Grounded on the flow model, the present study aims to examine the significant effect of gamification in an e-commerce platform on customer experience, and the mediating roles of brand engagement and perceived enjoyment in the said relationship. The study participants were e-commerce platform users (...

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Bibliographic Details
Published in:Studies in Computational Intelligence
Main Author: Lacap J.P.G.; Ricafrente M.I.L.; Caponpon J.; Medina R.; Raneses R.A.; Centeno Z.; Syed Annuar S.N.
Format: Book chapter
Language:English
Published: Springer Science and Business Media Deutschland GmbH 2023
Online Access:https://www.scopus.com/inward/record.uri?eid=2-s2.0-85180860287&doi=10.1007%2f978-3-031-48397-4_23&partnerID=40&md5=7baa1e5acdff05f869e1b2d43d0ee2c2

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