Azmil Chusnaini, Reizano Amri Rasyid, Yusak Anshori, Hafid Kholidi Hadi, Muhammad Fachmi, Ratih Amelia, Nadia Nur Thahirrah, Fresha Kharisma
This study investigates the influence of gamification elements on user engagement and purchase intention among Generation Z consumers in Indonesia. Using the Octalysis framework as a foundation, three dimensions Development and Accomplishment, Social Influence and Relatedness, and Scarcity and Impatience were examined through structural equation modeling. The research involved 200 female respondents aged 17 to 18 who actively use Shopee, a major online shopping platform. Findings indicate that all three gamification elements significantly enhance user engagement. In turn, user engagement has a positive direct impact on purchase intention and serves as a mediating factor between gamification and consumer behavior. The results emphasize the importance of tailoring gamified experiences to align with the motivational drivers of Generation Z in digital commerce. This study contributes to the theoretical understanding of gamification and offers practical implications for online retailers aiming to increase user retention and conversion. Suggestions for future research are also discussed. © 2025 IEEE.
Ulama Surabaya, Management, Universitas Nahdlatul, Surabaya, Indonesia; Digital Bussines, Universitas Negeri Surabaya, Surabaya, Indonesia
