Influence of Gamification on hedonic and utilitarian value that affects purchase intention through E-Commerce platforms of Generation Z

Abstract

          This research aimed to study the influence of gamification on online purchase intention among 400 Generation Z consumers, with hedonic and utilitarian values as mediator variables. The research methodology was quantitative, collecting data through online questionnaires and analyzing using descriptive statistics and regression analysis. The results showed that gamification positively affected hedonic and utilitarian values, and both variables positively and significantly affected purchase intention. The analysis of direct and indirect effects from testing the influence of the mediator variable found that gamification had a positive influence on purchase intention, with utilitarian value as the sole mediator variable. This research will be greatly beneficial in applying gamification in marketing to consumers across various industries, especially in the
e-commerce industry.