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September 10, 2025Journal of Information Systems Engineering and Business IntelligenceOpen Access

The Influence of Gamification Affordance on Customer Loyalty among E-Commerce in Indonesia

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Authors

LZLuther Risman Luosaro ZegaAPAndi Reza PerdanakusumaUHUun Hariyanti

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Overview

Quantitative analysis reveals that task-type gamification improves satisfaction and loyalty among Indonesian e-commerce users, indicating potential competitive advantage.

Key Points

  • Gamification affordance significantly impacts users' perceived hedonic and utilitarian values, enhancing loyalty.
  • Increased user satisfaction correlates strongly with higher loyalty in the context of Indonesian e-commerce.
  • Covariance-based structural equation modeling was used to analyze data from 284 e-commerce app users.
  • Findings suggest that focusing on task/quest-type gamification can foster user loyalty in a competitive market.

Cite This Study

Zega et al. (2025) studied this question.

synapsesocial.com/papers/68c1ac0954b1d3bfb60e4837https://doi.org/10.20473/jisebi.11.2.115-125
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1Disentangling e-commerce gamification affordances on recommendation acceptances from a perceived value perspective2024 · 29 citations
  2. 2Evaluating the Effectiveness of Gamification in Improving User Experience in E-Commerce Platforms in Sri Lanka2024
  3. 3The impact of gamification on loyalty mediated by consumer engagement and brand awareness2024 · 3 citations
  4. 4THE ROLE OF GAMIFICATION IN ENHANCING CONSUMER ENGAGEMENT IN E-COMMERCE PLATFORMS2024
  5. 5Gamification in E-banking and E-wallets and Customer’s Loyalty2024