An Empirical Study on The Role of Hedonic Motivation, Social Influence and Gamification in Influencing Mobile Shopping Adoption

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The development of Internet networks has resulted in a massive surge in shopping behavior.Therefore, this situation provides an opportunity to advance the digital economy and mobile shopping practices in Jakarta, Indonesia.Mobile shopping platform Shopee seeks to secure a leading position in the e-commerce business.One reasonable approach to achieving this goal is to utilize Shopee Games' functions.This draws attention to understanding the behavioral intentions of Shopee application users who like games.This research analyzes the impact of hedonic motivation and social influence on gamification and the influence of hedonic motivation, social influence, and gamification on behavioral intentions.This research was conducted on 290 high school and university students in Jakarta, Indonesia.PLS-SEM analysis shows that hedonic motivation and gamification positively affect behavioral intentions in the group of university students only but not in the group of high school students.Social Influence has an impact on behavioral intention in all groups.Hedonic Motivation and Social Influence impact gamification in all groups, too.In addition, this study uses SEM Multigroup Modeling to evaluate measurement invariance.Therefore, this structured model tests the differences between the average groups of higher education and high school students in the latent variables measured.These findings provide valuable theoretical and practical insights into utilizing hedonic motivation, social influence, and gamification in understanding mobile shopping consumer behavior, especially in higher education student groups and high school student groups.Further research should be conducted to include additional variables and context.