Gamified Customer Experience and Engagement in Amazon Online Retailing Company in Covid-19 era

This study aims to fill the gap between gamification features’ and their impacts on effective marketing activities in the covid-19 era by providing a comprehensive study between gamification features immersion (storytelling), achievement (reward), and social (competition), and customer experience and engagement. In this study, a Quasi-experimental design method was used to examine the relationship of gamification features on customer experience and engagement. To investigate the hypotheses, an online survey was distributed for 200 students and they were exposed to three different scenarios randomly. Structural equation modeling, Analysis of variance (ANOVA), t-test, regression, path analysis, and Sobel test were used to test the impacts of gamification on customer experience and engagement. The results reveal that gamification has a positive effect on customer experience and engagement. While Achievement has a stronger positive effect than immersion and social on customer experience, the competition has a stronger positive effect than storytelling but a weaker positive effect than reward.