Examining Consumer Behavior and Brand Awareness through Expectancy Theory: The Moderating Effect of Privacy Concerns

Gamification is widely applied across various industries to enhance brand awareness and consumer purchase intent, particularly in marketing. This study uses Vroom's Expectancy Theory of Motivation to explore the connection between consumer behavior, brand awareness, and purchase intention, examining the moderating effect of privacy concerns. While previous studies have investigated the connection between motivation and gamification, a significant gap exists in understanding this area. This quantitative research employs SPSS and Smart-PLS software to analyze data collected from a 7-section survey questionnaire with 26 items rated on a 7-point Likert scale. Results indicate that engagement, user experience, rewards giving, and brand awareness significantly influence purchase intention, with the most substantial impact observed between brand awareness and purchase intention. This study provides insight into the increasingly widespread use of gamification in online platforms and offers valuable guidance for designing compelling gamified experiences.