Synapse
⌘+K
Synapse
PulseExploreClubsResearchersJournals
Instagram
HomeClubsExplore
June 17, 2026Asia Pacific Journal of Marketing and LogisticsOpen Access

From gameful affordances to lasting engagement: deepening customer-brand connections in mobile environments

View Full Paper
Ask AI
Bookmark
Share

Authors

TSTripti SharmaInstitute of Management TechnologyAKAnkit KesharwaniIndian Institute of Management RohtakPTPreeti TakIndian Institute of Foreign Trade

Discussion

Loading...

Member takes

Overview

Randomized trial examines gamification's effects on user engagement in mobile commerce, suggesting actionable strategies for managers.

Key Points

  • This study aims to explore how gamification affordances in m-commerce affect gameful experiences and user engagement, influenced by customer expertise.
  • Survey data collected from 336 users of gamified m-commerce apps in India.
  • The study utilizes structural equation modeling to analyze the relationships among variables.
  • Examines four gamification affordances and their effects on six dimensions of gameful experiences.
  • Each gamification affordance activates specific dimensions of gameful experiences.
  • Gameful experiences significantly influence sustained user engagement, with varying effects based on user expertise.
  • Novice users prefer creative experiences, while experts favor immersive and control-oriented experiences.

Cite This Study

Sharma et al. (2026) studied this question.

synapsesocial.com/papers/6a323b8cd50b63ecad206161https://doi.org/10.1108/apjml-10-2025-2144
View Full Paper
Ask AI
Bookmark
Share

Also Consider

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

  1. 1Does Gamification Work? -- A Literature Review of Empirical Studies on Gamification2014 · 5,084 citations
  2. 2Mobile shopping decision comfort using augmented reality: the effects of perceived augmentation and haptic imagery2022 · 38 citations
  3. 3The rise of motivational information systems: A review of gamification research2018 · 1,740 citations
  4. 4An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment1988 · 5,900 citations
  5. 5Competitive Advantage through Engagement2015 · 1,163 citations