Gamification and Customer Experience: The Mediating Role of Customer Brand Engagement in Shopee

Gita Sirini Purwanto, Christina Rahardja, Dudi Anandya

This study aims to determine the effect of gamification to customer experience mediated by customer brand engagement. The object used in the study is Shopee application user. The analysis in this study used Structural Equation Modeling (SEM) to explain the relationship among several variables. The results of this study indicate that Gamification has a significant influence on Customer Experience, Gamification has a significant influence on Customer Brand Engagement. Customer Brand Engagement has a significant influence on Customer Experience and Gamification has a significant influence on Customer Experience mediated by Customer Brand Engagement. The result of this study implicates that gamification implemented by Shopee makes a unique and pleasant experience for the customers. Gamification can make purchasing experience more enjoyable, and customers are more likely to be actively engaged and amused when Shopee combines games with business or shopping experiences. The game features and the entertainment can be combined so it can embrace a wider market and more consumers. When customer brand engagement is created through gamification, it can affect the interest in buying products from consumers. The more customers have a good experience with Shopee, the customers will be more active to engage with it. The repetitive engagement between Shopee and its customers can build customer loyalty and increase re-purchase intention.

2024/06/15

Gamification, Customer Brand Engagement, Customer Experience, E-Commerce

443

447

3047-857X

Proceedings of the International Symposium on Management (INSYMA)

Fakultas Bisnis dan Ekonomika, Universitas Surabaya

21