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ASEAN Marketing Journal

Abstract

Manuscript type: Research Article

Research Aims: This paper analyzes the role of the Technology Acceptance Model (TAM), perceived enjoyment, perceived social influence, consumer intention to engage, and brand loyalty in the context of gamification in e-commerce.

Design/methodology/approach: Online survey was conducted to collect data, and Partial Least Square (PLS) was used to analyze the effects among variables.

Research Findings: The study found that perceived usefulness, perceived social influence, and perceived enjoyment had a positive effect on brand attitude, while perceived ease of use had an insignificant effect on brand attitude. The brand attitude was found to have a significant effect on loyalty intention.

Theoretical Contribution/Originality: This research elaborated on the role of TAM in using the gamification method for intention to engage, brand attitude, and its effect on loyalty intention. Practitioner/Policy Implication: The company that applies gamification should develop a fun and interesting game to create engagement. Emotional bonding and a positive consumer feeling must be maintained to build consumer loyalty.

Research limitation/Implications: The external factor such as subjective norm, design, image, job relevance, technology efficacy influence, the level of perceived usefulness, and ease of use.

Keywords: Technology Acceptance Model (TAM), perceived enjoyment, perceived social influence, brand loyalty, gamification, e-commerce.

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