The Impact of Gamified Reward Systems on Purchase Intention in E-Commerce Platforms

The rapid development of e-commerce has prompted online platforms to adopt gamified reward systems as an effective marketing strategy to attract and retain consumers. Gamified features such as loyalty points, badges, challenges and rewards are increasingly being used to enhance the user shopping experience and stimulate purchasing intent. However, existing research has yielded inconsistent conclusions regarding the factors influencing consumer purchasing intent on gamified e-commerce platforms. Consequently, this review aims to explore the relationship between three factors which are perceived value of rewards, interaction with gamified features and perceived fairness of the reward system with purchase intention. Based on a review of the existing literature, this paper argues that these three factors play a significant role in shaping consumer purchase intention. The review contributes to a deeper understanding of existing research and provides practical guidance for researchers and e-commerce practitioners in designing more effective gamified reward systems to enhance consumer purchase intention.

Gamified Reward Systems, Purchase Intention, Perceived Value of Rewards, Interaction with Gamification Features, Perceived Fairness of Reward Systems

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