THE ROLE OF GAMIFICATION TO INTENTION THROUGH ATTITUDE ON MARKETPLACE APP ADOPTION
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Lady Lady(1*)
Department of Management, Faculty of Economics and Business, Universitas Internasional Batam
-
Defen Defen(2)
Department of Management, Faculty of Economics and Business, Universitas Internasional Batam
-
Listia Nurjanah(3)
Department of Management, Faculty of Economics and Business, Universitas Internasional Batam
(*) Corresponding Author
Keywords:
Continued Use Intention, e-commerce, Gamification, Marketplace, WOM
Abstract
This research aims to examine the social influence and shopping motivation in shaping attitudes towards marketplace applications within the context of gamification, as well as to explore how gamification in e-commerce has been shown to increase visitor numbers. The approach used by researchers is a quantitative approach with associative method, with data collection through distributing questionnaires to 337 respondents who has played marketplace app games in Indonesia. The data were analyzed using SmartPLS. The test results show that social influence, recognition, reciprocal benefits have a significant influence on attitudes. However, hedonism does not have a significant influence on attitudes. Meanwhile, attitude also shows a strong mediating influence in linking social influence, recognition, reciprocal benefits to continuous use intentions, but cannot mediate hedonic with continued use intentions and intention to spread WOM. This research explores the relationship between the variables such as social influence, recognition, reciprocal benefit, and hedonic value, which are mediated by attitude to continued use intention and intention to spread WOM in marketplace app, which have hardly been discussed in previous research.
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References
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https://doi.org/10.15294/jdm.v15i1.49800
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Gharib, R. K., Garcia-Perez, A., Dibb, S., & Iskoujina, Z. (2020). Trust and reciprocity effect on electronic word-of-mouth in online review communities. Journal of Enterprise Information Management, 33(1), 120–138. https://doi.org/10.1108/JEIM-03-2019-0079
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Kawa, A., & Wałęsiak, M. (2019). Marketplace as a key actor in e-commerce value networks. Logforum, 15(4), 521–529. https://doi.org/10.17270/J.LOG.2019.351
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https://doi.org/10.47065/ekuitas.v5i2.4465
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https://doi.org/10.21776/ub.jam.2022.020.01.12
Kusumawardani, K. A., Widyanto, H. A., & Tambunan, J. E. G. (2023). The role of gamification, social, hedonic and utilitarian values on e-commerce adoption. Spanish Journal of Marketing - ESIC, 27(2), 158–177.
https://doi.org/10.1108/SJME-09-2022-0188
Lady, Lady, Andrew, A., Agustin, C., Seren, S., & Enjelia, Y. (2023). Implementasi Digital Marketing pada UMKM Bola Ubi Kopong Batam Center. ECo-Fin, 5(3), 157–166. https://doi.org/10.32877/ef.v5i3.781
Lu, H. P., & Ho, H. C. (2020). Exploring the impact of gamification on users’ engagement for sustainable development: A case study in brand applications. Sustainability (Switzerland), 12(10). https://doi.org/10.3390/su12104169
Marpaung, F. K., Dewi, R. S., Grace, E., Sudirman, A., & Sugiat, M. (2021). Behavioral Stimulus for Using Bank Mestika Mobile Banking Services: UTAUT2 Model Perspective. Golden Ratio of Marketing and Applied Psychology of Business, 1(2), 61–72. https://doi.org/10.52970/grmapb.v1i2.68
Mishra, A., Shukla, A., & Sharma, S. K. (2021). Psychological determinants of users’ adoption and word-of-mouth recommendations of smart voice assistants. International Journal of Information Management, August, 102413. https://doi.org/10.1016/j.ijinfomgt.2021.102413
Moghavvemi, S., Sharabati, M., Paramanathan, T., & Rahin, N. M. (2017). The impact of perceived enjoyment, perceived reciprocal benefits and knowledge power on students’ knowledge sharing through Facebook. International Journal of Management Education, 15(1), 1–12. https://doi.org/10.1016/j.ijme.2016.11.002
Mustikasari, A. (2022). The Influence of Gamification and Rewards on Customer Loyalty in Z Generation with Moderating Role of Gender (Case Study On The Shopee Marketplace). Management Analysis Journal, 1, 174–181. http://maj.unnes.ac.id
Novela, S., Caroline, E., & Octavia, R. (2020). The Effects of Hedonic and Utilitarian Motivation toward Online Purchase Intention with Attitude as Intervening Variable. August, 75–80.
Nurfadilah, D., & Samidi, S. (2021). How the Covid-19 Crisis Is Affecting Customers’ Intention To Use Islamic Fintech Services: Evidence From Indonesia. Journal of Islamic Monetary Economics and Finance, 7(1), 83–114.
https://doi.org/10.21098/jimf.v7i0.1318
Nurtanio, I. N., Bursan, R., Wiryawan, D., & Listiana, I. (2022). Influence of Shopping Lifestyle and Hedonic Shopping Motivation on Impulse Buying in Bukalapak E-Commerce (Study on Bukalapak Consumers in Bandar Lampung). Takfirul Iqtishodiyyah (Jurnal Pemikirann Ekonomi Syariah), 2(2), 1–28.
Ozturk, A. B., Nusair, K., Okumus, F., & Hua, N. (2016). The role of utilitarian and hedonic values on users’ continued usage intention in a mobile hotel booking environment. International Journal of Hospitality Management, 57, 106–115. https://doi.org/10.1016/j.ijhm.2016.06.007
Pang, H. (2021). Identifying associations between mobile social media users’ perceived values, attitude, satisfaction, and eWOM engagement: The moderating role of affective factors. Telematics and Informatics, 59(October 2020). https://doi.org/10.1016/j.tele.2020.101561
Permana, D. (2019). Recognizing the Islamic Banking Consumer Behaviour from the Perspective of Product Knowledge, Brand Awareness and Attitude. Journal of Marketing and Consumer Research, 61(2012), 16–22.
https://doi.org/10.7176/jmcr/61-03
Purwanto, G. S., Rahardja, C., & Anandya, D. (2024). Gamification and Customer Experience: The Mediating Role of Customer Brand Engagement in Shopee. Proceedings of the International Symposium on Management, 21(3), 340–357. https://doi.org/10.1108/NBRI-07-2020-0041
Satrio, D. (2021). Upaya Peningkatan Minat Pemasaran Online (E-Commerce) Untuk Pelaku Umkm Makanan Ringan Di Kabupaten Batang. Indonesian Journal Of Community Service, 2666, 259–268.
Shaleha, W. M., Hakim, A. A. A. A., & Rizki, S. D. (2021). Pendekatan Psikologis Dalam Mendapatkan Kepercayaan Konsumen Dari Kegagalan Pelayanan. Jurnal Bisnis Dan Akuntansi, 23(1), 75–92. https://doi.org/10.34208/jba.v23i1.887
Shiau, W. L., Sarstedt, M., & Hair, J. F. (2019). Internet research using partial least squares structural equation modeling (PLS-SEM). Internet Research, 29(3), 398–406. https://doi.org/10.1108/IntR-10-2018-0447
Suasana, I. G. A. K. G., & Warmika, I. G. K. (2023). Pendekatan Psikologis Dalam Menentukan Minat Berwirausaha Mahasiswa. EKUITAS (Jurnal Ekonomi Dan Keuangan), 7(4), 501–520.
https://doi.org/10.24034/j25485024.y2023.v7.i4.5807
Suprapto, Y., & Wijaya, P. A. (2023). Analysis of the Influence of Perceived Risk in E-commerce on Online Purchase Intention in Batam City Communities. Indonesian Journal of Economics, Social, and Humanities, 5(2), 131–143. https://doi.org/10.31258/ijesh.5.2.131-143
Sutisna, F. A., Durohman, H., & Anugrah, M. Y. (2024). the Impact of Islamic Work Ethics, Attitude, and Hedonic Values on the Intention To Establish Sustainable Entrepreneurship Among Muslim Students in Java. Al-Dzahab, 5(1), 8–24. https://doi.org/10.32939/dhb.v5i1.3503
Tam, C., Santos, D., & Oliveira, T. (2020). Exploring the influential factors of continuance intention to use mobile Apps: Extending the expectation confirmation model. Information Systems Frontiers, 22(1), 243–257. https://doi.org/10.1007/s10796-018-9864-5
Toyama, M. (2020). Factors influencing positive word-of-mouth intentions of inbound tourists to Japan. Journal of Global Tourism Research, 5(1), 25–30. https://doi.org/10.37020/jgtr.5.1_25
Turan, Z., Kucuk, S., & Karabey, S. C. (2022). Investigating Pre-Service Teachers’ Behavioral Intentions to Use Web 2.0 Gamification Tools. Participatory Educational Research, 9(4), 172–189. https://doi.org/10.17275/per.22.85.9.4
Umiyati, I., Eka Putri, T., & Maya, N. (2021). Social Influence, Usability And Security On The Intensity of DANA e-Wallet Use. Journal of Accounting for Sustainable Society (JASS, 03, 113–130.
Vahdat, A., Alizadeh, A., Quach, S., & Hamelin, N. (2020). acceptance model , social factors and purchase intention. Australasian Marketing Journal (AMJ), xxxx, 1–10. https://doi.org/10.1016/j.ausmj.2020.01.002
Weng, G. S., Zailani, S., Iranmanesh, M., & Hyun, S. S. (2017). Mobile taxi booking application service’s continuance usage intention by users. Transportation Research Part D: Transport and Environment, 57, 207–216.
https://doi.org/10.1016/j.trd.2017.07.023
Yang, Y., Asaad, Y., & Dwivedi, Y. (2017). Examining the impact of gamification on intention of engagement and brand attitude in the marketing context. Computers in Human Behavior, 73, 459–469. https://doi.org/10.1016/j.chb.2017.03.066
Yasa, N. N. K., Piartrini, P. S., Telagawathi, N. L. W. S., Muna, N., Rahmayanti, P. L. D., Wardana, M. A., Wijaya, N. S., Ribek, P. K., & Suartina, I. W. (2022). The role of attitude to mediate the effect of trust, perceived behavior control, subjective norm and perceived quality on intention to reuse the COVID-19 website. International Journal of Data and Network Science, 6(3), 895–904.
https://doi.org/10.5267/j.ijdns.2022.2.007
Zhong, Y., Oh, S., & Moon, H. C. (2021). Service transformation under industry 4.0: Investigating acceptance of facial recognition payment through an extended technology acceptance model. Technology in Society, 64(September 2020), 101515. https://doi.org/10.1016/j.techsoc.2020.101515
https://www.liputan6.com/hot/read/4856338/pengertian-e-commerce-menurut-para-ahli-dan-contohnya-di-indonesia?page=4
Abima, B., Engotoit, B., Kituyi, G. M., Kyeyune, R., & Koyola, M. (2021). Relevant local content, social influence, digital literacy, and attitude toward the use of digital technologies by women in Uganda. Gender, Technology and Development, 25(1), 87–111. https://doi.org/10.1080/09718524.2020.1830337
Andriani, N., Mugiono, M., & Rahayu, M. (2021). Utilitarian Shopping Value and Hedonic Shopping Value To Improve Customer Satisfaction and Repurchase Intention on E-Commerce Business. Jurnal Aplikasi Manajemen, 19(1), 166–174.
https://doi.org/10.21776/ub.jam.2021.019.01.15
Chu, S. C., & Chen, H. T. (2019). Impact of consumers’ corporate social responsibility-related activities in social media on brand attitude, electronic word-of-mouth intention, and purchase intention: A study of Chinese consumer behavior. Journal of Consumer Behaviour, 18(6), 453–462. https://doi.org/10.1002/cb.1784
Daragmeh, A., Sági, J., & Zéman, Z. (2021). Continuous intention to use e-wallet in the context of the covid-19 pandemic: Integrating the health belief model (hbm) and technology continuous theory (tct). Journal of Open Innovation: Technology, Market, and Complexity, 7(2). https://doi.org/10.3390/joitmc7020132
Dhir, A., Khalil, A., Kaur, P., & Rajala, R. (2019). Rationale for “Liking” on Social Networking Sites. Social Science Computer Review, 37(4), 529–550.
https://doi.org/10.1177/0894439318779145
Dwipradhana, N. A. R., & Marsasi, E. G. (2024). The Role of Shopping Engagement and Customer Experience on Intention to Buy based on Technology Acceptance Model in Gen Z. Jurnal Dinamika Manajemen, 15(1), 175–191.
https://doi.org/10.15294/jdm.v15i1.49800
Ekawati, N. W., Nyoman, N., Yasa, K., Made, N., Kusumadewi, W., & Setini, M. (2021). Management Science Letters. 11, 253–260.
https://doi.org/10.5267/j.msl.2020.8.008
Fauziah, S. A., & Ashfiasari, S. (2021). Pengaruh Social Influence dan Self-efficacy Terhadap Intention to Use Mobile Payment System Pada Pengguna E-wallet. Jurnal Ekonomi, Manajemen, Bisnis, Dan Sosial (EMBISS), 1(4), 307–317.
Gharib, R. K., Garcia-Perez, A., Dibb, S., & Iskoujina, Z. (2020). Trust and reciprocity effect on electronic word-of-mouth in online review communities. Journal of Enterprise Information Management, 33(1), 120–138. https://doi.org/10.1108/JEIM-03-2019-0079
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). The Results of PLS-SEM Article information. European Business Review, 31(1), 2–24.
Hamari, J., & Koivisto, J. (2013). Social motivations to use gamification: An empirical study of gamifying exercise. ECIS 2013 - Proceedings of the 21st European Conference on Information Systems.
Hsu, C. L., & Chen, M. C. (2018). How gamification marketing activities motivate desirable consumer behaviors: Focusing on the role of brand love. Computers in Human Behavior, 88, 121–133. https://doi.org/10.1016/j.chb.2018.06.037
Kawa, A., & Wałęsiak, M. (2019). Marketplace as a key actor in e-commerce value networks. Logforum, 15(4), 521–529. https://doi.org/10.17270/J.LOG.2019.351
Kesumahati, E. (2023). Peningkatan Purchase Intention Dalam Peran e-WOM dan Celebrity Endorser Pada Produk Skincare Internasional. Ekonomi, Keuangan, Investasi Dan Syariah (EKUITAS), 5(2), 357–367.
https://doi.org/10.47065/ekuitas.v5i2.4465
Koivisto, J., & Hamari, J. (2019). The rise of motivational information systems: A review of gamification research. International Journal of Information Management, 45(June 2017), 191–210. https://doi.org/10.1016/j.ijinfomgt.2018.10.013
Kurniawan, I. A., Mugiono, M., & Wijayanti, R. (2022). the Effect of Perceived Usefulness, Perceived Ease of Use, and Social Influence Toward Intention To Use Mediated By Trust. Jurnal Aplikasi Manajemen, 20(1), 117–127.
https://doi.org/10.21776/ub.jam.2022.020.01.12
Kusumawardani, K. A., Widyanto, H. A., & Tambunan, J. E. G. (2023). The role of gamification, social, hedonic and utilitarian values on e-commerce adoption. Spanish Journal of Marketing - ESIC, 27(2), 158–177.
https://doi.org/10.1108/SJME-09-2022-0188
Lady, Lady, Andrew, A., Agustin, C., Seren, S., & Enjelia, Y. (2023). Implementasi Digital Marketing pada UMKM Bola Ubi Kopong Batam Center. ECo-Fin, 5(3), 157–166. https://doi.org/10.32877/ef.v5i3.781
Lu, H. P., & Ho, H. C. (2020). Exploring the impact of gamification on users’ engagement for sustainable development: A case study in brand applications. Sustainability (Switzerland), 12(10). https://doi.org/10.3390/su12104169
Marpaung, F. K., Dewi, R. S., Grace, E., Sudirman, A., & Sugiat, M. (2021). Behavioral Stimulus for Using Bank Mestika Mobile Banking Services: UTAUT2 Model Perspective. Golden Ratio of Marketing and Applied Psychology of Business, 1(2), 61–72. https://doi.org/10.52970/grmapb.v1i2.68
Mishra, A., Shukla, A., & Sharma, S. K. (2021). Psychological determinants of users’ adoption and word-of-mouth recommendations of smart voice assistants. International Journal of Information Management, August, 102413. https://doi.org/10.1016/j.ijinfomgt.2021.102413
Moghavvemi, S., Sharabati, M., Paramanathan, T., & Rahin, N. M. (2017). The impact of perceived enjoyment, perceived reciprocal benefits and knowledge power on students’ knowledge sharing through Facebook. International Journal of Management Education, 15(1), 1–12. https://doi.org/10.1016/j.ijme.2016.11.002
Mustikasari, A. (2022). The Influence of Gamification and Rewards on Customer Loyalty in Z Generation with Moderating Role of Gender (Case Study On The Shopee Marketplace). Management Analysis Journal, 1, 174–181. http://maj.unnes.ac.id
Novela, S., Caroline, E., & Octavia, R. (2020). The Effects of Hedonic and Utilitarian Motivation toward Online Purchase Intention with Attitude as Intervening Variable. August, 75–80.
Nurfadilah, D., & Samidi, S. (2021). How the Covid-19 Crisis Is Affecting Customers’ Intention To Use Islamic Fintech Services: Evidence From Indonesia. Journal of Islamic Monetary Economics and Finance, 7(1), 83–114.
https://doi.org/10.21098/jimf.v7i0.1318
Nurtanio, I. N., Bursan, R., Wiryawan, D., & Listiana, I. (2022). Influence of Shopping Lifestyle and Hedonic Shopping Motivation on Impulse Buying in Bukalapak E-Commerce (Study on Bukalapak Consumers in Bandar Lampung). Takfirul Iqtishodiyyah (Jurnal Pemikirann Ekonomi Syariah), 2(2), 1–28.
Ozturk, A. B., Nusair, K., Okumus, F., & Hua, N. (2016). The role of utilitarian and hedonic values on users’ continued usage intention in a mobile hotel booking environment. International Journal of Hospitality Management, 57, 106–115. https://doi.org/10.1016/j.ijhm.2016.06.007
Pang, H. (2021). Identifying associations between mobile social media users’ perceived values, attitude, satisfaction, and eWOM engagement: The moderating role of affective factors. Telematics and Informatics, 59(October 2020). https://doi.org/10.1016/j.tele.2020.101561
Permana, D. (2019). Recognizing the Islamic Banking Consumer Behaviour from the Perspective of Product Knowledge, Brand Awareness and Attitude. Journal of Marketing and Consumer Research, 61(2012), 16–22.
https://doi.org/10.7176/jmcr/61-03
Purwanto, G. S., Rahardja, C., & Anandya, D. (2024). Gamification and Customer Experience: The Mediating Role of Customer Brand Engagement in Shopee. Proceedings of the International Symposium on Management, 21(3), 340–357. https://doi.org/10.1108/NBRI-07-2020-0041
Satrio, D. (2021). Upaya Peningkatan Minat Pemasaran Online (E-Commerce) Untuk Pelaku Umkm Makanan Ringan Di Kabupaten Batang. Indonesian Journal Of Community Service, 2666, 259–268.
Shaleha, W. M., Hakim, A. A. A. A., & Rizki, S. D. (2021). Pendekatan Psikologis Dalam Mendapatkan Kepercayaan Konsumen Dari Kegagalan Pelayanan. Jurnal Bisnis Dan Akuntansi, 23(1), 75–92. https://doi.org/10.34208/jba.v23i1.887
Shiau, W. L., Sarstedt, M., & Hair, J. F. (2019). Internet research using partial least squares structural equation modeling (PLS-SEM). Internet Research, 29(3), 398–406. https://doi.org/10.1108/IntR-10-2018-0447
Suasana, I. G. A. K. G., & Warmika, I. G. K. (2023). Pendekatan Psikologis Dalam Menentukan Minat Berwirausaha Mahasiswa. EKUITAS (Jurnal Ekonomi Dan Keuangan), 7(4), 501–520.
https://doi.org/10.24034/j25485024.y2023.v7.i4.5807
Suprapto, Y., & Wijaya, P. A. (2023). Analysis of the Influence of Perceived Risk in E-commerce on Online Purchase Intention in Batam City Communities. Indonesian Journal of Economics, Social, and Humanities, 5(2), 131–143. https://doi.org/10.31258/ijesh.5.2.131-143
Sutisna, F. A., Durohman, H., & Anugrah, M. Y. (2024). the Impact of Islamic Work Ethics, Attitude, and Hedonic Values on the Intention To Establish Sustainable Entrepreneurship Among Muslim Students in Java. Al-Dzahab, 5(1), 8–24. https://doi.org/10.32939/dhb.v5i1.3503
Tam, C., Santos, D., & Oliveira, T. (2020). Exploring the influential factors of continuance intention to use mobile Apps: Extending the expectation confirmation model. Information Systems Frontiers, 22(1), 243–257. https://doi.org/10.1007/s10796-018-9864-5
Toyama, M. (2020). Factors influencing positive word-of-mouth intentions of inbound tourists to Japan. Journal of Global Tourism Research, 5(1), 25–30. https://doi.org/10.37020/jgtr.5.1_25
Turan, Z., Kucuk, S., & Karabey, S. C. (2022). Investigating Pre-Service Teachers’ Behavioral Intentions to Use Web 2.0 Gamification Tools. Participatory Educational Research, 9(4), 172–189. https://doi.org/10.17275/per.22.85.9.4
Umiyati, I., Eka Putri, T., & Maya, N. (2021). Social Influence, Usability And Security On The Intensity of DANA e-Wallet Use. Journal of Accounting for Sustainable Society (JASS, 03, 113–130.
Vahdat, A., Alizadeh, A., Quach, S., & Hamelin, N. (2020). acceptance model , social factors and purchase intention. Australasian Marketing Journal (AMJ), xxxx, 1–10. https://doi.org/10.1016/j.ausmj.2020.01.002
Weng, G. S., Zailani, S., Iranmanesh, M., & Hyun, S. S. (2017). Mobile taxi booking application service’s continuance usage intention by users. Transportation Research Part D: Transport and Environment, 57, 207–216.
https://doi.org/10.1016/j.trd.2017.07.023
Yang, Y., Asaad, Y., & Dwivedi, Y. (2017). Examining the impact of gamification on intention of engagement and brand attitude in the marketing context. Computers in Human Behavior, 73, 459–469. https://doi.org/10.1016/j.chb.2017.03.066
Yasa, N. N. K., Piartrini, P. S., Telagawathi, N. L. W. S., Muna, N., Rahmayanti, P. L. D., Wardana, M. A., Wijaya, N. S., Ribek, P. K., & Suartina, I. W. (2022). The role of attitude to mediate the effect of trust, perceived behavior control, subjective norm and perceived quality on intention to reuse the COVID-19 website. International Journal of Data and Network Science, 6(3), 895–904.
https://doi.org/10.5267/j.ijdns.2022.2.007
Zhong, Y., Oh, S., & Moon, H. C. (2021). Service transformation under industry 4.0: Investigating acceptance of facial recognition payment through an extended technology acceptance model. Technology in Society, 64(September 2020), 101515. https://doi.org/10.1016/j.techsoc.2020.101515
Published
2024-11-01
How to Cite
Lady, L., Defen, D., & Nurjanah, L. (2024). THE ROLE OF GAMIFICATION TO INTENTION THROUGH ATTITUDE ON MARKETPLACE APP ADOPTION. Journal of Management : Small and Medium Enterprises (SMEs), 17(3), 917-934. https://doi.org/10.35508/jom.v17i3.18977
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