A Study On Effect Of Gamification Elements On Online Consumers Purchase Intention

With the development of online retail,shopping has become one of the most important ways for people to access shopping.Compared with the problems of insufficient potential customers,slow logistics and underdeveloped network faced by e-commerce when the network shopping was just emerging,the biggest challenge faced by e-commerce now is how to stand out in the fierce e-commerce competition and maintain a sustainable competitive advantage in the online shopping market.Iresearch 2005 pointed out that people choose online shopping is the main reason of the fast and convenient and cheap,but with the development of Internet,online stores and a growing number of consumers shopping on the Internet when facing the choice of more and more,people are not just the pursuit of material that can bring goods demand,electricity only through a price war between has already can't win the favour of consumer,how to create a gaming shopping atmosphere,let consumers enjoy the process of buying products,better competitive advantage for online retailers play an important role.However,as gamification has become a new and attractive marketing method,more and more e-commerce companies use gamification elements such as points,limited sales,flash sale,reviews,membership level,group purchase discount,and full or less to improve consumers' participation and purchase intention.Which of these gamification elements affect consumer engagement? What influences consumers' buying intention? Does customer participation affect purchase intention? How can consumers be motivated to make a purchase?Online retailers have yet to reach a consensus.Although the academia has gradually realized that gamification elements will have an impact on the purchase intention,there are still some defects and deficiencies such as scattered studies,imperfect system framework and lack of empirical tests.Firstly,this paper constructs the relationship model between gamification elements and consumers' purchase intention,and takes customer participation as an intermediary variable to determine the relationship among gamification elements,customer participation and purchase intention.Secondly,gamification elements are divided into three dimensions of gamedynamics,game mechanism and game components to further determine the specific influence of each dimension on customer participation and purchase intention.Finally,questionnaires were collected through online(star questionnaire,QQ,WeChat)and offline(field questionnaire)channels.Data analysis and model verification were conducted by using SPSS22.0 and AMOS21.0.The analysis results were obtained and corresponding Suggestions were provided for online stores to implement gamification marketing on this basis.