| In recent years,e-commerce platforms have carried out gamification marketing practice during the shopping festival to create a shopping atmosphere and improve commodity sales.Among the domestic e-commerce platforms,Taobao platform is the most representative,and Taobao’s gamification marketing activities have always been the focus of users’ attention.However,users have different comments on Taobao’s gamification marketing activities.Some users express their willingness to participate in Taobao’s gamification marketing activities,but some users have a psychological resistance to Taobao’s gamification marketing,which affects their continuous use of Taobao platform.The research on gamification marketing of e-commerce platform is still in its infancy,and it is difficult to provide theoretical guidance and practical suggestions for e-commerce platforms to improve users’ continuance usage intention through gamification marketing.Therefore,this study takes gamification marketing of e-commerce platforms as the research background to explore the internal mechanism of users’ continuance usage intention of e-commerce platform due to gamification marketing,so as to provide management suggestions for e-commerce platform to better carry out gamifcation marketing.In this study,qualitative and quantitative mixed research methods are used to study the influencing factors of users’ continuance usage intention.First of all,through in-depth interviews,a preliminary study is carried out.The grounded theory is used to code and analyze the interview materials,and four dimensions are summarized,including user perception,user satisfaction,customer engagement and user intention.Seven factors are refined,including expectation confirmation,perceived usefulness,perceived fun,satisfaction,psychological engagement,behavioral engagement and continuance usage intention,so as to construct the conceptual model of grounded theory;Secondly,based on the characteristics of gamification marketing in e-commerce platform and the support of relevant theories,two variables closely related to gamification marketing of e-commerce platform are introduced,including perceived interaction and social influence;Then,the research model is constructed by combining ISCECM-model and customer engagement theory;Finally,the hypothesis is verified by structural equation model analysis.The hypothesis test results show that:(1)perceived interactivity and expectation confirmation have a positive impact on perceived fun;Social influence and expectation confirmation positively affect perceived usefulness;Perceived usefulness and perceived fun positively affect satisfaction;Satisfaction has a positive impact on continuance usage intention through psychological engagement and behavioral engagement.(2)Expectation confirmation has no positive effect on satisfaction.Based on the research results,this study puts forward management suggestions for e-commerce platform to improve users’ continuance usage intention through gamification marketing strategy,so as to promote the development of the platform,including optimizing gamification design to improve user perception,improving word of mouth to improve social influence and attaching importance to customer engagement to improve users’ continuance usage intention. |
