Exploring Consumers’ Cognitive Structures toward Gamification in E-commerce

Abstract

While gamification in e-commerce for marketing purposes has been examined in existing literature, there remains a significant gap in scientific understanding regarding the behavioral perceptions and values that influence consumer engagement with gamification. Therefore, a systematic cognitive framework for gamification use is beneficial for understanding these behavioral perceptions. This study aims to identify consumers’ cognitive structures toward gamification in e-commerce by examining the relationships among gamification attributes, perceived consequences, and personal values. Using means–end chain theory and the soft-laddering interview technique, data were collected from 68 Vietnamese consumers who had used gamified functions on e-commerce platforms within the previous six months. The findings show that ten significant attributes of gamification are the most useful features for consumers. The ten identified attributes demonstrate a cognitive association with eleven positive consequences, which play a vital role in fulfilling five key personal values of consumers. The findings have practical implications for consumers and marketers, enhancing consumer engagement, improving the shopping experience, and optimizing the effectiveness of gamification strategies.