Drawing upon the stimulus-organism-response (S-O-R)framework, this study developeda theoretical model to examine the impact mechanismof two gamification features on individuals’ impulse purchase in the context of Double Eleven. An empirical survey was conducted and 716 valid questionnaires were collected from consumers using Taobao and Tmall platforms in China.Structural equation modelling method was used to examine the research model. The empirical results suggestedthat rewards giving and badges upgradinggamification features werepositivelyassociated with perceived enjoyment and social interaction reactions, which in turn hadstrong influenceson consumers’ impulse purchase. This study providesnew insights in understandingonline impulsive buyingbehaviorsby incorporatingthe mechanism of gamificationin the new research context of Double Eleven.
Shao, Zhen; Zhang, Lin; Zhang, Rui; and Pan, Zhengyuan, "Impact of Gamification on Consumers’ Online Impulse Purchase: The Mediating Effect of Affect Reaction and Social Interaction" (2019). PACIS 2019 Proceedings. 21.