Gamification as an internal incentive method has been widely adopted in practice. Compared with the traditional external rewards, internal rewards can stimulate the enthusiasm of users. This paper,therefore,explores and constructs a model on how gamification (herein composed of three dimensions: sense of achievement, social influence and sense of ownership) affects user’s continuance intention from the perspective of intrinsic motivation (herein composed of three dimensions: self-presentation, entertainment and self-efficacy). Through the multiple regression analysis of 456 e-shoppers sample data by using the software of SMARTPLS 3.0, we draw the following five conclusions: gamification was positively correlated with self-presentation, entertainment and self-efficacy; sense of achievement, social influence and sense of ownership, significantly positively affected self-presentation, entertainment and self-efficacy; there is no correlation between self-presentation and users' continuance intention; entertainment and self-efficacy are positively correlated with users' continuance intention; and entertainment and self-efficacy play a mediation role between gamification and users' continuance intention.