How does gamification enhance consumer purchase intention in AI live streaming commerce? An fsQCA approach

With the rapid development of AI technology, AI live streaming commerce has gradually become an important way for enterprises to interact with consumers. However, how to enhance consumers' purchase willingness through effective design is still a key problem in theory and practice. This study focuses on the influence of gamification drivers on consumers' purchase intention. Based on Octalysis Gamification Framework, a configuration model including eight condition variables and one outcome variable is constructed, and multiple reconfiguration paths are revealed by fuzzy set qualitative comparison analysis (fsQCA). The results show that the seven intermediate solution paths show the promotion effect of different gamification types on consumers' purchase intention, which respectively reflect various mechanisms. Further analysis shows that epic meaning is the core conjunctural conditions affecting all paths, while scarcity, unknown and loss avoidance form alternative conditions. This study enriches the application of Octalysis Gamification Framework in AI live streaming commerce scenarios from the theoretical level, expands the perspective of the configuration of gamification mechanism's impact on consumer behavior, and provides a new way to understand the multi-factor interaction in complex business scenarios. From the practical level, it provides specific guidance for live streaming platforms and brands to design gamification strategies, and suggests that consumers' participation and purchase intention can be further enhanced by strengthening the sense of mission, designing limited-time interactive activities and optimizing human-computer interaction scenarios.