How gamification influences e-commerce behavior in hardcore vs. casual gamers?

In recent years, e-commerce transactions have experienced a positive growth trend, with gamification emerging as a widely adopted feature to enhance user engagement and business outcomes. Despite its increasing implementation, the effectiveness of gamification in e-commerce requires further investigation. Grounded in the Theory of Planned Behavior (TPB), this study examines how attitudes, subjective norms, and perceived behavioral control influence user behavior in gamified e-commerce environments. Specifically, this research explores the impact of gamification design on user acquisition, engagement, and purchasing behaviors by considering different player types. To bridge existing research gaps, this study proposes several hypotheses: player types positively affect gamification design; gamification design positively influences acquisition, engagement, and purchase in expected business behavior; and gamification design, influenced by player type, positively impacts acquisition, engagement, and purchase behaviors. Using data collected from 302 e-commerce users in Indonesia, this study employs structural equation modeling (SEM) to analyze the relationships between gamification design, user behavior, and business performance. Additionally, a multi-group analysis differentiating hardcore and casual player types is conducted to explore variations in acquisition, engagement, and purchasing behaviors. The empirical findings confirm that gamification strategies tailored to specific player types significantly enhance e-commerce business objectives. Specifically, hardcore players exhibit a stronger response to gamification design in terms of acquisition, engagement, and purchase behaviors than casual players. These insights highlight the critical role of player-centric gamification strategies in optimizing business performance and user experience.