RESEARCH ON FACTORS AFFECTING ONLINE PURCHASE INTENTION USING A GAMIFICATION APPROACH ON THE SHOPEE.VN PLATFORM

Gamification has gained widespread adoption across various fields such as education, commerce, finance, and entertainment, due to its potential to boost engagement and influence user behavior. E-commerce offers opportunities to motivate consumers and shape purchasing decisions. This study combines the Technology Acceptance Model (TAM), the Uses and Gratifications Theory (UGT), and Hodkinson's Fear of Missing Out (FOMO) to build a research model focused on factors influencing online purchase intentions. The study examines Shopee, a leading e-commerce platform in Vietnam, and investigates gamification’s impact on purchase intentions in Hanoi. A survey of 252 respondents was conducted, with data analyzed using SPSS.26. The findings point out three key determinants of online purchase intentions on gamified platforms: intention to use, FOMO, and social interaction, in order of significance. Based on these results, the study recommends that Shopee improve its gamification strategies by fostering user interaction, enhancing social connectivity, improving usability, and encouraging social sharing, which will likely increase consumer engagement and conversion rates.