How to Enhance Customers’ Brand Attachment of Mobile Commerce Platforms by Gamification Based on the Mechanism-dynamic-emotion Framework?

Retailers are also beginning to explore gamification strategies to provide users with a better experience through gamification elements. Gamified platforms not only bring a large number of active users but also provide users with social interaction, shopping vouchers obtained through playing games, charity events, and participation in promotion activities. These platforms’ games attract customers play games even without a purchase need. If customers can receive better rewards, customers could be encouraged to use the same platform more frequently, and then increase their dependency of the mobile e-commerce platform. Customer can regularly engage with the mobile e-commerce platform for playing games and then cultivate their attachment to the platform. This study develops the research model based on the MDE framework. This study conducted an online survey for data collection. Results derived from the 788 valid returned data support all hypotheses. Gamification increase perceived value, social interaction and achievement, and in turn enhance brand attachment. Personality traits moderates the relationship of gamification and users’ perception of using mobile e-commerce platforms. Theoretical and managerial implications are also listed.