Gamified Customer Experience and Engagement in Amazon Online Retailing Company in The Covid -19 era

Abstract

This study aims to fill the gap between gamification features and their impacts on practical marketing activities in The Covid -19 era by providing a comprehensive analysis between gamification features: immersion (storytelling), achievement (reward), and social (competition) on customer experience (CX) and engagement (CE). In this study, a Quasi-experimental design method was used to examine the relationship of the gamification features on CX and engagement. To investigate, an online survey was distributed to 200 students and they were exposed to three different scenarios randomly. Structural equation modeling, Analysis of variance (ANOVA), t-test, regression, path analysis and Sobel test were used to evaluate the impacts of gamification on CX and engagement. The results reveal that gamification has positive effect on CE and CX while, achievement has a more substantial impact than immersion and social on CX, competition has a stronger positive effect than storytelling but weaker positive effect than reward.