Gamification and Consumer Purchase Intention in Nepal: A PLS-SEM Analysis of Perceived Usefulness, Ease of Use, Social Influence, and Enjoyment in Kathmandu Valley

Abstract

Background: The rapid growth of online retail has intensified the need for digital strategies that can attract consumers and encourage purchase decisions. Gamification has emerged as one such strategy by incorporating game-like elements into non-game environments to enhance user engagement and interaction. However, consumers may respond differently to gamification depending on its perceived usefulness, ease of use, social influence, and enjoyment.

Purpose: This study examines the impact of gamification on consumer purchase intention in online retail platforms in Kathmandu Valley. Specifically, it investigates the effects of perceived usefulness, perceived ease of use, perceived social influence, and perceived enjoyment on consumer attitude toward gamification, and assesses the mediating role of attitude in the relationship between these gamification elements and purchase intention.

Design/methodology/approach: This study adopts an explanatory research design. A sample of 403 respondents was selected using purposive, non-probability sampling. Data were collected through a structured questionnaire administered via the KOBO Toolbox and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).

Findings: Perceived usefulness, perceived ease of use, and perceived enjoyment significantly influence both consumer attitude and purchase intention, while perceived social influence significantly affects purchase intention directly but not through attitude. Attitude significantly influences purchase intention; however, it does not significantly mediate the relationship between the gamification elements and purchase intention.

Conclusion: This study demonstrates that gamification elements, usefulness, ease of use, enjoyment, and social influence, play a meaningful role in shaping consumer purchase intention in Kathmandu Valley. While attitude itself drives purchase intention, it does not serve as a significant mediating mechanism between gamification elements and purchasing behavior, suggesting that consumers respond to these elements largely through direct rather than attitude-mediated pathways.